Co-creation practices in music videos: the case of Evolution of Get Lucky
Abstract
The present paper is focused on the analysis of an initiative of audiovisual collective creation where the relationship between music and image have a key role. Drawing from a review of emergent forms of engagement of publics in relation to popular music, we will focus on the case study of Evolution of Get Lucky, an experiment by the French musician and Youtube celebrity PV Nova, who took one of the hits of 2013, Daft Punk’s Get Lucky and re-interpreted it through the conventions of different musical decades biulding up a music remix. Taking this music track as a base material, the artist also invited his followers to playfully build audiovisual pieces that would be part of a participatory music video, built under the crowdsourcing formula. Evolution of Get Lucky is an exponent of praticipative project that allow us to reflect on the processes of re-appropriation in popular culture, as well as the social construction of cultural memory and of the notion of nostalgia that is present in music and videos. Our theoretical and methodological approach is related to our previous work in participatory culture and co-creation practices, grounded on practice theories and a critical approach, from Cultural Studies, towards participatory phenomena.
Keywords
remix, participation, reappropriation, nostalgia, pop musicReferences
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