MUSICVIDEO
A musicvideo is a short
film or video that accompanies a complete piece of music, most
commonly a song.
Modern music videos are
primarily made and used as a marketing device intended to promote the
sale of music recordings. Although the origins of music videos go back
much further, they came into their own in the 1980s, when MTV (Music
Television)'s format was based around them. |
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Music videos are often called
promo videos or simply promos, due to the fact that they are usually
promotional devices. Sometimes, music videos are termed
short-form music videos to distinguish them from full length movies
pertaining to music. In the 1980s, the term "rock video" was often
used to describe this form of entertainment, although the term has
fallen into disuse.
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Music videos can accommodate all styles of filmmaking,
including animation, live action films, documentaries, and
non-narrative, abstract film. |
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The earliest purveyors of music
videos on the internet were members of IRC-based groups who took
the time to record music videos as they appeared on television, then
digitising them and exchanging the .mpg files via IRC channels. As
broadband Internet access has become available more widely, various
initiatives have been made to capitalise on the continued interest in
music videos. MTV itself now provides streams of artists' music
videos, while AOL's recently launched AOL Music features a vast
collection of advertising supported streaming videos.
The internet has become the primary
growth income market for Record Company produced music videos. At its
launch, Apple's iTunes Store provided a section of free music videos
in high quality compression to be watched via the iTunes application.
More recently the iTunes Store has begun selling music videos for use
on Apple's iPod with video playback capability.
Another new phenomenon, deriving from the popularity of blogging, is
the use of so-called music video "codes", lines of HTML code including
links to music videos that the individual can simply copy and paste
into their blog in order to feature a given video streaming on it.
YouTube, Google Video, IFilm and MySpace have become primary venues
for viewing videos. Also there are several less popular websites like
Wimstream, MSSVision and others.
A major problem with the movement towards YouTube and other social
video platforms is that most users aren't aware of the underlying
legal issues involved in uploading music video content. The RIAA has
recently issued cease-and-desist letters to YouTube users to prevent
single users from sharing videos, which are the property of the music
labels.
After the YouTube/Google merger the
biggest player of the online video market assured to work towards a
solution of the dilemma by paying royalties through a bulk agreement
with the major record labels. Anyway, the problem will continue as not
all labels share the same policy in regards to music videos. Some
welcome the development and upload music videos to various online
outlets themselves (as free advertising) while other companies tend to
regard music videos as a product which can't be given away for
free.
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