I am surely not alone when I say this, but I find it way too easy to fall into the rabbit holes of information and entertainment. Too many times, either on my phone or computer, I find myself anywhere between ten to twenty degrees away from the thing I originally set out to search for or look at. It’s something most of us experience, particularly with the efficiency of algorithms that direct our attention based on tracked interests. Simple web pages or wiki’s are rather organic in that links point to related material to select from if we so choose to delve deeper into a topic. Other rabbit holes are presented to you using analytic tools, which is the case with YouTube. Boy are they good at it!
Well, they got me again! YouTube has me sucked into a new black hole of poor time management by introducing me to the world of reaction videos. Reaction videos come in all styles. Those related to products, video shorts, comedy pieces, and “fail” videos are common across the platform. Seeing people address the stupidity to others who conveniently recorded themselves taking part in ill-advised activities or stunts (which is the most common I have been exposed to) is interesting in that we get to hear different perspectives and observations as to what went wrong. These videos are often funny, but do not tell us much outside of the fact some enjoy a reduced sense of judgment. Other types say a little more.
The style I am intrigued by is the videos that have people recording their reactions to and commenting on the music of the 1970s-1990s. Now, this is considered relatively recent history to me, but not so much to many YouTubers out there. In these videos, YouTubers take suggestions from the comment section as to what song they would like them to listen and react to. Since my playlist mostly consists of classic rock and heavy metal, the recommended videos thrown my way typically revolve around reactions to these genres. It is eye-opening.
Inevitably, the YouTuber(s) claim no prior exposure to the song for the sake of authenticity. As commenters suggest hits by bands like The Who, Boston, Fleetwood Mac, Metallica, Slayer, Rush, 311, or Rage Against the Machine (among far too many others to mention), the star or stars of the video prepare to evaluate the music of yesteryear that has been brought to their attention by the wise members of society who are all too happy to pass them along like folklore. I cannot tell you with certainty who these elders are, but I can tell you that they are seeking to educate predominantly black and under-30 YouTubers who need their eyes opened to some “real music.” This is not trivial, because it may be a cry for a return pre-9/11 world rooted in nostalgia. As a younger and more diverse population becomes the face of content creation, a sense of being left behind could drive some to demand attention be given to the sounds of a more stable, less chaotic world. Content creators are all too happy to oblige under the veil of ignorance.
Interestingly, these channels provide guys (those who typically comment) a chance to interact with the content creator and take on the role of an authority figure. To simpletons who understand through the use of sexist language, this is a form of “mansplaining” (I think I died a little typing that out). One quirk that is revered among some men is the desire to express their “know-it-all-ism” when it comes to any topic, particularly when fandom is involved. Have you ever spoken to a KISS fan? It is exhausting! To say “I don’t know” is not an option. Stepping in and taking on the role of educator on these channels is a temptation that many cannot resist. If you toss in the barriers of race and generational distance, these channels are a goldmine for male pontification.
If you have kids or are around kids (kids meaning under the age of 20, or so) it may stick out that there is little desire on their part to understand the world outside of their times. Change comes fast now and new forms of entertainment across an ever-expanding universe of channels and mediums coupled with technological advances provide enough informational overload to overwhelm anyone. The present is difficult to keep up with as it is, looking back is not a priority. This is not the way it was for the 45-year-old plus crowd. Exposure to television shows, news events, and music of the past was common for us as there was simply less to fill time with as we recovered from falling off bicycles or out of trees. In the case of music, the physical copies existed in the form of vinyl or 8-track to reference and a reliance on celestial radio broadened our breadth of music. Sure, Fats Domino, Chuck Berry, and Little Richard were considered “the oldies,” but we were aware of them from an early age.
This is why it seems unreal that these people reacting to songs that were, and still are, very popular are taken by surprise when listening to them. With the rate at which older artists are cashing in on selling rights to their songs and giving permission for them to appear as television theme songs and on movie soundtracks, it almost seems impossible that there are people who have not heard these hits. Heck, while attending classic rock concerts, I expect that products will be brought out between songs to be promoted by the artists like a mid-show commercial from the 1950’s. Can you imagine Steven Tyler on stage announcing that their next song will be brought to you by Drain-O? Regardless, the joy of seeing someone hear and appreciate the music that defined past generations legitimizes our fascination with it and plants a seed of hope that similar days may be ahead. For some crusty old folks, this may allow them to sit back in their chairs and have a momentary “see, I told you so” moment in the struggle for generational superiority. But I say “Not so fast.”
If it is the case that these YouTubers are truly ignorant of the music they are evaluating, then are they not better people for doing so? Exposing yourself as being unaware and willing to be directed towards something new should be admirable. In a world where everyone claims to know everything, this seems to be a breath of fresh air. It is actually rare to see people give a crap about the interests of others and have a desire to explore genres outside their comfort zone. Unlike the 45-plus-year-old crowd that had it shoved in our faces, the post-9/11 generation must be willing to go seek an array of music that exists outside their slow and organically forming information bubbles. It is not easy to do, and they are making it lucrative through their channels.
The ability to capitalize on ignorance through payment for views and sponsorship also has me wondering about all of this being an act. Is someone willing to completely act dumbfounded as they throw their head back on camera and exclaim “Man, who is this guitarist? It says here his name is Jimmy Page. Is that true? Let me know in the comments!” No doubt! If this is the case, then the role of the wise elder is an illusion. The ignorant are then playing the rest of us as part of the YouTube business model. If so, I guess ignorance is bliss!