How Contemporary Media Issues Are Changing the Music Video By Memily Amy and Freya Baby
Fragmented Audiences <ul><li>As technology and access has increased the individuality of music videos has erupted. Instead...
MTV <ul><li>MTV was launched in 1981 as a music video channel; its purpose was to play music videos guided by on-air hosts...
The Rise and Decline of Power Within the Industry <ul><li>Audiences are no longer controlled; they create the music they w...
Fan Videos <ul><li>Fan videos are videos created by the audience who are essentially the producer, creating the new ‘prosu...
Proliferation Of Videos For Unsigned Bands <ul><li>The opportunity for unsigned bands to make themselves known has become ...
User generated content <ul><li>Every individual has their own mind, their own views. Every person sees things differently ...
<ul><li>Web 2.0 is a type of online service. Unlike current internet sites, sites using web 2.0 will allow users to change...
<ul><li>Music videos used to only be available to watch on television. Programmes such as top of the pops and MTV were the...
Relationship Between the Band and its Audience <ul><li>With the introduction of social networking sites such as MySpace an...
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How Contemporary Media Issues Are Changing The Music

  1. 1. How Contemporary Media Issues Are Changing the Music Video By Memily Amy and Freya Baby
  2. 2. Fragmented Audiences <ul><li>As technology and access has increased the individuality of music videos has erupted. Instead of music videos being show, just on televisions and in cinemas; where they had to be able to reach a varied and vast audience, we are now able to create and watch videos which appeal to a niche market thanks to the internet, mobile phones and laptops we can access music on demand. This means that music videos have also been able to become unique, challenging and diverse they no longer have to appeal to everyone; instead they can reflect the genre of music and push the boundaries of acceptable imagery. Media has become subjective, solitary people no longer come to together to witness music instead now it comes to them. </li></ul>
  3. 3. MTV <ul><li>MTV was launched in 1981 as a music video channel; its purpose was to play music videos guided by on-air hosts. Today, MTV still plays a limited selection of music videos, but the channel primarily broadcasts a variety of popular culture and reality television shows targeted at young adults and teenagers. It has become more of a lifestyle channel, with reality shows and programmes like My Super Sweet 16, Run’s House and The Hills, aimed at an aspirational audience. </li></ul><ul><li>MTV has also multiplied into more than one channel, with MTV One, Hits, Base, Dance, R and Two, to target niche and individual audiences. </li></ul>
  4. 4. The Rise and Decline of Power Within the Industry <ul><li>Audiences are no longer controlled; they create the music they want to watch. The ever increasing number of fan made music videos just emphasizes this fact. Record labels are losing the control they have over the distribution of music videos; they have become aware that in many cases audiences prefer to see an individual and challenging video. We no longer feel the need to watch the most expensive and dynamic music videos, instead we are happy to sit back and watch a home made clip. Record companies are acknowledging this fact and accepting the idea of the prosumer. For example when Radiohead released their album Rainbow, they ran an animation competition for their fans to create and choose the music videos for their songs. This means that we have more control of what we watch, we choose to consume and inevitably we have become the creators. </li></ul>
  5. 5. Fan Videos <ul><li>Fan videos are videos created by the audience who are essentially the producer, creating the new ‘prosumer’. An example of this would be the ‘Daft Hands’ video for Daft Punk’s Harder, Better, Faster, Stronger. These videos aren’t the official music videos for the song, but become iconic as they have such large views on the internet on sites like YouTube. This shows that the audience are beginning to have more control, and are creating their own ideas of what they want to see. </li></ul>
  6. 6. Proliferation Of Videos For Unsigned Bands <ul><li>The opportunity for unsigned bands to make themselves known has become so much easier with the explosion of accessible technology over the past 30 years. Take for example the fan video for The Bumble Bees’ song ‘Again and Again’ which cost only $100 to make. The outcome was a quirky, entertaining and eye catching professional looking video. Any band with the right equipment can easily produce, market and distribute their own video all through the internet from their own bedroom. </li></ul>
  7. 7. User generated content <ul><li>Every individual has their own mind, their own views. Every person sees things differently wants different things. User generated music videos mean that, the fans, the consumers are able to create the product they want to see on their television screens. Instead of viewing something that was made for everyone they can create a video that is specifically engineered for them. However this means a decline in the record companies and artists musical views as they are no longer in control of how the song is portrayed through visual interpretation. </li></ul>
  8. 8. <ul><li>Web 2.0 is a type of online service. Unlike current internet sites, sites using web 2.0 will allow users to change the content on the page. Giving the user more control, once again connects the products to the consumers. This software is relevant to music videos as it shows how record companies could make music more accessible to their consumers. It also shows how popular social viewpoints are becoming and proves that users wanting an input is a global desire, not just the wish of a few people, creating mock/fan music videos. </li></ul>Web 2.0
  9. 9. <ul><li>Music videos used to only be available to watch on television. Programmes such as top of the pops and MTV were the only ones to air music videos. However as time and technology progressed the consumption of music videos has grown. Online sights such as YouTube have made television irrelevant. With consumers being able to watch what they want when they want television is no longer needed. Video has become accessible on demand which means that people fit it around their lives instead of the other way around. </li></ul>Rise and decline of broadcasting
  10. 10. Relationship Between the Band and its Audience <ul><li>With the introduction of social networking sites such as MySpace and Twitter the consumer now has the opportunity to be on the same level as the artist. With twitter followers can be kept up to date with every move the artist makes, and with MySpace </li></ul>new artists are being discovered on a regular basis by popular artists and record labels, take for instance Lily Allen who was discovered on MySpace

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