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Music, Sound and MultimediaFrom the Live to the Virtual$
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Jamie Sexton

Print publication date: 2007

Print ISBN-13: 9780748625338

Published to Edinburgh Scholarship Online: September 2012

DOI: 10.3366/edinburgh/9780748625338.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 26 July 2021

Case Study: Anime Music Videos

Case Study: Anime Music Videos

(p.29) 2. Case Study: Anime Music Videos
Music, Sound and Multimedia

Dana Milstein

Edinburgh University Press

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

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