Friday, August 31, 2012

Digital media convergence- Music video

Digital media convergence and Music Video Online

 Penny Constanti- 42443016

Digital media convergence is an expansion in which modern technologies are linked with existing media forms. The sensation of new music video can be carefully understood through its relationship with media convergence and the impact they have upon each other. This is evident through the internet and engines such as YouTube, iTunes and the technological advancements of mobile phones and mp3 players such as the IPod. These devices have allowed for an expansion and mutation of music video from the traditional cable channels such as MTV and VH1. The contemporary development of music video is evident through differing creations, forms and stylistic approaches. This is exemplified by the modernistic aspects of music video, including proteur production, low budget, single shot and the use of hybrid media.

Founded in February 2005 by three former PayPal colleagues, YouTube has become a media convergence phenomenon. Allowing its users to upload, watch and share videos, the software is a key example of how several aspects of media can come together and join as one (Burgess, J. & Green, J (2009) .Showing aspects of film, music, radio and television, and even allowing for world events to be streamed live, YouTube is continually expanding its outlet and convergence on Medias. In relation to YouTube and the internet, “The music video has gone from being centralized in the programming of two or three cable channels to be being diffused all over the internet”(Austerlitz, S. 2007. pg 221). YouTube has facilitated to the development of music video and the resultant new and diverse features the modern audience is seeing.

Proteur production and low budget video reflect some of the key advancements being made in music videos. These economically beneficial video forms have been common among indie-rock and electronica bands. Focusing on the sounds of the band, “These videos were discrete artworks appended to the song” and “with their arrival, the music video ushered in a new golden era of artistic fecundity” ”(Austerlitz, S. 2007. pg 211). These developments in music video and the power of low budget video can be represented through upcoming Australian Band Gypsy and the Cat and their song “Time to wander”.

Another example of proteur production is Ok Go’s treadmill clip for “Here it goes again”. The usefulness of watching the clip is to understand the immense viewing the video has received and to understand the effectiveness that can be associated with Protuer production and low budget video. (Barker.D.2010.). It’s also significant to see the videos influence on other individuals and the several covers that have been made in its fame.

The use of a single shot video emphasises a similar filmic format and is a common feature of new music video. These single shot videos can also be associated with live acoustic performances, as seen by the work of Vincent Moon. An award winning filmmaker from Paris, Vincent moon has been travelling the world creating videos for a French online magazine, La Blogotheque. Moon uses a camera in hand to create these single shot videos and to capture the essence and captivating moment that musicians create. A significant aspect of Moon’s work is its spontaneity, “He doesn’t plan his shots ahead of time, and prefers to catch the artists he records unrehearsed” (Beckett, C. 2010, pg 1).This can emphasised through his video of English band “The Kooks”, and their song “Ooh la”

As the band starts playing, a shot of the ground slowly pans on to singer Luke Pritchard’s face. As the band amble up a street in Paris, the nature of the video is brought to life, as the public firstly stroll past, there is no recognition of the band. The effectiveness of Moons takeaway shows is seen in which the videos are not a glossy representation of the music, they are simply the band playing a stripped down version of their song. The videos show the importance of a bands sound, and their ability to produce music, and through the internet, these videos can be posted online, for all the public to enjoy.

Another modernistic adaptation to music video is the influence of hybrid media. Hybrid media is the combination of numerous media such as animation, typography, photography, cinematography and graphic (Manovich, L. 2007). The artistic features of hybrid media not only visually appeal to the audience, but allow a band to create a story and meaning through the availability of text, graphic and animation. This convergence of different mediums has been adopted by several music video directors. Linkin Park’s “New Divide”, directed by Joe Hahn, exemplifies this idea of live cinematic film overlayed with graphic. Using pure moving image and a remixability of graphic, the video shows how a convergence of Medias can seamlessly blend together.

Through the technological advancements of the modern world, media convergence is continually increasing the availability and portability of music videos. Through the convergence of music and video with mp3 players like the iPod and phones such as the Iphone, individuals can now have a portable music shop with them at all times. Allowing people to watch and listen to music videos at any time of the day, these to the growth of music video. They also consent to a broader audience that was unavailable through television cable channels such as MTV. (Austerlitz, S. 2007. pg 221). This furthermore emphasises the positive impact media convergence has had on music video

The phenomenon of digital media convergence has significantly contributed to the development and success of music video. As seen by hybrid media, the convergence of graphic, animation and typography has allowed many directors to create artistic music videos that contribute to a songs integrity. In contrast however, it’s evident that superior technology doesn’t result in a more effective music video, as exemplified by the power of proteur production and low budget videos. The progression and consumption of mp3 players and mobile phones continues to show the influence media convergence has on the accessibility of music video. Conclusively it’s evident that the advancements of media convergence have allowed for a greater link and success for music video.


Jenkins, H. 2006, Convergence Culture: Where new and old media collide, New York University Press, pp. 2-3

Burgess, J. & Green, J. 2009, YouTube: Digital media and society series, Polity Press Cambridge, pp.1-14

Beckett, C. 2010, The World of Vincent Moon, Union Docs,

Manovich, L. 2007, Understanding Hybrid Media,,

Barker, D. 2010, Internet saved the video star: The renaissance of the music video, in metro magazine, vol 160, pp.140-144

Austerlitz, S. 2007, Money for nothing: A history of the music video from the Beatles to the white stripes, New York/London: Continuum, pp. 221-223


Gypsy and the cat- Time to Wander

Ok Go- Here it goes again

The Kooks- Ooh La

Link Park- New Divide

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