The internet makes stars

The Times picks up on the success of the Lazy Sunday video — and the fact that the internet, not NBC, that gave it critical mass. (See my post below.)

t is their obliviousness to their total lack of menace – or maybe the ostentatious way they pay for convenience-store candy with $10 bills – that makes the video so funny, but it is the Internet that has made it a hit. Since it was originally broadcast on NBC, “Lazy Sunday” has been downloaded more than 1.2 million times from the video-sharing Web site YouTube.com; it has cracked the upper echelons of the video charts at NBC.com and the iTunes Music Store; and it has even inspired a line of T-shirts, available at Teetastic.com.

“I’ve been recognized more times since the Saturday it aired than since I started on the show,” said Mr. Samberg, 27, a featured player in his first season on “SNL.” “It definitely felt like something changed overnight.”

Every network exec, show producer, star, agent, and media prognosticator should pay attention to that: The internet makes stars. Well, actually, the audience makes stars, now that we’re empowered to.

  • Steve

    jeff, do you really believe that had the video NOT run on SNL it would still would have achieved “critical mass”? come on…

  • http://www.buzzmachine.com Jeff Jarvis

    Steve:
    I’m saying it is complementary and NBC is smart enough to see that now,beating other networks.

  • http://kingleonard.blogspot.com Leonard

    And even without the first run on SNL, if the internet finds it funny then the internet will find ways to get it out there. It may take a little more time to build to critical mass, but once enough people talk it up you have another landslide.

    The question then is, if I’m on the right track (and there’s never much likelihood of that occurring), where does the ever-hyped concept of “brand” fit in? Obviously in this case it offers a legitimacy born of SNL’s history and reputation (and the ongoing public belief in TV’s authority), but if content is what gets the ball rolling is it just a kickstart to get the meme assimilated? A stepping stone advantage that other, unbundled media lacks? An interesting thought to ponder leading into the New Year.

    While I’m at it, I’d like to say that I didn’t find the skit at all funny, so it shows how much I know.

  • higgins

    This proves that the Internet makes stars? Which of those guys now suddenly qualifies as a star?

  • http://ronmwangaguhunga.blogspot.com Ron Mwangaguhunga

    AND: You didn’t have to pay .99 to download it. I’m just saying ;) …

  • http://www.myspace.com/laynei layne

    ok, the video is hilarious on so many levels it is ridiculous. If you don’t find it funny, it is probably because you’ve never seen a hard core rap video, not a slam, just your frame of reference.
    1. they deliver the rap as well as most platinum selling ‘legit’ mcs out there.
    2. the subject matter is so absolutely counter to what makes hard core rap ‘hard core’(ie bootie, guns, crack, alcohol, gangs, big money) yet taken so ‘seriously’ it is brilliant.
    3. the rappers themselves are so counter to the image hip-hop culture(even Eminem) presents. I mean, you see Parnell’s bald spot prominently displayed through most of it.
    4. the usage of Chronic being normally used to stand for Marijuana in hip-hop culture, used here for the tag line for a children’s movie.(I suspect this was the origin of the idea in the first place)
    5. historical knowledge thrown in WHILE making fun of the importance of big money in normal rap videos(like Aaron Burr I’m dropping Hamiltons, $10) instead of Benjamins.
    6. Boxes of Magnolia’s Cup Cakes being held up with the same kind of ‘street cred’ as a bag of crack.
    7. incorporating internet culture with Mapquest, Yahoo and Google Maps, and THEN using the rainbow colored font ala Google to flash on the screen.
    8. taking hip-hop lingo typically ascribed to female anatomy or hard alcohol and using it to describe the perfect movie snack(mr. pibb + red vine = crazy delicious)

    I mean, this video and concept are so hilarious and intelligent at the same time. It is one of the funniest, well put-together skits I have seen in a LONG time.