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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”.
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
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)
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)
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)
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
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)
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.”
c) Fashionam
ateu
r remix tutorial
pro
make up tutorial
hair tutorial
Video blogging: dialogic model
Make up artist#17 - Most Subscribed (All Time) – (Gurus)
& EnKorinne
parody
vlogging
ibridation
Spreadable video
Music Parody Fashion
deriv
ativ
e vi
deo
Music(al) culture YouTube culture stardom/fandom
choreography look
humor + vlogging
“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 )
Getting pro
reinforce
parodic or emulative derivative video
Lady Gaga stardom
Telephone stardom
YouTube users gain visibility
stardom
previusly cult text and cult body
UGC
Thank you.
agnesevellar@gmail.com
http://agneseh.wordpress.com
http://twitter.com/agneseh
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