Chapter

Case Study: Anime Music Videos

Dana Milstein

in Music, Sound and Multimedia

Published by Edinburgh University Press

Published in print November 2007 | ISBN: 9780748625338
Published online September 2012 | e-ISBN: 9780748671038 | DOI: http://dx.doi.org/10.3366/edinburgh/9780748625338.003.0003
Case Study: Anime Music Videos

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This chapter concentrates on unofficial music videos (UMVs): anime music videos (AMVs), which limit their video footage to anime-related media. It also covers the aesthetic traits that characterise such videos and highlights how the impact of AMVs is now seeping into other forms of anime-related media. UMVs are developed by ‘ultimate fans’. The Internet has become home to many types of UMVers. The majority of AMVs look to incline toward retelling the anime's narrative or character profiling, while a few others focus on one-upping their own technical feats. The AMV may be an emerging and unaffordable art for Japanese fans, but music from and as an offshoot of anime remains quite popular. Creators of AMVs, by producing self-referential works, become the ultimate fanime champions. AMV culture is ‘an exciting alternative to [an entertainment] climate controlled by idiot-savants and overpaid wannabes’.

Keywords: unofficial music videos; anime music videos; Internet; anime; Japanese fans; music; fanime

Chapter.  8349 words.  Illustrated.

Subjects: Media Studies

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