論音樂錄影帶形式於網際網路時代對閱聽人喜好程度影響之探索性研究

音樂錄影帶（Music Video簡稱MV）已成為今日音樂產業中行銷非常重要的工具，無論是主流唱片公司亦或者是獨立音樂圈，在製作音樂作品時絕大部分都會對製作音樂錄影帶多所著墨。觀察台灣音樂錄影帶的內容，因為早期主流音樂作品敘情曲占了極高的比例，為了襯托抒情氛圍，故大多採用敘事的方式作為主要呈現之內容，而此一手法也造就了台灣的一般聽眾之觀影習慣。隨著時間，不同的音樂類型逐漸蓬勃，除了國內產業參與者自身的改變，衛星電視、網際網路普及、影音平台的崛起也逐漸將國外的音樂類型與音樂錄影帶引進國內，近年來以韓國製作的音樂錄影帶尤其突出，其絢麗的畫面、花俏的運鏡，配上舞蹈動作，時常在網路上成為被聽眾大量轉傳分享的標的。本研究聚焦於此現象，以同一首歌製作三個不同版本的音樂錄影帶，做為對照實驗，希望能夠從觀看者的訪談以及網路影音平台後台資訊所提供的實際數據，探究音樂錄影帶之視覺呈現、影音契合度與最終觀看次數之關聯性。結果顯示，音樂錄影帶確有傾向視覺主導的趨勢，但影音契合度的高低並不直接影響音樂錄影帶的觀看人數。本研究發現其他影響因素如音樂本身被大眾接受的程度、上傳時間的先後順序以及在影音平台上滯留的時間等皆與觀看人數呈正相關，並非高成本的作品才能得到好的反饋。

關鍵字

流行音樂；獨立音樂；音樂錄影帶；串流平台；互文性

並列摘要

In recent years, music videos have become an important marketing tool for the music industry. In terms of music related products, not only the mainstream music companies but also independent music communities have spent additional effort on producing music videos. By reviewing Taiwanese made music videos, it can be observed that love songs comprised a high percentage of the early mainstream music industry’s content. To accentuate the atmosphere, narration was the method used in a lot of music videos. This method also brought up the viewing habit of the audiences in Taiwan. As time has gone by, different types of music have risen. These changes have not only come from the domestic music industry in Taiwan but also through foreign music videos and musical styles brought in by the popularity of satellite television, widespread internet, and various video platforms. In the most recent years, Korean music videos and dramas stand out by using artful cinematography, technically advanced camera work, and highly skilled dance choreography. These are the types of videos which are most likely to go viral. This research was focused on the appearance of the video by using one song but creating three different versions of a music video for comparison and hoping to explore the correlation between the presentation style, the integrating degree of AV (audio & Video), and the final view counts by using the real-time data provided by interviewing the audience and online videos platform background information. The results showed that music videos tend to be led by visual, but the integrating degree of audio and video does not necessary affect the view counts. This research also discovered that other factors, such as the acceptance of the music by the public, the sequential order of uploaded videos, and the retention period on the music platform show a direct correlation to view counts. High production value did not equate to positive feedback.