Abstract
The present article is an explorative study of the developments in online video content in the music industry. The proliferation of video in the Web 2.0 environment around 2005, identified with YouTube, has been followed by a âvideo turnâ in the music industry around 2008. The article outlines three types of end-user experience that define video distribution in the music industry. This outline examines how they are shaped by the media technologies and economies, but also by music-specific factors such as genre and live performance. The three types of experience are: the online concert experience; the extraordinary concert event; and the video blog experience. A case study is conducted to illustrate the role of online video distribution in indie rock in more detail. The case study examines the role of video in the career trajectory of the band The Low Anthem. The article draws on intensive field research in New York City in April 2010.
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