Thanks to the convergence of media platforms it has been possible to produce music videos. Without media convergence music videos would not exist. It has led to a change in the distribution of music videos. Over time we can see how the distribution of music videos has changed( see earlier post on the history of the music video).
In more recent years the distribution has drastically changed because instead of music videos just having channels on television, the existence of Youtube has meant that the majority of music videos are published there.
One of the main changes in distribution is due to the development of social network sites. Social network sites have made it very easy for the audience to distribute material independently. As soon as one member of your target audience accesses the product, it can easily be distributed to the rest of the target audience by simply copying and pasting. This ability to share links means that people can enjoy similar music. It requires little advertising for the band and the audience can engage in poly-platform infer structure.
Another way media convergence (in relation to social networks ) has helped to promote the distribution of music videos is through the ability to aim advertisements to the selected target audience. Through the ability to ‘like’ something, the audiences can suggest similar music tastes. For example if you ‘liked’ a band called White Lies, the internet may suggest Interpol to you. By knowing what the user has previously ’Liked’, it enables other bands to be suggested, which in turn increases exposure.
With the rate of progress of technology, it it is impossible to predict what and how we will consume media products in the future.
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