Music Videos Making A Comeback ... Thanks To The Internet
September 10, 2010 at 4:24 AM (PT)
THE ASSOCIATED PRESS poses this thought, "It wasn't long ago that the music video was on life support."
Just before the 27th annual MTV VIDEO MUSIC AWARDS on SUNDAY, the report reminds viewers of the channel's move to phase out videos in favor of reality programming and other shows that attracted better ratings. However, "the music video has had a revival," writes the AP. "Watching music videos has become central aspect of Internet usage. Music blogs and social media have greased the channels, facilitating the quick, easy spreading of videos, especially those with arresting or controversial visuals. People even buy clips on iTUNES."
We're entering another golden era for music videos.
"We're entering another golden era for music videos," said "Money for Nothing: A History of the Music Video from the BEATLES to the WHITE STRIPES," author SAUL AUSTERLITZ. "They've become part of the cultural discourse again in a way that's reminiscent of the heyday of the music video, from the early '80s to the mid-'90s."
Streaming videos online gives artists an opportunity to reach a vast, worldwide audience. SHAKIRA was "blown away when her video for the official song of the WORLD CUP, 'Waka Waka (This One's for Africa)' was nearing 100 million views on YOUTUBE." "It can take on a life of its own online," said SHAKIRA. "And it inspires us artists to be even more creative. With access to so many videos, we need to challenge ourselves to surprise our fans."
There are a number of music videos in YOUTUBE's most recent top 10, including JUSTIN BIEBER - Baby ft. LUDACRIS; 310,348,009 views, LADY GAGA - Bad Romance; 272,359,281 views, SHAKIRA - Waka Waka (This Time for Africa); 173,869,568 views, MILEY CYRUS - Party In The U.S.A. - Official Music Video; 153,302,747 views, PITBULL - I Know You Want Me (Calle Ocho); 140,894,705 views, MILEY CYRUS - 7 Things - Official Music Video (HQ) and LADY GAGA - Just Dance ft. COLBY O'DONIS; 120,829,198 views. The other videos in the top 10 were not music-related.
"If it wasn't for YOUTUBE, the online video space would not be where it is today," said VEVO VP/Sales-Customer Service DAVID KOHL.
The report points out that music videos aren't completely gone from TV, as FUSE, VH1, MTV and PALLADIA all play music videos as their regular programming.