News — April 19, 2013 at 8:31 am

The Flipside: Has Online Video Killed Music Television? – Belugabeats

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Is this the real life / Is this just fantasy – little did Freddie Mercury know that the opening line to Bohemian Rhapsody would be the first lyric that the music television generation would ever hear. The clip for the track arguably launched the MTV age and gave fans a new and exciting way to experience music. On the other side of the coin, artists used their clips as a powerful tool that added a whole new dimension to their repertoire.

Traditionally, music shows had the type of impact that could create a mad hysteria behind the release of a single. It even had the God-given ability to break an artist. Today’s saturation of multiple music mediums – streaming services, online playlists or discovery apps – makes the accessibility of music too easy and our need for immediacy has created a problem. An abundance of music when you want, where you want means that these new mediums cannot mirror the same influence that music television once had. Does our immediate access to music mean that music television has lost its ability to be an advocacy for talent? Can it still help artists in any sort of capacity?

CEOs of the user-driven, electronic music playlist site Belugabeats, Ming Ong and Zenos, offer their shared opinion on whether online video has indeed killed music television.

 

Belugadudes

Zenos Schmickrath & Ming Ong

 

Ming Ong and Zenos Schmickrath
CEOs at Belugabeats

Music television in the form of traditional cable broadcasts has all but become obsolete. In addition to remaining a completely controlled and arbitrary flow of information, music television is no longer used by the current generation as an avenue for musical exploration and is rapidly being replaced by online videos streamed through personal electronic devices.

A plethora of handpicked songs deemed popular by producers is what defines music television. It is merely a limited view of what the mainstream music industry has to offer which is then force-fed to the consumer. In contrast, when someone is empowered by experiencing music videos online, they are able to freely discover what is genuinely interesting on a personal level. The rise of indie and alternative music accounts for this development as music television has purposefully not contributed to their prevalence.

Statistics show us that the majority of the younger generation does not spend nearly as much time in front of a television as they do in front of other electronics. Outdated technology confined to the wall of someone’s home is no longer an attractive feature for the average consumer. Music television’s general concept is being smothered by online video through fully mobile personal electronic devices, as well as a growing demand for total content control.

Gone are the days of music television. Online video has already saturated the marketplace and it is here to stay. There are many possible directions it can take, including heavier content curation, increased interactive participation and predetermined suggestions based on an individual’s viewing history. This propels the dissipation of programming within music television as we simultaneously move further into the Age of Information.

 

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Ming Ong and Zenos Schmickrath’s entry is part of a three-part perspective on the topic. Want to know where the opinion of QUBtv’s CEO lies? View here.

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  1. […] This article originally appeared in Music Weekly Asia on 19 April 2013. To read the complete article, please visit the Music Weekly Asia website here. […]