The Musical Multiverse: Transmedia Building Universes
We know that music, an essential part of human culture, and present in various aspects of humanity, has been the focus of different modifications in the media. Much is discussed about the future of music and its various artistic facets in a new reality where we no longer depend solely on major record labels and radio stations to discover a new song or a new artist. In the past, music was a unique piece of its own artistic expression.
Artists recorded their songs, which were sold only in a format now considered vintage, LPs. They were exclusively promoted through the few radios of the time to the public, through appearances on TV shows, and some more notable and influential bands undoubtedly attracted thousands of fans to live shows that were not as grandly orchestrated as they are today.
There was much more emphasis on the quality of the music and much less on production, extravagant settings, and lights spectacle, which were much less sophisticated at the time, that today often serve to disguise the poor musical quality of some artists.
With the advent of modern technologies, we have seen significant changes in the world of music and its industry. Today, we get to know artists long before they are "discovered" by major record labels, well before their songs hit the radio and television channels. We can become fans even before a band reaches a level of "fame" to be considered famous within the industry. This movement is a consequence of the modified media consumption by the public. We no longer need to buy large vinyl records, nor modern CDs, or call and request our favorite song on the radio. We live in a self-service musical world. We listen to what we want, in the format we want, when we want, and wherever we want.
In this unique universe where the number of available spots for fame is infinitely smaller than the number of aspiring musicians wanting to reach, and especially, stay in fame, extreme use of originality and undoubtedly talent is necessary. Although not extremely new, transmedia is widely used in the world of music. Increasingly, different, and innovative ways are sought to captivate the audience. Why limit oneself exclusively to communicating with the audience through an album or just one mean of communication when your fans seek you everywhere?
A great example of transmedia in entertainment was the Matrix phenomenon. The Wachowski siblings created a unique universe where the audience could participate, create theories, and experience what the Matrix franchise world could offer. The various media used by the franchise, such as movies, cartoons, and games, added depth to the plot and complemented each other as fans found links and answers to questions from different sources. The creation of this unique universe is essential for well-executed transmedia and for the total engagement of the audience.
Artists are increasingly becoming the material of their own musical creations, becoming part of the universe they create, not just staying as singers. We saw attempts to explore the virtual media world when CDs with bonus and exclusive tracks for computer listening, and interactive experience, like the Voodoo Lounge from The Rolling Stones were released, as music DVDs were released with music videos and their making-offs. Books about the band were launched, recounting nothing new but serving as "bibles" for the most devoted fans. Concerts with a stratospheric production where you felt your favorite music through various senses and then, after a few months, relived it all through a recorded DVD, that even if not the exact same show they were present, for the viewer, they somehow felt they were there.
Many artists create their universe, making fans part of that world. Lady Gaga refers to her fans as "little monsters," using her own inspiration to transform them into part of her world. The acclaimed U2, already established in the 80s, has stayed current to this day, maintaining its musical consistency and originality by creating different forms of communication with its fans, establishing official channels on social media, maintaining the right level of media presence, releasing solid albums, and engaging in tours where Bono Vox takes advantage of the audience's attention to address politically charged issues.
The band Coldplay has successfully engaged and showcased transmedia. Their music alone has won numerous fans, and through it, they worked on music videos where they "acted out" their songs. Their constant tours maintain a stable audience, where they perform captivating actions and then release their live shows to preserve that magical moment for their fans. In their Viva La Vida tour, exclusive CDs with tracks were distributed only to the audience that was on the concert, and those tracks, "completed" their studio album. By attending the show, you would definitively have this "work of art."
At another point in their Mylo Xyloto tour, colored bracelets were distributed, with attendees instructed to wear them without knowing why. During the show, Chris Martin, the band's vocalist, reveals the reason by asking everyone to raise their arms, automatically lighting up the bracelets and making the audience practically part of the show's production. Exploiting this icon as a reference and using the same bracelets in a music video for the song "Charlie Brown," making fans complete the puzzle created by the band, thus creating their own symbolism present in different media for their audience.
Even though the world knows their music, even though many have seen their music videos, only a select elite of fans has always been present in all the movements of the band and has gathered all the pieces that make it possible to fully understand the band and its music. They were even part of some of the actions taken by Coldplay as components of their strategy to create this unique and special universe created by their music and their fans.
Feeling special in the eyes of the artist is crucial for a deep connection and a lasting relationship for the fan. Seeing that one "understands" the musician's art, being able to "consume" their music and finding them in any environment is what keeps the flame of fame alive for artists.
What we ponder is: what does the future hold for music with the evolution of media? If today we live in a self-service musical world and in unique universes created by artists where we are part of it, if we look for key pieces everywhere we see them, where else can we explore their presence?
In the future, perhaps transmedia will indeed prevail, and music will be created not only thinking musically but also visualizing its entire performance and possibilities in different mediums. Not that this is not a promising future, but let’s hope that musical quality will always come first.
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