In the modern day changes in communications, information and technologies are reshaping almost every aspect of contemporary life, including music. This has changed our ways of viewing and listening to music massively as a growing, wide range of technologies are enabling consumers to view media content in many more ways and in the process, these technologies have altered the ways that consumers interact with each other and music institutions.
Music can now be downloaded off I tunes on to I pod, I phones, laptop
s and computers. It offers music clips through digital sites such as Myspace, facebook, youtube, bebo and twitter where MTV published backstage clips of Cheryl Coles new music video "The Flood" which allowed discussion of the video and in the first month facebooks group had over 10,000fans. This relates to the hypodermic theory injecting these teasers into the public eye creates excitement and designed to trigger a desired response, people are seen as passive and as having a lot media material "shot" at them thus giving them only one view because that in the only one exposed to them. These sites help reach the younger audience as statistics show 300 million out of 500 million users of Facebook are under 21 and spend up to 500 billion minutes on facebook each month, therefore putting the song on to this site engages this young audience it is a clever piece of advertising as consumers are actually advertising film themselves through their discussion of it. These sites also encourage fans to participate. MTV recently ran a joint initiative with top record label EMI which encouraged fans and up and coming hopefuls to record their interpreted version of the song and publish it on Facebook and the chosen winner would get to go to the studio at EMI and record their song professionally.
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