The singer Lizzo is in the news at the moment, for less-than-savoury
reasons. Every time I see her mentioned I’m reminded of this great post
from 2019, by Matthew Perpetua who was then at BuzzFeed.
His thesis is that content that goes viral is often content that fulfils
a specific need in its audience’s lives. Sometimes that’s a happy
accident, a pleasant side-effect of authentic content made with
integrity. But sometimes, when people become aware of the mechanisms of
this virality, it’s a more cynical creation, the result of “cultural
cartography”, a process of mapping out people’s needs and desires and
working backwards from there:
“Lizzo’s music is perfectly engineered for all of this, to the point
that it can seem like it’s already gone through extensive A/B testing
and optimization. It’s glossy and immediately accessible, but signals
some degree of authenticity and soulfulness. It’s aggressively sincere
and every song is clearly about a particular statement or relatable
situation. It’s all geared towards feelings of empowerment, and given
how many ads, shows, and movies want to sell that feeling, her songs
are extremely effective and valuable…
“I can’t hear Lizzo’s music without recognizing her cultural
cartography savvy. A lot of music can achieve these goals without
contrivance, often just as a natural side effect of an artist
intuitively making resonant work, but Lizzo’s songs all sound very
calculated to me… Lizzo has a good voice, and her songs range from
‘pretty good’ to ‘undeniable banger’ but I have mixed feelings about
all of it because I know the game being played rather well, and
because I’m uncomfortable with this self-consciously audience-pleasing
approach to content creation becoming the primary mode of pop culture.
I appreciate the value of empowering art… but fear mainstream culture
further devolving into nothing but shallow exclamations of
self-affirmation. We’re more than halfway there already.”
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