Convergence Essay; Music Video Online

Prudence McCutcheon

42452759

Digital Media Convergence

Music Video Online

In the year we are living 2012, Digital Media Convergence is incredibly apparent. Media Convergence is 'the process whereby new technologies are accommodated by existing media and communication industries and cultures'(T. Dwyer, 2010). In this case we are considering these exact happenings, online, and in relation to Music Video. This term in itself is one of convergence, two different mediums and forms of entertainment that have come together to introduce a new form of entertainment, and in turn engaged new audiences, launched stellar careers, and allowed the consumer to become the producer. Online video sharing and viewing sites such as YouTube and Vevo are perfect examples of Digital Media Convergence. These video sharing sites are both very similar and very different in what they promote. YouTube's motto is 'broadcast yourself', allowing for the first time the consumers and passive audiences to become the producers and interactive audiences. Vevo is a video viewing and sharing website run by a collaboration of extremely successful music producers and record companies, a few of which being Universal Music Group, Sony Music Entertainment and  EMI Music.

YouTube

                                                                                     

Vevo

The first 'music video' produced was not what we would imagine day, it wasn't a famous rockband being filmed by a hotshot producer. It was 'The Jazz Singer', released in 1927, and was literally music and video together on-screen. It was this production that fueled the two industries of film and music, who combined, or converged, to reinvigorate a new audience with a new style of entertainment. Following 'The Jazz Singer', audiences were introduced to such film musicals as 'The Wizard of Oz' in 1939, and people began to take on ideologies of associating specific images with sounds.  It is often said in conversation today that, 'oh the video makes the song so much better' in regards to the video clips musical artists release with their music. This shows how today we value music videos on par or even more than the song itself that it's accompanying. The video clip itself can be of such cultural importance that what it contains can shape and be a significant part of a culture. Britney Spears' 'Hit Me Baby One More Time' is proof of this, not only her lyrics but also costuming, setting, and choreography have remained in our culture, re-created over and over, most recently in an episode of the American hit series 'Glee' to remember its popularity.



H Jenkins writes that 'convergence occurs within the brains of individual consumers and through their social interactions with others'  and that 'circulation of media content...depends heavily on consumer's active participation' (H Jenkins, 2006) The global population with access to the above mentioned sites are contributors to the sites success,'millions of users who add value to that database' (Miekle,G and Young, S 2012), as well as the people who feature on them. According to Jenkins it's through users interactions and participation with others also members of the video sharing sites, that they are promoted, used, and shared with friends and the general public. YouTube has introduced new forms of entertainment through its ability to broadcast music videos online. Not a new form altogether, as music videos (being film accompanied by music) have been produced since the 1920's, but they are being showed and shared on a new platform, on the internet. Their slogan 'broadcast yourself' allures to the modern ability for consumers to in fact become producers.Not only this, but it allows for you to watch your favorite artists, whether it be global phenomenon 'Justin Bieber' with a label produced music video, or local Australian band 'Lime Cordiale' with a homemade handy-cam filmed video; anyone has the ability to sign up free of charge to a YouTube channel. 





Previously, music videos were only available through television,and more recently  CD's which featured an 'additional DVD' of the music video attached to that particular song. Television programs such as 'RAGE', and 'Video Hits' were the only accessible programs on free to air television in Australia, whereas pay TV provides many more opportunities for viewing. Such channels as MTV, and Channel V are still very much alive and running in Australia. However this can't be said internationally, Dr Liz Giuffre explains that music television is considered a dying form of entertainment overseas, and that it's been overtaken by online delivery. She attributes this to the fact that Australian artists music video's have always been 'low-fi' and not of global phenomenon quality. They have always had a place on television in Australia as they are more ideology focused than special effects and lighting; not to bash other Nations and their musical artists in any way.

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RAGE (ABC)

Channel V (Foxtel)

YouTube too is a featured app on such smartphones as the dominantly popular Iphone, from Apple. Digital Media Convergence, as previously stated, is incredibly apparent in today's word and this can be seen through the presence of apps alone. Shani Orgad, of the London School of Economics and Political Science UK writes that ' forecasts suggest an explosion in demand with more than half a billion customers subscribing to video services on their mobile phones by 2011'. Music Videos are being watched online through many different devices such as iphones, ipods, ipads, smart phones; all products of convergent media, and more popular forms of entertainment that TV for a lot of people.

Music Video's Online are a product of the digital media convergence that has occurred in our modern and ever changing technological world. From the 1920's music video's have maintained the same ideology, of aiming to associate the sound with a particular image. There are music video's that have been released which will be talked about and re-visited for years to come. This is possible with the convergent media technologies of today, all one has to do is type the name of the song or artist into the search space, and many options will result. While music video's were once only seen on television, they are now available 24/7 online on such sites as YouTube, VEVO, and their associated apps on selected smart phones, and smart tablets. However they are still present in Australian television broadcasting, almost a part of our culture since days of 'Countdown' with Molly Meldrum. It is uncertain how long they will remain on television, but online they are becoming more popular and earning millions of views, comments, responses, and covers everyday. 




Reference List
Course Readings

Dwyer, T, Mcgraw, Hill (2010) Media Convergence. Berskhire pp 1-2

Jenkins, H (2006) Convergence Culture: Where Old and New Media Collide. NY University Press pp1-3

Sourced Readings
Miekle, G. and Young, S (2012) Media Convergence: Networked Digital Media in Everyday Life. Palgrave, Basingstoke. pp59-67

Recommended Readings
Orgad, Shani (2009) 'Mobile TV : Old and new in the construction of an emergent technology' Convergence, vol 15 no 2 pp 197 - 214

Lecture material
Dr Liz Guiffre, 2012, Week 3 MAS110 Lecture, 'Music Video' 

Online Resources
.2012. [ONLINE] available at:http://s.ytimg.com/yt/img/logos/youtube_logo_standard_againstwhite-vflKoO81_.png [accessed 25th August 2012]

.2012. [ONLINE] available at:http://vimeo.com/assets/downloads/logos/vimeo_logo_white_on_blue.jpg [accessed 25th August 2012]

.2012. [ONLINE] available at: http://www.youtube.com/watch?v=4GuqB1BQVr4 [accessed 25th August 2012]

.2012. [ONLINE] available at: http://www.youtube.com/watch?v=7PAjVaibi1Q [accessed 25th August 2012]

.2012. [ONLINE] available at: http://mediaweek.com.au/storage/Channel%20V%20logo.jpg?__SQUARESPACE_CACHEVERSION=1332473691786 [accessed 26th August 2012]

.2012. [ONLINE] available at: http://www.thecadres.com/wp-content/uploads/2011/03/Rage_tv_logo1.png  [accessed 30th August 2012]

.2012. [online] available at: http://cdn2.mamapop.com/wp-content/uploads/2011/12/hit-me-baby.jpg [accessed 30th August 2012]