NPR:
The days of waiting patiently for a favorite music video to appear on MTV are long over, swallowed up by the instant gratification of the smaller screen. But as MySpace, iPhones and Youtube allow music videos to be seen anywhere and anytime, directors are discovering that viewing habits aren’t the only things changing. Grammy-winning music video director Sean Drake says part of the shift is an effort to capture the attention of an audience that never seems to stop multitasking. “When I make a video, I just assume the majority of watchers are going to be on the Internet … IM-ing someone in a chat [while] … doing some other task on Word and checking their Facebook,” says Drake.