High Time for the Mash-up Industry

A remix is made when separate media elements are joined to form a new, different piece of media with an entirely different meaning than the original“. (Kreisinger 2011)

When audience’s think of remix the first thing that comes to mind is generally music or video mash-ups plastered all over YouTube or Facebook. Besides music and video remix culture is actually a part of our everyday lives whether it be news, art, literature or documentaries all are prone to the mash-up. The remix occur across several medium and effects all content with no boundaries, the rise of remix culture over the past years is best described by Axel Bruns.

What has really happened is that the increasing availability of symmetrical media technologies – of networks like the Internet that afford their participants an equal chance to have their message heard – has simply amplified the existing cultural activities of independent fans and artists to an extent that they now stand side by side (and sometimes overshadow) the cultural output sanctioned by conventional publishers“. (Bruns, 2010)

Harvey Edward Streten more commonly known as Flume is a Australian DJ who produces electronic sounds. He is well known for his remixed songs published to YouTube. His success came about after he submitted tracks online to the Australian Record Company. (MadCowDzz, 2014) Streten is a great example of remix convergence and the availability of symmetrical media which allows the public’s message to be heard. He is part of the production and reproduction of his own material and others he has used.

With the ability to now quickly and regularly post your mash-up onto social sites such as YouTube or Facebook artful, clever and simply funny mash-ups about news or current affairs which is spread by word of mouth, may now attract as much or even more attention as the original source material which they draw from, comment on, or send up. (Bruns, 2005)

So is mash-up culture helping the music industry or degrading it? Bruns believes that the likely eventual collapse of the mainstream music industry model as we know it also holds within it a substantial opportunity for real change that may deliver a new and more sustainable arrangement between fans, artists, and labels than has existed for a very long time. This being the case “It appears to be high time to mash up the music industry” (Bruns 2005).

Reference List:

Bruns, Axel (2010) Distributed Creativity: Filesharing and Produsage, https://moodle.uowplatform.edu.au/pluginfile.php/152360/mod_resource/content/2/Bruns%2C%20A.%20-%20Distributed%20Creativity%20-%20Filesharing%20and%20Produsage.pdf, accessed 4th May, 2014

Kreisinger, E., 2011, What is the remix exactly?, http://elisakreisinger.wordpress.com/2011/09/23/what-is-a-remix-exactly/, accessed 4th May, 2014

MadCowDzz, 2014, Flume Biography, last.fm.com, http://www.last.fm/music/Flume/+wiki, accessed 4th May, 2014

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