@ MidemNet: Salmi: User-Gen Wave Revives MTV And Labels' Interest In Music Videos

[By Robert Andrews] MTV helped hasten the demise of the music video – but could resuscitate it with user-generated content, according to the company’s global head of digital media. Mika Salmi told MidemNet delegates: “User-generated has brought back the music video. … It was a dying form and my firm, MTV, wasn’t exactly doing a lot to help it. But now music videos have become even more important, I think, for a lot of emerging artists. MTV lost their way in terms of music, so we’re looking to get back in touch with music and for that to be user-generated. The labels are looking at new business models around video. User-generated content is a way for labels to get involved with new models like that.”
The Viacom music television network propelled a new creative medium in the 1980s but has disappointed some fans with schedules concentrating on reality TV. MTV has already launched the MTV Flux channel that takes video, animation and other content from an online social network.
Michael Downing, CEO of GoFish, added: “We have seen the individual consumer has a specific desire to take the new Snoop Dogg video, for example, and embed it on their social networking page because they’re using these videos as a way to identify themselves to a wider social group.”

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