Musical Exotica and Nostalgia: 'Localizing' Malaysian Music Video?
Beng, Tan Sooi, (2003) Musical Exotica and Nostalgia: 'Localizing' Malaysian Music Video? Wacana Seni (Journal of Arts Discourse), 2 . pp. 91-108. ISSN 1985-8418
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Official URL: http://www.usm.my/art/images/WACANA%20SENI%20JOURNAL%20OF%20ARTS%20DISCOURSE/JOURNAL_2%20PDF/MISICAL%20EXOTICA%20AND%20NOSTALGIA.pdf
Universiti Sains Malaysia.
Music video has become an essential component of the music recording industry. Introduced in the 1980s as a promotional strategy, music video helps audiences to identify with the artist. It allows 'the public to become acquinted with many aspect of an artist's personality including more subtle ones such as a sense of humour or taste in clothes, friends, spouses and visual images' (Riordan 1991: 311). Today, virtually every single release by both majors and independents is supported by a video. The single song in the video has become a crucial factor in the marketing of an album. The success stars such as Madonna, Duran-Duran and Paula Abdul has been attributed to their music videos.
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