The Online Music Video:
A new era for the music industry
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| The Jazz Singer Film Poster Source:filmsite.org |
Our understanding of
digital media convergence is the process whereby new technologies are
accommodated by existing media and communication industries and cultures
(Dwyer, 2010). Digital media convergence
has had a huge impact on the music industry in particular, influencing the way
we hear and see music. Industry
professionals who were previously skeptical of this new digital media are now adopting
these ideologies and are exploring different ways of sharing music with the
rest of society. Most importantly in the music industry, the online music video
has become a new tool for record labels and artists, ushering in a new era for
the music industry.
The music video as we know it today originated
as a means of visual dissemination of musical performance primarily for
television but having its origins long ago with the advent of sound in pictures
at the cinema, “The Talkies”. This allowed for the first time cinemas to
provide a musical performance experience for the audience, previously only
available to those attending live concerts of the artist. The first “Talkie”
movie, “The Jazz Singer” starred Al Jolson, at the time a very popular live
performer.
The concept of the music video developed on
television allowing programs to broadcast a much greater number of performances
during a limited time period. Music videos developed from simple direct
recording of artists’ performance to much more elaborate productions. This
allowed the artist to extend their concepts well beyond the simple limitations
of audio presentation. However, it also meant that with increasing complexity
of music video production only artists with major contractual arrangements were
able to present themselves in this format. There was limited opportunity for
new or little known artists to avail themselves of this means to reach a new
audience.
The development and application of video
technology has seen rapid expansion into the Internet. The massive expansion of
the Internet means that these technologies can be shared on a worldwide basis,
allowing anyone with an internet connection to enjoy music video performance. “The majority of the world is now online
and internet savvy, and the music industry has taken notice and realizes the
circulation of media content – across different media systems, competing media
economies, and national borders – depends heavily on consumers’ active
participation (Jenkins, 2006).”
The music industry has recognised the online music video as an important outlet in sharing music and is utilizing specific digital media outlets and sites such as YouTube to communicate their music.
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| Ivy League Records Source: Print Screen off Facebook |
Record labels are now using this digital
media convergence by setting up their own YouTube accounts to release their
artists’ music videos online.
For example, Australian labels such as IvyLeague Records, who now have their own YouTube account, have released many artists’
music videos in order to gain larger fan bases internationally. This is highly beneficial
in the music industry, as gaining a fan base internationally would previously have
taken years, and prove costly, whereas now international access is available
immediately. Viewers are now able to see musical performances by artists to
whom they previously would have no access apart from attending concerts. For
example the Sydney based band “The Rubens” have had a music video released by
Ivy League Records online exposing the band to a much larger audience than
would otherwise be possible.
The Rubens: My Gun
The application of this media convergence
is not only advantageous to record companies but also individual artists who
may not as yet have gained a record company contract. Any artist or group has
the ability to upload performances at minimal cost. Thus, for musicians, there are
great benefits through the online music video. No longer do artists have to
wait for their “big break” on national television, such as Channel V in
Australia, for their video to be played.
Technology will always continue to evolve.
Where once, high quality video presentation was sought after, it has become
culturally more acceptable to use much more simple media technology such as
hand held cameras to produce video recordings (Lofi recording). Lofi music
videos have become an acceptable and increasingly popular choice for artists
who as yet have no recording contract or large fan base. Unsigned Sydney based
band “March of the Real Fly,” released their track You Should Be Real on
YouTube with this LoFi music video styling. It was produced, shot and edited by
one of the band members and since being uploaded to YouTube has successfully
led to access to both radio and television broadcast.
You Should Be Real - March of The Real Fly
The use of the LoFi video has become an
ever-growing trend within the music industry and more and more artists are
using this type of film making due to its popularity.
Feedback available through social networks
can provide information about the directions of new music and its means of
presentation. Trends have always been influential in popular culture. This is
also apparent in the development of new styles of music video. The convergence
of media technologies allows rapid dissemination of newer trends
Trends race through the
medium; a striking clip is followed by dozens of imitators faster than a viewer
can say ''derivative.' (Pareles, 1989)
Digital media convergence has had a major
effect on not only the music video but also the way music can be presented by
both the artist and the music companies.
Large and small music companies have begun
to realise that the media convergence is not only driven by the development of
new technology, but also by the perceptions of the target audience and by the
ambitions of the artists themselves whether well known acts or those beginning
their careers.
Texts:
Dwyer, T (2010) Media Convergence, McGraw Hill, Berkshire
Hilderbrand, L, 2007, ‘YouTube: Where Cultural Memory
and Copyright Converge’, Film Quarterly, Vol. 61
Jenkins, H (2006) Convergence Culture: Where Old and New Media Collide NY University Press
Parales, J. (1989) Ideas and Trends; After
Music Videos, All the World Has Become a Screen. The New York Times [Online] http://www.nytimes.com/1989/12/10/weekinreview/ideas-trends-after-music-videos-all-the-world-has-become-a-screen.html?pagewanted=all&src=pm
Web:
Ivy League Records (2006) http://www.youtube.com/user/ivyleaguerecords?feature=results_main
The Rubens: My Gun (2012) YouTube http://www.youtube.com/watch?v=wJk-E0A6nxw
March of The Real Fly: You Should Be Real (2012) YouTube http://www.youtube.com/watch?v=xbD04fAJjEs
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