This document discusses a case study of the participatory music video project "Evolution of Get Lucky" by PV Nova. The project involved an open call for fans to create remix music videos for the Daft Punk song "Get Lucky" set in different decades. Over 130 videos were submitted within a tight deadline, with 38 ultimately selected for the final interactive video. Analysis found that submissions focused on nostalgic 1960s and futuristic 2020s aesthetics, showing how crowdsourcing can engage fans through nostalgia and exploration of the future while building transmedia literacy. The uniform styles submitted indicated that the musical cues may have influenced visual interpretations more than cultural references for specific decades.

1. BEING LUCKY.
TRANSMEDIA AND CO-CREATION
PRACTICES IN MUSIC VIDEO-CLIPS
Gemma San Cornelio & Antoni Roig, Universitat Oberta de Catalunya
Transmedia Literacy - IN3 –UOC, December 10, 2013
9/12/13

2. SUMMARY
1. Background
2. Framework research on creative practices and participation in
new media
3. Objectives
4. Case study: PV Nova’s Evolution of Get Lucky
5. Methodology
6. Analysis and results
7. Conclusions and further research
9/12/13

3. BACKGROUND
The recording industry under a continuous pressure to re-invent
itself
(Sterne, 2006; Bull, 2007; Jacobson, 2010; Magaudda, 2011)
• First cultural industry where specific technocultural
changes are experienced: file sharing, mobility, remixing
practices, streaming services, etc.
• Changes in the materiality of music : need to introduce
added value and adapt to emerging practices of
consumption.
9/12/13

4. BACKGROUND
Connection with our previous and current research in creative
practices and participation in new media:
• CREATIVE research project, funded by MICINN
(HAR2010-18982)
• Modding practices and co-creative communities.
• Fanworks.
• Participatory production (transmedia, filmmaking)
• DIY video production
• Music and participatory practices
9/12/13

5. BACKGROUND
•
•
•
Social networking (myspace, facebook…)
Collective financing
Open licences and remix
•
Personalization of music experience
•
Multimedia/Transmedia/Interaction/Apps
Calls to collaboration (Co-creation) in processes:
• Lyrics
• Crowdsourced Music videos
• Album personalization
• Fan Contests (versions)
• Social experiences in music listening (i.e. Soundcloud)
• Contributing as a performer or a composer in a collective endeavour
• Arrange and perform versions of yet unreleased tracks
•
9/12/13

6. OBJECTIVES
- To identify the participatory dimensions of a music video
project with transmedia qualities.
- To analyze the aesthetics of a crowdsourced music video
project.
- To consider the role of remix practices as a form of literacy
(Manovich, 2008; Lessig, 2005)
- To analyze the features of playful re-appropriation of pop
history through co-creation: connections to different notions of
cultural nostalgia.
9/12/13

7. Case study: EVOLUTION OF GET LUCKY
9/12/13

8. Case study: EVOLUTION OF GET LUCKY
9/12/13

9. Case study: EVOLUTION OF GET LUCKY
Project timeline
10/06/2013
Open Call
10/07/2013
Call deadline
5/08/2013
Remixed video
Interactive video
Linear edited music video
Annotated sound file
Downloadable file
Linear edited music video
9/12/13
Game-like experience

10. Case study: EVOLUTION OF GET LUCKY
“Evolution of Get Lucky” as a participatory
project:
- Pre-defined rules.
- Creative visual freedom
- Open call with a tight deadline.
- Notion of “experience”
- No decision-making.
- No contest.
- Linear and closed edition process.
- Sense of belonging
9/12/13

11. METHODOLOGY
• Project analysis focusing on the actors’ perspectives
• Considering the set of videos received
• Analyzing the ones selected for the final cut
• Looking at most successful decades
• Aesthetics analysis /cultural references
• Interviews with the artist and participants
• Comments and feedback in sharing platforms
9/12/13

12. ANALYSIS AND RESULTS
-
Closed proposal, personal project of the artist (iconic)
Crowdsourcing in video (not in the music)
Publics participation (137 videos in total, 38 selected videos)
Most successful decades (more videos received): 1960, 2020
(followed by 1950’s)
- Nostalgia and projection to the future.
- ‘Retro music’ connected with the years that followed IIWW
(Reynolds 2011)
9/12/13

13. ANALYSIS AND RESULTS
- Aesthetics uniformization in both decades: 60’s identical
videos with psychodelic references, nature and hippies.
2020’s abstracted, post-apocalyptical and excessive use of
image filters). Only 2 of them were selected for the final cut.
- 70-80-90 are the less successful decades, but the videos sent
capture the musical clues present in the audio track.
- Musical base remix influences visual interpretation, more than
the cultural and musical references regarding a specific
decade.
- The absence of local cultural (French) references.
9/12/13

14. CONCLUSIONS AND FURTHER RESEARCH
- Collaborative aesthetics are not necessarily connected with
fragmentary or differentiated interpretations.
- Nostalgia and visions of future seem to be equally motivating
cultural interpretations.
- Crowdsourcing connected with remix cultures can be used as
a powerful tool in literacy, e. g. in terms of stylistic
assignments.
- Exploring motivations for participants in crowdsourcing can
help modelling successful experiences.
9/12/13

15. Questions?
gsan_cornelio@uoc.edu
aroigt@uoc.edu
9/12/13