Internet meme Rebecca Black has just released a video for her third single, “Person Of Interest,” and we’re scratching our heads about what this all means. After her first single, “Friday,” literally devoured the Internet back in February and racked up 167 million views, Black found a strange sort of fame as a viral sensation. In short, Black didn’t necessarily become famous because people liked her music (although we’re sure there were some who did), but because people were intrigued by her.
In July, Black released her second single, “My Moment,” which was no “Friday,” but not exactly a sophomore slump, either. It has been viewed almost 30 million views, which is less than 20% of her “Friday” total, but still, that’s 30 MILLION VIEWS. But now that’s she’s released her 3rd single under her own label, RB Records, we’re curious to see if the Law Of Diminishing Viral Returns will hold true, or if Rebecca Black can figure out a way to truly succeed.
The main issue at hand seems to be this: Rebecca Black is not content to be William Hung. Instead of embracing (or completely retreating) from her viral infamy, Rebecca instead decided to pursue the path of becoming a “serious” artist. No, not “serious” like a Thom Yorke or PJ Harvey, but “serious” in the way that pop stars like Katy Perry are serious about their brand and the artistic choices they make. To that end, both the video and the song “Person Of Interest” are intentionally inoffensive and innocently youthful, complete with Black’s flair for overly-obvious lyrics and matching visuals. The song seems designed to appeal strictly to tweenagers, and it very well may end up doing so. It most certainly does not, though, hold any sort of appeal for the cooler-than-thou hipster quotient who embraced the over-the-top ridiculousness of “Friday” and helped propel her into the spotlight in the first place. Who knows if this gambit will end up paying off, but at this point, it seems pretty clear to us that Rebecca Black is savvy enough to recognize that in order for her to build an audience, she first has to destroy the one she already has.