I had a fascinating conversation with a great and very smart friend last week. Among the many things we discussed, we touched on what it means to be culturally relevant in 2012.
With mass audiences rapidly splintering and subdividing into various tribes and subcultures, does broad cultural relevance exist beyond huge news stories, live sports and blockbuster movies? We all watch our own shows, listen to our own music and find the news and information that matters to us. Everything that isn’t interesting or relevant, we just ignore.
So what is a hit anymore? The shelf life for anything that sparks our imagination has become so short. New shows, songs, articles, movies, books and memes crowd our inboxes and social feeds every day, demanding our limited attention. If something doesn’t grab our immediate interest, chances are it will disappear quickly.
Music is especially hard hit as physical formats are rapidly disappearing and most music can be found for free without much effort. Plus, there is just so much available. We can all find the music that matters most to us and the multi-platinum crossover records just don’t happen anymore. I’ve noticed that the only songs that really ascend to mass popularity are those that become omnipresent cultural memes, parodied, lip dubbed and burned into our collective cultural conscience.
So does the song make the meme or does the meme make the song?
Two recent songs we’ve all heard way too many times are perfect examples of what it means to be a hit in 2012. Gotye’s “Somebody That I Used To Know” and Carly Rae Jepsen’s “Call Me Maybe” have both become mega-hits, overplayed and hogging the cultural spotlight. But are they relevant on their own merits or because they have become ubiquitous hit memes that reach way beyond the original work?
I heard “Call Me Maybe” several times, but it was the Harvard baseball team’s video that seemed to propel it into the stratosphere. A friend sent me the Gotye video months ago, but it was just another catchy song until the Walk Off the Earth cover or the Star Wars parody showed up on Facebook, Twitter, etc. Cultural relevance almost seems determined by the broad meta-meming (yeah, I think I just made that word up) of the original rather than the original itself.
Will this phenomenon extend across all forms of content where everything becomes an ultimately disposable meme? Or will content become a truly fascinating and creative space where art, music, film, television and books all serve as source material for a virtual cultural palimpsest with deep meaning and resonance? My guess leans toward the former, but I want to know what you think.