Music videos and what their are in the age of YouTube
- Place where you could see music videos and live performances was in television- e.g. MTV
- Show had very specific guidelines- advertisement, curse worsens of violence- also created reality TV shows
- YouTube gave same distribution deal- producers expensive music video would be on the same platform and distribution method as a prosumer
- Platform- cheap, high quality camera equipment and good editing meant multiple videoclips are produced
- To make video stand out from thousands of others there needed to be a USP
- brought the 'music video artist'
- Artists who have been linked with their music- Bohemian rhapsody
- Time of YouTube you have artists who are solely linked to their music video
- Most people just know their favorite song's name not the name of the album
- Changed- music videos aren't now a form of promotion for the single to help sell the album- instead they produce work that generates money from views on YouTube- pieces of art
- Not to support a campaign- Gangnam style
- Need a great track- selling music- focus on sound taking care
- Look at band and artist- star persona- how to show it through music video
Example of first music video-
What is record label trying to tell about them? What was they showing?
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