telephone
TRANSCRIPT
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Telephone ManiaMusical performances and derivative video on YouTube
Agnese VellarDepartment of Social Sciences
Università degli Studi di Torino
Workshop on Advanced Research Methods – Sep. 30th 2010Department of Communication Studies – University of Urbino “Carlo Bo”.
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Music cultures in the Web 2.0
derivative works
transmedia brand
appropriation
Recording industry
Music fans
grassroot promotion
Spreading: “consumers do not simply pass along static content; they transform the content so that it better serves their own social and expressive needs”.
(Jenkins et al., 2009)
music star
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A case study on Telephone
derivative videos (70)
users’ profile
popular culture
Music(40)
Fashion(12)
Parody(18)
Lady Gaga Haus of Gaga (Lamerichs, 2008; Lange, 2008;
Burgess & Green, 2009)
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Serial music short films as cult text
product placement
merchandise
Paparazzi(7’ 10’’)
"To Be Continued..."
Telephone (9’ 34’’)
cinematic quotation
Auterism, endessly deferred narrative, hyperdiegesis (Hills, 2002)
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a) musicam
ateu
rse
mi-p
ropr
ofes
sion
al
Live medeley
(2)
“me singing” (8)
Coreography
(8)
Cover (11)acapella acustic instrumental
Pro (4/11)
Semi pro (7/11)
Remix (9)
mash-up (2)
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From “Me singing” to “Cover”am
ateu
rco
mm
erci
al
fans
Independent getting attention online
expressing their
passions
#43 - Most Subscribed (All Time) - Musicians
karaoke
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b) Parodyam
ateu
r
YouTube star
“spoof” (parody by imitation) “Bananaphone”
pro
Repetition based on difference and self-reflexivity. Create awareness of a cultural repertoire: moking at certain conventions reaffirm them (Lamerichs, 2008)
sem
i-pro
The telephone object as a spreadable logo
(appropriation + recreation in different versions)
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YouTube Star#20 – Most subscribed (all time)
Behind the scenes
Vlogging:commenting comments
parody
paratexts
“Weekly musical comedy show spoofing celebrities, pop-culture and the latest internet memes.”
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c) Fashionam
ateu
r remix tutorial
pro
make up tutorial
hair tutorial
Video blogging: dialogic model
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Make up artist#17 - Most Subscribed (All Time) – (Gurus)
& EnKorinne
parody
vlogging
ibridation
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Spreadable video
Music Parody Fashion
deriv
ativ
e vi
deo
Music(al) culture YouTube culture stardom/fandom
choreography look
humor + vlogging
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“Performative consumption” in the Web 2.0
stardom
cult body
The mimicry and impersonation are intrinsic to the phenomenon of stardom; it is not only fans who impersonate their idols: the stars themselves also self-
consiusly borrow from prior celebrites (Hills, 2002, p. 164)
fandomcostuming - impersonation
culture and technological platform
New genre (spoof, make up tutoria, …)
+
More visibility (persistency replicability scalability searchability )
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Getting pro
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reinforce
parodic or emulative derivative video
Lady Gaga stardom
Telephone stardom
YouTube users gain visibility
stardom
previusly cult text and cult body
UGC
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Thank you.
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