Discuss the phenomenon of digital media convergence in relation to
Music Video Online.
Digital media convergence is the term used to describe the phenomenon
of diverse media strands coming together to create new and innovative forms of
media. “Media convergence is a flow of content
across multiple media platforms, resulting in a type of migratory behavior
among consumers who will search out the kinds of content and experiences that
they wish” (Sheehan, 2009). When referring to music video this is the
combining of images and music to create a new media that was original screened
on television but has rapidly emerged onto our computer screens.
With the creation of radio it saw a rise in the stroll away from
television for young people, young people were more typically radio audiences
whilst the older generations were the television audiences. Music video was the
convergence of video and music industries; at the time of their convergence the
industries where both struggling and the creating of music video was an
innovative way to reinvent their industries. This movement was aimed at
breaching the bridge between radio and television audiences. The birth of new
music and television stars the focus was shifted back to television due to the
creation of music video.
The Jazz Singer (1927) was the first time songs where put into movies,
this inspired a whole generation of creation of collaboration between music and
video which lead to the creation of classics such as the Wizard of Oz. The
Wizard of Oz and other such musicals were a defining leap for the formation of
music video industry. Elvis Presley was the major influencing star in the music
video industry; he was the cross over between television stars and radio stars.
He was both of these and brought the two converging medias to an all time high.
He drew the audiences of the two separate media types together with his music
and ability to cross genres bringing the two dying forms of media back to life.
With the birth of the 80’s saw the creation that would define a
generation; MTV was launched on the 1st of August 1981. The creation
of MTV changed the music industry forever it gave a place for artists to share
their music with the world through television. MTV hosted some of the most
famous artists to date. Michael Jackson and Madonna defined the 80’s with their
shift to audio-visual artists; it was not just about the way the music sounded
but the digital media associated an image with the music. To this very day the
videos created and aired on MTV are still some of the most iconic music videos
the world has ever seen. Not a soul can listen to the classic Michael Jackson’s
thriller without picturing the graveyard and busting out the timeless dance
moves.
 |
| Michael Jackson's iconic Thriller |
Before the phenomena of MTV, which saw the worldwide change in media
and the birth of music video; Australia was already making music video on
television. With the iconic show countdown hosted by Molly Meldrum live
performances from bands were played and broadcasted across Australia. The
iconic show countdown hosted the likes of Jimmy Barnes, Cold Chisel, Split Ends
and AC/DC. It gave some of the biggest names in Australian music history their
start by giving them a wider audience than what radio would have given them.
Nowdays with the creation of the
internet and the convergence of music video to online, the music industry and tv
industry is a dying art form in some peoples views. People no longer pay for
music and they watch their tv shows online. We have entered a world where all of
our media forms can be accessed from the device in the palm of our hands we
don’t need to go to the record store to buy music or tune into the tv to see
music video. With this comes the loss of money for these industrys hence why
there is such a boom in the online world. When it is online the quality of the
video doesn’t need to be as high and this can lower the cost considerably.
Youtube has been one of the
greastest advances in music video online, changing the way in which music video
can be watched and distributed. Youtube was created in 2005 and today has one
hour worth of video uploaded every second. It’s the largest online video host
and is the major source of music video online to date. With Youtube came the
ability to search and locate any music video instantly, it gave a place for not
only famous artists but local and undiscovered talent to put their music. It
gave an international platform to which music can be widely distributed across
the world.
Youtube has been the founder of
artists all over the world. The young star Justin Bieber began posting videos
of him singing in his home. His videos went viral and he was
discovered and signed to a major record label. Justin Beiber now holds the most
watched video on Youtube with his music video baby reaching over 773 million
views. The young star credits all his fame to the YouTube phenomena and claims that it has changed the music industry dramatically giving people from small places all over the world a platform to share their talents and creations.
However there
is a downside to the collaboration of music video online many questions have been
raised “who will win the battle to control the dissemination of music online;
which legal and technological forces will shape the future of music
distribution; and how quickly music will proliferate and be sold legally and
profitably over the Internet. “(Coats et al, 2000) . Due to music video online both the
radio and television industry are suffering. People are buying and watching
everything online. However, “Scholars remain celebratory in their rhetoric that
technology has profoundly changed our culture, and continue to claim that in
the near future all content will be digital interactive and shared.” (Hilderbrand,
2007)
It can be seen that convergence is a very
influential thing in the media industry. When it comes to music video
convergence has given artists much larger opportunities and a wider fan base.
Although there are down sides as to how they will be able to control the
illegal downloads and distribution the convergence to music video has opened
many doors for both television and radio industries.
References:
Online
Journal
Coats,
W Freeman, V Given, J and Rafter, H, ‘Streaming into the Future: Music and
Video Online’ Loyola of Los Angeles
Entertainment Law Review, vol 20, no. 285, viewed: 30 August 2012 http://digitalcommons.lmu.edu/cgi/viewcontent.cgi?article=1400&context=elr&sei-redir=1&referer=http%3A%2F%2Fscholar.google.com.au%2Fscholar%3Fq%3Dmusic%2Bvideo%2Bonline%26btnG%3D%26hl%3Den%26as_sdt%3D0%252C5#search=%22music%20video%20online%22
Sheehan,
K and Morrison, D, 2009, ‘Beyond Convergence: Confluence culture and the role
of the advertising agency in a changing world’ First Monday, vol. 13, no. 3, viewed 30 August 2012, < http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121>
(recommended reading)
Website:
CNN Entertainment . 1998. MTV changed the music industry on
August 1, 1981. [ONLINE] Available at: http://articles.cnn.com/1998-07-31/entertainment/9807_31_encore.mtv_1_music-videos-beavis-mtv-crowd?_s=PM:SHOWBIZ.
[Accessed 30 August 12].
Journal
Article:
Hilderbrand, L
2007, ‘YouTube: where cultural memory and copyright converge’, Film Quarterly, vol.61 pg 48-57 (required
reading)
Image:
Thriller,
accessed 30 August 2012 (http://www.thrilleralbum.com)
Countdown logo,
accessed 30 August 2012
(http://blogs.abc.net.au/nsw/2012/07/25-years-since-the-final-countdown.html?site=riverina&program=riverina_breakfast)
Youtube logo,
accessed 30 August 2012 (http://www.connectingup.org)
YouTube:
Justin Bieber –
Baby ft Ludacris (http://www.youtube.com/watch?v=kffacxfA7G4)
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