Media's mediums - Music video’s mobile outlet to success!
The conception of convergence is prominent within the technological
platforms we see today, such as mobile phones which now have special features -
video, radio and Internet, the emergence of radio integrated within TV
platforms and the Internet and TV implemented within mobile platforms (Dwyer
2010, p. 5). The music industry has capitalised on this venture by uploading
Music Videos online, arguably exploiting this age of convergence using
traditional platforms for implementing music video to help diversify itself
into a more cost effective objective. Digital convergence has built on existing
technologies “to obtain multiple services on a single platform…” (Dwyer 2010,
p. 5) this can be exemplified with the technological convergence within mobile
phones and how with the assistance of digital convergence it has allowed
consumers to experience luxuries such as watching their favourite Television
program whilst catching the train to work and be a ‘potato train’ conveniently
expressed with Vodafone’s billboard advertisement concerning Mobile TV (Orgad 2009,
p. 204).
Within the mediums adopted by contemporary society, music videos
online have exponentially capitalised on the neoliberal notion embraced after
the cold war coincided (Dwyer 2010, p. 8). Mediums, which have assisted the
progression of online music videos, include YouTube, Vevo and BBC. These
platforms have contributed to the success of online music video. The concept ‘VEVO’
for example was formed for major music companies such as Universal Music Group,
EMI and Sony Music entertainment and was officially launched in December 8th,
2009 with more than 50,000 videos now available (Vevo). 
This migration towards
Internet is quite possibly due to plummeting revenue within music companies, which
has prompted a shift to online domains. BBC engages in an interesting concept,
as an online Internet community – a central location to which people gather
information and entertainment and is suggested in the article that BBC reaches the
voice of the people, without scrolling through the comment section (Xia, M, Huang, Y, Duran, W, Whinston A.B 2009, p.
139). The consumers are not the only one’s benefiting from the communal sharing
experience as BBC’s chat room (IRC) allows users to share downloaded files such
as music in a ‘peer to peer’ fashion – now music videos online can be ‘shared’
with ease. (Xia, M, et al 2009 p. 138). The music industry also gains from such creations as ‘parodies’
and ‘lip-synced’ music videos expressing popular songs being mimicked through original
or edited lyrics adding some significance (Hilderbrand 2007, p. 41). These
“numerable version, imitations and parodies of both corporate rate and amateur”(Hilderbrand
2007, p. 41) sometimes go viral, as this is free advertising for the music industries.
Youtube video clip
"Here It Goes Again" by Ok go
The mobile phone - the convergent ideal
The mobile phone is a convergent ideal example as it was first
imagined that the convergent ideal would be presented by the ‘personal computer’.
Though it is now recognized that the new approach is a multimedia one, with
full access to media outlets delivered by laptops and personal mobile phone
screens (Dwyer 2010, p. 9). As the continuity of existing products helps
express the changing dimensions of technology today and how we have integrated
existing technology into an already familiar product. Nokia portrays an
interesting notion with their advertisement for its N-series Mobile TV device.
It conveys the conception that not only do you have the power of photography
(represented by a billboard), a telephone (phone box), music (music notes),
computing and email (TV screens and computer) but also Nokia now puts the
luxury of television in your hands (live football match shrinks into a hand of
the voice over) (Orgad 2009, p. 199). This conceives the notion that the
“mobile phone has… become a hub for many functions that were previously only
provided by stand-alone devices.” (Dwyer 2010, p. 11).
Dwyer suggests that there
is emerging evidence presenting the notion that people with a higher bandwidth
internet have a more likely chance to access their favourite forms of
entertainment through the internet whether it be “at home, work chilling out in
a café, or something out and about or on the move.” (Dwyer 2010 p. 3). This
convergent ideal conceives the notion that existing platforms and technologies
help the continuity of its product, enabling the user to experience an
invention already commonly understood by both Nokia’s n-series and Dwyer’s ‘ideal’
concept present, to have higher accessibility and greater diversity which will
contribute to people ‘snacking’ information (Orgad 2009, p. 199).Youtube video advertisment “Nokia N-series - The Power In Your Hands”
Mobile phones now allow consumers to access the Internet virtually
anytime, anywhere in range; through mediums such as YouTube and the BBC, which become
key places where people ‘snack’ on bits of information they wish to see (Orgad 2009
p. 205). Quickplay media suggest that wireless users of the Internet tend to
‘snack’ on bits of information, over setting aside periods of time to watch or
do particular hobbies (Orgad 2009 p. 205). Orgad further suggests that music
companies are exploiting this venture, which can be seen with MTV who are in
favour of this small screen phenomenon of ‘snacking’ and have provided a range
of services on their compatible website pages for phones as they are a key
advocate for interactivity within their site (Orgad 2009 p. 206-208).
Thus, Music video’s online have inevitably gained support and views from a higher rate of accessibility due to the convergent nature of technology within mobile phones (Which on 21st July 1969 had exceeded the technology required to lift Apollo 11 off the ground and land the first man on the moon). Orgad suggests that in order to sustain a new product and to make it effective within a contemporary society, the emergent technology should have familiar taste so that it will be comfortable and accepted, as it should not take over the previous technology; it should simply just enhance it. (Orgad 2009 p. 211)
References:
Dwyer, T. (2010) Media
Convergence, Mcgraw Hill, Berkshire, pp. 1-23
Hilderbrand, L (2007),
Film Quarterly, Vol 61
Ok go – Here it goes
again, (2009) accessed 23rd August, 2012 <http://www.youtube.com/watch?v=dTAAsCNK7RA
Orgad, Shani (2009)
'Mobile TV : Old and new in the construction of an emergent technology' Convergence,
vol 15 no 2 pp 197 - 214 <http://con.sagepub.com.simsrad.net.ocs.mq.edu.au/content/15/2/197.full.pdf+html>
Nokia
Nseries - The Power In Your Hands, (2009) accessed 23rd August, 2012,
Xia, M,
Huang, Y, Duran, W, Whinston A.B, 2009. Ballot Box Communication in Online
Communities.
Communication of the ACN, 52/9, pp. 138-142.
By Jack Barkl
42846315
MAS110 Lab 14
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