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.
References
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,
http://www.uniondocs.org/the-world-of-nicent-moon/
Manovich, L. 2007, Understanding Hybrid Media, http://www.manovich.net,
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
Links
Gypsy and the cat- Time to Wander
Ok Go- Here it goes again
The Kooks- Ooh La
Link Park- New Divide
