Case study for my research essay
- My Notes:
- Case study for online distribution:
- 'Pieces Of Us' music video for the song of Mark Ronson and King Princess,
- which had an only Instagram release.
- What I found:
- Bibliography for this case study:
- During the summer of 2019, I was an extra for this music video; upon waiting for its release, I found the video was only supposed to be only viewable by Instagram stories. I found it rather interesting the decided use of distribution, something very different from traditionally distributing music videos to MTV music channel on television.
- However, after researching it I have found it available;
- on Youtube, labeled 'Vertical Video'
- Research:
- Available on
- References
- https://www.billboard.com/articles/news/8527994/mark-ronson-first-interactive-instagram-story-music-video
- Aniftos, R. (2019) Mark Ronson Unveils First Interactive Instagram Story Music Video: Watch 'Pieces Of Us' Feat. King Princess, Billboard. Available at: https://www.billboard.com/articles/news/8527994/mark-ronson-first-interactive-instagram-story-music-video (Accessed: 6 October 2019).
- (Aniftos, 2019)
- Quotes
- 'Mark Ronson Unveils First Interactive Instagram Story Music Video: Watch 'Pieces Of Us' Feat. King Princess'
- 'Mark Ronson is taking his Insta game to the next level.'
- 'The Grammy-winning producer teamed up with Sony Music and the social media platform to unveil the first-ever interactive Instagram music video for “Pieces of Us,” featuring King Princess, off his new album, Late Night Feelings.'
- 'The phone-filmed clip, designed specifically for Instagram Stories, will appear in consecutive 24-hour cycles, each offering the viewer a different kind of interaction. Fans can engage by incorporating polls, lyric stickers, and new Augmented Reality filters into their own Stories.'
- References
- https://www.sonymusic.co.uk/news/2019-08-21/mark-ronson-launches-interactive-pieces-of-us-video-feat-king-princess
- Sony Music (2019). Mark Ronson launches interactive ‘Pieces of Us’ video feat. King Princess. [online] Sony Music UK. Available at: https://www.sonymusic.co.uk/news/2019-08-21/mark-ronson-launches-interactive-pieces-of-us-video-feat-king-princess [Accessed 6 Oct. 2019].
- (Sony Music, 2019)
- Quotes:
- 'The video was purpose-designed for Instagram Stories and appears in two consecutive 24-hour cycles, with each one offering the viewer a different kind of interaction.'
- 'the full video will be made available via Mark's IGTV a day after the second cycle.'
- 'The Pieces Of Us' music video is a collaboration between Sony music Uk's 4th Floor creative and facebook creative shop, with creative direction from Marriage.'
- '
- 'Shot entirely on phones by Director Clare Gillen, it uses real-time AR effects with zero post-production.'
- 'A world first, the video is a unique showcase for the creative alternatives new technology can bring to a traditional music video production.'
- References
- http://diymag.com/2019/03/21/mark-ronson-king-princess-pieces-of-us-collaboration-preview
- DIY (2019). Mark Ronson and King Princess tease new collaboration “Pieces Of Us.” [online] DIY. Available at: http://diymag.com/2019/03/21/mark-ronson-king-princess-pieces-of-us-collaboration-preview [Accessed 6 Oct. 2019].
- (DIY, 2019)
- Quotes:
- Mark Ronson has taken to Instagram to tease a new collaboration with King Princess, called ‘Pieces Of Us’.
- Posting a short clip of the song to the social media platform, Mark wrote: “@kingprincess69 presents her wonderful line of age-inclusive merch. Here’s a snippet of our #latenightfeelings banger “pieces of us”. BONUS CUT: swipe for Father John Misty / KP dance video”.
- Yes, it’s true! You can swipe right to see a video of King Princess and Father John Misty dancing in a studio to the new song.
- ‘Pieces Of Us’ will be Mark Ronson’s first single since he teamed up with Miley Cyrus for last year’s massive hit ‘Nothing Breaks Like A Heart’. Both songs will be included on his forthcoming album ‘Late Night Feelings’.
- References
- brimstone, Chelsea (2019). Watch: Mark Ronson and King Princess release interactive Instagram video for ‘Pieces Of Us’ | Indie88. [online] Indie88.com. Available at: https://indie88.com/watch-mark-ronson-and-king-princess-release-interactive-instagram-video-for-pieces-of-us/ [Accessed 6 Oct. 2019].
- (brimstone, 2019)
- Quotes
- Mark Ronson and King Princess have released a new interactive Instagram video for their collaborative track, “Pieces Of Us.”
- The clip revolves around the track while taking advantage of different tools available on Instagram stories. The video is constantly refreshing, which offers each user a different experience, and it features AR effects. Fans can engage and react to the clip with polls, lyric stickers, and new Augmented Reality filters.
- References
- https://www.gq.com.au/entertainment/music/is-mark-ronsons-interactive-pieces-of-us-story-the-future-of-music-videos/news-story/976cafe2644e8ed2c3ce9bb7b8f8e126
- GQ Staff (2019). Is Mark Ronson’s Interactive “Pieces Of Us” Story The Future Of Music Videos? [online] GQ. Available at: https://www.gq.com.au/entertainment/music/is-mark-ronsons-interactive-pieces-of-us-story-the-future-of-music-videos/news-story/976cafe2644e8ed2c3ce9bb7b8f8e126 [Accessed 6 Oct. 2019].
- (GQ Staff, 2019)
- Quotes
- RELEASED AS AN INSTAGRAM STORY, MARK RONSON’S LATEST VIDEO USES ONLY REAL-TIME AR EFFECTS WITH ZERO POSTPRODUCTION.
- Over the years, he’s come to be known as a producer with fastidious control over beats and musical production. Those who’ve worked with him exclaim just how masterful Mark Ronson really is in the studio, and to peruse his discography is to see the testament of his skill as the likes of Amy Winehouse, Bruno Mars and Lady Gaga all rave about their work with the artist.
- With his latest album, Late Night Feelings, Ronson produces a collection of 13 songs that are co-written and performed by a string of strong female vocalists, all of which bring something intrinsically personal to their respective tracks. Ronson described the tunes himself as “sad bangers,” and for listeners, they certainly are – rich with emotion, yet equally uplifting in rhythm as they are deep and brooding in lyrical content.
- In “Pieces Of Us”, Ronson collaborates with queer icon King Princess, a musician who is carving her own lane in the music industry and giving those within the LGBTQ community the kind of representation they’ve so desperately wanted. The song has already come to be signaled out as one of the bigger hits from the record, and now Ronson has released a music video clip to match the acclaim in what is being called a world-first music video made for Instagram Stories.
- The purpose-designed video for Instagram Stories uses real-time AR effects with zero postproduction, all filmed on a phone. Directed by Clare Gillen, in collaboration between Columbia Records, Sony Music UK’s 4th Floor Creative and Facebook Creative Shop, the “Pieces of Us” video appears in consecutive 24-hour cycles, each offering the viewer a different kind of interaction.
- Fans can engage by incorporating polls, lyric stickers, and new Augmented Reality filters into their own Stories. As the video evolves across the 48 hours to incorporate fan content, the full video will then be posted to Ronson’s Instagram page via long-form video tool IGTV.
- This is all thanks to Facebook opening up the augmented reality platform Spark AR to Instagram creators last week, and Ronson is giving creative artists an insight into just what can be achieved using the platform.
- Given the high production costs that come with music videos these days, music videos made for Instagram Stories could certainly be the future. Just recently, Taylor Swift’s “ME!” video had an estimated budget in the seven figures range. In a piece by Billboard, they revealed that Dave Meyers, who co-directed the Swift video, “once said his typical video budget in the late ‘90s, the end of the MTV era, was $1 million.”
- Instagram Stories could change this. It goes without saying that the audience is there and following the artist. Not only this, but artists aren’t simply producing something, but allowing fans to engage too, all of which foster greater loyalty and excitement.
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