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Die Arbeit geht der Frage nach, inwiefern das Musikvideo "Fühlst du das auch" des Rappers Apache 207 als künstlerisches Selbstportrait verstanden werden kann. Dafür werden filmästhetische Mittel, insbesondere die Wirkung von Kostüm, Lichtgestaltung und Narration betrachtet. Außerdem wird das Zusammenspiel von Musik, Text und Bildebene analysiert und es findet eine knappe Kontextualisierung des Videos innerhalb des Werks von Apache 207 statt.
This article focusses on presentations of popular music on the internet. By analysing three specific websites exemplarily, the provided music and its usage are discussed. The first example features a study of the Canadian web radio Wefunkradio. The second example involves the social networking site MySpace, and the third looks at the largest video-sharing platform, Youtube. The argumentation is looking for visible changes that occurred since the establishment of Web 2.0 and the increase of interactivity of web-users. In this regard the paper argues that these sites employ music for the purpose of virtually constructed identities and self-representations by networking within and outside the web. The author investigates the different strategies and forms of presentation, i.e. virtual staging, to attract attention. The range from the mobilization of online users to creative unsage of computer software (gadgets), to semantic revaluation by creating a new context.