Digital Media Convergence: Online Music Video

The marvel of online music videos is one that evolved from an older form of traditional media, the television. Due to the digital convergence, consumers in the modern age like the ability to access content when they want, wherever they want(mobile). The way music videos have been shown is constantly being altered, usually driven by what the people want. The music industry used television as its main broadcasting platform back when MTV was introduced in 1981. Since then other dedicated music video channels have evolved, including speciality ones such as Max(classic) and Country Music Channel(Country). 

The process of Convegence

Not only are the ways which the videos are being distributed(via YouTube) evolving, but the ways they are produced; most being low-budget and becoming much simpler.
Consumers generally do not buy physical copies of records anymore, digital convergence has produced such platforms as iTunes(which also sells and plays music videos) – which has become an industry standard. Another industry standard is VEVO, which has taken control as a platform that online music videos are distributed on.

VEVO app display

Since the introduction of the internet, and nowadays, through the ease of streaming videos online – it would be inevitable that music videos would transition from a once controlled medium(TV) to a more user-friendly and electronic environment. Jenkins, H. (2006), speaks about how “the computer industry is converging with the television industry”, with this comes the notion that people will enjoy something more if they can interact with it more. For example, on a YouTube music video, a user can watch, pause, skip, replay, share, comment, like and favourite the video. Whereas while watching the music video on TV, thats all a user can do, watch.

From this view it's easy to see why the online music video business has been so successful. Jenkins also mentions this: “Convergence involves both a change in the way media is produced and a change in the way media is consumed”. Besides the user functionality changing, another reason why consumers are beginning to shy away from music TV is the fact that a lot of music dedicated channels simply don't play enough music – the prime example being MTV, which is mostly reality shows now.

Mobile Devices: Smartphones & Tablets

 

Of course this wouldn't be possible if it was not for the push of new media towards the convergence of digital media. (Technological Forecasting and Social Change) Another reason why consumers love to watch music video on their mobile devices is it allows privacy and the option for you watch what you want on your own personal screen.
(Orgad, S. 2009) A true advantage of music videos now being online is the ease of access for consumers via mobile devices. Those being smartphones, tablets and laptops. Most of those devices now have standard YouTube applications integrated into their operating system for ease.

VEVO Homepage 

So what exactly is VEVO? Simply put, your own private and personalised viewing of music videos through their own platform. This has also been integrated into YouTube as you might notice most artist's YouTube accounts have the suffix “VEVO” in them. As well simplifying where all music videos are placed, it has also become an industry standard. A video which has surpassed 100 million views is now referred to as “VEVO certified”. Professional recording artists are not the only ones who are allowed to be published on VEVO, as individual artists can apply. As well as displaying music videos,  the platform also offers extra content such as behind the scenes and interview videos. (VEVO, 2012) 

Youtube Logo

The beauty of having a platform such as YouTube is that anyone, albeit an amateur or professional artist can post their work; meaning anyone can have their voice heard – literally. This has allowed many artists to become famous and have their work recorded. Justin Bieber being one of the most famous who was signed by the artist Usher to his label. He started out making online music videos in his home, and is now a full time recording artist. Another example is the now recording artist, Christina Grimmie who also started out making videos for YouTube and now has a studio album out and over 316 million total YouTube video views(Grimmie, C, 2012, YouTube Channel). 

This video of Christina Grimmie performing a song shows that you do not necessarily need to be a successful and famous recording artist to display your own work. YouTube allows this sort of media sharing to be possible. 


The video above is of Beyonce performing the song Single Ladies. She admitted in an interview that it was one of the cheapest music videos that she had ever made, however it was her most successful in terms of views, with to date: 189,243,487 views on YouTube(Video 1). Most artists are following this in a similar fashion, making their videos simpler and uploading them online - as once a video becomes popular it doesn't really matter how
expensive it's production was. The same can be seen with the video below with Bruno Mars. 



The phenomenon of music videos online is ever growing, and will only expand further into more platforms as companies make agreements(such as VEVO). While it has come a long way since traditional media, it still has room to grow - and this is the challenge for us to create new software which will support new platforms to make better options for music video available. 

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References

Readings -

1. Jenkins, H 2006, “Convergence Culture: Where Old and New Media Collide”, New York, New York University Press pgs 19, 25 (MAS110 reader)

2. Orgad, Shani 2009 “Mobile TV: Old and new in the construction of an emergent technology” Convergence, vol 15 no 2 pg 200 (recommended reading)

3. Jeon, H., Kim, M. and Sohn, S., 2010, “Technological Forecasting and Social Change”, vol 77, no 3, paragraph 3 (chosen source)

Websites -

1. VEVO 2012, accessed on 28/8/12<http://www.VEVO.com/about/FAQ> (chosen source)

Videos:

1. Beyonce, 2009, “Single Ladies(Put a Ring On It)” accessed on 27/8/12<http://www.youtube.com/watch?v=4m1EFMoRFvY>

2. Bruno Mars, 2011, “The Lazy Song” accessed on 28/8/12 <http://www.youtube.com/watchv=fLexgOxsZu0>

3. Christina Grimmie, 2012, “Christina Grimmie singing "Titanium" - David Guetta feat. Sia” accessed on 29/8/12 <http://www.youtube.com/watch?v=OA4fdiOqNMw>

4. Christina Grimmie's YouTube channel, Views, 2012, accessed 29/8/12 <http://www.youtube.com/user/zeldaxlove64>

Images:

1. Convergence diagram, accessed on 28/8/12 <http://ars.els-cdn.com/content/image/1-s2.0-S004016250900167X-gr1.jpg>

2. Smartphone VEVO, accessed on 28/8/12 <http://www.jayceooi.com/wp-content/uploads/2011/03/VEVO_02.jpg>

3. Mobile devices, accessed on 30/8/12 <http://www.angelo.edu/services/technology/mobile/images/mobiledevices.jpg>

4. VEVO screenshot, accessed on 30/8/12 <http://blog.vevo.com/wp-content/uploads/2011/04/VEVO_uk_homepage_updated_2-580x383.jpg>

5. YouTube logo, accessed on 30/8/12 <http://romulogondim.com.br/v2/wp-content/uploads/2012/07/YouTube.png>