Ok, so “Gangnam Style” now holds the Guinness World Record for most ‘liked’ video in YouTube history! The formula for this success may be right in front of our faces if one is willing and able to take some time and dissect everything from the artist’s history and image, to the song lyrics and music production, to the video’s humor and pretty good looking people doing a dance that for some reason the world wanted to learn as well. If you dig deep enough, you might find a basic template which you can work from in an attempt to make something go viral.
Having said that, the viralness and success of this and other projects is of course in most cases dependent on people / fans, who decide to share something or not. It can not always be planned by an artist upfront, and I think that going viral should not be something that a songwriter should have on his/her mind when sitting down to write a song.
A project can certainly go viral (without intent) after it is launched and millions decided to share it. This has been the case for many artists in the last few years. But then there are some marketing agencies that claim they are able to “create a viral campaign”, leading their clients to believe that hiring such agency will guarantee the project will spread far and wide.
Somewhere in the middle lies this video called Gangnam style. The artist (PSY) might have had no idea that in less than 3 months his YouTube views would have reached 425,621,395 views and 3,827,420 likes. But looking at the production itself, It’s easy to see that a lot of work, creativity, planning and lots of fun went into it. Maybe that’s part of the secret?
Note that the artist also had a pre existing fanbase through his 12 years in the business, and would have built up his YouTube channel with thousands of subscribers prior to the release of this video, which certainly would have helped to launch the success of the video. From there all it took was one offline TV Station to pick up on a video gone viral, and at that point millions more went to check it out, adding to more viral madness.
So what do you think? Was this simply luck? Well planned? Both?
Arnold Hugo Stolting - Stolting Media Group.
Arnold Hugo Stolting runs the Stolting Media Group which produces
and distributes premium quality music and multimedia products
including background music for marketing projects, sound effects
for music, movie and video production, and information products
helpful to the creative entrepreneur. www.StoltingMediaGroup.com