Silento: New Forms of Gangnam Style

First time I heard the name of Silento was when I watched the video of 11 years old girl dancing with his father on Ellen Show. I saw the video on YouTube, which at this time, has been viewed by more than 13 million times.

The girl, named Austynn Samarco created the video of her dancing like Silento where in the middle of the video, her father appeared and join him dance like a pro, LOL. The original video of Austynn has been viewed more than 10 million times on YouTube.

Now, who is Silento?
Based on Wikipedia, Silento is a young rapper from America. Just like Justin Bieber, he started his career from YouTube. Born in January 1998 (my God, he is really young), Silento makes his debut at June 26, 2015. His song was on number 3 at Billboard 100 for 6 consecutive weeks. At this time, Watch me (Whip/Nae Nae) watched 700 million times on Vevo Channel at YouTube!.

Watch me (Whip / Nae Nae) is a dance that looks better when performed as a ‘flashmob’. Have a look on a kind of flashmob by Silento and some staffs on a Los Angeles Radio Station. Silento even post a tutorial for Watch me (Whip / Nae Nae) dance. has an article says:
“2015 was the year of the whip. Silento’s anthem racked up more than half-a-billion views on YouTube, but the song’s popularity was primarily driven by a dance that would find everyone from toddlers to Ellen doing their own versions. Like the “Harlem Shake” before it, it was the internet’s “everyone gets a participation trophy” phenomenon operating at its most monstrous.”

In 2014 there was also Korean singer, Psy who release a viral Gangnam style.  His popularity worth $8 billion dollar. Psy broke the myth that only US singer could get that amount of popularity.

This phenomenon is absolutely a good news for those who are creative or trying to reap a fortune by applying viral marketing strategies. On the other hand, this is not quite a good news for the media industry. During my course on Media Management, it has been repeated so many times during the lecture, that the uncertainty in the era of convergence, makes it hard for the media to track the audience behaviour. Why is it important? in order to formulate a content, media manager have to know what kind of programme demanded by audiences. Why? So the crowd would magnetising advertiser. Thus, media could make money of it.

Apparently, there are so many options available for audience. YouTube, Facebook video, and so on. Does audience still allocate their time for watching ‘traditional’ TV?
Statistics says no. Screen Shot 2016-03-01 at 09.51.16




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