Did Gayle "Manufacture" Her Hype?

[@syntheticwisdom1]

When everything is trying to manipulate you into capitalistic consumption, the rare "authentic moment" stands out. When that moment turns out to be part of the same manipulation it can trigger more outrage from the target audience than it otherwise would.

[@SanFranFan30]

for most people I don't think it's that deep.

[@klara7247]

@@SanFranFan30 Since people react so strongly to it, I think it is that deep.

[@SanFranFan30]

@@klara7247 What I mean is that most people who have a strong reaction are generally not thinking about the capitalism angle.

[@felixallsopp1133]

@@SanFranFan30 Whether or not it is actively being thought about, everyone is aware an advert is attempting to sell you something. And people see adverts constantly. When a marketing department hides advertisement in what seems completely authentic and spontaneous, which by definition is contrary to a manipulative and premeditated advert, I think it's still very understandable that people have an adverse reaction. My point is capitalism affects people's actions and reactions, without them having to be consciously thinking about it. Obviously this reaction should not be directed at the artist themselves though.

[@gtg488w]

Yup and I don’t see anything wrong with people being anywhere from annoyed to insulted to angered or disgusted

[@JakeCuster]

When will the “Space Jam DVD” guy get signed? His freestyle was out of this world

[@bananakin94]

Space Jam DVD Space Jam DVD Space Jam DVD Space Jam DVD Space Jam DVD Space Jam DVD Space Jam DVD

[@babyfaceelijah7833]

@@bananakin94 Bill Gates DVD

[@MusiqueChauve]

Completely disagree about the Gayle situation. I don't want anything to do with an artist that cosplays as an underdog while enjoying the benefits of being signed on a big label. If she was doing meta art a la PC Music I would understand, deception as performance art...but here she's trying to be a scrappy, honest singer songwriter while outright lying to people. No excuses

[@okaight7248]

Is it objectively good marketing? Yeah, someone from Atlantic set it up. Does it suck that what was supposed to be a "great tool for no name artists to get organic engagement" is now losing that ability via the same thing that happens every single time? yeah is the song... not good? YEAH

[@sanatoriumnugget6598]

Yeah this song… its not good 💥💥💥

[@yveltalsea]

gonna have to agree, its just a genuinely annoying song lol

[@yourewrong154]

Strong disagree. The argument of “it works so we should do it” for marketing really doesn’t seem right to me. Deciding to lie about the very core of what you’re trying to sell just feels wrong. It’s false advertising. It’s manipulative and selfish and only done for the money/exposure. Not cool

[@OhWellWhatTheHell1]

Yup. If you're ok marketing yourself off fake authenticity, don't be surprised if people are pissed when they find out

[@OneAndZer0]

Honestly, I find these responses pretentious and not really understanding of what art even is. If a fake setup to a video exists just as a way to show off a new single turns you off to an artist, idk what you expect. It's hard to stand out and they're trying to make a living off of doing what they love. Y'all really think everything needs to be so authentic or else it invalidates it? SONGS THEMSELVES ARE RARELY 100% AUTHENTIC. Do you think Radiohead has seen everything they're singing about? It's art, if it makes you feel something that should be enough.

[@abhirupan7630]

@@OneAndZer0 no one rly said everything has to be authentic lmao. it's just disappointing when the story turns out to be manufactured. It's not like it makes Gayle herself a bad artist or some industry stooge or smth but, it's more about the label and inequality since not everyone can afford such stuff.

[@SJQVlogs]

@@OneAndZer0 This mentality of "lie and cheat to succeed at art" is so fucked. The fact that folks like you just accept this as how things work and you should sacrifice your integrity for the bag is tragic

[@wackyclock]

@@SJQVlogs yo mama

[@0cramoi]

honestly my only problem with this marketing is that it's genuinely one of the worst songs i've ever heard asbhfdgjkabfgafg

[@fm.burbank8461]

its trying to be so niche it thinks its deep, bro it's literally just the alphabet it makes the song sound corny.

[@Dru_Won]

Now I hold on there just a minute buddy. It's a dope ass song

[@h3llboyyy407]

it's one of those things that was clever for a tiktok. When it was seen as authenticly a reaction to a comment and it was pretty cool.

[@Dru_Won]

Everyone but your dog

[@yveltalsea]

its awful and sounds like something i'd learn for the piano when i was like 5 or something? Just the melody is so staaaaalee.....

[@jtmurr]

It's a good way to get attention quickly i think to use viral-attempting tactics like this but i have serious doubts about how viable of a method it is in terms of building an actual long term career. I think a lot of would be fans might be discouraged in the future to support an artist when their first impression of that artist was essentially a trick

[@APBT3chnoM0nkey]

Yes, that's the way i always feel about these people going viral. Growth needs to happen organically for it to last

[@seal3626]

@@APBT3chnoM0nkey Growth never happens organically, thats the point of marketing

[@notoriousstrikes4284]

The argument should be equally about inequality as it is about inauthenticness. Tiktok pushing artists on people's feeds they are paid to promote is another case of economic inequality in art. The artist with more funding behind their work, even if it is subpar, will get more attention because the labels pay tiktok and other platforms for it. This puts independent artists at a disadvantage because they are being pushed aside in preference of money.

[@teddyschuh9948]

good point

[@valx5]

THIS

[@gtg488w]

Boom. All this is doing is widening the wealth gap. The only people who can afford to use these means of scamming people into buying into their bullshit, are almost always those who already Can afford a very privileged life

[@lrba5524]

well, its a really bad song. but when it was a little impromptu, bedroom dingy 🤪, it was cute. now that we know this was an actual song she thought about and made on purpose, it's cheesy and bad. it's like, imagine if it turned out that Blair Witch was actually covertly produced by a big ol dumb studio with a million dollars and they only used Sundance as a way to make their shitty movie look all indie and quirky.

[@valx5]

BIG AGREE

[@Sofiaode18]

BIG AGREE (2) I can't stand abcdefu but it has an amateur charm about it which I would say if it the production was authentically crappy and amateur. Turns out it has a sizable budget *and* also crappy? Well it's all crap and no charm then.

[@arikray7030]

It's such a terrible song!!!!!! Honestly proud I never enjoyed it given how trash the circumstances around it are

[@klara7247]

I think the main problem people have with industry plants is similar to that with hollywood nepotism. That people, consciously or subconsciously, appreciate artists they relate to because it gives them hope to see someone they relate to that much be that successful. So just seeing that they're actually further away from you than you thought they were, I guess it kind of crushes that hope. Not the artists fault, they're just getting by, but I still remember how much of a let down it was the first time I went into the wikipedia page of someone successful I looked up to and saw their parents' names in blue.

[@shiningnightmare5616]

"I looked up to saw their parents' name in blue" Idk why but this line sounds so damm good to me

[@gameflymc3374]

@@shiningnightmare5616 yeah that’s a damn bar if I ever saw one

[@skatinwhenican]

To put It Simply, Nobody Likes Liars Or Being Lied To.

[@brockenglish7602]

I don't take issue with any songs or artists based on their prior work or industry connections, good music is good music. I would just prefer if stuff was marketed to me based on it's own merits and not be explicitly lied to about a song/artist's origins.

[@anadraham2995]

Terrible argument. Authenticity absolutely matters.

[@felipew101]

"Felt lied to?" They were definitely lied to

[@Bruno-Lars]

It feels like betrayal when you realise you’ve been the target of an ad without knowing it, but since it can be hard to get attention for your art I guess the ends justify the means.

[@iiiiiiiiiiiiiiiiiiiiiiiiiil]

I hate how you talk about fanbases and audiences as if they were some sort of collectable resource for artists. "That artist had a good marketing strategy for a good song, so it blew up" Nevermind that they tricked their audience into thinking they would actually interact and connect through song suggestions, while none of their comments even mattered in the first place. The part that disgusts me is how fans/followers and streams seem to be synonymous to you. "The artist just used their resources to get more resources" that's how it sounds like to me. However, deceiving a group of people, your followers on top of that, who actually care about your very personal art, just to get more streams, makes you nothing more than a conman and a fraud. Yes, marketing is essential to artists and yes, everyone wants their art to be seen and heard. But how could a genuine artist say they just want their music to be heard while using marketing strategies on the expense of their literal followers, the people that actually listen to their music?

[@cringelemon5365]

It isn't about their qualifications, it's about them lying.

[@bmhwdy]

This has been on my mind ever since I saw the Charlie Puth Light Switch TikTok. That song was clearly already done and the video of him “making” it on a whim was viral marketing. I’m not mad at the idea of people promoting their songs like this, but at the same time, something about it feels corny to me.

[@okaight7248]

source or are you just assuming

[@bmhwdy]

@@okaight7248 very fairly assuming.

[@okaight7248]

@@bmhwdy eh, I think it's totally possible. It's all stitched together yeah but it could have been over the span of hours. Professionals can easily churn out a skeleton of a track in a few hours.

[@buoy9665]

I wouldn't call sockpuppet accounts a genius marketing move but I guess that's just me.

[@damx9385]

Charlie puth's 'light switch' is also kind of an example of this. The way that the original tiktok is presented, makes it seem like he made that tune in a few minutes, with only brief thinking, whilst he actually would have spent hours making the perfect catchy song, then acting out the discovery of each musical element for the tiktok.

[@seutary]

That "why you got that spoon on my face" took me out LMAO. I love this channel's editing

[@KoreanWizard]

It's the same reason that everyone hated on "I hate my small town" Lail or whatever. We are blugeoned with manipulative marketing, and inauthenticity everywhere, and we're sick of it. Tiktok is the most organic platform of the current roster of social media sites, and so tiktok has become that little escape from the perceivably inauthentic. We can watch perceivably real people make videos we like, and they're doing it in their rooms with nothing but their phones. Now brands and giant corporations have started to absolutely dial in manufactured authenticity on TikTok like they have with every other platform, and the lies will continue to grow as the precedent is set. We don't need to be lied to, to get us to like a song by someone with a deal with Atlantic records. Atlantic records has the means and resources to promote their artist fairly, OR with a viral marketing campaign that's unique and fun, where the audience feels like they're in on the joke when the reveal happens, instead of the sucker. At its very core, you have the 1% posing their asset as "just like us", to try to trick us into increasing the value of that asset who we assumed was one of us.

[@olafowl5678]

cringe

[@KoreanWizard]

@@olafowl5678 is your most recent video a scene from the Joker with Rex Orange county over top.

[@Aster_Risk]

@@olafowl5678 What's cringe is being a corporate apologist.

[@olafowl5678]

@@Aster_Risk what does that have to do with me

[@magnumopiss244]

@@olafowl5678 lol caught

[@tarawhatley2951]

I think that we all know - to some degree - that there’s advertising and marketing behind the scenes when it comes to music/tv/movies. BUT when they (the labels) exploit the tools that us smaller self-funded artists use to feel a sense of community and validity when it comes to our art, it’s gonna leave a bad taste in my mouth. Someone who I think uses social media great is Tate McRae! She’ll take clips from her fully produced/finished songs and tease her fans by asking if they want to hear more of it. It’s simple, genius, and always makes me want to hear the full song! No weird cringey i’M ReLAtAblE deception tactics

[@Aster_Risk]

You should be offended that corporations think so little of young people that you guys will just take whatever is shoved down your throat and say thank you. You come off as someone who sees music as nothing more than a product. The bar is so low for these corporations to get away with this kind of marketing, because people enable it.

[@danielstaindl5749]

I don’t like how it felt unauthentic but also people shouldn’t be blaming Gayle, I doubt she had a lot of input into the decision

[@Skatche]

That's pretty fucked up, and it has nothing to do with the authenticity of the song. Up-and-coming celebrities who use social media to connect with their fans in this way offer a parasocial relationship: not as fulfilling as real relationships, but when you're starving for human connection (as a result of e.g. social anxiety or, just for example, two years of lockdowns and mandatory social distancing) it can feel really affirming to have someone you admire engage with you directly, even in such a small way. It implies a certain trust, and it feels deeply wrong to abuse that trust. Is it a "smart and effective" marketing strategy? Sure, of course. But there are all kinds of smart and effective marketing strategies that are immoral, and in many cases literally illegal. In this case it's like entering a sweepstakes only to discover there was never any prize. Even if the ticket was free, you're still going to feel like the organizer is a dickhead.

[@tsebomoisi]

😭😭the edits. The vine boom>>> really entertaining video and informative 🤓

[@sachitechless]

After Marisa's interview with Fantano as well as seeing that track Drugs with God, I think the Tramp Stamps (along with a few really bad marketing mishaps after the fact) kind of stepped into a lane they weren't all too familiar with, which is probably why the music they tried to make within said lane sounded authentic. If your exposure to the genre is limited to only a short range of modern stuff and nothing of the foundations of the genre, it probably makes sense the songs would sound much shallower in both sound and concept I guess.

[@gregothy9190]

I think like...it makes sense that people don't like getting lied to? Like people just not telling the truth? Part of the "product" you're "buying" when you listen to the song is the context and the cultural moment. When that is false, in a way it's false advertising. No art is independent of its context

[@graysonmargo9498]

i think its bad too bc artists unwilling to risk their authenticity will never get the same coverage/opportunities unless they work really hard.

[@mfbruh8296]

The vine thud sound effect was 100% an industry plant

[@bobzmuda3940]

Dev: “she’s gotta market the song somehow” even if that means taking a song that took time, trial and error to write, and pretending you shit it out in a tiktok comment response? got it

[@Antonio_Ortiz]

It's lazy marketing; they couldn't have taken 5 minutes to create a burner account? Still not a fan of it, either way, but chances are, all the bands I grew up with I was probably Inceptioned into liking.

[@alfredjames3780]

only feel this way cause you wanna get lucky like them, its bad for music all around

[@noidedorion]

60fps dev lemons scares me

[@Zaid95959]

Dev made me plant this comment btw

[@klara7247]

I will remember that

[@kitty2894]

Strongly disagree, it's good marketing but it's still manipulation and deception? When is that ever ok...

[@LacroixboiMarx]

I’m with ya on all those except Tramp Stamps. They suck for so many reasons. Not just the “inauthenticity.”

[@JackBrzenk]

I don't even mind if the duets are planned before hand, the random people adding their own funny lyrics are really entertaining lmao

[@altusshow7574]

I have no idea how I ended up on your channel, but I'm glad I did. Spot on analysis and funnier than most channels out there.

[@zeemdotexe]

Idk i feel like this is going a step too far.. i don't mind social media marketing, but when you frame it as this totally honest and personal moment, it just crosses a line somewhere that makes it feel inauthentic and kinda scummy🤷🏻‍♂️

[@zeemdotexe]

Also, authenticity is becoming more and more important in art, especially music. So to see it abused like that is really disappointing.

[@filibusterjonesvods8361]

im planting this here, watch out

[@frogs-assemble]

Personally, I don't like being lied to but at the same time I couldn't care less about marketing plans. If it works, cool for them, it doesn't change whether or not the song is good.

[@Polyhat_]

Do I watch your videos for the deep insight, or your amazing sense of humour? I don't know and I don't care

[@PhilFoal]

I watch for the editing

[@sleeping5367]

about tramp stamps, you should really watch the lead singers interview with fantano it explains a lot

[@SoundConstraints]

Love the personality haha. great video!

[@xallisanchezcomedy]

I saw Tom Cruise changing his personality in a bunch of movies, what's he trying to pull?

[@astralgod6448]

Tom cruise's job is acting, we all know his real personality isnt the characters he plays. Music is not an act, it's an artistic expression of human emotion, and sometimes lack of emotion. This whole issue of inauthenticity, manipulation, and deception. Is mostly a cause of consumerism and capitalism. That is slowly corrupting artists. And in some ways it can even be sociopathic. Because it's essentially manipulating other peoples emotions for your own profit and benefit.

[@xallisanchezcomedy]

​@@astralgod6448 I was joking, and know everything you said. Don't take it so siriously.

[@gobbagu]

Dev if you wanna be an artist be an artist, have something real to say.

[@user-on6uf6om7s]

If you haven't realized it yet, this is not the channel for insightful analysis. Pretty much every one of her conclusions come down to "it doesn't matter so long as the song is good and even if the song isn't good then that's just your opinion because someone probably likes it and if you don't, just don't listen to it." The fun videos are fun and the editing is fun but don't come here expecting critical analysis of anything.

[@Virgil1ous]

Yooooo that’s me at 9:00

[@ShrinkhalBhushan]

Another Youtoob video about TIKTOKTITITITIITITOTOTOTOTOTTTKTKTKTKT

[@mfbruh8296]

Bro did your cat walk over your keyboard or something

[@RandomNirvanaSXE]

0:33 just like a rAnDoM comment 🤪 😂😂😂 That cracked me up

[@chromberries7329]

How hard would it have been for them to set up some fake tiktok account a few months before this scheme so that it wouldn't be so damn easy to trace back to her label? Stuff like this is so embarrassing. How do you mess that up??

[@wuspatterwukd9104]

THIS VERSION OF THE INTRO IS SO FIRE

[@BalldoTM]

wait... no mention of the literal CLASSIC of "light switch" by Charlie Puth? Gee thanks.

[@balantax]

Love your editing

[@dustinrobbins7313]

Your videos have been slowly curing my hamster's depression. He's going to therapy less and less. Thank you Dev, very cool

[@wanderinggstars]

Had to pause the video 2 minutes in because holy fuck I love your editing choices as always

[@sander8831]

Nice video, song psychopath

[@mushermusica]

Wait the song that the fnaf beatbox guy beatboxed to is an actually successful song?

[@polemanmike]

Great analysis, great points, great video!

[@inwyom1ng]

what is the intro song it sounds really familiar

[@bruhmomento2195]

great video Dev

[@andresquijada2187]

Love all these videos, sooo awesome

[@roadrunner5260]

I think you make a good point. Just because the marketing strategy was a 'strategy' does not mean that the song is not sincere. I actually did not know about this whole story. Just liked the song when i heard it.

[@harambe3363]

i think its dumb they didn't cover their tracks but if that was intentional bc the controversy would be great promo then bro that lady deserves a raise

[@maravillas]

i miss the handheld mic

[@kabatakim]

I like how the sun kept playing hide and seek

[@gracemueller392]

I mean, I have heard Gayle’s song played on the radio every single day this past week and I have heard all of the different versions played on various stations too, so whether people are mad or not, she’s making money.

[@ulysseschaslus2048]

There’s so many lies on the internet. I don’t like people that lie. I don’t care as much if it’s authentic or whatever. People also have a really hard time being able to discern the truth and this is warps people’s perception of reality especially children

[@gregothy9190]

10:01 cracked me upppp

[@wanderinggstars]

I mean Ke$ha was a character/persona and her music fucking slapped

[@Goatboii]

I’m just gonna say, the only people who I’ve seen contrive a story similar to the gayle comment plant, don’t make interesting music. And people that do aren’t using level 1 tik tok strats to boost themselves. I think there’s a way more unique and expansive way to have content outside of your music serve as an extended universe, and therefore serve as a seemingly less contrived, wretched style of promotion.

[@Maplefairy777]

We love a well researched and fair take on a controversial subject 👏

[@p.m3163]

It’s not the worst thing but I think it wouldnt great if the only songs going viral are ones with the power of marketing teams behind them

[@MichaelWilde3d]

Great video :)

[@Bewbslol]

I remember thinking she looks so familiar I realized she looks like a young Natalie Portman

[@YutingHong]

this song constantly plays at my office's radio and I hate it so much. absolutely not surprised it originated as a tiktok fake hype song. it sounds like it.

[@Hazelsocks]

Love da colours in dis video bro

[@bingbongtheory]

Gen Z seems really subseptible to grifters.

[@InfiniteBeak]

It's true, they're too naïve, they haven't been on the internet long enough

[@yandhiincoming919]

I actually have not heard ABCDEFU and for that I am truly blessed

[@yandhiincoming919]

@kian Depends, do you wanna give me one?

[@billylewis3530]

Songpsych done the big brain research

[@fairyeater]

it is great marketing. i think people’s reaction to finding out it’s manufactured is an extension of their feelings toward the original song. i.e. i felt upset learning about the gayle marketing thing because it provided an “objective” reason to hate that song even more than i already do

[@Rufus1318]

the island boys were lying theyre not smart enough to do something like that

[@tinygremlin5399]

i like this video, good explanation of your opinion !!!!!!!!!!

[@nkngs3786]

Light Switch by Charlie Puth, Waraq, Qveen Herby, Takeshi, and so many more...

[@ursogames]

New skin unlocked!

[@kafayo3460]

omg i love the song drugs with god i had no idea the girl who sings it was/is in trampstamps

[@ItsJusGeral]

8:47 👍

[@vanish3408]

since you talked about a lot of things here that sounded like you got it from something, it would be awesome to have some sources in the description :) awesome video btw, thanks for sharing your point of view!

[@ThePowerBunny]

You know it's going to be a good day when Dev Lemons/SongPsych releases a new video. Also it's Wednesday my dudes

[@daraotl5187]

Devon is the biggest bro but I'm also in love with her. Nice content I like

[@grentperez]

HAH this was great

[@willgonzalez1444]

My shawty is back😫😫

[@theirishpotato6588]

I actually haven't heard it.

[@pacoimeroxvida4404]

Is this the girl who gave ice cube credit for bob dylan inventing rap?

[@8teenOfficial]

I've been always rooting for Stacey Ryan. I'm so happy that she's signed on a label because of that song

[@servidig483]

If you like how it sounds, that's it, the rest is stupidity

[@Dru_Won]

Hard agree ..like me in dev..that's a yes from a he'ad w not much left but this res..on my bowl ..blowing w bol bol bowling for dwarves .figure 4 with this cop knock knocking at the door

[@TheJadynbp]

Stop editing like this I am on acid and I am scared

[@stardustman420]

Wassup devon