Weezer is just so cool. . .
They made a video that’s a super impressive mash-up of every YouTube trend in the last year. Some of these are reproductions, but many appear to have been shot with the original YouTube “stars.” In fact, those people have their own videos about being on set with Weezer, or promoting the new Weezer album.
Congrats to Weezer for figuring out how to work an existing system, rather than push against it. This is a HUGE improvement over bands that have allowed fans to compete to make the “official” video (Tori Amos had two such contests). Those contests push against the flow of information. If 25 fans make videos, hardcore fans will watch all 25, and non-fans will probably watch. . . none. Weezer (or whoever came up with this concept) is going to suck in people who have no clue who they are (if you’re 14 today, the Blue Album is 18 days older than you). So while you probably didn’t blast “In the Garage” with the windows down on your way to watch the X-Files, you probably have seen “Evolution of Dance” and “Chocolate Rain.” And if you haven’t, you can watch them all instantly, and get in on the joke.
That’s probably the greatest power that YouTube has. The “ooh, come look at this!” factor is unparalleled in any other media. I guess you could also call that “viral,” but I’m starting to dislike the negative connotation of the word. It doesn’t really express the inside-joke factor, or the psychic reward when you pick up on a trend before anyone else.
Also, the new Weezer song isn’t half bad. . .