Online Music Video Convergence

DIGITAL MEDIA CONVERGENCE - Online Music Video

Digital media convergence refers to the coming together of technologies in terms of media consumption, production and distribution, and the resultant formation of new forms and patterns. Henry Jenkins defines digital convergence as the “…flow of content across multiple media platforms, the cooperation between multimedia industries, and the migratory behaviour of audiences”. (Jenkins, 2006: 2). Digital convergence is extremely present in the case of online music videos, with changes to the technological, industrial and social aspects of music video production that is shaping a new phenomenon.

Miekel and Young (2012) break digital convergence into a number of categories, which are all extremely relevant to the rise of digital online music videos. The technological aspect they refer to addresses the combination of computers, sharing of content and communications around networked media platforms, which has been made even simpler with the phenomenon of social media such as Facebook and YouTube, which allows the growth of user-created content. They also draw on the notion of industrial convergence in regards to digital media convergence, particularly the growth and influence of media institutions in online media space, and the rise of digitally based companies, such as Google and Apple. 

The digitalisation of media has created a range of new tools and resources being available to the public for media creation, and the ever growing advancements of Internet connectivity has led to instant accessibility to content, information, contacting others and the ability for user generated content. This has led to more of a participatory culture, where users are active on the online sphere and are socially connected. While this has created an ability to socially connect instantly with others, it also has led to the demise of traditional music videos on television, and the growing phenomenon of online music videos, particularly referring to those which are user generated and shared via social networking sites.

The traditional form of music videos, before the advancement of new online media technology, were aired on television, usually on programs dedicated to playing music clips. The first music videos began with “musical” style films that generated an enormous amount of attention with videos such as ‘The Jazz Singer’, from 1927, and the Wizard of Oz, 1939, which captivated a large audience and created the genre of music videos. The rise of music videos on television created an opportunity for a growth in performers that specialised both in acting and singing on film, such as the famous Elvis Presley. Elvis Presley became one of the first convergent artists on television, creating a new standard for entertainers. (Giuffre, 2012)

These musical films soon developed into music videos by artists that sought to an image or visual story to their popular song, and the concept of television programs devoted to playing a variety of music clips soon developed and advanced. The rise of music videos also had an enormous impact on family and social views, creating an incentive for families and young teenagers to come back to the television and also assisting in changing social discrimination and separation. Michael Jackson was one of the most influential artists in achieving this, helping to change and shape the mainstream views of the United States that Caucasian people should only listen to other Caucasian artists, and vice versa. His popular style of music and dance brought an enormous global audience together, from all parts of the world; his hit song “Black and White” emphasised this connection more so. Musical video programs also became important for a number of other reasons, particularly in Australia with shows such as Rage and Video Hits which allowed alternative and smaller bands to be introduced to the world. However, although music videos on television had such a huge influence on everyday life, the growth of the Internet, particularly with the phenomenon of social networking sites, and the lack of funds in the music video industry have led to the demise of traditional music videos, and a move towards a more online approach.

“Convergence… opens up new possibilities for old media” (Burton, 2005: 188), and we are beginning to see a move from industry made music videos to hand made music videos (Sibilla, 2010: 227). The growth of social networking sites has provided a new medium for the sharing of visual and audio clips to a much more global audience. YouTube, a website dedicated to sharing free online videos on a global sense, was launched on December 2005, and almost instantly become known as a revolutionary web page, some people referring to it as a “phenomenon” (Hilderbrand, 2007: 48). YouTube makes accessibility of old videos much easier, so viewers can relive classic moments and favourite television shows, and also acts as a prime advertising outlet. The site’s slogan “Broadcast Yourself” refers to the ability for millions of homemade videos that can be shared with friends and family and the rest of the globe. The website allows a global audience to connect; through sharing their own personal videos and commenting and submitting feedback on videos others have watched.

With the rise of YouTube, music videos are not being designed primarily for television anymore, and there is generally not as much funding put into music videos that become popular online. The computer and television have converged in the form of YouTube, drawing on the notion of Jenkin’s theory of the “Black Box Fallacy” (Jenkins, 2006). Many programs once dedicated to playing music videos have ceased to exist, such as Video Hits on Channel 10 and MTV’s choice to no longer be based entirely around music clips. YouTube provides a much more accessible and inexpensive option for artists to share their music videos with the world, where as the only option for sharing videos was via the television, and usually millions of dollars were placed into the production of one clip. Today, artists do not spend as much money producing elaborate videos, and focus more on the connection with their fans over social networking sites like YouTube and Twitter. YouTube has allowed for these videos to go viral, with some music videos reaching hundreds of millions of views worldwide, such as Beyonce’s famous music video Single Ladies, reaching almost 200 million views. The video clip was not particularly elaborate, with minimal special effects, costume changes, backgrounds, exotic locations or fancy material items, which was once some of the most common features put into a professionally produced music video that was to be aired on television. However, the video quickly grew viral online as people all over the globe were able to instantly access this clip. 

However, while there are many positives associated with the move to online music videos, artists also face the risk of copyright breaches and piracy cases. (Hilderbrand 2007: 55). The advancements of the phenomenon of online social media has led to the demise in traditional music videos, but music videos have adapted to survive in the digital world of convergence.

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References

Burton, G 2005, Media and Society: Critical Perspectives, 1^st edn, Open University Press, Berkshire, England

Hilderbrand, L 2007, ‘YouTube: Where Cultural Memory and Copyright Converge', Film Quarterly, vol. 61, pp. 48-57

  

 Jenkins, H 2006, Convergence Culture: Where Old and New Media Collide, New York University Press, New York

Miekle, G & Young, S 2012, Media Convergence: Networked Digital Media in Everyday Life, 1^st edn, MacMillan, Great Britain.


Images

YouTube Logo 2011, Involver Blog, viewed 29 August 2012, <http://blog.involver.com/2011/05/12/youtube-the-power-of-online-video-series-part-1/>.

Portrait of Elvis Presley, 2012, Wikipedia, viewed 29 August 2010, <http://en.wikipedia.org/wiki/Elvis_Presley/>


Videos 

Beyoncé - Single Ladies (Put A Ring On It) - YouTube . 2012. Beyoncé - Single Ladies (Put A Ring On It) - YouTube . [ONLINE] Available at: <http://www.youtube.com/watch?v=4m1EFMoRFvY> [Accessed 29 August 2012].

Michael Jackson - Black Or White - YouTube . 2012. Michael Jackson - Black Or White - YouTube . [ONLINE] Available at: <http://www.youtube.com/watch?v=F2AitTPI5U0> [Accessed 29 August 2012]. 


Other

Giuffre, L. (2012) Lecture: Online Music Video. Available at: <http://echo.mq.edu.au:8080/ess/echo/presentation/355d3dd4-b5fe-4353-a002-c217a80c687a>