The music video for Rihanna’s new song S&M is controversial. So much so it has reportedly been banned from TV in 11 countries and counting. But no worries, because it’s available to watch on YouTube so long as you pass the test.
Music Videos Online
Music videos are insanely popular online. Which is why they have their own entity, Vevo, which allows the record labels to exert more control over the way the videos of their artists are viewed.
The more intelligent artists and labels are using the Web to their advantage, creating videos which will cause a buzz on the Internet and can be shared via social networks such as Facebook and Twitter. And Rihanna is one of those.
Rihanna ‘S&M’ Video
S&M
has been banned from TV in some countries, but on YouTube the video is available to watch in full for those with the inclination to do so. But when you click on a link for the video you won’t instantly be given access to the goods.
Instead, a message appears saying, “This content may contain material flagged by YouTube’s user community that may be inappropriate for some users.” To view the video you’re required to sign in or sign up to YouTube. Or you can just visit a site which has embedded the video instead. Like so:
I can’t say I’m all that impressed by the video, or the song for that matter. Then again I don’t think I’m the target audience being a 33-year-old single male who is balding oh so slightly. But that’s not really the point.
Turn To The Web
The point is that this is a music created to rouse interest and cause controversy. I suspect Rihanna, the record label, and all the people involved in making the video for S&M knew this would be banned in some countries. And they knew that would create a buzz which would see more people seeking the video.
And what do those people do? Hit the Web, where music videos are big business and always available virtually on tap. Everyone’s a winner, including YouTube.
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