Tuesday, September 17, 2013
Monday, March 28, 2011
A New Era Of Music Video Production
Jack Shanahan: 41202228
Digital convergence media is one of the most influential trends within society. The phenomenon of media convergence can be defined as the process of new technologies merging with existing media (Dwyer, 2010, 2). Through this process old media is transformed into new digital format as a method of enhancing the viewing experience. This essay will discuss the impact of media convergence through analysing the music video industry.
The effects of digital media convergence over the past two decades has re shaped the music video industry. Todays music video industry is shaped by the modern day consumer who demands entertainment in fast, convenient doses throughout the entire duration of the day. The industry's ability to adapt to these changes have been made possible by developments in portable web browsing devices and software programmes such as youtube, mediafire and vimeo.
The creation of such programs has spawned a resurgence of the music video industry. Despite these new and interactive distribution channels the industry has still had to re think the way they produce music videos.
Driven by digital media convergence in this new era of music video creation the phenomena of participatory media also known as User Generated Content has been born. The birth of participatory media is the result of a cultural shift which focused on literacy from individual expression to community involvement (Murygesan, S. 2007). This cultural shift can be linked to the growth in new digital technologies such as youtube, cheap digital cameras and social networking sites. The developments in these technologies allows individuals to creatively express themselves within the mass media environment. In doing so the borders that existed between the filmmaker, artist and the consumer have been blurred (Barker, D. 2010).
Participatory media encourages the individual to express themselves by drawing from inspiration material. Youtube sensation Keenan Cahill is a an example of how participatory media is used within music videos. The video posted by Cahill created using only a laptop has since August 2010 generated 43,077,607 views. Cahill video suggest that media convergence is the result of people taking media into their own hands. Entertainment is no long just a diversion designed to provide amusement or pleasure (Singhal, A 1999) . Within the digital convergence culture it involved the life's of those who consume it it and as a result they to become phenomena within society (Jenkins, H. 2006) .
This boom in user created content has resulted in a huge increase in the amount of content that exists on the web. Today amateur generated content far out weighs the number of professionally produced videos (Sexton, J. 2007). To cut through this noise music video creatives have had to come up with new innovative methods to gain attention. Both Lo fi and hybrid music video are examples of new music video styles that attempt to do this.
Lo-fi production used in professional music videos is a technique used to give a movie a home made feeling. The artists puts large emphasise on the concept of the video rather than the video equipment and used in the production (Barker, D. 2010). The purpose of this is spark a viral effect where viewers are compelled to pass the video on through mediums such as social network sites or email chains (Vega, T. 2011).
The video "Ok Go" directed by James Frost is an example of a film which uses this lo-fi techniques. The video uses a one take method in conjunction with a clever concepted dance routine rather than a large budget to gain attention. Since its release on the web during February 2009 the film has gone viral and has now been streamed 6,757,472 times. It is extremely difficult to determine which videos have the capabilities to become a viral sensation. Without the effects of digital convergence media music videos would no longer have the ability to gain this level of attention in a mass media environment (Kulash, D.2010)
M.I.A - BORN FREE VIDEO OFFICIAL (real and... by elnino
Romain Gravas in juxtaposition to Frost uses high end production techniques in his music video titled "Born Free" yet questions society's social agenda as a method of gaining attention from a mass audience. His video utilises the internet as a distribution network. Due to the controversial nature of the film the band MIA would never have been able to air this on television. Digital media convergence allows the artist to express themselves in a unrestricted matter. The convergence of media formats has resulted in the creation of a more innovative and creative space for music videos to exist within.
This new digital era has not only changed the way video content is created and consumed it has also manipulated the the way we view subject matter. Hybrid media is today commonly used in music videos. An example of this is seen in Geoff Mcfetridge video "Plaid." The video is a parametric mix between creative outlets such as architecture and music videos. Using programs such as after effects the live action space is blended with the virtual space creating a paranormal effect. In using multiple mediums the viewing experience is enhanced and the artist is able to brake free from the classical MTV performance based music video. (Manovich, L. 2007)
Through analysing the recent trends in music videos it it clear that digital media convergence has become a huge phenomenon within the world of music videos.
It has morphed the way we create, produce, record and consume music videos. Today music videos exist in a high challenging technological world where creativity, personalisation and individuality set the standards for excellence. In this new environment it is clear that as a result of media convergence culture the industry is no longer driven by the demands of record labels and television stations. Rather it is driven by the individual.
Word Count: 1003
references
(1) - Murygesan, S. (2007) Understanding web 2.0, Inspec, Vol 9, pp 24-41
(2) - Barker, D. (2010) Internet Saved the Video Star: The Renaissance of the Music Video, in Metro Magazine, Vol 160, pp 142-144
(3) - Jenkins, H. (2006) Convergence Culture: Where New and Old Media Collide, New York University Press, pp 16-17.
(4) - Sexton, J. (2007). Music, Sound and multimedia: from the live to the virtual, Edinburgh University Press Ltd, pp. 8-20.
(5) - Vega, T "Tech Talk Podcast: Viral Marketing," March 23, 2011: http://bits.blogs.nytimes.com/2011/03/23/tech-talk-podcast-viral-marketing/
(6) - http://www.youtube.com/watch?v=lm_n3hg-Gbg&feature=related
(7) - Kulash, D. (2010) "Whose tube" New York Times, May 13 2010: http://www.nytimes.com/2010/02/20/opinion/20kulash.html
(8) - Manovich, L. (2007), "Understanding Hybrid Media", Animated Paintings (San Diego: San Diego Museum of Art
(9) - Singhal, Al (1999) "Entertainment: a communication strategy for social change," Lawrence Erlbaum (1999) pg 181
(10) - http://www.youtube.com/watch?v=6sS0fkADJH8
(11) - http://www.youtube.com/verify_age?next_url=http%3
Digital convergence media is one of the most influential trends within society. The phenomenon of media convergence can be defined as the process of new technologies merging with existing media (Dwyer, 2010, 2). Through this process old media is transformed into new digital format as a method of enhancing the viewing experience. This essay will discuss the impact of media convergence through analysing the music video industry.
The effects of digital media convergence over the past two decades has re shaped the music video industry. Todays music video industry is shaped by the modern day consumer who demands entertainment in fast, convenient doses throughout the entire duration of the day. The industry's ability to adapt to these changes have been made possible by developments in portable web browsing devices and software programmes such as youtube, mediafire and vimeo.
The creation of such programs has spawned a resurgence of the music video industry. Despite these new and interactive distribution channels the industry has still had to re think the way they produce music videos.
Driven by digital media convergence in this new era of music video creation the phenomena of participatory media also known as User Generated Content has been born. The birth of participatory media is the result of a cultural shift which focused on literacy from individual expression to community involvement (Murygesan, S. 2007). This cultural shift can be linked to the growth in new digital technologies such as youtube, cheap digital cameras and social networking sites. The developments in these technologies allows individuals to creatively express themselves within the mass media environment. In doing so the borders that existed between the filmmaker, artist and the consumer have been blurred (Barker, D. 2010).
Participatory media encourages the individual to express themselves by drawing from inspiration material. Youtube sensation Keenan Cahill is a an example of how participatory media is used within music videos. The video posted by Cahill created using only a laptop has since August 2010 generated 43,077,607 views. Cahill video suggest that media convergence is the result of people taking media into their own hands. Entertainment is no long just a diversion designed to provide amusement or pleasure (Singhal, A 1999) . Within the digital convergence culture it involved the life's of those who consume it it and as a result they to become phenomena within society (Jenkins, H. 2006) .
This boom in user created content has resulted in a huge increase in the amount of content that exists on the web. Today amateur generated content far out weighs the number of professionally produced videos (Sexton, J. 2007). To cut through this noise music video creatives have had to come up with new innovative methods to gain attention. Both Lo fi and hybrid music video are examples of new music video styles that attempt to do this.
Lo-fi production used in professional music videos is a technique used to give a movie a home made feeling. The artists puts large emphasise on the concept of the video rather than the video equipment and used in the production (Barker, D. 2010). The purpose of this is spark a viral effect where viewers are compelled to pass the video on through mediums such as social network sites or email chains (Vega, T. 2011).
The video "Ok Go" directed by James Frost is an example of a film which uses this lo-fi techniques. The video uses a one take method in conjunction with a clever concepted dance routine rather than a large budget to gain attention. Since its release on the web during February 2009 the film has gone viral and has now been streamed 6,757,472 times. It is extremely difficult to determine which videos have the capabilities to become a viral sensation. Without the effects of digital convergence media music videos would no longer have the ability to gain this level of attention in a mass media environment (Kulash, D.2010)
M.I.A - BORN FREE VIDEO OFFICIAL (real and... by elnino
Romain Gravas in juxtaposition to Frost uses high end production techniques in his music video titled "Born Free" yet questions society's social agenda as a method of gaining attention from a mass audience. His video utilises the internet as a distribution network. Due to the controversial nature of the film the band MIA would never have been able to air this on television. Digital media convergence allows the artist to express themselves in a unrestricted matter. The convergence of media formats has resulted in the creation of a more innovative and creative space for music videos to exist within.
This new digital era has not only changed the way video content is created and consumed it has also manipulated the the way we view subject matter. Hybrid media is today commonly used in music videos. An example of this is seen in Geoff Mcfetridge video "Plaid." The video is a parametric mix between creative outlets such as architecture and music videos. Using programs such as after effects the live action space is blended with the virtual space creating a paranormal effect. In using multiple mediums the viewing experience is enhanced and the artist is able to brake free from the classical MTV performance based music video. (Manovich, L. 2007)
Through analysing the recent trends in music videos it it clear that digital media convergence has become a huge phenomenon within the world of music videos.
It has morphed the way we create, produce, record and consume music videos. Today music videos exist in a high challenging technological world where creativity, personalisation and individuality set the standards for excellence. In this new environment it is clear that as a result of media convergence culture the industry is no longer driven by the demands of record labels and television stations. Rather it is driven by the individual.
Word Count: 1003
references
(1) - Murygesan, S. (2007) Understanding web 2.0, Inspec, Vol 9, pp 24-41
(2) - Barker, D. (2010) Internet Saved the Video Star: The Renaissance of the Music Video, in Metro Magazine, Vol 160, pp 142-144
(3) - Jenkins, H. (2006) Convergence Culture: Where New and Old Media Collide, New York University Press, pp 16-17.
(4) - Sexton, J. (2007). Music, Sound and multimedia: from the live to the virtual, Edinburgh University Press Ltd, pp. 8-20.
(5) - Vega, T "Tech Talk Podcast: Viral Marketing," March 23, 2011: http://bits.blogs.nytimes.com/2011/03/23/tech-talk-podcast-viral-marketing/
(6) - http://www.youtube.com/watch?v=lm_n3hg-Gbg&feature=related
(7) - Kulash, D. (2010) "Whose tube" New York Times, May 13 2010: http://www.nytimes.com/2010/02/20/opinion/20kulash.html
(8) - Manovich, L. (2007), "Understanding Hybrid Media", Animated Paintings (San Diego: San Diego Museum of Art
(9) - Singhal, Al (1999) "Entertainment: a communication strategy for social change," Lawrence Erlbaum (1999) pg 181
(10) - http://www.youtube.com/watch?v=6sS0fkADJH8
(11) - http://www.youtube.com/verify_age?next_url=http%3
Tuesday, February 9, 2010
Friday, January 1, 2010
+ MOD T'S+
Chapter XIV - Enclosed in a Triangle from Kai Neville on Vimeo.
A few weeks back i worked T-shirt project with Kia and Dion. Check it out atwww.moderncollective.tv
Image: +jack+Monday, December 21, 2009
Big Monday
Above: frame grabs from big Monday.Filming for "Featured" - Shane Dorian's profile section
Sunday, December 6, 2009
+ Sony + Campagin +
For the last 3 days I have been working with Occy on a commercial for Sony. Today we wrapped up the shoot just in time for new weeks monster swell which is predicted to be the biggest in many many years.+jack+
Tuesday, December 1, 2009
+On the road Again+
Busy as a bumble Bee. I am on the road again after just one night in my own bed. Today Iam off to Hawaii to shoot a commercial for Sony's new Cyber Shot series.
Stay tuned for some post from North Shore.
+jack+
Stay tuned for some post from North Shore.
+jack+
+MC MEETS HANNAH+
Last week I shot a little project for Modern Collective along side of Dion and Kia. The three of us spent the day photographing the beautiful Hannah Glasby. More Information on this project will be disclosed in the coming weeks @ www.moderncollective.tv
+WetSuits+
For the last week i have been locked away in the Billabong office working away on the 2010 wetsuit range release. This years wetsuits are by far the best ones to hit the market ever. For now however here are a few images of the boys getting loose in the new suits.
+jack+
+jack+
Sunday, November 29, 2009
Wizard Smoke from Salazar on Vimeo.
The posts have been very slow latly as a result of the huge amount of work i am engulfed in right now. My appologies
But any way for now check this out
+jack +
Wednesday, November 25, 2009
X party of the year X
Insight last week held in many eyes the party of the year. As part of the on going project i am working on with Rad Dan i took along a camera the capture a couple of the looser moments. The roll had half a dozen gems on it so in celebration of the good times Insight will be releasing a Tee with the shots printed on them.
+jack+
+jack+
Sunday, November 22, 2009
Last Saturday I shot a segment for an up and coming SBS documentary that follows a team of disabled sailors who will be competing in the sydney to Hobart race this year. The documentary is being directed Luke Robinson who has produced a number of fantastic piece for Both SBS and national geographics. The jourey of the charaters in documently will make for a very inspirational story so i will be sure to keep you posted when it goes to air.
Stay tuned for the trailer
+j+
Stay tuned for the trailer
+j+
Wednesday, November 11, 2009
Banda Ach
Last week i ventured in to Banda Ache which is situated at the top of the Indonesian island chain. The province is known for its long lasting civil war, controversial rainforest logging, the devastating effect the 2005 tsunami had on its people and its radical Muslim groups. It took 5 plane's either way to reach our location where we surprisingly where greeted with mostly hostile loving people. The trip was apart of a project I am working on at the moment for a exhibition i will be holding early next year.
+jack+
Tuesday, November 10, 2009
Shark Fin fun
Me and my camera went to a party last weekend . It was a very good party. The kind of party that made you want to build a time machine and do it all over again. The party was locate on the beautiful sydney harbor. It had an endless supply of Booze and women both of witch in the end got the better of me. After the party I proceed onward to the sexpo after party to snap up a few pix for a project I am collaborating on with Rad Dan. After i awoke with a top 5 hang over of all time i then jetted to Indonesia to Banda Achce in search of a secret wave.
+jack+
+jack+
Monday, November 9, 2009
INSIGHT POP UP STORE
I was strolling down manly last week shooting a test roll on my Yashica when i stumbled across Insight's pop up store project. I was suppose to shoot the opening for it but missed it due to another job clashing with the night. Any how i snapped up these shots of my good friend RAD DAN's art works, the store is shutting down soon so get on down there before it ends and check it out.
+jack+
+jack+
Monday, November 2, 2009
Kerr-azy
Some time ago now i showed you a move Josh Kerr was working on. Well 6 months later he now has them down pack.
www.kerr-azy.com
+jack+
Thursday, October 22, 2009
Over the past few months i have been really enjoying the art of face painting and stop motion. David Wilson just put the 2 together and it's pretty mind blowing.
Tuesday, October 20, 2009
+++ New Toys +++
I just added the Yashica T4 weatherproof to my toy collection. The camera has been used by many pros including Terry Richardson who for many years has been a great inspiration to me. The cameras mobility, sharp lens and the fact that it shot on 35mm film made it the perfect camera to assist me in collecting images for a new series i am working on. Stay tuned as equipped with this bad boy i am sure i will be bring you some wild images over the coming months.
+jack+
+jack+Sunday, October 18, 2009
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