La difusión del vídeo musical en YouTube. Análisis de la capacidad viral del vídeoclip

Miguel  Baños-González; Héctor  Canorea Tiralaso; Mario Rajas Fernández

doi:10.4185/RLCS-2020-1452

Authors

Miguel Baños-González Rey Juan Carlos University http://orcid.org/0000-0002-0195-2754
Héctor Canorea Tiralaso Rey Juan Carlos University https://orcid.org/0000-0001-8519-6329
Mario Rajas Fernández Rey Juan Carlos University https://orcid.org/0000-0002-3807-8327

DOI:

https://doi.org/10.4185/RLCS-2020-1452

Keywords:

viral marketing; video clip; emotions; YouTube; music; music industry

Abstract

Introduction: The appearance of social networks has enabled users to massively share and broadcast content, multiplying its impact. Occasionally, large success quotas are reached in very short time frames, leading to "viral" productions, among which music videos are the most prominent and YouTube is users’ preferred platform. Methodology: To know the essential bases that explain the viral capacity of a music video, research has been carried out using as a methodological technique the content analysis applied to a sample of 400 video clips, 200 in 2015, and 200 in 2018 following broadcast criteria. Results: video clips have evolved, in the 3 years that separate the two analyzes, in aspects such as the language of the songs, their style, or the theme. Discussion and conclusions: From the analysis, a change in the musical tastes of the audiences that access this type of content is perceived, and, as a consequence, the evolution towards a new video clip model that users are willing to share through their social networks.

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Author Biographies

Miguel Baños-González, Rey Juan Carlos University

Doctorate in Information Sciences from the Complutense University of Madrid. Associate University Professor in the area of Audiovisual Communication and Advertising, at the Rey Juan Carlos University in Madrid. He has extensive teaching and research experience, having participated in different national and international research projects, funded in public calls. His lines of research focus on new technologies, marketing communications, and advertising creativity. Author of several books, book chapters, and scientific articles always in the field of communication and new technologies. He has also published several articles in professional communication journals. He has also developed extensive professional activity as a writer or creative director, from 1985 to 2004, in different national and international advertising agencies.

Héctor Canorea Tiralaso, Rey Juan Carlos University

Professional in the field of communication with a degree in Advertising and Public Relations from the Rey Juan Carlos University. He is an expert in Neuromarketing, graduated from the International University of La Rioja, as well as in the operation of the Music Industry thanks to his studies in Music Business Management at the University of Valencia.

Mario Rajas Fernández, Rey Juan Carlos University

Doctorate in Audiovisual Communication from the Complutense University of Madrid, he is a professor at the Faculty of Communication at the Rey Juan Carlos University (URJC). Editor of Icono14 Editorial and vice dean of Technological Infrastructures and Professional Sectors, he was previously coordinator of the URJC Academic Content Production Unit. His research area is the narrative, aesthetics, and technology of audiovisual media. He has published scientific articles, monographs, and teaching manuals on these subjects and has made teaching and research stays in centers such as the Tecnológico de Monterrey (Mexico), the University of California Los Angeles (USA), or the International School of Film and Television of San Antonio de Los Baños (Cuba).

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