Here are two stories that show two wildly different reactions to new media and viral video.
First on the block, we have Warner Music Group. Someone on YouTube recently mixed the wildly popular Keyboard Cat meme with a performance by a young Helen Hunt portraying an acid trip, then followed it with a Hall and Oates music video that had Keyboard Cat spliced in as a member of the band. It was cute, it was funny, and it added a new take to an existing meme. As videos like that tend to do, it went viral and got across the web faster than your average porn spam—which is saying something.
Such massive exposure for Hall & Oates’ “You Make My Dreams Come True,” which hasn’t had cultural relevance for a couple of decades now, was certain to grab Warner’s attention. So they quickly responded by demanding YouTube remove the audio from the track. This is a new tack that the RIAA member companies are taking with YouTube. This will encourage users supposedly to swap the audio out with music from YouTube’s licensed library, although that would kind of ruin the joke.
I’d also like to point out at this time that YouTube’s licensed library is only available to you as an after-the-upload option. You have to be willing to swap out the audio on your video for the music in their library. All of the audio. Because that’s so much easier and better for producers than simply letting them access a database that tells them the titles of the songs they can use, letting them build their productions around it.
Of course, this move has drawn a lot of fire for WMG. They took one of the most popular videos online and overnight pulled the plug on it. If they didn’t expect a backlash, then they are either extremely stupid or extremely out of touch. And I haven’t quite ruled out the possibility that they may be both.
Switching gears, DJ Steve Porter created a YouTube phenomenon with “Rap Chop,” a video in which he remixed the infamous Slap Chop infomercial (“You’re gonna love my nuts!”) to a hip-hop beat, autotuning hawker Vince’s voice to fit the new beat and melody. (I am currently converting this to my ringtone. Yes, I know I’m a geek.)
When the powers behind Slap Chop learned that this viral music video was racking up more hits than a hyperactive mafia enforcer, they had a very natural reaction to it.
They licensed it from DJ Steve Porter to air as their new infomercial.
Natural, yes, but also incredibly smart. Rather than step in and be the bad guys who shut down a viral phenomenon, they claimed it and recognized its ability to sell more of their product. Which was pretty brilliant. My father’s reaction to seeing the music video? “It really makes me want one of those!”
What we can see in these two parallel stories is two different approaches old media can adopt toward new media. You can battle it, suppress it, and attempt to sue it out of existence, or you can embrace it and all of the good that it can do for you. The latter gains you new fans and allows your customers to see you as a company (or individual) with a sense of humor who knows a good thing when they see it.
The former makes your customers see you as the bastards who are ruining the internet.
[Note: If you’d like to see the way the new “silencing” tactic destroys internet videos, take a look at “Internet Date”—a video from one of my favorite sketch comedy troupes that had its audio silenced due to a complaint from WMG. Most of the joke is lost as a result.]