Media convergence is the idea of different types of media gradually coming together due to advances in recent technology. For example media can now be consumed on various platforms; you can now watch a video/movie on your phone or even iPod as opposed to just your television. Internet also allows us to access certain type of videos maybe before they are officially released, internet can even allow us to read reviews of certain movies or TV shows before they are aired. Due to this growing media convergence, some once popular forms of media are dying out; newspapers are finding it more and more difficult to compete with the vast amount of media technology.
Media convergence is rapidly growing and has a great impact on the music industry in many ways.
Firstly music videos were largely played and viewed on TV via various music channels. Media convergence now allows consumers to watch a music video on the internet e.g. YouTube, music videos can be streamed and shared with others and even people’s opinions and reviews are now easily accessible than before.
This is beneficial in some ways to an artist as it allows more access to watch their videos and listen to their music, therefore resulting in more views and popularity, the fact that more people have access to their material means a larger spread via word of mouth.
Convergence now allows us to view an artist’s song or video on many different platforms such as iPods and smartphones, meaning you can now watch a video anywhere as opposed to having to specifically tune in to a music channel and waiting for the video to be shown.
Social networking sites such as Facbook or Twitter, also allow videos to be viewed, shared and discussed, sometimes before they even have been officially released.
Media convergence s forever changing the way music and music videos are consumed and distributed to their audience.
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