“Everyone loves to know the history behind a brand and how it got to where it is today. Using live-stream video, fans will really get an authentic feel of a brand and understand the context behind situations which can be more tricky with photos.”

^ from the article: ‘Eight ways brands can add Meerkat into their marketing mix’, march 24, 2015

This quote, along with the explosive popularity of a new live streaming social video app called Meerkat, demonstrates contemporary society’s obsession with narrative and story telling. The idea that the ‘story’ about the success of a global brand label or a video that provides insight into the ins and outs of a brand label, would spark so much interest is intriguing. Furthermore, this quote also identifies a key affordance of online video in contrast to photography, as it’s ability to create a more “authentic feel of a brand”. Clearly anchored to the addition of motion and sound, it is none the less interesting to consider online video practice in reference to authenticity. Does a quest for authenticity, disregard a sense of creative force? Moreover, as online video practices grow and develop throughout the coming years, will authenticity and realism become a focal point, demolarising artistic elements of online video practice?