![]() The grim antecedents of today’s structured viral hits are videos – something that could only have happened in the past 11 years due to the reach of YouTube – that were deemed meta-ironically as being “so bad they’re good”. Songs are announced as viral hits on launch, semantically bulldozing through what “viral” actually means, perhaps reaching its nadir with the ghastly contrivance of Rockie Gold’s Dicks Out For Harambe. We can see this today, the air thick with the tang of desperation, as tracks are propelled by endless Musical.ly videos and vloggers shamelessly bankrolling themselves with “promoted content”. ![]() The idea of a “viral hit” long ago stopped being something that just happened to a song and became, through contrivance and orchestration, a core part of the marketing plot.
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