PROBLEMS IN REGARDS TO REGULATION / SOCIAL-CULTURAL CONTEXTS:A main issue in the music industry, when moving through the new millenia, was adjusting to the rise of digital technology and the internet as it was becoming more widespread. This spawned an ongoing battle with the rise of what was known as 'music piracy', due to the recent growth in peer-to-peer file sharing websites such as LimeWire. Unlike previous filesharing websites, the court battle (although eventually successful) was particularly lengthy, demonstrating that the choice not to adapt with digital technology rather than deny it may have been counter-productive for the industry as a whole.
Another issue in regards to music videos that has arisen in the UK has been one that questions the role of the state in regulating / censoring forms of self-expression. This has been the challenge the government has faced with the rise of 'drill music', a rap sub-genre that gives way for the disfranchised to describe their stories surrounding drug culture, crime and more. The government and police decisions in attempt to crack down on this sort of music, as it was to their belief that this was causing more knife crime in the country (particularly the capital). This has been unpopular among some and finding this balance is a challenge that the government is still learning about today.
A final prominent issue is the sexualisation of the content available in music videos today; the supposed impact of this is potential damage to the social perceptions of gender (girls in particular). This risk is exacerbated by the rate of which we consume the media, as we live in what can be dscribed as a consumerist and commercial society, where children and people of young ages are exposed to this sort of content. Consequently, the response to this is a regulatory framework.
GOVERNMENT REGULATION:
The government, to some extent, has taken up a greater role in cracking down on copyright infringements and disputes. The Digital Economies Act 2010 was a major step in the direction of tackling piracy; the statute caused internet service providers (ISPs) to tale a more active role in reducing copyright infringement, court orders could now be obtained by the Secretary of State to block internet connections that were used in connection to copyright infringement and much more. This was seen as a way of giving back more digital control to the media industry as a whole, particularly the music industry.
YOUTUBE COPYRIGHT REGULATION:
In order to prevent the theft of content by musicians, Youtube has multiple systems in place to prevent other creators on the platform to resolve copyright disputes. Youtube has the copyright strike system in place, which is issued when the "copyright owner has sent a complete and valid request", asking the service to do so, which will result in the deletion of the video. If a user receives three of these in a certain time frame, the channel will be shut down. This disincentives people on the platform to use the artist's content without the rights.
Additionally, Youtube has a Content ID claim system; this was developed into the Youtube algorithm, causing all videos to be automatically searched for copyrighted material. If the amount is reasonable and there is no contest from the user who used this material (this is usually a fair use argument), a copyright claim is issued to that user. This prevents the video from generating any revenue (content demonetization).
BBFC RATINGS:
The BBFC also has a role to play in the regulatory framework around music videos; those signed to Sony Music UK, Universal Music UK, Warner Music UK and all independent labels who have videos unsuitable for children under 12 will be classified by the BBFC age rating and will feature when published on Youtube.
As a result me researching this, I have established that I will be using the '15' age rating, due to the specifications set on the brief being from 16-25 year olds. The reason for this is because I intend to produce a video that is not explicit in any fashion; it will not promote negative behaviours, such as 'drug use' or 'imitatible dangerous behaviour' for example, as the BBFC quotes.
These ratings work in conjunction to Youtube's age restriction system, which requires users to acknowledge and agree that the content before them contains some parts which may be of an explicit nature.
In order to prevent the theft of content by musicians, Youtube has multiple systems in place to prevent other creators on the platform to resolve copyright disputes. Youtube has the copyright strike system in place, which is issued when the "copyright owner has sent a complete and valid request", asking the service to do so, which will result in the deletion of the video. If a user receives three of these in a certain time frame, the channel will be shut down. This disincentives people on the platform to use the artist's content without the rights.
Additionally, Youtube has a Content ID claim system; this was developed into the Youtube algorithm, causing all videos to be automatically searched for copyrighted material. If the amount is reasonable and there is no contest from the user who used this material (this is usually a fair use argument), a copyright claim is issued to that user. This prevents the video from generating any revenue (content demonetization).
BBFC RATINGS:
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| Exerpt from https://bbfc.co.uk/what-classification/online-music-videos |
The BBFC also has a role to play in the regulatory framework around music videos; those signed to Sony Music UK, Universal Music UK, Warner Music UK and all independent labels who have videos unsuitable for children under 12 will be classified by the BBFC age rating and will feature when published on Youtube.
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| An example of where the age rating can be found. |
As a result me researching this, I have established that I will be using the '15' age rating, due to the specifications set on the brief being from 16-25 year olds. The reason for this is because I intend to produce a video that is not explicit in any fashion; it will not promote negative behaviours, such as 'drug use' or 'imitatible dangerous behaviour' for example, as the BBFC quotes.
These ratings work in conjunction to Youtube's age restriction system, which requires users to acknowledge and agree that the content before them contains some parts which may be of an explicit nature.
These ratings are positive as they will allow my music video to be seen by the right people (the target audience) while also regulate who watches the video; this can make it clear for parental figures whether the video is appropriate or not for their child, encouraging safe media consumption.
In regards to regulation, Ofcom is key when it comes to setting the standards as to what parts of music videos can be advertised and which parts should not. Ofcom has various precedents in place in regards to the 'rise' in sexualised music video content. This is in the interests of those
watching television before the 9pm watershed.
From researching the regulatory framework in place around the music industry, I have learnt how my video can be made appropriate for the target audience. I have gained some insight into how the music industry on the whole has had to adapt to the rise in digital technology and the new age, 'Digital Britain'. I will be responding to what it is that I have learnt here during the pre-production phase, to ensure that the video is safe to the extent that the brief requires it to be.
In regards to regulation, Ofcom is key when it comes to setting the standards as to what parts of music videos can be advertised and which parts should not. Ofcom has various precedents in place in regards to the 'rise' in sexualised music video content. This is in the interests of those
watching television before the 9pm watershed.
From researching the regulatory framework in place around the music industry, I have learnt how my video can be made appropriate for the target audience. I have gained some insight into how the music industry on the whole has had to adapt to the rise in digital technology and the new age, 'Digital Britain'. I will be responding to what it is that I have learnt here during the pre-production phase, to ensure that the video is safe to the extent that the brief requires it to be.
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