Objective
This two-year postdoctoral project will investigate how short-form music videos are transforming music culture. Once MTV shaped global music visibility; today, a few seconds of sound can generate cultural moments, launch careers, and position platforms as powerful gatekeepers. This is not merely a trend but a systemic shift in how music is produced, circulated, and experienced, deeply mediated by digital platforms.The project will analyse the mutual agency of three central actors—artists, audiences, and platforms. It pursues three objectives: (1) to examine how independent musicians adapt to platform logics of virality, metrics, and visibility, and how this reshapes their creative strategies and professional identities; (2) to explore how audiences experience short-form videos (3) to develop a new theoretical framework linking user practices, artist labour, and evolving aesthetics of the music video. Methodologically, this study will apply a triangulated design: mapping platform affordances and trends; conducting in-depth interviews with artists and young audiences; and performing content analysis of music video aesthetics. This interdisciplinary approach integrates Media and Communication Studies, Popular Music Studies, Music Technologies, Cultural Studies, and Sociology, ensuring a holistic account of how creativity, participation, and cultural value are reconfigured in the digital environment. The expected impact is threefold. Scientifically, it will generate the first integrated, user-centred framework for understanding short-form music video cultures. Societally, it will examine how platforms shape content diversity, participation, and cultural consumption (and are shaped by them), providing artists and audiences with critical tools. Economically, it will deliver actionable insights to cultural industries and policymakers, supporting sustainable careers and inclusive cultural policies within the rapidly expanding global music ecosystem.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.1.2 - Marie Skłodowska-Curie Actions (MSCA)
MAIN PROGRAMME
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-TMA-MSCA-PF-EF - HORIZON TMA MSCA Postdoctoral Fellowships - European Fellowships
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-MSCA-2025-PF
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
HD1 3DH HUDDERSFIELD
United Kingdom
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.