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

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?

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

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

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?

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

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?

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?

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?

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…?

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

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

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