Practice Based Research on Music Artist Brand Online Music Video Production

Abstract

As the whole Covid 19 pandemic hit the entire world, the creative industry faced numerous challenges such as constraints on activities and budget cuts. These obstacles challenged us to push our limits to produce more digital audio-visual content and leverage our artistic work into the online world. To survive the new norm after the pandemic, music artists must reinvent themselves to be hybrid and multitask. One no longer can only perform, but also it is essential to master the tools of technology and behind-the-scenes production work to survive in this industry. On the other hand, with the advancement of technology platforms, namely YouTube, music videos have always been essential for music artists to showcase their work in this digital era. Many industrial film practitioners have been conducting such industrial research in the film industry; however, not many industrial players from the music industry conduct such research. As a result, this left many gaps in the literature. Even though there were past studies, there is still a need for new updated insight with more detailed insider views as nowadays production practices have been innovated, and the cost of production has been reduced. Hence qualitative practice-based research will be conducted by dedicating the researcher's brand as an artist to produce three­ different music videos with varied creativity and budgets. Keywords: Digital audio visual, music artists, music industry, music video producer, technology YouTube. eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by E-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behavior Researchers), ABRA (Association of Behavioral Researchers on Asians), and cE-Bs (Centre for Environment-Behavior Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: