In the 3 months since this song was released, it has taken the world by storm. I don’t use the term ‘world’ hyperbolically. An indie Pakistani song was a viral chart hit globally. How did this happen? And what can we understand from it? The short, very simplified story is that this song is perfect to be used as a soundtrack on short-form video (the likes of TikTok, Instagram Reels & YouTube). The song’s chorus presents a few seconds of verse that can be adapted to fit to people’s lives, and people accepted this invitation liberally. This ability to sample a feeling or quip from one context and repurpose it in another, is basically the process by which memes are made. What TikTok has mainstreamed is the ability to meme a sound,
Cold Hours
Cold Hours
Cold Hours
In the 3 months since this song was released, it has taken the world by storm. I don’t use the term ‘world’ hyperbolically. An indie Pakistani song was a viral chart hit globally. How did this happen? And what can we understand from it? The short, very simplified story is that this song is perfect to be used as a soundtrack on short-form video (the likes of TikTok, Instagram Reels & YouTube). The song’s chorus presents a few seconds of verse that can be adapted to fit to people’s lives, and people accepted this invitation liberally. This ability to sample a feeling or quip from one context and repurpose it in another, is basically the process by which memes are made. What TikTok has mainstreamed is the ability to meme a sound,