Digital media convergence, as defined by Dwyer “is the
process whereby new technologies are accommodated by existing media and
communication industries and cultures (Dwyer, 2010, pp. 2).” Music video brings
together the audio and visual mediums in order to create an artists identity
through image as well as sound (Aufderheide, 1986, pp. 60). Historically, music
videos were created to increase the revenue of the major recording companies as
the music industry hit a slump (Lynch, 1984, pp. 53). However these videos not
only served as a revenue increaser for the major companies, they also served as
a marketing tool incorporating fashion, politics and culture into their
‘mini-films’. This essay will discuss the extent to which the convergence of
audio and visual mediums has impacted everyday society.
The launch of MTV in the United States was the first cable
music station that was available to a mass audience, twenty-four hours a day. Due
to the decline in record sales, MTV was a “new [way] of amassing audiences for
the purposes of building and maintaining profitable consumer media” (Dwyer,
2010, pp. 18). Music artists began to create “electronic mini-operetta” in
order to promote record sales (Wollen, 1986, pp. 168). However now that the
artist’s persona was a big part of selling their records, fashion and image,
some say, overshadow their actual music (Moore, 2004, pp. 179; Straw, 1988, pp.
247). Sex roles are depicted in the majority of music videos with the cultural
stereotypes being communicated. For a man, being ‘buff’, a gang member or a
thug is the accepted cultural stereotype displayed in these videos. For a
woman, being a prostitute, nightclub performer, temptress or Barbie doll is the
expressed stereotype (Moore, 2004, pp. 177; Aufderheide, 1986, pp. 69). With
the increase of ones focus on the image of the artist, the fashion industry has
been able to replicate particular styles and outfits that one can easily
identify with. For example, if one cannot recognise AC/DCs music on the radio,
however can point out whom they are when playing on MTV due to Angus Young’s
schoolboy outfit, obviously they have not taken notice to the music, but to the
image AC/DC have portrayed. Also with the band KISS, the tight black pants, big
hair and white painted faces have become their identity. Many followers or
tribute bands to these artists will imitate their look right to the very core,
as it is their image that is recognised more considerably over their actual
music. 
Historically, the R&B and Reggae musical genre has been
considered ‘black’. However due to the shift in cultures over the past decades,
‘white’ artists have begun to incorporate the R&B and Reggae feel into
their music. This would include The Rolling Stones (R&B) and The Clash
(Reggae) (Goodwin, 1991, pp. 178). Also, rock bands including Deep Purple
sometimes incorporated symphony orchestras within their music, creating a
‘neo-classical’ performance (Goodwin, 1991, pp. 178). Due to the cultural shift
regarding promiscuous clothing and behaviour, more artists are incorporating
sexual imagery into their videos. As Baxter, Riemer, Landini, Leslie and
Singletary (1985) suggest, the increase in sexual content within music videos
is due to the predominant audience being between the ages of 14 and 34 (Baxter
et al., 1985, pp.334). Music videos can therefore act as strong material that
conveys the changes within society regarding what was culturally accepted
concerning behaviour and clothing.
With the radical enhancements of technology, the physical
structure of a music video easily relates to that of a film. During the
creation process, producers rely heavily on special effects, camera techniques
and film imagery (Baxter et al., 1985, pp.334). A prime example of this could
include the film clip for Earthquake by Labrinth. Many critics believe that through the production of
these videos, a sense of fantasy and dream is purposely created for the viewer
as they offer an alternative to reality, generally one that is considered by
the individual to be ‘better’ (Aufderheide, 1986, pp. 66). Furthermore, music videos tend to trigger
different mood states, including envy, dread, regret and anxiety (Aufderheide,
1986, pp. 63) eliciting an individual’s world of private feelings (Goodwin,
1987, pp.42). Here we can see that the convergence between the audio and visual
mediums has “[altered] the relationship between [the already] existing
technologies” (Jenkins, 2004, pp.34). The marketing director of Flashdance and Footlose ensured that the ‘look’ was perfect before promoting the
films on music video programs. Music video has not only affected the music
industry, but also the film industry (Aufderheide, 1986, pp. 60).
The convergence of politics and music video has also come to light. David Bowie's Let's Dance deals with the topic of Aboriginal rights in Australia. The video allows him to present his opinion on the matter, however the lyrics for the song have no relevance to the video (Aufderheide, 1986, pp. 73). On the other hand, Steve Van Zandt's video for his song Sun City shows images of South Africa, historic moments in American civil right history, as well as Martin Luther King saying "I have a dream"(Aufderheide, 1986, pp. 60). Van Zandt's explain in a documentary that the images were meant to "reflect anger and commitment without looking . . . aggressive" (Van Zandt as cited in Aufderheide, 1986, pp. 73). Another political music standpoint would include Pink's Dear Mr. President. The images in the video work considerably well with the lyrics of the song. Pink's purpose was to publicly voice her opinions about the American President George W. Bush and his personal life and professional career, as she believes he has not helped the nation in any way, "No child is left behind?/We're not dumb and we're not blind/They're all sitting in your cells/While you pave the road to hell" (Pink, 2006). Both Pink's Dear Mr President and David Bowie's Let's Dance have received controversial opinions about their meanings, however they both serve as an example of political convergence within the music video industry.
Music video is the combination of bringing the audio and visual mediums together, therefore being an explicit example of digital media convergence. With it comes the emergence of image (fashion), changing cultural contexts, and political viewpoints. The majority of songs and videos base themselves on previous, older material which is why Ernst Bloch describes music video to be "trashy, glitzy and prematurely hackneyed (ordinary)" (Ernst Bloch as cited in Wollen, 1986, pp. 170). Dwyer (2010) believes that merging technologies with one another, whether on a friendly or hostile basis, is necessary in order to survive within the global economy (Dwyer, 2010, pp. 3). The union between music and film exemplifies this exact belief. Whether one watches MTV with the sound on or off, a link between an artists persona portrayed in their film clip can have a tremendous impact on society, whether it be positive or negative.
Bibliography
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