Yan Yang Li student No: 42919983
With
the continuous development of science and technology, digital media is being
replaced faster and faster. Based on this situation, digital media convergence
arose in a historic moment. The definition of digital media convergence can be
described as the phenomenon by which media forms, cultures, industries and
practices have merged. According to Phelan (1993) said, as time went on, the
media convergence of the visual and audio structure has been irrevocably
changed, and the process of digital media convergence will bring more effect
about social and cultural change in all direction and revolutionarily. Music
video online is the one of the most obvious current digital trends.
 |
| Vinyl Record |
 |
| The Buggles - " Video killed the radio star" |
In
the 1980s, the first music television video “Video Killed the Radio Star"
by The Buggles is launched. The responses to this music television video were
tremendous, and it marks the beginning of a new era in the history of digital
media. By the mid -1980s, this era saw a great amount of Australian music
television videos are appeared in front of the audience, ' From St Kilda to
Kings Cross' was a one of early Australian production which combine audio and
video in the 1980s, it clearly demonstrates that digital media convergence
could be met. Although the convergence of video and music was not fully
developed in the early stages, ' From St Kilda to Kings Cross' experimented
with this emerging technology and was able to attract the audiences to enjoying
the video.
With
the success of ‘Countdown’, ‘From St Kilda to Kings Cross’ and ‘Lene Lovich’,
it clearly demonstrates that digital media convergence could be achieved and
had massive potential for growth. The appearance of music videos allowed two distinct
media forms to be conjoined on a single medium. Through music videos, it can
satisfy all preferences and demands of distinct audience groups, and it is
providing many advantages to the consumers and the whole music industries in
the process of the convergence, such as advertising and consumerism.
With
the coming of the 21st century, human beings is entering into a brand-new
multimedia age, many old physical media forms, such as CD ROMs, tapes and Vinyl
records, even the whole traditional music video industries are now perceived to
be obsolete. Jenkins (2006) stated that old media never die -- and they don't
even necessarily fade away; what dies are simply the tools we use to access
media content. “Video killed the radio star" is the past tense; the
mainstream media culture is entering into the era of “Internet killed the music
video star". Music video online as a new way of digital media convergence
is destroying the traditional music television video industries and is becoming
the totem of digital media convergence as “the interactive new media ".
One
of significant examples is “YouTube". It is the website for online public
communications, and it allows the users share their homemade videos for free.
YouTube was designed in 14 February 2005 and released in December 2005. From then on, YouTube has been called '
Viral, ' Revolutionary', and a ' phenomenon' ( Hildebrand, 2007). According to
the data statistics from YouTube PR, YouTube exceeds approximately two billion
views a day and a great amount of people spends 15 minutes a day on YouTube.
YouTube is becoming the great online video site for getting the users produces
their products only need a little money, many independent talented musicians
have been discovered through their homemade music videos. ‘Hollerado’ is the
one people call “hipster pop group band has staked its frame on ironic
synchronized dance routines in videos that have gone viral". ( Hildebrand,
2007, pp. 51). Although they only use a few simple stage properties, it is
enough to gained one millions of viewers. The song" Americanrama” is the
epitome of their music video style. In the music video, they borrowed a
deserted house and a few properties, such as airplane model, colored ribbon and
chipboards with different colors and letters to give the audience much pleasure
to the eye. According to Hildebrand (2007) said, it can be defined as an
elaborate joke - which, of course, it would be if the scene wasn't so well
choreographed and rehearsed."
Overall,
digital media convergence has impacted and promoted the development of music
videos. With YouTube, people can post their own music video, and watch others'
production for free. Furthermore, media video online brings a great amount
benefits for advertising and customers. For the foreseeable future, people
believes that a growing number of new media forms will take the place of media
video online in the continuous accumulation of media and technological
convergence.
References:
Books and
Articles:
Hildebrand,
L. (2007) Film Quarterly YouTube: Where Cultural Memory and Copyright
Converge., vol. 61, pp 48-57.
Jenkins,
H. (2006) Convergence Culture: Where Old
and New Media Collide. New York: New York University Press.
Photos &
Videos:
Americanrama. (2010)
(released 3 October 2010). Available from:
http://www.youtube.com/watch?v=Whv1tLqKZig [Accessed 26th August 2012].
Standard YouTube License.
From
St Kilda to Kings Cross. (1985) (released 18 January 2011). Available from:
http://www.youtube.com/watch?v=QoHSPRslJXs [Accessed 26th August 2012].
Standard YouTube License.
Louise,
C. (2012) YouTube TM [photograph] Available at:
http://tinypollypocket.blogspot.com.au/2012/06/youtube.html
[Accessed 26 August 2012] Rights info: Attribution License.
Pendlebury,T. (2009)Vinyl
Record [photograph] Available at: http://www.cnet.com.au/vinyl-records-cool-again-in-aussie-first-339297893.htm
[Accessed 26
August 2012] Rights info: Attribution License.
Winthrop,P. (2010)The
Buggles [ photograph] Available at:
http://theemf.org/2010/05/18/will-we-say-in-five-years-that-mobile-killed-the-desktop-star/[
Accessed 26 August 2012] Rights info: Non-Commercial License.
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