Transmedia ecologies 1: Music Videos and Advertisement

Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies.

“Transmedia refers to a set of choices made about the best approach to tell a particular story to a particular audience in a particular context depending on the particular resources available to particular producers.” 

Henry Jenkins

Television first entered homes in the late 1950s and from the very beginning music performances were a popular theme. Music videos became very popular throughout the next 20 years. However, not everyone was able to produce films at this time due to pre-recorded videos being such a new thing. Some of the most popular groups that did get music videos are:

As technology progressed it opened up the door for companies like MTV, to start up. MTV’s reputation was boosted when they produced Michael Jackson‘s Thriller in 1983.

Since then, platforms like Youtube, Google Videos, Facebook and Tiktok were all created to share music and videos.


Law, J 2021, ‘Transmedia ecologies 1: Music Videos and Advertisement’, online lecture, BCM115, University of Wollongong, viewed 7 May 2021.


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