Freedom, What For? - Exploration of QR codes as a way of incorporating interactivity in a music video

BACKGROUND: This sound and audio production research aims to explore a way of incorporating interactivity in music videos through inclusion of QR codes to respond to the marketing challenge of providing more connection to the music makers whose works are portrayed. The execution of Freedom, what for? required extensive liaison with multimedia professionals. I was composer, actor, video EP and editor and marketing coordinator. CONTRIBUTION: The research contributes to the debate on communication strategies and music promotion by introducing the relatively under- utilised tool of QR codes to an art form. Based on my experience in the music industry and international promotion, this project provides a juncture where the video ultimately acts as a promotional vehicle. The video's incorporated QR codes allow for interaction with fans and more advanced marketing of the brand (artists). The investigation into this aspect of interactivity is also important as an element in a broader discussion regarding communication and technology and for artists to reach out through not only TV but also the internet, press and other outlets. Additionally the implications of this research can be used more widely. SIGNIFICANCE: Following several screenings on ABC TV and later online access via YouTube and music blogs, the response of the audience and interaction with the codes was monitored via web statistics. Fans reported (via YouTube comments and private messages) that they attempted interacting with the video when it screened on TV. As a result of this technique there was a doubling of fan interaction with the artist's website to which the QR was directed. This is potentially a significant finding which may encourage other music marketers to explore this option. QR codes have appeared in other music videos more frequently since this work was released. It was reviewed on Polish music blog Nightscope and featured on several other international music blogs, helping it go viral.

研究背景：本声音与音频制作研究旨在探索通过嵌入二维码（QR code）在音乐视频中融入交互性的方法，以应对当前的营销难题——即如何与视频中呈现其作品的音乐创作者建立更紧密的联结。本次《Freedom, what for?》的制作执行工作，需要与多位多媒体专业人士开展大量沟通协作。本人在此项目中担任作曲家、演员、视频执行制片人、剪辑师及营销协调员。研究贡献：本研究将未被充分挖掘的二维码工具引入音乐视频这一艺术形式，为传播策略与音乐推广的相关讨论提供了新的研究视角。结合本人在音乐行业及国际推广领域的从业经验，本项目实现了音乐视频与推广载体的有机结合：视频中嵌入的二维码可实现与乐迷的交互，同时助力艺人品牌（即艺人自身）开展更精细化的营销。针对该交互性维度的探索，对于推动传播与技术的跨领域讨论，以及帮助艺人不仅通过电视，还可借助互联网、媒体及其他传播渠道触达受众，均具有重要意义。此外，本研究的应用前景可进一步拓展。研究成效与意义：本作品先后在ABC电视台进行了多次播出，后续又通过YouTube及音乐博客提供了线上观看渠道。研究团队通过网络统计数据，对观众的反馈及用户与二维码的交互行为进行了监测。乐迷通过YouTube评论及私信反馈称，他们在电视播出期间尝试与视频中的二维码进行互动。该技术应用后，二维码指向的艺人官方网站的乐迷互动量实现了翻倍。这一发现具有重要的潜在价值，有望推动其他音乐营销从业者尝试此类方案。自本作品发布以来，二维码在其他音乐视频中的使用频次显著提升。本作品曾获波兰音乐博客Nightscope点评，并登上多个国际音乐博客的推荐版面，助力其实现病毒式传播。