It tries to save itself and takes other ecologies and braids them in together to support itself. The industry, whether it be music, the media, or film, will rebuild itself if it's broken and if it sees that it's in danger of breaking down, it will use it's resources to ensure that it doesn't break down. For example, when record labels started losing money because of P2P, labels began to complain but they did not mention how much revenue they began to make because of the shows and the extra media products. Artists and celebrities today heavily rely on Twitter, blogs, and Facebook to connect with their audiences. They may not be collecting as much revenue from actual music sales, but the other side stuff that artists do today has proven to be a profitable market.
The music industry has been forced to diversify and rely on various ecologies such as Twitter, Facebook, and even Youtube to thrive. “As they diversify, ecologies seem idled with transversals (Genosko 2003; Guattari 2000), connections that cannot be reduced to any one ecology or discipline and transform all those they pass through.”[1] It's not that there is a loss in music sales and such, it’s just that there is a combining of various industries and ecologies that build up the framework that supports it.
[1] A Murphie “The World as Clock: The Network Society and Experimental Ecologies’ in Topia: Canadian Journal of Cultural Studies, 2004, 11:117-139, p. 123.
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