Is music becoming more visual? Online video content in the music industry
2011; Taylor & Francis; Volume: 26; Issue: 1 Linguagem: Inglês
10.1080/1472586x.2011.548489
ISSN1472-5878
Autores Tópico(s)Theater, Performance, and Music History
ResumoAbstract The present article is an explorative study of the developments in online video content in the music industry. The proliferation of video in the Web 2.0 environment around 2005, identified with YouTube, has been followed by a 'video turn' in the music industry around 2008. The article outlines three types of end-user experience that define video distribution in the music industry. This outline examines how they are shaped by the media technologies and economies, but also by music-specific factors such as genre and live performance. The three types of experience are: the online concert experience; the extraordinary concert event; and the video blog experience. A case study is conducted to illustrate the role of online video distribution in indie rock in more detail. The case study examines the role of video in the career trajectory of the band The Low Anthem. The article draws on intensive field research in New York City in April 2010. Notes [1] 'Telephone' reflects Gaga's inspiration from conceptual art with elements such as the burning cigarettes around her head, and there are stylistic borrowings from Quentin Tarantino, just as the car ride with Beyoncé resembles the 1991 movie Thelma & Louise. In 'Imma Be/Rock that Body', one cinematic narrative binds together two songs with the effect of a processual flow in the transition to the new melody and tempo. The journey from the desert to the city unfolds around the sci-fi design that plays with the virtual in a way reminiscent of sci-fi movies and computer games. [2] It should be noted that conventional concert video is also being produced for physical distribution at rock shows. The pioneer company Concert Online in Germany records a show on the spot and then sells the recording instantly on USB flash drives as a 'concert stick' immediately after the show. The concert stick is audio-only, sometimes with video of the first 15 minutes, because video requires postproduction, but customers get access to video and bonus material online (personal communication, Marcus von Husen, 25 November 2009). This way, digital video is used by the concert industry as a form of merchandise providing audiovisual souvenirs to compete with amateur bootleg recordings. Targeting audiences at live shows is becoming increasingly important to artist managers and record labels in indie rock because sales are relatively high in this context compared with sales at online stores. [3] AEG acquired Incited Media, with a portfolio including webcasts of events such as Live 8, Live Earth, the Olympics, and You Tube Live (Incited Media Citation2009). Live Nation teamed up with iTunes to provide video from its 80 venues in the iTunes Music Store in the United States (Bruno Citation2009). [4] To stretch participation after the European Music Awards show in 2009, the show's website offered an archive of excerpts and online special footage from the stage, entrance and backstage of the arena (MTV Networks Citation2009). [5] In addition to the aforementioned informants, I would add Dan Chertoff (personal communication, 30 April 2010), Simon Henderson (personal communication, 10 April 2010), and Melina Ryzik (personal communication, 30 April 2010). [6] 'New Low Anthem Video – "Charlie Darwin" (Stereogum Premiere), comments', http://stereogum.com/96971/new_low_anthem_video_-_charlie_darwin_st/video/#comments. [7] 'Oh My God, Charlie Darwin', whiskeysongs (The Low Anthem) channel, YouTube, http://www.youtube.com/watch#!v=2qkGoqAZrqI&feature=related. [8] 'Oh My God, Charlie Darwin', SXSW channel, YouTube, http://www.youtube.com/watch?v=nKUo1HHfpUY. [9] 'The Low Anthem touring w/Timber Timbre, Avett Brothers', Brooklyn Vegan, 11 February 2010, http://www.brooklynvegan.com/archives/2010/02/low_anthem_tour.html. 'The Low Anthem & Timber Timbre @ the Bell House (pics)', Brooklyn Vegan, 20 April 2010, http://www.brooklynvegan.com/archives/2010/04/the_low_anthem.html. [10] See also Baeble Music Citation2010; My Old Kentucky Blog Citation2010.
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