“Caught a Vibe”: TikTok and The Sonic Germ of Viral Success
“When I wake up, I can’t even stay up/I slept through the day, fuck/I’m not getting younger,” laments Willow Smith of The Anxiety on “Meet Me at Our Spot,” a track released through MSFTSMusic and Roc Nation in March of 2020. Despite the song’s nature as a “sludgy alternative track with emo undertones that hits at the zeitgeist,” “Meet Me at Our Spot” received very little attention after its initial release and did not chart until the summer of 2021, when it went viral on TikTok as part of a dance trend. The short-form video app which exploded in popularity during the COVID-19 pandemic, catalyzed the track’s latent rise to success where it reached no. 21 on the US Billboard Hot 100, becoming Willow’s highest charting song since her 2010 hit, “Whip My Hair”.
The app currently known as TikTok began as Musical.ly, which was shuttered in 2017 and then rebranded in 2018. By March of 2021, the app boasted one billion worldwide monthly users, indicative of a growth rate of about 180%. This explosion was in many ways catalyzed by successive lockdowns during the first waves of the COVID-19 pandemic. Despite the relaxation and subsequent abandonment of COVID mitigation measures, the app has retained a large volume of its users, remaining one of the highest grossing apps in the iOS environment. TikTok’s viral success (both as noun and adjective) has worked to create a kind of vibe economy in which artists are now subject to producing a particular type of sound in order to be rendered legible to the pop charts.
For anyone who has yet to succumb to the TikTok trap, allow me to offer you a brief summary of how it functions. Upon opening it, you are instantly fed content. Devoid of any obvious internal operating logic, it is the media equivalent of drinking from a fire hose. Immersive and fast-paced, users vertically scroll through videos that take up their entire screen. Within five minutes of swiping, you can–if your algorithm is anything like mine–see: cute pet videos, protests against police brutality, HypeHouse dance trends, thirst traps, contemporary music, therapy tips, attractive men chopping wood, attractive women lifting weights, and anything else you can fathom. Since its shift from Musical.ly, the app has also been a staging ground for popular music hits such as Lil Nas X’s’ “Old Town Road”, Lizzo’s “Good As Hell”, and, recently, Harry Styles’ “As It Was.”
The app, which is the perfect–if chaotic–fusion of both radio and video is enmeshed in a wider media ecosystem where social networking and platform capitalism converge, and as a result, it seems that TikTok is changing the music industry in at least three distinct ways:
First, it affects our music consumption habits. After hearing a snippet of a song used for a TikTok, users are more likely to queue it up on their streaming platform of choice for another, more complete listen. Unlike those platforms, where algorithms work to feed a listener more of what they’ve already heard, TikTok feeds a listener new content. As a result, there’s no definitive likelihood that you’ve previously heard the track being used as a sound. Therefore, TikTok works the way that Spotify used to: as a mechanism for discovery.
Second, TikTok is changing the nature of the single. Rather than relying upon a label as the engine behind a song’s success, TikTok disseminates tracks–or sounds as they’re referred to in the app–widely, determining a song’s success or role as a debut within a series of clicks. Particularly during the pandemic, when musicians were unable to tour, TikTok’s relationship to the industry became even more salient. Artists sought new ways to share and promote their music, taking to TikTok to release singles, livestream concerts, and engage with fans. Moreover, Spotify’s increasingly capacious playlist archive began to boast a variety of tracklists with titles such as, “Best TikTok Songs 2019-2022”, “TikTok Songs You Can’t Get Out Of Your Head”, and “TikTok Songs that Are Actually Good” among others. The creation and maintenance of this feedback loop between TikTok and Spotify demonstrates not only the centrality of social media ecosystems as driving current popular music success, but also the way that these technologies work in harmony to promote, sustain, or suppress interest in a particular tune.
Most notoriously, the bridge of Olivia Rodrigo’s “drivers license”, went viral as a sound on TikTok in January 2021 and subsequently almost broke the internet. Critics have praised this 24-second section as the highlight of the song, underscoring Rodrigo’s pleading soprano vocals layered over moody, syncopated digital drums. Shortly after it was released, the song shattered Spotify’s record for single-day streams for a non-holiday song. New York Times writer Joe Coscarelli notes of Rodrigo’s success, “TikTok videos led to social media posts, which led to streams, which led to news articles , and back around again, generating an unbeatable feedback loop.”
And third, where songwriting was once oriented towards the creation of a narrative, TikTok’s influence has led artists to a songwriting practice that centers on producing a mood. For The New Yorker, Kyle Chayka argues that vibes are “a rebuke to the truism that people want narratives,” suggesting that the era of the vibe indicates a shift in online culture. He argues that what brings people online is the search for “moments of audiovisual eloquence,” not narrative. Thus, on the one hand, media have become more immersive in order to take us out of our daily preoccupations. On the other, media have taken on a distinct shape so that they can be engaged while doing something else. In other words, media have adapted to an environment wherein the dominant mode of consumption is keyed toward distraction via atmosphere.
Despite their relatively recent resurgence in contemporary discourse, vibes have a rich conceptual history in the United States. Once a shorthand for “vibration” endemic to West Coast hippie vernacular, “vibes” have now come to mean almost anything. In his work on machine learning and the novel form, Peli Grietzer theorizes the vibe by drawing on musician Ezra Koenig’s early aughts blog, “Internet Vibes.” Koenig writes, “A vibe turns out to be something like “local colour,” with a historical dimension. What gives a vibe “authenticity” is its ability to evoke–using a small number of disparate elements–a certain time, place, and milieu, a certain nexus of historic, geographic, and cultural forces.” In his work for Real Life, software engineer Ludwig Yeetgenstein defines the vibe as “something that’s difficult to pin down precisely in words but that’s evoked by a loose collection of ideas, concepts, and things that can be identified by intuition rather than logic.” Where Mitch Thereiau argues that the vibe might just merely be a vocabulary tick of the present moment, Robin James suggests that vibes are not only here to stay, but have in fact been known by many other names before. Black diasporic cultures, in particular, have long believed sound and its “vibrations had the power to produce new possibilities of social attunement and new modes of living,” as Gayle Wald’s “Soul Vibrations: Black Music and Black Freedom in Sound and Space,” attests (674). We might then consider TikTok a key method of dissemination for a maximalist, digital variant of something like Martin Heidegger’s concept of mood (stimmung), or Karen Tongson’s “remote intimacy.” The vibe is both indeterminate and multiple, a status to be achieved and the mood that produces it; vibes seek to promote and diffuse feelings through time and space.
Much current discourse around vibes insists that they interfere with, or even discourage academic interpretation. While some people are able to experience and identify the vibe—perform a vibe check, if you will—vibes defy traditional forms of academic analysis. As Vanessa Valdés points out, “In a post-Enlightenment world that places emphasis on logic and reason, there exists a demand that everything be explained, be made legible.” That the vibe works with a certain degree of strategic nebulousness might in fact be one of its greatest assets.
Vibes resist tidy classification and can thus be named across a variety of circumstances and conditions. Although we might think of the action of ‘vibing’ as embodied, and the term vibration quite literally refers to the physical properties of sound waves and their travel through various mediums, the vibe through which those actions are produced does not itself have to be material. Sometimes, they name a genre of feeling or energy: cursed vibes or cottagecore vibes. Sometimes, they function as a statement of identification: I vibe with that, or in the case of 2 Chainz’s 2016 hit, “it’s a vibe.” Sometimes, vibes are exchanged: you can give one, you can catch one, you can check one, So, while things like energy and mood—which are often taken as cognates for vibes—work to imagine, name, and evoke emotions, vibes are instead invitations.
Not only do vibes serve as a prompt for an attempt at articulating experience, they are also invitations to co-presently experience what seems inarticulable. By capturing patterns in media and culture in order to produce a coherent image/sound assemblage, the production of a vibe is predicated upon the ability to draw upon large swathes of visual, aural, and environmental data. Take for example, the story of Nathan Apodaca, known by his TikTok handle as: 420doggface208. After posting a video of himself listening to Fleetwood Mac’s “Dreams” while drinking cranberry juice and riding a longboard, Apodaca went viral, amassing something like 30 million views in mere hours. This subsequently sparked a trend in which TikTok users posted videos of themselves doing the same thing, using “Dreams” as the sound. According to Billboard, this sparked the largest ever streaming week for Fleetwood Mac’s 1977 hit with over 8.47 million streams. Of his overnight success, Apodaca says, “it’s just a video that everyone felt a vibe with.” To invoke a vibe is thus to make a particular atmosphere more comprehensible to someone else, producing a resonant effect that draws people together.
As both an extension and tool of culture, vibes are produced by and imbricated within broader social, political, and economic matrices. Recorded music has always been confined—for better and worse—to the technologies, formats, and mediums through which it has been produced for commercial sale. On a platform like TikTok, wherein the emphasis is on potentially quirky microsections of songs, artists are invited to key their work towards those parameters in order to maximize commercial success. Nowadays, pop songs are produced with an eye towards their ability to go viral, be remixed, re-released with a feature verse, meme’d, or included in a mashup. As such, when an artist ‘blows up’ on TikTok, it does not necessarily mean that the sound of the song is good (whatever that might mean). Rather, it might instead be the case that a hybrid assemblage of sound, performance, narrative, and image has coalesced successfully into an atmosphere or texture – that we recognize as a/the vibe – something that not only resonates but also sells well. As TikTok’s success continues to proliferate, the app is continually being developed in ways that make it an indispensable part of the popular music industry’s ecosystem. Whether by exposing users to new musical content through the circulation of sounds, or capitalizing upon the speed at which the app moves to brand a song a ‘single’ before it’s even released, TikTok leverages the vibe to get users to listen differently.
@jimmyfallon This one’s for you @420doggface208 #cranberrydreams#doggface208#dogfacechallenge♬ original sound – Jimmy Fallon
We might indeed consider vibes to be conceptual, affective algorithms created in the interstice between lived experience and new media. “Meet Me At Our Spot,” the track through which I’ve framed this article, is full of allusions to youth culture: drunk texts, anxiety over aging, and late-night drives on the 405. It is buoyed by a propulsive bass line that thumps with a restless energy and evokes a mood of escapism. Willow Smith’s intriguing timbre and the pleasing harmonies she achieves with Tyler Cole invite listeners to ride shotgun. For the two minutes and twenty-two seconds of the song, we are immersed within their world. In the final measures the pop of the snare recedes into the background and Tyler’s voice fades away. The vibe of the track – both sonically and thematically – is predicated on the experience of a few, fleeting moments. Willow leaves us with a final provocation, one that resonates with popular music’s current mode: “Caught a vibe, baby are you coming for the ride?”
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Featured Image: Screencap of Nathan Apodaca’s viral TikTok post, courtesy of SO! eds.
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Jay Jolles is a PhD candidate in American Studies at the College of William and Mary currently at work on a dissertation tentatively titled “Man, Music, and Machine: Audio Culture in a/the Digital Age.” He is an interdisciplinary scholar with interests in a wide range of fields including 20th and 21st century literature and culture, critical theory, comparative media studies, and musicology. Jay’s scholarly work has appeared in or is forthcoming from The Los Angeles Review of Books, U.S. Studies Online, and Comparative American Studies. His essays can be found in Per Contra, The Atticus Review, and Pidgeonholes, among others. Prior to his time at William and Mary, he was an adjunct professor of English at Drexel University and Rutgers University-Camden.
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Listen to yourself!: Spotify, Ancestry DNA, and the Fortunes of Race Science in the Twenty-First Century”–Alexander W. Cohen
Evoking the Object: Physicality in the Digital Age of Music–-Primus Luta
“Music is not Bread: A Comment on the Economics of Podcasting”-Andreas Duus Pape
“Pushing Record: Labors of Love, and the iTunes Playlist”–Aaron Trammell
Critical bandwidths: hearing #metoo and the construction of a listening public on the web–Milena Droumeva
TiK ToK: Post-Crash Party Pop, Compulsory Presentism and the 2008 Financial Collapse—Dan DiPiero (The other “TikTok”! The people need to know!)
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“So Jao”: Sound, Death and the Postcolonial Politics of Cinematic Adaptation in Vishal Bhardwaj’s “Haider” (2014)
The beginning of this year witnessed a significant reportage on films inspired by the Kashmir conflict in India, occasioned by the release of Vivek Agnihotri’s The Kashmir Files on March 11, 2022. The polarized reaction to the film, which single-mindedly focuses on the exodus of Kashmiri pandits from the valley and the violence they were subjected to at the hands of their Muslim counterparts, makes visible the complexity of the understanding of Kashmir’s political history in contemporary India. While Agnihotri’s film, whose propagandist agenda in favor of the state won approvals from the ruling political party in India, Vishal Bhardwaj’s 2014 film Haider, despite its extremely sensitive and responsible treatment of the problem of militancy in Kashmir was targeted for passing over the plight of Kashmiri pandits. But eight years after its release, Haider, which won five National Awards in 2015, still wields the power to move its audience regardless of their religious and communal bearings through its portrayal of a terrible human tragedy in the wake of Kashmir militancy in the 1990s.
Bharadwaj’s Haider completes his trilogy of cinematic adaptations of Shakespearian tragedies: Macbeth, Othello, and Hamlet translate as Maqbool (2004), Omkara (2006), and Haider (2014) respectively, in their Bollywood avatars. Bhardwaj, in his unique style, imports the original tragic plots into an identifiable and contemporary Indian context, through the assimilation of the plot material with the personal life stories he tells in his films. The plot of Haider centers around the disappearance and death of Haider’s father, which exposes the dark menagerie of political corruption and murders that Haider’s uncle is embroiled in. The pursuit of this traumatic truth sets the stage for Haider’s alienation from his mother and the motherland.
Integral to Bhardwaj’s style is the use of music in a typical Bollywood blockbuster formula, with song and dance sequences interrupting the linearity of cinematic storytelling. While certain film adaptations of Shakespeare operate simply as vehicles for the transmissions of ideology, Graham Holderness argues in “Radical Potentiality and Institutional Closure” (published in Political Shakespeare: New Essays in Cultural Materialism), others “block, deflect or otherwise work on ideology in order partially to disclose its mechanisms.” Holderness evaluates the possibility of the film form to be a radical medium to challenge dominant ideologies or value systems. Analyzing Akira Kurosawa’s film adaptation of Macbeth—Throne of Blood (1957)–he argues in favor of the film’s dynamism to be able to liberate the original text.
Holderness’ reading of Kurosawa raises important questions for the postcolonial film importing from the English literary canon to speak uniquely to a postcolonial audience. In Bhardwaj’s undertaking, this import is singularly anchored and strengthened in a powerful musical idiom. Instead of containing the meanings of the original text, Bhardwaj’s Haider expands and pluralizes the levels of signification that Hamlet produces. By making the stock Hamlet plot be the medium for staging the tragic history of Kashmir, Bhardwaj’s film is a direct address, on one level, to the former imperial master discourse. On a more immediate and radical level, the film hits back very strategically at the Indian state and the numerous killings that have been sanctioned in the name of controlling terrorism in the recent past. In this capacity, the film liberates the textual Hamlet, making its echoes reverberate in a new sound and a new linguistic register.
Through a strategic integration of dance and music–both diegetic (within the frame of the film) and non-diegetic (for the audience’s listening only)– Bhardwaj’s film not only succeeds in delivering its radical political message to a popular film audience, it also speaks back to the former imperial discourse. Non-musical sounds are also key to Haider (2014) as a careful sonic anchoring of the story. The abstract potential of musical and non-musical sounds open up new horizons of meaning in the film, exceeding the confines of the original verbal register of the literary text. The loud, blaring and constant sound of the army car’s horn, for example, signals the death of Hilal in the beginning scenes of the film triggering the tragic plot. The unsettling tones of despair, melancholia and death which open the film remain a haunting and pervasive presence throughout.
“Jhelum” the song that sings the lament of Hilal’s tragic loss, invokes the river that passes through the valley. The song describes the elemental quality of the river into whose womb-like depths Hilal’s body receded till it was posthumously discovered by villagers. The fading melancholic melody of the song seems to suggest the slow disintegration of Haider’s sanity, as he is seen staring into blankness in several shots as well as attempting to merge with the river in an act of suicide. The opening sounds evoke a song that comes later in the narrative, “Bismil,” that stands in place of the play within a play sequence in Hamlet and expands the affective reach of the themes of death, love and betrayal.
One of the most intriguing moments in the film is the musical rendition of the gravedigger scene, an archetypal commentary on human mortality in Shakespeare’s Hamlet. Performed by three old men in a snow-covered graveyard in conspicuously tired voices, the song “So Jao” (“Sleep!”) has a deceptively bare and sparse quality. The song opens with the rough, scratching of the gravedigger’s shovel scraping the cold hard ground, a sound that becomes the acoustic base for the bizarre lullaby-like deathsong. The choppy, staccato-like rhythmic impact of the metal on the resistant icy ground announcing “the final rest” is executed with a disturbing sonic clarity and certitude. This gritty foreground sound is supported by the reverberating sound of the rubab that transports the tune from an immediate closed verse recitation into an expanded musical interlude, as the vocals echo “Arey ao na…!” (O come…!) stretching the last syllable into a dying, falling note. “So Jao“‘s loaded simplicity dispassionately delivers this bare truth: that all life is inevitably moving towards its end, or as Freud says in Beyond the Pleasure Principle (1922) towards its inanimate origin.
While the men who perform “So Jao” are past their prime in life, they are far from being incidental characters in the film as they are in Shakespeare. They are woven into the narrative as militants who protect Haider and do not hesitate to wield heavy duty weapons when the time comes. It comes as no surprise that they are digging their own graves, even as the seriousness and fear of death are subsumed in the larger political cause they serve in the plot. The sound of the shovel overlaps with Gazala’s first phone call to Roohdaar, the embodied ghost who brings Hamlet’s father’s message to the son (the Urdu word rooh literally translates as soul or spirit), signifying an ominous anticipation in the narrative at this point. The grave, as the song says, is ultimately where you sleep your longest sleep. The scene is one of the three men lying supine each in his own hole, with one in the center housing the little boy who enters the frame perkily dancing into the gray and barren scene. His sprint-like entry walk carrying bread and sustenance for the gravediggers, the well-choreographed lifting of his body to the beat of the song heightened just very slightly by the clinking bell sound once every four beats is an unsettling reminder of the happy ignorance that we immerse ourselves in being simultaneously aware and oblivious of the inevitable imminent end. These stark juxtapositions in the gravedigger’s song works as a telling sonic metaphor for the state of hopelessness, confusion and despair that has historically assailed Kashmir for many, many decades. The song is also a commentary on the futility of violence instigated in the name of religion, when man must ultimately surrender to one common fate, one common remainder.
Haider’s presence in the graveyard song introduces the inevitable vectors of vengeance and death that awaits his fate following the knowledge of the truth of his father’s institutional murder. The further breakdown of his psyche and the increasing dissociation from his world is dramatized brilliantly in the song “Bismil” that publicly calls out Khurram on his crime (1.44.59). The song marries the allegorical with folk costumes, and incorporates exaggerated and physically intense dance steps to impose the serious weight and inescapable gravity of the accusation of murder that Haider ascribes to Khurram. The song and dance sequence are staged as a public performance, one that happens a few scenes before in the film too, when Haider is seen surrounded by a crowd in a new avatar with shaved head and grown beard (1.25.53). This distinct change in appearance along with the masques he uses later in Ghazala’s wedding (1.40.51) and the “Bismil” song are markers of Haider’s increasing dissociation from his absurd reality—one that he can only make sense of as a character in a play. Khurram’s crimes are not separate from the questionable workings of the Indian state, and Bhardwaj does a good job tapping into the folk idiom and the song-and-dance format to critique what Haider calls the state’s “chutzpah” (pronounced tʃəʊzpə, not ˈho͝otspə), the infamous Armed Forces Special Powers Act (AFSPA). The alteration of the first syllable is possibly to bring in an echo of a popular north Indian abuse word to take a jab at the impunity enjoyed by state officials for the crimes committed on the Kashmiri people.
Haider remains a brave directorial undertaking not only aesthetically but also politically, given that the issue of Kashmir’s independence (azadi) is still a burning issue in India 27 years since 1995, the year in which Haider is set, and 8 years since the film’s release. Bharadwaj’s self-composed music in the film is not simply a placeholder for the dazzling verbal exchanges of Shakespeare’s Hamlet. The music in Haider magnifies and intensifies the local mood of the scenes where they feature. This function is not only limited to the background soundtrack which, in its haunting atmospheric quality, renders a hollow despair and anguished hopelessness throughout. The songs additionally step in to carry the expression beyond the register of words and visuals to render a poetic and sonic intensity to the film, making it more memorable and impactful to a wider audience. In Haider, the formula of the Bollywood blockbuster film is effective not only as good entertainment, but also as a means to tie the story together in a haunting soundscape which refuses to fade long after the film ends.
Featured image: screen capture from Haider created by SO!
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Abhipsa Chakraborty is a PhD candidate in the English Department at SUNY Buffalo. She holds a BA, MA and MPhil from the Department of English, University of Delhi, and has worked as an Assistant Professor (Ad-hoc) at University of Delhi. Her research interests include Modernism, Sound Studies, Digital Humanities, and South Asian cultures. She is a trained vocalist in Hindustani Classical Music and hopes to integrate her musical knowledge with her academic research on aurality and narrative styles in 20th-century novels.
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REWIND! . . .If you liked this post, you may also dig:
“Gendered Soundscapes of India, an Introduction“–Monika Mehta and Praseeda Gopinath
“Out of Sync: Gendered Location Sound Work in Bollywood“—Priya Jaikumar
Sonic Connections: Listening for Indigenous Landscapes in Kent Mackenzie’s The Exiles–Laura Sachiko Fugikawa
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