Music Video Online
It's safe to say the world has come a long way since the vinyl record, black and white television with only a handful of channels and people's main source of music being the radio. In fact, music video in itself was still a fair way off during the time of the 1950's. Thanks to digital media convergence, today in the 21st century, we have access to countless pieces of information on a number of interactive media platforms. Media convergence can be defined as the phenomenon involving the interlocking of computing and information technology companies, telecommunications networks, and content providers from the publishing worlds of newspapers, magazines, music, radio, television, films, and entertainment software. Media convergence brings together the “three Cs”—computing, communications, and content.
Before the birth of the music video, bands, singers and entertainers would appear on TV shows such as 'The Ed Sullivan Show' in the US. While the show wasn't typically musically orientated, performers would frequently be booked to increase ratings. The performer(s) would usually be the 'hit' or most popular acts of the time. Depending on the popularity of the musician, one or a number of songs would be mimed against a backing track or played live in the studio for the audience in the theatre as well as the people watching at home. An example of this can be seen with Elvis performing on the 'Ed Sullivan Show' on the 9th of September 1956.
Prior to the well known MTV which was founded in 1981, "Australia was making music video's in the 1970's and were doing it so well that touring bands would use footage from Australian television as their 'promo' or promotional videos'. (Giuffre, 2012.) Television programs like 'Get To Know' as well as 'Countdown' hosted by Richard Wilkins would feature interviews with artists as well as their promotional videos. According to Giuffre (2012) "It was happening here [Australia] in particular because of the large population spread out." Because of the limitations of live coverage from state to state promotional videos could be sent out in to country areas so that material could be shown interstate.
With the introduction of the personal computer and more notably the invention of the internet media has been more accessible than ever before. Sheehan (2009) explains how a user is no longer restricted to a particular time slot when wanting access to new media
"The traditional measurements of time spent with media are outdated since we no longer schedule our lives around our favorite television show or set aside an hour to spend with a beloved magazine. The ubiquity of wireless access makes it possible to never log on or off to the Internet. This allows consumers constant access to information and messages of interest, while grossly understating metrics of media use."
This new idea of 'never having to log on or log off' has been taken to a greater level with websites such as 'Youtube' and 'Vimeo' as Hilderbrand (2007) notes
It's safe to say the world has come a long way since the vinyl record, black and white television with only a handful of channels and people's main source of music being the radio. Since the introduction of 'promotional videos' in the 1960's through to the music video shows such as 'Get To Know', 'Countdown', and music channels such as MTV, to the online world where music videos have shifted to websites such as 'Youtube', Digital media convergence has certainly altered, grown and adapted to the times over the past sixty years.
References
Books / Articles / Sources
Giuffre, E. Lecture on Live Music Video: Convergence before Convergence. Lecture given at Macquarie University, all slides, (2012)Hildebrand, L. (2007) Film Quarterly YouTube: Where Cultural Memory and Copyright Converge., vol. 61, pp 48-57.
Sheehan, Kim and Morrison, Deborah. (2009) Beyond convergence: Confluence culture and the role of the advertising agency in a changing world in First Monday vol 14 no 3, [accessed 31 August 2012] available at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2239/2121
Sydney Morning Herald. (2011) No more getting down on friday as Rebecca Black brings in lawyers. [accessed 31 August 2012] available at: http://www.smh.com.au/digital-life/digital-life-news/no-more-getting-down-on-friday-as-rebecca-black-brings-in-lawyers-20110620-1gb6h.html
About Youtube. [accessed 31 August 2012] available at: http://www.youtube.com/t/about_youtube
Videos and Photos
The Beatles on Ed Sullivan, Paperback Writer and Rain (1966) (released April 25 2008) [accessed 31 August 2012] available from: http://www.youtube.com/watch?v=bS-SKwutP_g Standard Youtube License.
Elvis - Don't Be Cruel/Love Me Tender - Ed Sullivan (Sept 9, 1956) (1956) (released June 6 2012) [accessed 31 August 2012] available from: http://www.youtube.com/watch?v=h-5OAKHb8LU Standard Youtube License.
Friday - Rebecca Black Official Music Video (2011) (released September 16 2011) [accessed 31 August 2012] available from: http://www.youtube.com/watch?v=kfVsfOSbJY0 Standard Youtube License.
Youtube Logo Standard Against White [photograph] [accessed 31 August 2012] available from: http://s.ytimg.com/yt/img/logos/youtube_logo_standard_againstwhite-vflKoO81_.png
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