The Changing Context of Music VideosPresentation Transcript
How are contemporary media issues changing ‘the music video’? Year 13 Media Academic Workshop Autumn 2009
Objective : to understand how changes in media audiences, institutions, technologies and texts are transforming music videos
Outcome : Create a PowerPoint, uploaded to your blog, to show how and why music videos are changing
Mass Audience to Fragmented Audience
Watch this ( History Of Communication )
How has the way we consume media changed?
How has the media developed in a way that has fragmented audiences?
How have media technologies changed us from a passive mass audience to individual audiences (and, arguably, to active participators/ users)?
What’s this got to do with music videos?
Changes in Music and Television
Arguably, MTV has become more of a lifestyle channel, rather than a music video channel ( My Sweet Sixteen )
Increase in niche channels (MTV Base; channels of Indian music videos; rock music videos on Scuzz; ‘indie’ music videos on NME channel)
Audiences are increasingly fragmented
Audiences tend to shape their own ‘music video channel’ via the Internet
Music videos are the most viewed category on YouTube
Watch this ( Thriller )
33,734,018 views on YouTube
Is this a music video?
What does this tell us about audience consumption of music videos?
Proliferation of user-generated content; Rise of online video
Watch this ( Daft Hands )
Audience-created fan videos for Daft Punk song ‘Harder, Better, Faster, Stronger’
Search on YouTube – 100s of versions
Fan videos – Daft Hands
What does this tell us about the changing nature of audiences/ distribution/ music videos/ relationship between audiences and producers?
Media1.0 and Web1.0 Producer Audience Traditional model of media communication, production and consumption Unidirectional relationship between producer and audience Media texts
Web2.0 Producer Audience Audience Web 2.0 model of media communication, production and consumption Audience Audience Audience Audience OR…? Web2.0 = sites of user-generated content (e.g. YouTube/ Flickr) and the consequential shift in relationship between producer and audience. Media texts
From ‘audience’ to users/ prosumers/ producers/ prod-users
This video cost $100 ( Again and Again )
What does this tell us about how music videos are changing?
‘Guerrilla’ Music Videos
Black Cab Sessions
Film a performance in the back of a taxi ( Fleet Foxes )
Vincent Moon’s Takeaway Shows
Performances in unusual places, released as mainstream music videos (REM, Arcade Fire )
What has brought about these new forms of music video?
What do these new videos suggest about how the music video industry is changing?
Radiohead video competition
Radiohead initially released no official videos for songs from In Rainbows
Instead, competition for animated videos for any of the songs on the album
Watch this ( Radiohead competition )
What does this say about record labels/ music videos/ audiences/ the relationship between audiences and producers…?
Create a PowerPoint about the ways in which the music video is changing
Upload to your blog
Work must be completed today
Visit cnsmusicvideo.blogspot.com for useful links, and instructions on uploading work a PowerPoint to your blog
Title: How are contemporary media issues changing ‘the music video’?
Consider issues such as:
Fragmented audiences (in the multi-channel, online-video media age, we are no longer a ‘mass audience’)
Re-Alignment/ branding of MTV as a lifestyle channel (rather than a music TV channel)
Decline of traditional broadcasting
Video on demand
Audiences have become users/ producers/ prosumers/ prod-users…
Proliferation of videos for unsigned bands
Rise of online video
Decline of record labels (and budgets)
More direct relationship between audience and band