Sweet Memes Are Made of This
The Impact of internet sensation on pop music.
The internet meme is a relatively new phenomenon that over the last decade has become a useful tool for the pop superstar and new music-wannabe alike.
The use of publicity and gimmick to promote a song isn’t something new though; but the impact of the internet and social media means it can be used in a different way. The very nature of social media means that if you use it the content is instantly in your face. Incorporation of a catchy song and a memorable visual meme are much more likely to reach an audience that cares than a medium like radio, that is dwindling somewhat. Take Drake’s Hotline Bling, for example. If you hear the song do you instantly imagine him playing tennis or throwing pepperoni onto a pizza on Vine?
In many ways this “meme sensation” is just an extension of the MTV boom of the 80s, but to rely on the success of a viral video that may never actually go viral is certainly a more risky and unreliable marketing campaign for a song. The more successful song-style memes tend to be based around a specific dance move or USP, such as comedy or a message. OK Go’s Here It Goes Again utilised an obscure treadmill dance routine, coupled with a catchy pop beat and attracted major success, whilst if you say “Beyoncé” to someone, they will more than likely imagine the Single Ladies video. The Beyoncé video is a classic example of how short video snippets can be used to further an artists appeal and publicity without them actually doing anything.
All of that being said doesn’t mean that a songs meme-potential guarantees a reliable song-success strategy; it’s just another side to the music industry dice.
Sam Marshall is a freelance musician, writer and reviewer based in SW UK.
