Convergence Essay Matt Bradley

Bob Dylans 'Subterranean Homesick Blues' considered one of the first promo music videos

Historically, specific media formats required their own industry, resources and equipment to survive and produce. Because of this, and the fact that companies only specialized in a specific type of media, the combination of different media forms was not an easy task. In modern times we have been able to witness the phenomenon that is digital media convergence, which Jenkins defines as “the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of audiences” (Jenkins 2005). It can be argued that digital media convergence has been the catalyst for the emergence of new genres, industries and fashions but not new media, as Burton states, “convergence does not simply generate new media, it opens up new possibilities for old media” (Burton 2005). Burton’s statement can be analyzed through the examination of the emergence, impact and evolution of music videos and the music video industry. 

Paul, George, Ringo and John in A Hard Days Night (1965)

When music video first emerged it created a new genre in film- the musical. Suddenly showmanship and visual performance mattered just as much as the song. ‘The Jazz Singer’ was the earliest example of this, however it would not be revered to as a ‘promotional music video’, as the full financial and promotional potential had not been fully realized. One of the most influential films in the evolution of the music video was A Hard Days Night (1965) by The Beatles. The musical scenes from this feature film created a template on which many music videos were based on after that. 

The beginning of the 1980’s brought with it the ‘digital revolution’, an industrial shift from analogue media to digital media, and in 1981 the introduction of MTV, the first television station to be fully dedicated to showing music videos. Because of this, music video became increasingly popular, with record companies investing hundreds of thousands of dollars into the production of top quality music videos. Michael Jackson’s music video for ‘Scream’ broke records in 1995 costing over seven million dollars at the time (which equates to over ten million dollars today). To this day, that is still the most expensive music video ever made, and digital media convergence may prevent this record from ever being broken.

The rise and more importantly, the accessibility of the World Wide Web brings together three major factors which anyone with a smart phone can partake in. These factors are media creation, media distribution and media consumption. Users can now produce media, distribute it via social networking or blogs and more people than ever can access it through multiple devices. The disadvantage being that media companies have difficulty in controlling what we watch or look at. Before the Internet gained prominence, audiences would have to watch what ever was being broadcasted to them, or read only the books that they had access to. In this respect, media companies had a great deal of control over what their audiences would be exposed to. Hence why record labels would pay so much to produce good music videos, because they knew MTV would play them, and they knew people would be watching MTV, as it was the one of the only ways they could see music videos. This is also why in the present day, MTV doesn’t play music videos any longer, instead choosing to focus on reality TV.  

VEVO is an online music video platform with deals with all the major record labels (plus many more) that lets them serve as a library for music videos. VEVO is partnered with YouTube, which makes them accessible in over 200 countries. This supports Jenkins’ statement, “old media are not being displaced, rather their functions and status are being shifted by the introduction of new technologies” (Jenkins 2006). Audiences now use VEVO (mostly through YouTube) to watch the music video they want to see, and because of the nature of the audience, being that you only have to watch the video you want to watch as appose to MTV where you would watch all different artists, there isn’t as much money in music videos any more. In the past where record companies would invest thousands of dollars into production, part of the reason for that was because of the massive audience that watched music videos on television, that is, they were being told what to watch. Record companies would want to make the video as impressive as they can so that people who hadn’t heard of the artist before might see the video on MTV and want to watch it because of its high production value, which in turn forces them to listen to the music, and if all goes to plan they would like what they hear and go and buy the CD or vinyl, thus making the record company richer. Websites such as VEVO render this strategy useless, as you can type exactly who you want to listen to/watch into the search bar, making the likelihood of accidently stumbling upon a new band slim. This is why music videos of today are usually more simple and lower budget.

 For example this video for Australian band Tame Impala, taken from YouTube/Vevo. You only have to watch it once to see that it must have been very cheap to make, just the band in a forest with effects that are easy to add.

Compared to this video for Michael Jackson's 'Bad' which cost 2.2million at the time (1987). It incorporates multiple camera angles, back up dancers, costumes and was directed by Martin Scorsese, a well renown director. 

 Of course Tame Impala are not at the level of 'stardom' that Michael Jackson was at the time, but the obvious differences in the videos are still an accurate demonstration of the way that music videos are heading. 

The advantages of digital convergence in relation to music video, upon examination, out way the negatives. The ease in which anyone can look up any music video on any device that can connect to the internet proves that "traditional" media forms are not necessarily dying out, they are being incorporated into newer forms (Sarah Keith 2012). Even though the music industry is struggling, the lack of 'spectacle' in modern day music video isn't necessarily a bad thing as it forces artists to be creative and employ special skills to make the video good, instead of just making it look expensive. Digital convergence has also played a crucial role in making production and distribution accessible for anyone.  However, nobody can deny the role that music television played in making artists such as Michael Jackson the superstar that he was. 

References

Pictures

• http://www.postadvertising.com/wp-content/uploads/2010/12/the_future_of_advertising_YouTube.jpg (youtube pic)
• http://www.driko.org/blogicons/mtv.jpg (MTV Pic)
• http://4.bp.blogspot.com/- GQRVrX96wyA/TuySo2W8Z1I/AAAAAAAAAss/mAZMjF_BiXs/s1600/Hard%2BDays%2BNight%2Brunning.jpg (Beatles)
• http://www.sensesofcinema.com/wp-content/uploads/images/06/38/subterranean_homesick_blues.jpg  (Bob Dylan)

Videos

• http://www.youtube.com/watch?v=G-Jr3Czk6rY (Tame Impala)
• http://www.youtube.com/watch?v=dsUXAEzaC3Q (Michael Jackson)

Readings

• Jenkins, H (2004) 'The cultural logic of media convergence', International Journal of Cultural Studies v1, pp. 33–43 <http://ics.sagepub.com/content/7/1/33.full.pdf> 
• Dwyer, T (2010) Media Convergence, McGraw Hill, Berkshire, pp. 1-23

Lecture Notes

• Personal Notes made from MAS110 lectures 2 and 3

Websites

• http://blog.tastebuds.fm/the-top-10-most-expensive-music-videos-ever-made/
• http://www.vevo.com/about
• all viewed 30th August 2012