The Annenverse
Welcome to the Annenverse — the universe of USC Annenberg! We invite experts from across our community to provide listeners with greater insight into all things communication, journalism and public relations.
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The Annenverse
Requiem for a Meme
In 2019, Lil Nas X utilized his musical skills and understanding of meme culture in publishing “Old Town Road” on TikTok. The song quickly took over the social media app and beyond, becoming a pop culture earworm heard on TV, radio, and more. It not only launched Lil Nas X’s career, but also changed the trajectory of Alexandria Arrieta’s PhD studies at USC Annenberg.
Looking past the song’s catchy tune, Arrieta has researched how the intersection of memes and music are having a profound impact on people’s communication and connection across social media. Joining our host, journalism major Skye Lee, Arrieta discusses how musical artists use TikTok, the way indigenous cultures share dance moves, if her studies affect her own songwriting, and much more.
Mentioned:
- Lil Nas X - Old Town Road (Official Video) ft. Billy Ray Cyrus: https://youtu.be/r7qovpFAGrQ
- Bumblebee speaks in Transformers, directed by Michael Bay (Universal City, DreamWorks Pictures and Walt Disney Studios Motion Pictures, 2007), https://www.youtube.com/watch?v=q8Kgkav8TWo
- Alexandria’s writing and research:
- The Problem with the “Main Character” Meme: http://henryjenkins.org/blog/2020/10/11/the-problem-with-the-main-character-meme
- “This Audio Has Potential:” Platform Lip-sync on TikTok from Journal of Popular Music Studies (2021) 33 (4): 5–9. https://doi-org.libproxy1.usc.edu/10.1525/jpms.2021.33.4.5
- ‘Splice and the Platformization of Hip Hop Production: Navigating the online music platform for royalty-free samples’, Global Hip Hop Studies, 2:2, pp. 219–36, https://doi.org/10.1386/ghhs_00045_1
This episode of "The Annenverse" is hosted and researched by Journalism student Skye Lee. Recorded and edited by Areon Mobasher. Produced by Olivia Mowry. Additional editing by Braulio Hernandez.