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The Changing Context of Music Videos

The Changing Context of Music Videos






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    The Changing Context of Music Videos The Changing Context of Music Videos Presentation 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)
      • Multi-channel age
        • 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
    • Fan videos
      • Watch this ( Daft Hands )
      • Audience-created fan videos for Daft Punk song ‘Harder, Better, Faster, Stronger’
      • Search on YouTube – 100s of versions
      • Facebook group
    • 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
      • June 2008
      • 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…?
    • Task
      • 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
      • User-generated content
      • Video on demand
      • Web2.0
      • Audiences have become users/ producers/ prosumers/ prod-users…
      • Fan-videos
      • Proliferation of videos for unsigned bands
      • Rise of online video
      • Decline of record labels (and budgets)
      • More direct relationship between audience and band