Wiz Khalifa’s hit single “See You Again” featuring Charlie Puth was a tribute to an American actor Paul Walker who died in a car accident while filming “Fast and Furious 7” in 2013. This song “has set a new internet record” by “becoming the most-watched video on YouTube, went on to reach No. 1 on the Billboard Hot 100, and earned three Grammy nominations.” (Espinoza)
Many people associate this song with the death of Walker because of the straight-forward message in the lyrics. Puth, inspired by his friend who passed away in a similar accident, wrote this song for Walker, who he stated was “the reason why he has his career right now”(Bell) along with his own efforts. It was a song about saying goodbye to a loved one. It presented both characteristics of spreadability and stickiness.
Spreadability could be defined as “the attributes of a media text that might appeal to a community’s motivation for sharing material, and the social networks that link people through the exchange of meaningful bytes.” (Jenkins, 5) “See You Again” reminded the listeners of their loved ones, the times they spent with them, laughter and tears. Many people in this world would either have families, friends, or both. Therefore, the lyrics would give them a connection between the song and themselves and thus, motivated them to spread the song around because the song has resonated people because of its message.
Although not created for the purpose of it, “See You Again” attracted many listeners to stick.
One way to define stickiness would be “the mechanisms motivating people to seek out and spend time at a particular site.” (Jenkins, 4) “See You Again” was not created for the intention to stick. It was written for the purpose to remember Walker rather than making a huge hit on the Billboard chart, in other words, it was created to spread. Nevertheless, the stickiness followed for the reason of the brilliant elements presented in this song including the soothing melody, the meaningful lyrics, and the story behind it. Those reasons motivated the listeners to return to the site and replay the song.
Ultimately, this song was made to spread. In order to fulfill its aim, audience participation was required. Without disappointing the creator, the participatory culture has made a large contribution to the success of this song. Prior to YouTube, “See You Again” was first posted on Facebook and has created the biggest video premiere ever on the site, “reaching 40 million views in just 12 hours.”(Stutz) By 2018, the views on YouTube has exceeded 3 billion. Audiences have circulated the universal message.
Spreadability, stickiness, and participatory culture have led to the success of “See You Again”. Thus, all three of them were related and were significant factors for one to succeed in the media culture.
Citations:
Henry Jenkins, Sam Ford, Joshua Green et al. “Spreadable Media: Creating Value and Meaning in a Networked Culture” New York University Press, ProQuest Ebook Central, 21 Jan 2013, ebookcentral.proquest.com/lib/ubc/detail.action?docID=1114591
Bell, Crystal. “’See You Again’ Singer Charlie Puth: ‘Paul Walker Is The Reason I Have My Career’.” MTV News, 10 Dec. 2015, www.mtv.com/news/2685571/charlie-puth-see-you-again-golden-globes/.
Espinoza, Joshua. “Wiz Khalifa’s ‘See You Again’ Has Made YouTube History.” Complex, Complex, 12 July 2017, www.complex.com/music/2017/07/wiz-khalifa-see-you-again-most-viewed-youtube-video.
Stutz, Colin. “How Wiz Khalifa & Charlie Puth’s ‘See You Again’ Dethroned ‘Gangnam Style’ as YouTube’s Top Video.” Billboard, Billboard, 14 July 2017, www.billboard.com/articles/business/7865239/wiz-khalifa-charlie-puth-see-you-again-top-gangnam-style-youtube.