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

Thursday, 2 October 2014

Customised ads within vids: Universal tech deal

More on this shortly:

...Quick summary of key points:

Universal, one of the big three, has already started on this...
The video you view may not be the same as someone else, adding a further layer to the already extremely postmodern music video format ... and further undermining the notion of the text.
Tech company Mirriad can digitally edit videos to add/swap product placement, and with bigger releases this could go way beyond variation country or regional variation, but actually be tied to data on the individual.
That's a big development, and a new level of convergence between the advertising and music industries to boot, already running deep with sponsorships of tours, mainstream ads, product placement through tweets and much more.

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