Vernacular Music Video: Danish Music Videos Outside the Music Industry

TY - CHAP

T1 - Vernacular Music Video

T2 - Danish Music Videos Outside the Music Industry

AU - Korsgaard, Mathias Bonde

PY - 2025/1/1

Y1 - 2025/1/1

N2 - This chapter engages with music video-like phenomena that operate outside the typical music industry context asking why the language of music video has become such a widespread form of communication. The chapter is specifically focused on Danish content, as the adoption of music video conventions across different types of audiovisual texts often happens in national or even local contexts, sometimes sparking media attention or even controversy: a politician campaigning to get elected for the city council, national authorities launching a campaign about new dietary recommendations, a national television network producing an internal video as part of the entertainment for an employee jubilee party, segments of children's television, young people applying for a job, influencers celebrating reaching a massive amount of followers, or military recruits producing a video for entertainment at a party. Such videos confirm that the definition of music video is still up for debate and reveal a complex interplay of the global and the local, using a decidedly global form in quite local contexts, while also confirming that video has become a central part of everyday musical practices online.

AB - This chapter engages with music video-like phenomena that operate outside the typical music industry context asking why the language of music video has become such a widespread form of communication. The chapter is specifically focused on Danish content, as the adoption of music video conventions across different types of audiovisual texts often happens in national or even local contexts, sometimes sparking media attention or even controversy: a politician campaigning to get elected for the city council, national authorities launching a campaign about new dietary recommendations, a national television network producing an internal video as part of the entertainment for an employee jubilee party, segments of children's television, young people applying for a job, influencers celebrating reaching a massive amount of followers, or military recruits producing a video for entertainment at a party. Such videos confirm that the definition of music video is still up for debate and reveal a complex interplay of the global and the local, using a decidedly global form in quite local contexts, while also confirming that video has become a central part of everyday musical practices online.

UR - https://www.scopus.com/pages/publications/105021706559

U2 - 10.4324/9781003514008-23

DO - 10.4324/9781003514008-23

M3 - Book chapter

SN - 9781032845890

SP - 291

EP - 304

BT - Nordic Music Videos

A2 - Pääkkölä, Anna-Elena

A2 - Korsgaard, Mathias Bonde

A2 - Richardson, John

PB - Routledge

CY - London

ER -