(Image credit: YouTube)

YouTube’s repetition and acceleration elements are not only used cleverly in music video creation, but also bring a whole new experience to the audience. Through the clever repeated use, change and recombination of established elements, creators create a unique language that guides the audience to experience music in a new way. The use of accelerated aesthetics makes the music video full of dynamic and compact elements. Fast editing and scene transitions enable music videos to convey emotions more quickly and directly, meeting the needs of users in the digital age. This fast pace provides creators with more flexible creative space and more expressive expression of artistic ideas. It caters to a post-cinematic sensibility that focuses on concepts of emotional expression, imagery and subjective experience. This enables creators to convey emotions more intuitively and create more engaging and touching image experiences. This not only injects new expressions into post-cinema, but also promotes a closer integration between film and music.

The global nature of YouTube allows music video creators to achieve global reach and spread their works around the world, transcending the geographical limitations of traditional media. This provides artists with a unique opportunity to build a global fan base and promote a diverse music culture.

(Image credit: Hootsuite. ‘How To Create a YouTube Channel From Scratch’)

In YouTube, viewers can directly interact with creators through comments, shares, likes, etc. This direct sense of participation not only allows viewers to feel the creative process, but also provides real-time feedback and gains for creators. This function can provide creators with unlimited inspiration and reflection and optimization of their works in a timely manner. The forum also plays an important role in social networking. Everyone from different countries can participate in discussions, which also promotes cultural exchanges. Collision and integration between different cultures will become the norm.

(Image credit: Hootsuite. ‘How To Create a YouTube Channel From Scratch’)

Youtube is a profession with commercial value. With the influence of YouTube, it has attracted the attention of many brand cooperation, advertising promotion and other revenue channels, which has created a more sustainable and stable source of income for creators. As creators participate in more commercial cooperation, YouTube has more closely integrated artistic creation and commercial operations, promoting the development of the music video industry.

By QING SUN | BA media and communications

Reference

• Hausken, L. (2013) Thinking Media Aesthetics Media Studies, film studies and the Arts. Peter Lang International Academic Publishers. pp.135-217 
• (1997) Convergence: The Journal of Research into New Media Technologies, Julia Knight and Alexis Weedon (Eds), Luton, John Libbey Media, ISSN 1354-8565 , Prometheus, 15:3, 443, DOI: 10.1080/08109029708632098
• Cayari, Christopher. (2011). The YouTube Effect: How YouTube Has Provided New Ways to Consume, Create, and Share Music. International Journal of Education & the Arts. 12.
• Cayari, Christopher. “The YouTube Effect: How YouTube Has Provided New Ways to Consume, Create, and Share Music.” International Journal of Education and the Arts 12 (2011): n. pag.
• O’Hara, K. (2022) The YouTube effect: New ways to reach engaged audiences, Google. Available at: https://blog.google/products/ads-commerce/the-youtube-effect-new-ways-to-reach-engaged-audiences/ (Accessed: 01 December 2023).