Newsweek Goes Goo Goo For Gaga
July 16, 2010 at 6:20 AM (PT)
Are we seeing the return of the music video as a popular form of entertainment and promotional tool?
NEWSWEEK thinks so. In a blog on their website, the news magazine touts LADY GAGA's "Bad Romance" as an example. The video is actually the most-viewed YOUTUBE video of all time.
"Once upon a time, when people purchased their favorite songs on records and cassettes, the music video was a touchstone of popular culture," writes NEWSWEEK. "MTV launched in 1981 as a network devoted to airing them 24 hours a day -- remember the rise of the VJ? But just like video killed the radio star, reality TV killed the music video. In the late ’90s, music channels stopped being synonymous with music -- and started airing washed-up music stars, such as THE OSBOURNES and the LACHEY-SIMPSONS, bickering in the comfort of their own McMansions. Not long after TRL was axed in 2008, music videos were relegated to the graveyard shift; even now, they air on MTV only between 3a and 9a. As the music business imploded on the back of illegal downloads, videos -- once seen as the best promotion to help boost albums -- were a luxury that didn’t make sense."
The article continues, "And then came music to record executives’ ears: YOUTUBE, which has partnered with a company named VEVO to monetize a medium that was as dated as a pair of disco shoes. Every time YOUTUBE broadcasts a video through VEVO online, it is accompanied by a brief ad, and for every 1,000 such 'impressions,' VEVO earns at least $25. The reason music videos have come back from the dead is simple. They are the perfect length -- three to five minutes -- for abbreviated online attention spans."
Read the full article here.