Discuss
the phenomenon of digital media convergence in relation the following: Music
Video Online
Media
convergence is the intersection of old and new media. Henry Jenkins defines it
as "the
flow of content across multiple media platforms, the cooperation between
multiple media industries, and the migratory behavior of media audiences."[1]. Howard Rheingold believes
that technological convergence can alter the "social-side effects,"
in that "the virtual, social and physical world are colliding, merging and
coordinating."[2]
In recent years, one of the most significant examples of media convergence in
relation to music video online is that of the development of the Apple
Corporation’s iTunes. iTunes is
a media player computer program initially released on January the 9th,
2001, developed for playing, downloading, storing, and organizing digital music
and video files on desktop or laptop personal computers. As a program, it has
revolutionized the way society uses music, music video and film in relation to
convergence.
Media
convergence can be studied at a number of distinct levels including cultural,
industrial, technological, or regulatory levels. The phenomenon of digital
media convergence is one, which has evolved significantly over the past decade.
The ways people are using media are fragmenting. At the end of the first decade
of the third millennium, profits and revenue from newspaper circulation, TV
audiences and advertising began a slow decline. This partially explains why
traditional media has been so keen to expand into online and mobile formats.[3] In
the last five to six years, we have witnessed the emergence of a huge amount of
‘on demand’ video services on the Internet, specific ‘internet TV’ channels and
‘time shifted’ versions of parts of programs from traditional broadcasters.
Furthermore, broadband operators deliver IPTV services in their managed IP
networks.[4]
There
are many common threads emerging across the patterns of media convergence. One is distinction – where are the edges, the ends, the
distinctions between different elements, modes, activities, spaces,
technological actions and human ones, in ‘new’ new media systems? As a part of
this we have asked not only what makes ’2.0′ distinct from ‘what came before’
but also how it will be understood in the future. We ask this question not
least because we are somewhat alarmed by visions of proliferating version
control as 2.0 merges with 3.0 and 4.0 looms on the horizon. [5]
Now in accordance to what has been defined at media convergence,
we must analyze the curious significance of iTunes and music video online. iTunes was introduced by
Apple Inc. on January 9, 2001. It is a media player computer program, developed
for playing, downloading, storing, and organizing digital music and video files
on desktop or laptop personal computers and more recently, smartphones and
tablets.[6] What made iTunes significant in terms of its
relationship to music videos is the introduction of video support. On
May 9, 2005, video support was introduced to iTunes with the release
of iTunes 4.8. Users can drag and drop video clips from the computer into the
iTunes Library for cataloguing and organization. They can be viewed in a small
frame in the main iTunes display, in a separate window, or full screen. Before
version 7 provided separate libraries for media types, videos were only
distinguished from audio in the Library by a small icon resembling a TV screen
and grouped with music in the library, organized by the same musical categories.
On October 12, 2005, Apple introduced iTunes 6.0, which added support
for purchasing and viewing of video content from the iTunes Music Store. The
iTunes Music Store initially offered a selection of thousands of Music Videos
and songs.[7] As
apple began to release such products as the iPod touch and the iPhone, it made
it possible for customers to purchase products online with their wireless
devices. This was revolutionary because of Apples gargantuan variety of content
and data.
2005
saw the launch of the YouTube, which made the viewing of online video much
faster and easier than its rivals such as Google Videos, Yahoo! Video, Facebook
and MySpace's video functionality, which uses similar technology. Such websites
had a profound effect on the viewing of music videos; some artists began to see
success as a result of videos seen mostly or entirely online. One astounding
example was that of teen music sensation, Justin Bieber. Bieber, a Canadian
singer/songwriter was discovered in 2008 by American talent manager Scooter
Braun,[8]
who came across Bieber's videos on YouTube and later became his manager. Part
of his uncompromising musical success has been due to his use of YouTube.
Bieber currently has the websites most viewed video, exceeding 774,000 hits.[9]
He
has also the largest twitter and Facebook following of any male musician,
exceeding over 100 million followers worldwide.
Undoubtedly,
the Apple Corporation and YouTube owe each other a certain degree of credit for
the success of the other. YouTube has been responsible for the success of many artists,
which would have resulted in their success on Apple’s iTunes store. Apple has
also developed such products as the iPod, iPad and iPhone, which allow
customers to wirelessly view YouTube on the cleverly designed app. Both are
incredible examples of how modern media has converged over a variety of mediums
and platforms. Media convergence is an integral part of the evolution of media in
the 21st century.
[2] Rheingold,
Howard (2000) Smart Mobs: the next social revolution, Perseus, Cambridge,
Massachusetts, pp 157–82
[4] Henton, A. Tadayoni, R. (2008) ‘The impact of the internet on media
technology, platforms and innovation pp 57
[6] "Apple Introduces iTunes — World’s Best and
Easiest To Use Jukebox Software" (Press release). Apple Inc.. 2001-01-09.
Retrieved 2008-04-20., at Apple's September 2010 "Music", iTunes 10 was
announced.
[8] Collar,
Matt; Leahey, Andrew. "allmusic ((( Justin Bieber > Overview )))".
Macrovision Corporation.
[9] Montgomery,
James (August 3, 2010). "Jared Leto 'Blown Away' By 30 Seconds To Mars'
VMA Noms". MTV (MTV Networks)
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