There’s an entire ecosystem around ‘Old Town Road.’ Welcome to music YouTube.
Lil Nas X, whose viral hit “Old Town Road” was removed from Billboard's country charts because officials there decided it wasn’t country enough. By Thomas Johnson Thomas Johnson Audience editor in Sports Email Bio Follow April 13 at 12:00 PM For many news sites, the coverage of Lil Nas X’s viral hit “Old Town Road” centered on one theme: Billboard’s role as country music’s gatekeeper.
Lil Nas X released the song on YouTube in December, pairing the song with video clips from the wildly popular video game “Red Dead Redemption 2,” which is set in the Old West. The timing of the release aligned perfectly with a surge in country music memes, humorously referred to as the “yeehaw agenda” on Twitter. “Old Town Road” quickly became the meme’s unofficial theme song.Four months after the original song’s release, it has been viewed more than 35 million times.
YouTube reviewers and reactors created their videos at a dizzying pace. The “Old Town Road” remix was published April 4, and on the same day, dozens of reaction videos were already filling YouTube feeds. The incentive is clear: The faster you turn around those videos, the more likely you are to find eyeballs and grow your channel’s audience. There’s another factor at play: Audience interest in a song is generally proportional to the popularity of the artist.
Other YouTube reviewers blasted the track while dancing along and pointing out their favorite lyrics. Other music reviewers, such as LawTWINZ and Lost In Vegas, took a similar approach: Enthusiastic, animated reactions to the song as it plays, followed by a wide-ranging discussion. As is the case for a lot of videos on YouTube, many of the best mash-ups originated on Tik Tok, where people were participating in the “yee-yee haw” challenge by sharing short videos of themselves jumping into cowboy attire to the beat of the song.
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