Catching (and resisting) the viral virus

This is one of the most unexpectedly interesting things I have read recently. It's about some of the most successful people in the world of viral videos. Did you ever see that one about a woman spreading a whole load of pasta on a marble countertop? One of theirs.

A couple of thoughts struck me as I was reading the piece. The first is just how entrepreneurial Americans are. Making viral videos is not necessarily a sphere of human activity in which Americans should have great advantages: as the article says, "Viewers from Manhattan to Mumbai should be able to understand every second, when watching on a phone screen without sound." What we are talking about is the little videos that people watch on public transport or (so the article makes clear) while sitting on the loo: simple, often soundless and mostly very silly. The most lucrative videos are the ones that appeal to the most lucrative market (i.e. Americans) but, even so, with a bit of trial and error, surely anyone could find out what kind of silliness Americans like to watch? One might think that the world sees enough American popular culture to have a good guess. And the potential rewards, I should say, are phenomenal: "On a good day, one of these short clips could earn Rothfuss enough to buy a Tesla." That's worth a bit of trying things out. One can imagine a parallel universe in which, say, the French, with their history of mime, make the big bucks. Yet the work ethic and get-and-go of Americans seems to stand them in good stead here, as in so many areas of life.

As it happens, there was a non-American who made it big in this world: a British magician called Julius Dein. He is quoted in the article: “Let me give you my two cents as someone that went to number one in the world. I made a lot of money out of it. I would give every penny back, to reverse everything I did and to not have a single one of these views.” But that striking comment is not followed up. Why, exactly, does he say that? one wants to ask. Instead the article goes back to the main subject, a chap called Rick Lax, and we are with him in his Mercedes as he tells us that "it’s great to have money ... because that’s how society keeps score." Which, perhaps, gives us a hint as to why Dein might have come to a different view of the matter.

Anyway, there's a bit to think about and lots of fun details to enjoy - highly recommended. You can even read it on the loo if you want. And don't forget to share!