Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Wednesday, 16 October 2013


A neologism for you all: PRANKVERTISING:
With brands finding it increasingly difficult to advertise effectively via traditional channels, publicity-whoring techniques such as prankvertising are gaining traction. Earlier this year, Thinkmodo, the ad agency behind the 'sNice stunt, promoted the crime thriller Dead Man Down by staging a (fake) murder in an elevator and filming people's reactions as the doors opened.
[, Prankvertising – a marketing heart-attacktic too far?, Guardian, 9.10.13, accessed online 15.10.13]
This group used a viral approach - see bot. left
Why blog on this under the guise of music video? Because advertising agencies, and music acts, were trailblazers in the use of viral-style videos, a trend now so mainstream that the X Factor ad break has been the source of one of the more successful virals, the rural rap selling dairy products.
Prankvertising - which raises serious ethical (and legal/health and safety) issues you'd need to address if considering this specific form - is just one form this has taken.
The main point for you here is that a spin-off, complementary or secondary, video project would be of benefit. Can you come up with an idea which fans could replicate and submit their own versions of, for use in a follow-up vid, a remake, a website-only version etc? Gillmor (2004), one of many influential web 2.0 theorists, has announced the "end of audience", denoting the smashing of the former divide between audience and producer.

You should embrace this, and look to your audience for interaction beyond feedback on drafts and rough cits - and this approach offers real opportunities to link together the vid, digipak and mag ads. The 2013 Daft Punk production, although late to embrace this (and so lacking convincing evidence of actual UGC), did this well with a competition (backed up with QR codes on theor print texts) whereby fans could download a flyer featured in their video and submit photos of it in locations from anywhere in the world (for use in a follow-up video).
Tom's post on their competition.

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