Miley Cyrus and her “revealing” new music video.
If you type into google search the phrase, “What was the first viral video,” Â you will find a lot of different answers. You will also find a lot of hot debates as to which video can “wear the crown” of first ever viral video.
Ever since Korean recording artist PSY burst onto the international scene with the music video Gangnam Style this year other channels on YouTube have been parodying and attempting to emulate the video’s success. I even read somewhere that Justin Bieber fans were trying to topple PSY off of his number one spot.
Sad. But what can you expect from a fan base of prepubescent girls and grandmothers?
The question I have is this. Just what makes a video worthy of becoming a viral success? There doesn’t seem to be any set equation. The only thing that most viral videos have in common is humour.
The YouTube channel schmoyoho aka The Gregory Brothers — who also have another channel on YouTube — have put out quite a few videos where they have used Auto Tune to “songify” videos. One video, the Bed Intruder Song, has garnered well over 106 million views. It is excruciatingly funny.
But you also have viral videos that are less funny. Racist on bus Wood Green is far less amusing and only has in the region of 471 thousand views. On the same unfunny tone, you have Rugby Player Tackles Robber. This video has gotten over 2 million views and is not the least bit funny, it is in fact one of those videos that places your heart in your throat.
Of course you have loads of videos that feature the escapades of  teens replicating — or originating their own — Jackass and Dirty Sanchez. These videos seem to do very well.
But none of the above mentioned videos really have anything in common. I’ve also not mentioned the videos that streak into the viral category that are of small children, babies, animals et al. The videos all have cute and funny themes and seem to fall into a sort of “instant” viral fodder file.
A lot of folks upload videos that have been clearly made with the intent of it becoming viral. But it’s been shown time and again that a viral video is never planned.
Some videos become viral twice. Look up Double Rainbow or Charlie Bit Me on YouTube. These videos went viral and then went viral again thanks to auto tune — you remember the Gregory brothers mentioned before — and they then jumped into a second viral life all their own.
So I guess, for now at least, the answer is not a clear one. It just appears to be whatever video catches the imagination of enough people that it gets shared repeatedly. I do think that humour has a huge part to play. Take for example my final viral offering of the day. Double Rainbow is a video about a guy who is literally freaking out over what he calls a double rainbow. Now he may or may not be a fruit loop, but the original video of his orgasmic reaction to the rainbow has well over 35 million views.
Now take this same video, auto tune it and you have the Double Rainbow Song –yes, you guessed it, the Gregory Bros again — with well over 31 million views.
Enjoy:
I pretty much follow a routine with my blog. Before I even think of writing anything I read the blogs I follow (well skip read if truth be told, I follow a lot of blogs) and I always read the latest entries in the Freshly Pressed arena.
I will admit a certain puzzlement as to why some of the blogs that are ‘pressed’ have received the honour of being singled out (this includes my own blog which was freshly pressed not so long ago). But to be very brutally honest, I don’t really care. It is nice just to read other folks blogs and learn new things or learn old things presented in a different light.
I read the Freshly Pressed today and right at the top of the list was I Grew up Gangnam Style. Because of the thumbnail I realized that I had seen this chap before. In fact the most recent image of this fellow and his natty outfit was a Lego rendition of his music video.
Now the blog post that had been Freshly Pressed did not go into the music video or the chap who made it (PSY if you’re interested). It did give a brilliant parallel reveal of what life in South Korea was like living in the province where the video was shot. It’s a good read, if you didn’t follow the link before, have a look now. It’s in the first paragraph.
But on to the video. I had seen the odd reference to Gangnam Style here and there and it did not arouse enough curiosity for me to look it up. Then the article today appeared and I just had to look this phenomena up. I’m glad I did. It is brilliantly funny and vastly entertaining. Don’t believe me? Just have a look:
Until now, the only other musical artist from Korea who delivered so much humour with his videos was M C MONG. In case you’ve never heard of him, here’s a sample of his music video humour:
Not to your taste? Then have a look at the Korean film The Fox Family. Made in 2006, this supernatural fantasy musical (that’s right, I said musical) is funny, and the musical numbers are brilliant. Just look at the ‘Money’ song:
So you can see that Korea has been blending music and humour for a while now. It took PSY and his music video to make the fact known world-wide. At over 290 million views the video now holds the record for viral videos. It is interesting to read the blog  post and the authors assertion that South Korea has just discovered irony. That may well be true, but, I think that South Korea has always had a sense of humour.
If you watch their TV shows, it appears that all the participants (especially those in the entertainment business) love to laugh and make fun of themselves. Not everyone of course, but a huge amount do appear to enjoy not taking themselves too seriously.
I review Asian horror films on YouTube and I’ve had a few people tell me that they don’t get ‘Korean humour’ citing it as being too slapstick in origination and ‘over the top.’ I did not then and still do not understand that statement. South Korean Humour is more than ‘3 stooges slapstick’ it can be sly, surprisingly subtle and in the case of the PSY video, funny and ironic.
The message of the PSY video is that South Korean’s are incredibly concious of how they look when they intermingle with one another in a social setting. Clothing, hairstyle, fashion sense, body weight and plastic surgery are all important facets of Korean social life. I’ve watched a huge amount of YouTube videos (mostly Eat Your Kimchi – Simon and Martina Rule!) that explain what living in South Korea is like.
These informative videos made the Gangnam Style music video all the more humorous. The word on the street is that South Korean’s are well aware of their cultural foibles and this self awareness is what has made the video both ironic and just downright funny.
My daughter has been a fan of KPOP for years and has shown me just about every boy and girl band manufactured over the last ten years in Korea. I have also discovered, through my daughters influence, M C Mong and other solo artists. PSY I discovered via Freshly Pressed and Quartz’s fine post about growing up in that area of Seoul.
Humour is a world wide common meeting ground. Sure some places in the world practise a different sort of humour. A sort of ‘home-grown’ or topical humour that doesn’t always translate well into other countries or languages. But laughter and the ability to laugh at ones self crosses all language or topical restrictions.
It is amazing to think that a music video can become the worlds most viral video until you factor in that is was a funny music video. It’s a shame that the whole world and it’s leaders cannot learn a lesson from these humorous videos. Like the old saying goes, “Laugh and the world laughs with you.”
What a nice thought.
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