Music videos set for major shake-up

David Cameron announced the plans for age-restricted online videos in August, explaining it was: "to help parents protect their children from some of the graphic content in online music videos."

Opinions are split currently. While Jessie J wholeheartedly agrees with the system, FKA twigs told the BBC of her viewpoint:

"I think that the answer to protecting younger viewers is not to ban things, it's to show an alternative. I guess with my videos we're talking directly about sexuality and there's nothing wrong with that. Why shouldn't younger people learn and explore about what sexuality is as an adult? Why shouldn't they do that? We're not living in Victorian Britain, do we want to be repressed? Do we want to have these kids doing weird things behind closed doors or should this be a country that is leading by example in explaining to people?"

Currently the major players, YouTube, Vevo and BBFC, are all on board, though none seem convinced of the results and say people probably won't see much effect for a while. It will also only effect music on UK-based labels.

Furthering the music video shake-up, Universal are to trial "retroactive produce placement", which is exactly as ominous as it sounds.

The Independent summised the concept in their article:

"Universal Music Group is to allow advertisers to insert their brands into existing music videos on YouTube and swap them out for a different one once a campaign is complete."

It is part of a joint venture with MirriAd, and an Avicii video will be the first to trial it with a Grand Marnier campaign.

With its gratuitous flesh-shots and product placement, the below video is probably one that'll get changed for future generations. It might not be a huge loss, however.

Via the BBC and The Independant