Remixing Reality

The classic job of being a DJ involves mixing different tracks together to form original tunes. This idea of separate materials being combined and edited to produce new forms of work comes from the remix culture. A common platform for remixes today is YouTube. People are uploading anything from music to news reports that have been remixed to either produce a specific message, different from the original materials or to simply entertain.

Popular TV series ‘Glee’ is well known for its ‘mash-ups’ of both old and modern hits. Combining songs such as ‘Walking on Sunshine’ by Katrina and the Waves and Beyonce’s ‘Halo’ allows Glee to target to a larger audience who listen to music from different generations.

Another example of remixing is compilations of movie scenes. People have made inspirational videos for groups by editing specific quotes from different movies. Although from completely dissimilar themes and contexts, by editing in a very specific way they have formed a two-minute motivation speech that flows perfectly.

Many brands have also begun implementing elements of the remix culture into their marking of products to  ‘drive creativity and present huge opportunities for brands to create a loyal fan base.’ These brands have accepted the idea that their logo or adverts may be remixed into videos or images and have used this to their advantage by not limiting their customers to a ‘one-size-fits-all’ idea. They instead encourage individuality, a growing trend in today’s society.

Vodka brand, Smirnoff used the remix culture to create a promotional campaign that encouraged customers to vote online for their nightlife dream for the chance to make it come true. By collaborating with their audience, Smirnoff encouraged a passive audience therefore expanding their market and its popularity.


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