The MTV generation: Has digital killed the video star?

In mainstream culture 2007 represents a major event in the history of consumer music. The digital age is no longer a concept unveiled by an eccentric techie at a convention in Silicon Valley . By 2007 the major teething pains, bought on by the lack of understanding of the major label music industry, have begun to subside (i.e. DRM disasters) and record companies and vendors are beginning to realise the realistic potential that the digital age presents to fans of music. Our adoption of new media reflects social change. And whilst it must come from the consumer, it is influenced to a large extent by computer corporations and record labels. By making digital music cheap, easily accessible and playable on whatever device you want to play it on the digital age can finally begin travelling from a distant pipe-dream to an everyday reality.

This means that there will be casualties. When the CD arrived vinyl became a purist only format. And you'll all remember that song 'video killed the radiostar', etc. But ironically, in 2007 the MTV generation (born around 1981) is on its death bed. Digital music is killing the videostar (well kind of anyway...). The advent of user generated video content sites, specifically YouTube, is attracting the modern youth away from the television music channels and online. Sites such as YouTube allow the user complete control over choice and a vast catalogue of content to watch. They also allow the artist a quick, easy and free way to distribute their video's. Even acts as big as U2 are now unveiling their new music videos on YouTube. But the site is being used as a marketing tool by many broadcasters and artists - only a couple of weeks ago the band Arcade Fire officially announced the release date of their album and its tracklist via YouTube.

The real key to YouTube is the ease at which a user can embed a video file into their social networking profile (such as MySpace) or blog. Because the video file runs on flash technology that all modern computers have installed, files usually load in real time as the viewer watches. Whilst the quality isn't even close to that of MTV yet, its ease of access make it twice as valuable. The fact Google now own it (arguably the most powerful and respected force on the internet) means that once some of the licensing issues dogging its development are ironed out, we will undoubtedly see big developments. HD YouTube anyone?

But apart from giving the MTV network monopoly a much needed kick up the rear sites such as YouTube mean that the content uploaded to the site must be of a high standard. Otherwise the user can switch video to a multitude of other options located in the lower right hand section of the screen which are recommended to them according to their current preference. This level of consumer choice (which on TV has historically resulted in the maximum force of flicking channels or turning off) means the viewer does not need to sit through a music video waiting for the next one. This is good news for creative film makers and music video directors without doubt. Especially emerging young ones who will give the big guns a run for their money and creative souls.

Interestingly (but predictably) this user power has resulted in a new music video craze. Fans are now creating their own video's to the artists music and uploading them for the world to see. A video for the Interpol single "Obstacle 1" emerged last year (see below) around the time of release but turned out not to be the bands official video. Its originality and dark story line fitted the song alot better than the bands official (rather boring) video. Fans were flocking in their droves, many mistaken that this fan produced piece was in fact the official video to the single.

Video: Interpol - Obstacle 1 (Unofficial fan made video):


Video: Interpol - Obstacle 1 (Official Release Video):


Other example was when the track "Umb" (originally released back in 1999) by abstract rock band Sigur Ros gained a revival thanks to a film making student from Israel. Liron Damir's dark and brooding video attracted a great deal of attention on YouTube and throughout the wider blogosphere.

Sigur Ros - Umb (Unofficial Video by Liron Damir):


Now that Warner Music have agreed to license their material to YouTube its clear they now realise the marketing potential of such a tactic. Expect more and more fan made music videos to emerge. Next step, allowing podcasters to use this music...

Links::
YouTube: youtube.com
BBC Article: news.bbc.co.uk