The progress of various aspects of our life has made some things better and some things worse. Such too is the case for broadcasting of music. The progress has created many platforms for artists signed-unsigned, established-unestablished, commercial-underground on the other hand, commercialization or promotion based selling of music has deviated the exposure balance i.e., 80 percent of the music most people hear is 20 percent of the music actually released and similarly 80 percent of the music is heard only by 20 percent of the total audience.
Internet has been the blessing or curse to fall on the music industry in the nineties that has and is constantly restructuring the way things are done in the various activities related to this scene. Be it promotions, showcase audio, sell merchandise, events, communication with musicians and various other support operators of the scene, etc. After the fall of Music Channel popularity due to replacement of music by advertisements for non-solely music based activities, packaging of music with other no related products or services and reality show – many took the internet for their music dosages. With downloading being rampant, a clampdown on the downloads has been brought about atleast to some extent. This made it difficult for the non-computer savvy audience to hog on all the music they could ever want. However, news things come up. Platforms like YouTube and Vimeo have not only allowed users to share their favorite music but also post videos of them. Being free to use, it has attracted post from the wacky to the corporate. With easy ability to share these videos, it has become of the most powerful too to get your music across to a large or/and diverse audience. Bob Dylan’s cover Friday by Jessica Black / Kolaveri Di by Dhanush is examples of this motion.
The user based nature of these platforms allows the creation of various peer groups. Also the widely used Like button, the comments have allowed real time feedback. Linking of these into various social networks so that one can share it across various circles has further enhanced the scope of activities that can be done. Now one can upload or view the gig that happened last night in your local area or on the other side of planet with possibility of Hi-Quality viewing as well. It is possible to showcase music that does not require a massive video budget at the same time not keep things dull. A number of information based services have sprang up within these platforms offering a whole range of tools that could not have been possible via MTV. At the same time, many users are making videos similar to those that are presented on music channels such as top tens, album samples, musician interviews, ethnic music, etc.
Youtube, a Google Inc service has taken the world by an unexpected storm. The user based video sharing platform which is now integrated into the whole gamut of Google services on offer is creating quite some ripples. With millions of views from remotest corners of the world, YouTube is becoming a household term. Even the term ‘youtube it’ or ‘youtubbing’ have crept into the Vocab. Google Inc, has grown to be one of the biggest most successful companies in the world and with a considerable repute to across all communities except probably China.
There may be an issue in this free sharing tool as well. Apart from the government/political cases Google has to deal with on a regular basis (for more info), This platform becomes an open ground for anyone and everyone wanting to showcase their stuff. Though this is the point behind the tool, there is so specific parameter than can be specified to filter the good from the not so good. This could a) not give enough attention to some brilliant works of the art that could have been the ‘Monalisa’ of the year b) make someone ignore the good stuff because of the stuff that one does not like. This tool like its predecessor would probably good through the same scrutiny other went through. It is expected that as smart mobile phone usage becomes common and routine, this tool would be catering much more to the general audience rather than now where only those who have the technology and know how to use it can make use of it.
