The broadcast of the music video on youtube. Analysis of the viral capacity of the video clip

Abstract

Introduction: The appearance of social networks has enabled users to massively share and broadcast content, multiplying its impact. Occasionally, large success quotas are reached in very short time frames, leading to "viral" productions, among which music videos are the most prominent and YouTube is users’ preferred platform. Methodology: To know the essential bases that explain the viral capacity of a music video, research has been carried out using as a methodological technique the content analysis applied to a sample of 400 video clips, 200 in 2015, and 200 in 2018 following broadcast criteria. Results: video clips have evolved, in the 3 years that separate the two analyzes, in aspects such as the language of the songs, their style, or the theme. Discussion and conclusions: From the analysis, a change in the musical tastes of the audiences that access this type of content is perceived, and, as a consequence, the evolution towards a new video clip model that users are willing to share through their social networks.