Transmedia storytelling in MyMusic

According to Henry Jenkins, “Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience” (Jenkins, 2007) These various stories are told over a range of platform and formats such as online videos, blogs, comics, audiobooks and video games.

Evidently, Skype does not have the ability to supply distribution channels that would contribute meaningfully to a transmedia narrative. Jenkins says “Ideally, each medium makes it own unique contribution to the unfolding of the story” I imagine that could be extremely difficult to achieve that through Skype. Hypothetically, If the creators of content in the bleak chance, chose to allow their characters to speak to individuals or taking advantage of the free group calling now available, It would not be very effective anyway. Ultimately, Skype is not the best example for transmediality.

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(TheFineBrothers, 2012)

A great example of transmedia storytelling is the mockumentary sitcom, MyMusic created by youtube content creators, Benny and Rafi Fine. The plot follows the transmedia production company, MyMusic in which all the staff are referred to as musical genres with which they identify with for example, the CEO and founder, Indie. While the story is primarily based on 10 minute episodes, this story experience is also branching out to various formats, like character tumblr and twitter accounts, weekly audience interactive channel shows such as the Mosh, Tumblr Tuesday, video/audio podcast and merchandise.

However, in the case of MyMusic, The Fine Brothers succeeded in tying in many channels of content via Twitter, Tumblr, Youtube, and Facebook, while individually giving off various new information while collectively making sense to the narrative system. By using transmedia storytelling practices, MyMusic has marketed their brand by allowing a range of entry points for the difference audience. Each form of media that the MyMusic universe initiates “addictive comprehension” through the various media outlets as the audience is pushed to review the overall understanding of the story. The producers managed to improve the experience by allowing real time interaction and participation by constantly breaking the fourth wall. These various channels are also all managed by the creators to ensure smooth coordination through out all of the media and shaping its essence.They also used these media channels to fill in plot holes, give extra details and lead to greater story lines. Unauthorised expansion has also taken place in the form of fan fiction, an unofficial extension of the MyMusic world and eases the audience’s want for extra content and explanation.

References:
Jenkins, H. (2007). Transmedia Storytelling 101. [Blog] Confessions of a Aca-Fan. Available at: http://henryjenkins.org/2007/03/transmedia_storytelling_101.html [Accessed 14 May. 2014].

 TheFineBrothers, (2012). MyMusic Teaser Trailer. Available at: https://www.youtube.com/watch?v=fmvbYbL2dOY [Accessed 15 May. 2014].

TheFineBrothers, (2012). MyMusic Extended Trailer. Available at: http://youtu.be/O8LbT34kCYc [Accessed 15 May. 2014].

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