I asked the students in the CMS graduate proseminar on Media Theory and Methods to work on teams and report on a contemporary media phenomenon reading it against some of the theories about media change we have been studying so far this term. A team of our incoming graduate students -- Kevin Driscoll. Xiaochang Li. Lauren Silberman and Whitney Trettien -- decided to focus their energy on examining the ways that Soulja Boy a teenage hip hop phenomenon used a mixture of social network sites and YouTube to push his way up into the top music charts.
A key to his success turns out to be his active encouragement of fans to sample remix mashup and perform his "Crank Dat" song through whatever media channels they want. Our Convergence Culture Consortium is focusing this year on understanding what we call "spreadable media," arguing that the era when value was created by "stickiness" is giving way to one where media gains new value through grassroots circulation. If it doesn't spread it's dead! And the best way to insure the spread of media is to give over greater control to the audience to increase their emotional stakes in your success.
As the students discovered the vast array of different people out there who were performing "Crank Dat," they wanted to get into the act. And so they got a camera borrowed some lab coats used their social network accounts to draw people together and staged their own music video which now circulates via YouTube.
As it happened. I stumbled by between meetings just in time to watch them lining up to dance on the dot. I stayed for a bit trying to master the for-me very challenging dance steps. I always seemed to be zooming like superman when I was supposed to be doing the pony walk. Unfortunately the real Professor Jenkins doesn't have any of the moves that my avatar enjoys in. But. I enjoyed watching my students gamble and shake a leg.
a dozen or so MIT grad students and professors gathered on a circular lawn beside Building 54 at 5:30 pm blasting "Crank That" from a small gray CD player set on repeat. Some of the group were clad in lab coats and thick glasses as they repeated (and videotaped) the dance -- a crisscrossed jump in place followed by a few shakes and stomps a breast stroke-like arm spread and four jumps to the left and right. "This will single-handedly transform the coolness factor for MIT," commented Henry Jenkins co-founder of MIT's Comparative Media Studies (CMS) program as he observed nearby.
The meeting of Soulja enthusiasts was organized by students -- including Kevin Driscoll a/k/a Lone Wolf a local DJ and former computer-science teacher -- from a CMS graduate course in media theory. Driscoll's lawn-dance party was more than just a way to add a video to the vast library of "Crank That" tributes. He hypothesizes that "Crank That" is a unique bullet point on the dance-craze timeline symbolic of a shift in dances' virility and how they spread.
"It's by the power of the dance craze that [Soulja Boy] was picked up by a major label," says Driscoll. "It demonstrates how resources like YouTube and MySpace can be these enabling technologies even for kids really." The MIT Soulja Boy videos are now on YouTube (and up to about 400 views each at press time) making them perpetuators of the very trend the participants are studying. At least it's not the Macarena.
Ever since. I've been talking up Soulja Boy as perhaps the most powerful success story we have so far of someone who taped the power of grassroots convergence to break into the commercial mainstream. Check out for example some of about the phenomenon during my keynote address at our recent media literacy conference organized by Home Inc. which were posted by Bill Densmore
One of the students on the project --xiaochang li-- wrote up her perspectives on "Crank Dat" and what she calls "Hustling 2.0" for the blog and I wanted to pass this along to my readers. Next time. I will share her thoughts about how Soulja Boy's most recent music video might be seen as a textbook illustration for how convergence culture works.
Fast forward to October: Soulja Boy is Britney Spears and Kanye West on the Billboard Top 100 and you can now watch a rag-tag team of MIT grad students researchers affiliates and founder of the GNU project and the Free Software Movement crank that. (CMS program director Henry Jenkins even joined in the learn the dance but sadly had to run off to something undoubtedly important before the video was shot.)
A little bit of context for those who have somehow managed to miss this craze: Soulja Boy produced his own tracks and uploaded videos of himself performing the dance onto MySpace and YouTube. People everywhere started doing their own versions and putting up their own videos and the whole thing snowballed until people like Beyonce started incorporating the dance into her stage show. By that point everyone from underground rap magazines to The Atlantic was talking about Soulja Boy.
Beyond the novelty of seeing everyone from Winnie the Pooh to a bunch of vaguely coordinated MIT students doing the "Crank That" dance the rise of Soulja boy is an interesting exploration of self-promotion in the digital landscape.
Many groups have taken to social networks and video sharing as a means to self-promote but as anyone who has ignored dozens of friends requests from bands on myspace com knows the effectiveness of all these efforts is inconsistent at best.
Part of the problem is that there isn't a significant shift in the way in which thecontent is presented. Bands produce the same types of videos and promotional materials except now they're accessible through YouTube instead of MTV. There's little consideration of the unique expectations and practices within these spaces.
In that way. Soulja Boy who has described computer access as the turning point in thedevelopment of his career was far better equipped to handle his own online promotionthan any major label executive. In a move that was described on he takes the sign of major label recognition more like an award instead of an opportunity payment for a job already well-done. On that note it's interesting how the spelling varies between "Crank Dat" on many of the fan produced videos and some of the marketing on and "Crank That" on the official record like a linguistic marker to differentiate the D-I-Y phenomenon from the standardization of the song and its incorporation into the established entertainment industry.
I would have to agree with the "all cranked out" statement. For some reason the south seems to have this monkey see monkey do approach to their music. Superman. Spiderman. Aquaman... Maaaan I am supa hero-ed out! Where is the originality? I'm in no way dragging the south in the dirt as I hear a lot of others do. As a matter of fact all props go out to Soulja Boy for proving that their is money in the power of youth and opening the door for a group that's well deserved and long over due. I have been seeing Street Runnaz Click snapping and popping on stage since they were 15 years old and there's not a question in my mind that after seeing the moves Soulja Boy is doing now he had to be a student of Street Runnaz Click. These kids have been opening up for major acts all over the south to the mid-west doing the same dances Soulja Boy is doing today. I saw them for the first time over 4 years ago when all this crank dancing as it's called today was no where in site. Truth be told. I think they owe a lot to Soulja Boy for re-opening the doors to the money. While Soulja Boy boasts on youtube and myspace videos about his $600,000 deal with Collipark Music who I heard was also considering signing Street Runnaz Click at one point. Word on the wire is that Street Runnaz Click just inked a deal with Ruthless/Sony worth twice as much as Soulja Boy did with Collipark Music. Once again thanks Soulja Boy for allowing a higher standard of Southern act to be recognized. Thats the way it should be. In the words of D. J. Drama Pay Attention!
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Related article:
http://www.henryjenkins.org/2007/10/hustling_20_soulja_boy_and_the.html
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