16 Dec 2013

Pop music, viral videos and the 21st century

Viral videos are one of those concepts that was recently introduced in modern society and seems to have had such a profound effect. Even for those of us less technology-inclined, after the massive success of Psy and his Gangnam Style, the concept seems to have caught on. An enormous online movement was started to try and create the next big viral video. Some succeed, others not so much. What is the right formula? A comedic approach to life seems to be one of the implied traits. Such is the case of the next music video straight from Norway. With almost 290 million (!!!) views and rising, the music "The Fox" became an extraordinary online success. So what is the formula? The lyrics are almost nonsense, the rhymes are purposefully comical and poorly chosen. Is it the catchy rhythm of the song that captures attention? Or the implied criticism to 21st century pop music, where the lyrics seems to be less and less important? Will we ever find a way to use this phenomenon for positive purposes? Many advertising agencies have tried to create viral publicity, but with a fairly small success rate. Whatever moves such massive amount of people is still an unknown variable (more likely, a large set of variables). But if we could, what form of positive messages could be spread worldwide?



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