Most discussed music videos of the first half of 2020 was a video of Svetlana Loboda “Boom Boom”. Hard to remember when was the last time a work light genre caused these passions. That today should be done by the contractor and its producers to create a viral effect and bring myself to discuss, for example, the clip “Boom Boom” Boris tells Drums.The song “Boom Boom” — the usual summer track that could be part of the musical background and not draw attention to themselves. But on the first day after release (it was released on YouTube on July 30) it was actively discussed in social networks and the media. The reason was a sharp rejection, which demonstrated part of the audience, and at several venues.”What unites the participating new clip Loboda? Narcissistic Orgy of vulgarity,” wrote on his page on Facebook journalist and producer Mikhail Kozyrev. His post is now 1.1 million likes and 189 comments. Mister Kozyrev has not previously been seen in the interest of the domestic pop music as such, and to assessments of specific examples of the genre came rare as to assessments of creativity Svetlana Loboda. In the discussion that has unfolded under his post, was attended by the Director Alexey Herman-younger, TV presenter Ksenia Sobchak, LGBT activist Karen Shahinyan, producer Alyona Mikhailova and a number of public figures, which “normal life” too little in common. Joined the discussion and the producer of the singer Natella Krapivina.Meanwhile, the video is actively acquainted of the YouTube community. A growing number of views and ratio of likes and dislikes allowed could hardly be considered a compliment to the artist. Now the ratio is respectively 193 million versus 386 thousand at the beginning of battles, the producer has designated one of the branches of the discussion of the clip: “I was not hovering dislikes! Monetization, it is now this”.Meant that dislikes dislike, but any views bring out the artist money. A good example is the recent case of clip Morgenstern “Suck”. Sensing something was wrong at the start, the rapper urged fans to put more dislikes allowed and the achievement of record has promised to release a duet with LJ “Cadillac”. For four days the video for “Suck” has gained 15 million views and 1.6 million of them were views with “thumbs down”. And promptly released by “Cadillac” expected became a big hit. So to wriggle out takes skill.In addition to the discussions on the pages of “moral men” (as he called critics of the video “Boom Boom” Ms. Krapivina) and the negative reaction of the YouTube commentators a new video saxatile some major Telegram-channels, never informed about the summer hits not to write. All this has created a very controversial background for songs, and at the same time forced to wonder: why this and not any in��e video caused such a fuss? Answer: the creators of the clip were able to use all existing mechanisms of attracting attention. The density of memes, celebrities and others successful finds was high and became explosive.The plot of the clip, in its creative part, which was responsible comedian Alexander Gudkov, is a casting, which in a circle sitting in chairs serious gentlemen appear bright and unconventional women, while men are portrayed each of them a rating. The clip is about how to turn the head of men. It’s about how literally blow their minds. “Wild and unexpected mix of the grotesque and Tiktok, feminist Manifesto and a musical horror, the witch spirit “of Suspiria”, woven with sadism “Videodrome” shocking transformation favorite celebrities!” — declared a press-release to video.TikTok appealed to the repetitive motion of the heroines, which, as expected, was to run the corresponding challenges for the popular social network. In these movements many commentators immediately saw the similarity with clips of the band LIttle Big on that Natella Krapivina was the canned response: “Synchronized “viral” movement we use for ten years”. In General, frames that “something remind”, in the video a huge amount. A round table with men brings to mind a clip of DJ Shadow’s “Nobody Speak”, the rapper on the huge tverkaya buttocks — “Tip Pon It” Sean Paul, shared the emphasis on sex appeal clips Maruv, etc. However, the quote is the last that can be attributed to the pop artist. In the end, all modern mass culture — one big motley collage.Collect “favorite celebrity” in a single frame reception is simple, but due to the current mechanics of social networks is obviously productive. On the screen in addition to Svetlana Loboda and the above-mentioned Ksenia Sobchak — the stars of social networks IDA Galich, Dean Saava, Maria Monogarova, Karina, Cross, Plague Party, and Verona, actress Ekaterina shmykova Barnabas and Barbara, a drag queen lorina RAE, rapper Pharaoh, the singer Lolita Milyavskaya, designer Bicola Tetradze, TV presenter Julia Koval, etc. the Total count of subscribers to their social networks is in the tens of millions. And each account was released video “Boom Boom”. This carpet bombing simply could not have an effect.Part rapper Pharaoh (Gleb Golubin) has been more of a curiosity — he read a few lines on the background of those buttocks, but the views and General hype, of course, added. If Pharaoh even briefly, brought under the wing of singer some part of the hip-hop audience then Lorin ray was reminded of what good pop is always in varying degrees gay-pop. Playwright Valery Pecheikin even posted in Facebook detailed post on “queer codes” in the clip Loboda. According to his observations, “Russian drag diva, Laura’s ray shed as the weak link along with gay icon Lolitaand fatty”.”An intelligent” layer “Boom Boom” along with quotes from Simone de Beauvoir, which opens the story includes references to Dali, Neil Jordan, Beckett and the already mentioned “Suspiria”. However, to detect them easier if you specify them. The creators of the clip do not mind the fact that not all of the spectators are willing to look at summer smash-hit signs Arthouse or a feminist Manifesto. They beat out all the guns, aiming simultaneously to instagram, feminists, trends YouTube, the LGBT community, intellectuals and rap teenagers.In VK, “Yandex.Music” and Apple Music, the song has not yet entered the top 10, the number of hits “Boom Boom” on YouTube today stands at 9 million Is a lot, but it’s not a record. Radio, according to “Kommersant”, the song while rotating modestly. Music television channels show an edited, less bloody version of the movie. Proceeds from the monetization of video on YouTube — a trade secret, but the singer definitely has earned for product placement: in the clip “Boom Boom” advertise lipstick and an energy drink.About whether HYIP is converted in the sale of tickets for concerts, we’ll know when we come back concerts. Obviously, at the exit from the quarantine depression our audience wanted to shake and she got it in the form of wild and chaotic roller Loboda, who some have called the gag reflex, and the other was underwhelming. First, let’s say more, but the fact remains that the audience really needed someone who would have said: bad times ended, and now disco. Loboda as I could with this social challenge.
