But for most people the business, like the original song, just like the original dance, just fades away. Just find your friends. Just pump your hips. Just flop your arms around. You don't need to know a thing about the Harlem Shake to do the Harlem Shake. Subscribe to get the best Verge-approved tech deals of the week.
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No one wants to sit through several minutes of home-made content where the payoff is uncertain. When content creators serve up a meme with an equation full of variables, people remix the variables, and share the product to their own networks.
We let you guys know early on that Baauer was one to watch this year, and we figured his track "HIGHER" with Just Blaze and their current tour and that Vegas check was enough to vindicate that. We obviously didn't read the tea leaves, as the "Harlem Shake" meme caught fire this week.
If you're not up on the meme, it goes a bit like this: set up a camera in a random location, and have someone dancing to the intro of Baauer's "Harlem Shake" preferably with a mask on. The format is simple. Each video lasts about 30 seconds. For the first 15 seconds, one person - often masked or in a helmet - dances in front of apparently oblivious or uninterested people. As the bass drops, the video cuts and suddenly the screen is full of people dancing energetically and festooned with weird costumes and props.
Each one taken in isolation is hardly an interesting slice of culture, but taken together the videos provide an insight into how internet memes spread. Most viral trends require only sharing, liking, or viewing. But Harlem Shake has been about users actually making videos. Baauer has not been involved and the numbers of new videos dwarf other recent trends like Gangnam Style, the South Korean music video by Psy. The fact that it is short and easy to replicate, with a consistent format, has been central to its success, says Kevin Allocca, YouTube trends manager.
There's an underwater version , several army versions, the inevitable cat versions. One by Sea World includes dancing sea lions and a walrus. But for the first few days of February, there was little interest. It required an "amplifier", explains Jordan Adams, an account executive at Cision, a social media tracking company.
Potential viral trends need to be picked up by "someone of higher standing in the social media world", he says.
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