The first search result I encountered when I typed ‘blue jeans and white t-shirt’ into the Google search engine was the song ‘Blue Jeans’ by Lana Del Rey: “Blue jeans, White shirt; Walked into the room you know you made my eyes burn; It was like James Dean, for sure You so fresh to death & sick as ca-cancer.” The lyrics describe a bad boy who eventually breaks the girl’s heart. She describes him as ‘getting caught up in the game’ and ‘chasing paper’ while trying to give them both a chance for a better life: again, a boy from the wrong side of the tracks who is trying to make good. Throughout the song, however, we just believe the boy is trouble: “Big dreams, Gangster- Said you had to leave to start your life over.” Del Rey is pining after him, begging him to stay in every lead and chorus. Only until the ending of the lyrics we find that the boy is only misunderstood: “Just want it like before, we were dancing all night. Then they took you away, stole you out of my life.” And of course, the only image we have of him is wearing blue jeans and a white t-shirt.
Rebecca Black became a YouTube sensation when she released her music video for ‘Friday’ last year. The video reached a million hits in weeks, but what many do not know is that the song and video cost over eight thousand dollars to be produced. Since her online debut Black, aside from making a name for herself has made cameo’s in big star’s music videos such as Katy Perry’s ‘TGIF’ and has appeared on many talk shows and red carpet events. Although Black’s fame seems to have come easily, the secret to making a viral YouTube video seems to be a mystery. From everything to ‘Charlie bit me’ to the first inklings of Bieber Fever who knows the exact science that makes millions of viewers globally hit replay.
Elle magazine is attempting to define that science by producing a music video of their own that is hoped to go viral. The video seems to have all the ingredients that would intrigue YouTube connoisseurs and prompt them to hit replay and resend. The lyrics of the featured song ‘My Heels’ is co-written by American Idol finalist Kara DiGuardi. The music is upbeat and care-free: “I want a boy that makes me feel the way that I feel in my heels.” It has a certain element of comedy- the majority of the video features clearly homosexual male dancers who parade around in heels inside the Hearst office building. And the vocalist is an Elle employee who is relatable to the public because of her unconventional beauty. And of course, money is no object from the globally renowned magazine company, the lighting and camera work is noticeably professional and the wardrobe is all designer labels. One sure fire way to tell is the lead of the chorus repeats: “Sexy, Strong in my Louvuitons” and no doubt the shoes are all LVs. However, the balance still hangs in the air: will this become the viral YouTube sensation everyone hopes it to be? So far ‘My Heels’ has progressed to several thousand hits but has not yet reached a viral status.