Discuss the phenomenon of digital media convergence in relation to one of the following: Advertising & New Media or Music Video Online.
The essay should use at least one real-world example as a case study for discussing digital media convergence. Use the lectures and readings on digital media convergence to provide the context for more specific research on your selected week.
MEDIA CONVERGENCE AND ONLINE MUSIC VIDEO
Digital media convergence has played a huge role in the revolution of music video online. Audiences now share a close relationship with artists and bands with the ever expanding use of myspace pages, Facebook pages and youtube videos which in essence motivate a particular band or artist to achieve fame. Within this era the music industry has undergone significant changes where audiences are experiencing a convergence of music, social media and the internet. Music is not confined to the way in which it sounds, it is the overall representation of the video behind it. Individuals now have the power simply by clicking ‘like’ to revolutionize or determine the success of a struggling artist or band, Artists are concerned about how many ‘likes’ they receive, or how many people have viewed their video. We are now so technically driven, and are experiencing an ever enhancing convergence of music video online. Throughout this essay I will examine how digital media convergence has influenced the success of artists and subsequently the music industry.
Media convergence is classified as “the accessibility to multiple services on a single platform or device. Referring to mobile phones, video, radio and television “(Dwyer, T, 2010). The convergence of digital media, specifically relating to the music industry, changes our way of thinking in regards to artists and music. (Dwyer, T 21010) The music industry is now fueled primarily by the internet and social media platforms. MTV, once facilitating the entire musical industry has now resorted to its online website in order to maintain consumer attention. Music videos which were once only viewed on the television are now an unforeseen phenomenon. As a result of the convergence of the internet, audiences now have this engagement with artists which has never happened before. Blogs, websites and social networking sites are all driving forces in the success of the musical industry. (Dwyer, T 2010) ‘Video hits” is now replaced by youtube and CD’s are now slowly being taken over by online forms of music access through websites. Michael Jacksons 1982 ‘Thriller”, which the entire population would be familiar with, had an influential role in reshaping the musical industry with movie like music videos, which in effect broke down barriers which had previously existed. Michael Jackson “King of Pop” revolutionized music video as his music was not only successful but the image he brought with it. He was highly successful in merging both image and sound - so that we not only knew an artists work, but we were familiar with how they looked when they sang it.
His online music video ‘Thriller’, up until this year has received over 50 million views. The video gave audience members a visual, When the song played people immediately recognised the dance and the short film which corresponded. Michael Jackson and his success in both film/visual and music demonstrates the power of visual media. Similarly, it is difficult for us not to think of McHammer and not recognize his ‘U cant touch this” dance. Examples such as this give us reasoning on the importance which music video plays. Thirty years later after Jackson’s hit “Thriller”,audiences are still watching the video thanks to the convergence of the internet and youtube. As a result of this ‘convergence media companies no longer occupy their own historical turf...’ (Dwyer, T 2010) - the internet has been successful, audiences are now apart of a converging industry, subsequently making it difficult for music industries to compete. (Jenkins, Henry 2010). What is now appreciated in the music industry is the role in which ‘consumers actively participate, as convergence represents a cultural shift as consumers are encouraged to seek out new information and make connections” (Jenkins, Henry 2010).
http://www.youtube.com/watch?v=4V90AmXnguw “Thriller”
We are currently seeing a change where music videos are now not as economically driven as they previously had been, its not about the money and fame but the talent or idea. Artists can create lo-fi budget videos and rely on the amount of hits they receive to determine their success. An example of this is the “Ok Go - here is goes again” video which received over 14 million views in its success. The video featured a group of men who used treadmills to create a gimic performance to the ‘ok go’ song. Grabbing the attention of audiences it demonstrates how online music has such an impact on people and the viewer. As a society, we are now working in different constraints, its about the idea or the aim, talent does not now rely as heavily on money to launch careers.The convergence of the internet with music videos has created a closer relation with audience members and artists, as well as opened a larger arena where small bands and artists have easier access to international musical success.
Facebook in particular, has played a huge role in the music industry as artists can communicate directly with fans in order to enhance their music, There is now this rise of social networking being used in different ways, Graham and Young in their “From broadcast to media” ‘the most significant contemporary contest is the rise of social network media...” (Meikle, Graham & Young, Shernman 21012) social media has now converged with the music industry, facilitating photos, music and videos advertising a particular band or artist. This audience celebrity segregation is broken as ‘everyone knows your name, celebrities and politicians address audiences by first names and conversational formats occur...” (Meikle, Graham & Young, Shernman 21012) music online media convergence has meant a two-way communication process has evolved.
By Tiarne Heath
http://www.youtube.com/watch?v=dTAAsCNK7RA “Ok, Go” Video
Reference List
- Dwyer. T (2010) Media Convergence Mcgraw Hill. Berkeshire. pp 1-23
- Miekle, Graham & Young, Sherman (21012) Ch 3 ‘From Broadcast to Social Media’ in Media Convergence: Networked Digital Media in Everyday Life. Palgrave Macmillian, Basingstroke, pp. 59-78
- Jenkins, Henry (2006)Convergence Culture: Where Old and New Media Collide New York University Press
- youtube: http://www.youtube.com/watch?v=dTAAsCNK7RA
- http://www.youtube.com/watch?v=4V90AmXnguw
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