1 University of Aveiro, Department of Communication and Art (PORTUGAL)
2 University of Aveiro, DigiMedia, Department of Communication and Art (PORTUGAL)
About this paper:
Appears in: INTED2022 Proceedings
Publication year: 2022
Pages: 7613-7620
ISBN: 978-84-09-37758-9
ISSN: 2340-1079
doi: 10.21125/inted.2022.1931
Conference name: 16th International Technology, Education and Development Conference
Dates: 7-8 March, 2022
Location: Online Conference
This article documents the theoretical and practical research work on the communication process in digital social platforms of the artistic and musical production of music students at the University of Aveiro. An analysis of the various social networks was carried out, and a proof of concept was produced, which consisted of the production of two music videos designed for the new media. The project was carried out within the scope of the Master of Multimedia Communication of the Department of Communication and Art (DeCA) of the University of Aveiro, which in its genesis had the objective of producing music videos for students and music projects from DeCA alumni. The spread of music videos as a format of audiovisual content has, since the emergence of Youtube, shifted the paradigm and constraints inherent to a culture of dissemination dependent on the generalist or specialized television channels, as in the case of MTV, into another reality that has promoted the need for an in-depth review of the business models associated with this type of content.

The dissemination of music videos through platforms such as Youtube has made it possible not only to share and disseminate these videos, without any type of geographical or temporal delimitation but has also provided a place and an opportunity for unparalleled experimentation in the history of the format. This reality enabled the emergence of the DeCA Sessions project and, within it, the production of two music videos that were then disseminated, in a thought out and strategic way, on Youtube and Facebook. This paper presents, in addition to the theoretical context that supported the work done, a holistic view of the work performed in the pre-production, production, and post-production of the two music videos, as well as part of the analysis of their online dissemination and some lessons learned from it. This analysis has left some clues as to what may be considered relevant for projects with small teams and even smaller budgets that want to combine Youtube and Facebook as communication channels in projects involving music videos.
Higher Education, Audiovisual Communication, Music Videos, Social Media.