News — April 25, 2013 at 2:15 pm

The Flipside: Has Online Video Killed Music Television – QUBtv


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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?

Tasya P. Maulana, Co-Founder of Indonesian culture-based online television network QubTV, shares his opinion on whether online video has indeed killed music television.

Tasya P. Maulana

Tasya P. Maulana
Co-Founder of QubTV

Back when I was in high school I would sit for hours in front of the TV waiting for my favourite music videos to be played. It was the golden age of MTV and Indonesia’s music scene was in its golden moment too. There were great new songs being released by mainstream and indie acts from all genres, of course each accompanied with a music video. So like every other kid of my generation, I grew up watching music videos on TV and it has been a big influence that shaped my musical taste.

In recent years with the popularity of YouTube and countless music websites, has online video killed music television? I can easily say yes. Like everybody with Internet access, I prefer to watch music videos online. We‘re no longer only customers, we can be the participants! If you have a band, there’s no need to wait for a major label to sign you in order to release your art. Just record your songs, make a video then share and promote it to the big, big digital universe. It’s amazing, the response you get when someone appreciates your work. With online music video, it’s no longer a one-way experience.

But like everything else, there’s always a down side. For me, it’s the art. It’s so easy to make a video now, I often see videos that are made with no effort at all. It’s one thing to make your video look lo-fi, but I just can’t stand the fact that some ignore the importance of a well thought through concept or idea. I really miss the times when music video directors could make an impact on society and when parents were fearful of what their kids were watching. But the online music phenomena is still relatively new. Let’s hope that somehow we can take the online video in the direction that not only shakes the conservative music industry, but also influences culture as a whole. I await in excitement for that to happen.



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Tasya P. Maulana’s entry is part of a two-part perspective on the topic. Want to know where the opinions of Belugabeats CEOs lies? View here.

Ming Ong & Zenos Schmickrath