https://www.bbc.com/news/entertainment-arts-32050068
"Fans watching music videos on YouTube and Vevo will be presented with cinema-style age certificates from Thursday."
This was a move from the government to make it so that music videos had to have age ratings on them to protect children after artists such as Miley Cyrus, Robin Thicke, and Rihanna brought out music videos below visual par and showing explicit content. This actually the second phase though and the first originating in October. The initial phase found that around 20% of music videos would be given a rating of 12,15 or even an 18+ rating. Examples of songs that were given ratings and what they are were...
- Kasabian - Stevie Released last October, the unsettling video for Stevie showed a young boy being raised as a test subject in a laboratory. It received a 12 certificate for "moderate threat".
- Dizzee Rascal - Couple of Stacks The video for Dizzee Rascal's last single was graphic enough to earn an 18 rating. The BBFC cited the video's "strong bloody violence, gore [and] very strong language" in its ruling.
- Prides - I Should Know You Better Shot in Scotland, the video for Prides' synthpop single featured a "weird and sad tale of a nice yeti just trying to get along in life" until a hunter cuts his life short. It was rated 12 for "moderate threat, violence, and sexual images."
During the first phase of the trial, 84 music videos were given certification. Of those, 27 were rated 12; 39 were rated 15, and only one was rated 18.
Six music videos submitted to the BBFC were classified U and 11 were classified PG.
Once given an age rating, record labels pass on the guidance to the two digital service providers - Vevo and YouTube - who, in turn, display it when the videos are broadcast online.
There are no rules on how youtube needs to display this, but they have gone with a format like...
Popstar Annie Lennox was among those who called the imagery of certain videos "dark" and "pornographic".
"I'm all for freedom of expression," She told the BBC, "but this is clearly one step beyond, and it's clearly into the realm of porn."
As the trial scheme goes public, David Austin, assistant director of the BBFC said: "We hope this pilot will provide consumers with information to help guide them and their families when accessing music videos online.
"Parents taking part in our most recent review of the BBFC Classification Guidelines in 2013, expressed their concerns about the content of music videos online, in particular their role in the sexualization of girls and portrayals of self-harm, drug use, and violence in some music video content."
YouTube's Candice Morrissey added: "Over the last few months, we have been working with the UK's music industry to help them display the BBFC's age ratings on their music videos on YouTube.
"These are in addition to the controls we already provide on YouTube including the ability for uploaders to add age warnings to videos and a safety mode to help parents screen out content they do not feel is suitable for their children."
Here are some stats on the subject:
70% of parents of under 12s are concerned about their children being exposed to inappropriate content in music videos, up to 60% of children say they have seen content in online music videos of which their parents would disapprove, given the choice, 86% of parents would encourage/ensure their children watch online channels with clear age ratings,75% of parents would like online channels to link music video age ratings to parental controls.
David Austin, Assistant Director, BBFC said: “The research shows parents perceive age ratings for online music videos to be almost as important as ratings for film and DVD/Blu-rays. Parents want more nuanced guidance about the content of the music videos their children are accessing online, with BBFC age rating symbols alongside BBFC insight content advice being the preferred form of labeling."
Sony Music, Universal Music, and Warner Music will send videos to the British Board of Film Classification (BBFC) before putting them on YouTube and Vevo. There were 132 videos submitted and 56 were rated 12+, 53 were rated 15+ and only 1 was rated 18+
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