Music Videos and the Online Phenomenon
Evelyn Challinor
The rapid development and consumption of technology since the 1950s has expanded the accessible forms of media through digital convergence. Convergence is the merging of multiple media services to be accessible on a single device (Ofcom 2008a: 1). Digital convergence in the 21st Century allows the access of visual, aural and interactive or communicative media to be accessed through multiple devices such as computers, television sets, mobile phones, portable music players, etc. Contrary to the general criticism, convergence has not replaced traditional technologies but, rather widened the accessibility of their platforms. The convergence of the separate music and film/TV industries has received general criticism of emphasis on “'image' [to be] more important than the experience of music itself" (Straw, 1990: 2). The development in technological convergence has directed the music video's platform away from the traditional cinema and toward the television set. Today, music videos are accessed through multiple media forms and have the potential to become successful hits, going 'viral' across the Internet.
In the past, music was primarily accessed through physical format of vinyl records. The top singles were determined by their popularity in sales and radio airplay. However, by the 1970s, advertisers opted for other ways to reach younger audiences interested in music (Straw, 1993: 3). Musicians were then encouraged to further expose their work through the form of a promotional music video. Music videos, at the time, were only broadcast on television and therefore, drew large audiences to view the event at an exclusive time and onto a particular channel or program. Live television events would feature musicians live in studio as guest appearances, attracting large audiences around the world. The convergence of music and television also exploited by advertisers, who strategically broadcast during prime time.
Convergence in the 1960s
Music Television
The 1980s saw a drastic change in music celebrity, as a
consequence of media convergence "performer identity and discourses of
celebrity constituted the trappings through which songs acquired
distinctiveness necessary to their success in the turnover of the pop
charts" (Straw, 1993: 8). 1981 marked an embrace of the convergence of
music and television with the launch of the American MTV channel, airing music videos 24/7. MTV launched with The Buggles'
promotional music video "Video
Killed The Radio Star". From
then on, the dominance and growth in media convergence (and its
commercialization) was inevitable as Straw notes "arguably, one of
MTV’s most significant innovations was the institutionalization within North
America of an equivalent to network radio" (Straw, 1993: 6).
Online Music Videos
In contemporary cultural context, the definition of the music video has changed dramatically since the eminence of music television. Digital convergence and remediation has revolutionized the music industry. The former physical media of vinyl records, cassette tapes and, even CDs are now perceived to be 'obsolete' in 21st Century culture. The significance of radio as an access to the latest hit is also under scrutiny. "In the intervening decade digital developments such as DVDs, DVRs...video-on-deman services, peer-to-peer (p2p) file-sharing networks, and iPods have contributed to the changes in how viewers receive and watch television" (Hilderbrand, L., 2007: 48). The Internet today is the epitome of media convergence as "interactive new media", defying traditional conventions of "passive old media" (Negroponte, 1990). The Internet now blurs the conventional distinction between producer and consumer. Musicians are able to distribute their material without a record deal and are still able to gain recognition, or even celebrity status with their work.
YouTube is currently the most popular video streaming website, "[it] has been called 'viral', 'revolutionary', and a 'phenomenon'" (Hilderbrand, L., 2007: 48). Today, the fate of a music video lies not in the television views but, more effectively, online hits. "Equally, viewing music clips on mobile TV on the move is commonly referred to as an extension of, or complementary to, users’ consumption of music via mobile devices such as MP players and mobile phones" (Orgad, S., 2009: 9). However, the seemingly infinite video archive of both personal, historical and commercial content, uniqueness, creativity and (usually) talent are often sought in order to turn a video 'viral' or to aid in the success of a musician. YouTube not only showcases contemporary footage but also, historical music footage which may have been more difficult to obtain without the convenience of the Internet.
Musicians have been discovered through their audio and video uploads to Myspace, Facebook and YouTube and further promoted for download sales on iTunes. Common factors which may contribute to a music video's success generally include visual/aural aesthetics and unique conceptual creativity. For example, Vampire Weekend's "Cousins" (2009), which was promoted as a single and online music video.
Overall, through the convenience of digital convergence, music videos today are more easily accessible and have a higher chance of launching successful careers in the music industry. It is often argued that convergence is a recent phenomenon, however it is evident that the convergence of the music television industry predated the 1960s. Digital convergence however, allows an intensified immediacy to discover both the rare (both old and new) and the viral. Convergence, through mediation, widens the access platforms of music videos which were originally broadcast through traditional media and also allows the immediate and infinite access of music videos today. Digital media convergence has therefore provided a revolution in the creation and reception process of accessing music videos.
References
Recommended Readings:
- Orgad, Shani (2009) 'Mobile TV : Old and new in the construction of an emergent technology' Convergence, vol 15 no 2 pp 197 - 214 http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/15/2/197.full.pdf+html
From the course reader:
- Dwyer, T. (2010) 'Media Convergence' McGraw Hall, Berkshire, pp1-23
- Hilderbrand, L. (2007), 'Film Quarterly, Vol 61, 'Youtube: Where Cultural Memory and Copyright Converge'' pp 33-42
- Bolter, J. and Grusin, R. (1996) 'Remediations' Configurations, Vol. 4, pp 311-358
Additional research:
- Negroponte, N. (1990) "Being Digital" book. Vintage Books, Random House Inc, New York
- Patternson, R. (2008) 'Convergence and NGNs: Challenges in an All IP World'. Telecommunications Commissioner, 9th Annual Telecommunications & ICT Summit
- Ofcom (2008), “What is convergence?” A submission to the Convergence Think Tank, UK
Online Sources:
- The Official Ed Sullivan Site. Andrew Solt, SOFA Entertainment, copyright 2010. Date of access: 26/03/12 http://www.edsullivan.com/artists/the-beatles/
- An excerpt from the DVD release "The 4 Complete Ed Sullivan Shows Starring The Beatles." Released September 7, 2010. Standard Youtube License.
- "Cousins" by Vampire Weekend. XLRecordings, 2009. Standard Youtube License.
- Photograph: 'Royce Giles and miniature TV set', 1957. Via Flickr Creative Commons. Rights Info: No known restrictions on publication.
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