Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

UC Marketing Prof Explains How ?Bad' Music Videos Become YouTube Sensations

Source:Knowledge @ Wharton School of Business
Link Submitted: 3/25/2011 9:22:29

University of Cincinnati College of Business marketing professor James Kellaris explains why Rebecca Black's music video "Friday" won't go away. According to Kellaris, Black's song has all the classic attributes of an earworm, also known as a song that gets stuck in your head.

But, the simple lyrics and repletion are not the only reason ?Friday' has become a sensation. Kellaris says that there is something social going on that has relatively little do with the music itself. "When a crowd of onlookers stops to watch something, others will stop to see what is going on. If the crowd increases, it exudes sort of a gravitational pull. This seems to be happening on YouTube, with millions of viewers checking out what all the fuss is about," says Kellaris.