Today, I'm going to be looking at the dubstep song, Bonfire - by Knife Party. Knife Party is an Australian electronic music duo made up of Rob Swire and Gareth McGrillen - who were both a part of pendulum. Bonfire doesn't have an official music video, however the audio was released on YouTube by knifepartyinc, the official channel for Knife Party.
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| Rob Swire and Gareth McGrillen |
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| George De Freitas |
Two years ago, a kid from our school (George De Freitas) made a music video for Bonfire for his A2 media coursework. It was uploaded onto an art promotion YouTube channel (officalsinsico) afterwards and it currently has 1.7 million views.
This is an example of a grassroots activity - an unofficial activity created by fans and not by the producers themselves. These include fan videos, lyric videos and covers. Big Beat, the label who own the copyright to Knife Party could easily have the video taken down, because of copyright laws. However, they keep because, not only does it help promote the song, taking it down would be like slapping their hardcore fans across the face.
The description of the video contains links to Knife Party's website, Facebook page, Twitter account and Soundcloud as well as links to purchase the song on Google Play or iTunes.
The description of the video contains links to Knife Party's website, Facebook page, Twitter account and Soundcloud as well as links to purchase the song on Google Play or iTunes.
The song was also featured in an episode of Breaking Bad - the hugely popular (and really, really good) AMC television series. Here, Sony and Warner Music achieve synergy by working together as the two products cross promote each other. This is another example of convergence in the online age, where institutions are targeting audiences across multiple platforms.
