Few years ago, even in our wildest dream, we wouldn’t think that someday, a K-pop group can almost break a record by an international star like Taylor Swift. But now, everything is different.
Since the day that Youtube paid its attention to the title “Most viewed videos in the first 24 hours”, we could witness an obvious battle among fandoms, who try hard to get this title. Especially, as VEVO, a big Youtube system that has the videos from the most popular artists in the world, established the VEVO Record for the most viewed music video within 24 hours of its release, this battle has been more intense than ever.
The first artist to receive record was the female rapper Nicki Minaj with her MV “Stupid Hoe”, which was released on January 20th 2012 and got 4,8 million views in the first 24 hours. In later years, this record was passed from many artists to another such as: Justin Bieber, Rihanna, One Direction, Miley Cyrus… The number of views for the first day has also gradually increased from 4,8 million views to 8 million, 10 million, then 19 million…
Everybody had thought that this was just a “battle” of US-UK artists until PSY appeared and became a worldwide phenomenon that shook the whole world in the years of 2012 – 2013. “Gentleman” left an impressive mark with 38,4 million views on the first day since this MV was uploaded on Youtube.
Throughout the time, the number of this record was raised, and currently, Taylor Swift’s MV named “Look What You Made Me Do” is now the one keeping the record with 43,2 million views in the first 24 hours of its release!
It is clear that US-UK stars and their fandoms are not the only ones who are able to take part in this “view battle”. Last week, there was a Korean MV joining in this “fierce battle”, the MV named “Fake Love” by BTS. The boys from Big Hit company frightened Taylor Swift’s fans as “Look What You Made Me” MV’s record was almost broken by 40,9 million views of “Fake Love” MV on the first day of BTS’s comeback. However, a few days later, 7 million views were deleted from BTS’s MV, dragging “Fake Love” MV down to the 3rd position in the list of “most viewed MVs in the first 24 hours”.
Records are set to be broken, sooner or later. It is believed that in the future, the record held by Look What You Make Me Do MV will be surely broken by another MV. This assumption motives many fandoms to “increase views” for their idols’ MV in each comeback. Not only simply replay the MV multiple times, but the fandoms also pass on some “tips” to maximize the total view: opening many tabs and many browsers at the same time, creating tons of account or even playing the video in many devices at the same time, from smartphone, PC, laptop to smart TV… all of them are used by the “warrior” before “fighting” in a “battle“. There are even some high-class fandoms that applied certain software just for view increasing
There is nothing wrong with these actions, they’re only the way that fans use to express their love to the idols. However, once the pressure about “view increasing” or “breaking record” rises so high, the extreme behaviors will take place, leading to many unfortunate results: fans blaming each other for not completing the “target”, a fandom turns to criticize another one, and then the “fanwars” occur with harsh words and by “keyboard” on social media…
It looks like that there are many fandoms who just care about these numbers in some first days. But there is a certain thing: the “view increasing campaign” for a MV can’t last for too long. It is the quality, uniqueness about visual and audios, the investment for music or some lucks that are the decisive factors to attract the viewers in a long time. We have to admit that the biggest number of views does not come from the singer’s fandom, instead, it comes from the music listeners in all over the world, who determine the success or failure of a music product.
Overall, the “view battle” is not wrong or worth criticizing, but the fandoms shouldn’t create too much burden and pressure toward fans. Music is for enjoyment, not for wars. Everything is only good if we can control it, once the view battle gets too intense and becomes a “die or survive” game, music will lost its original beautiful meanings.