BEING LUCKY. TRANSMEDIA AND CO-CREATION PRACTICES IN MUSIC VIDEO-CLIPS

El pasado 10 de diciembre estuvimos presentando el paper: BEING LUCKY. TRANSMEDIA AND CO-CREATION PRACTICES IN MUSIC VIDEO-CLIPS, firmado por Gemma San Cornelio i Antoni Roig, en el seminario Transmedia Literacy, organizado por el IN3 en Barcelona.

Abstract:

This presentation aims at exploring transmedia literacies in music through the research of co-creation of online music videos. More specifically, our objective is to analyze the aesthetics of crowdsourced music projects in order to find out specific features. In other words, we would like to analyze whether there is something akin to a ‘collaborative aesthetic’ in the production of collaborative music videos, beyond the ordinary features of internet music videos, such as simplicity, unweightness and lo-res aesthetic (Vernalis, p. 243).  We will focus on the project “Evolution of Get Lucky”, a crowdsourced project promoted by the musician PV NOVA  in 2013, how set up a call for producing and sending cover versions of the popular Daft Punk song ‘Get Lucky’,  reworking it to fit in different temporal frameworks.  The result of the project is an interactive video that contains fragments of the song interconnecting different past and future moments in the history of popular music.

 Drawing from our current research on co-creation and participation in new media creative practices (San Cornelio & Gómez, forthcoming; Roig et al, 2013), where we combine theoretical conceptualization of the different approaches to co-creation, with an ethnographic approach to creative communities (conditions for participation, ownership, motivations, rewards) and relevant case studies, we will deal with the aesthetic and narrative aspects of crowdsourced projects as an exponent of user-generated transmedia content (Scolari, 2013) . Preliminary observations of the case point to a playful appropriation of pop history through co-creation, showing that “audio artifacts and technologies apparently invoke a cultural nostalgia typical for a specific time and age” (Van Dijck, 2004).