RLCS, Revista Latina de Comunicación Social, 77, 117-141 [Research] DOI: 10.4185/RLCS-2020-1452 | ISSN 1138-5820 | Year 2020 The broadcast of the music video on YouTube. Analysis of the viral capacity of the video clip La difusión del vídeo musical en YouTube. Análisis de la capacidad viral del vídeoclip Miguel Baños-González. Rey Juan Carlos University. Spain.
[email protected] [CV] Héctor Canorea Tiralaso. Rey Juan Carlos University. Spain.
[email protected] [CV] Mario Rajas Fernández. Rey Juan Carlos University. Spain.
[email protected] [CV] How to cite this article / Standard reference Baños-González, M., Canorea Tiralaso, H., & Rajas Fernández, M. (2020). The broadcast of the music video on YouTube. Analysis of the viral capacity of the video clip. Revista Latina de Comunicación Social, (77), 117-141. https://www.doi.org/10.4185/RLCS-2020-1452 ABSTRACT Introduction: The appearance of social networks has enabled users to massively share and broadcast content, multiplying its impact. Occasionally, large success quotas are reached in very short time frames, leading to "viral" productions, among which music videos are the most prominent and YouTube is users’ preferred platform. Methodology: To know the essential bases that explain the viral capacity of a music video, research has been carried out using as a methodological technique the content analysis applied to a sample of 400 video clips, 200 in 2015, and 200 in 2018 following broadcast criteria. Results: video clips have evolved, in the 3 years that separate the two analyzes, in aspects such as the language of the songs, their style, or the theme.