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Unruly MediaYouTube, Music Video, and the New Digital Cinema$
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Carol Vernallis

Print publication date: 2013

Print ISBN-13: 9780199766994

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199766994.001.0001

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Music Video into Post-Classical Cinema

Music Video into Post-Classical Cinema

(p.69) Chapter 3 Music Video into Post-Classical Cinema
Unruly Media

Carol Vernallis

Oxford University Press

This chapter argues that music video has shaped today’s digital cinema and YouTube. While critics and scholars have long noted and even complained about “the new MTV style,” there hasn’t been much discussion of this question. This chapter charts a genealogy of influences from the 1980s through the present, taking account of music video, Hollywood musicals, Asian action films, and European art cinema. Cultural theorists have long argued that the ways technologies develop within cultures tend to form local, idiosyncratic trajectories. This chapter claims that the work of combining music and image builds on viewing and production practices developed by music video audiences and practitioners. As music video directors became film directors, and viewers immersed themselves in the music video experience, the “MTV style” flowed into cinema.

Keywords:   Post-classical cinema, aesthetics, digital, audiovisual, music video, MTV, music video directors, Marco Calavita, the musical

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