[PD저널=손지인 기자] YouTube foot (發) Will the reverse driving myth continue?
Until a month ago, no one expected whether the girl group Brave Girls will become the protagonist of the reverse driving myth with’Rolin’ released four years ago. The momentum that Brave Girls’Rolin’ has set in the last month is scary enough to open his mouth.
‘Rolin’ dominated various music charts, including 1st on Gaon Charts (March 14-20), digital charts and streaming charts, and won 6 crowns in music broadcasting. It started with the post of’Rolin Comment Collection Video’ posted on the YouTube channel’Viditer’ on the 24th of last month.
The’Rolin’ craze is being compared with the 2014 EXID’Up and Down’, which is considered the first case of reverse driving, but the speed is much higher. At that time, EXID took 11 weeks to rank first, but Brave Girls was ranked second on the weekly chart after a week. ‘Rolin’ reached the top of the music broadcast because it was less than 20 days after the comment collection video was posted.
Various analyzes have emerged as to the reason why the Brave Girls, who were in the process of dismantling, became the main character of the reverse driving. There are many comments that it is the support from former and current soldiers to the Brave Girls, who mainly stood in the military consolation performance, and there are opinions that it is a hopeful story needed in the Corona era.
Jeong Ik-seung SBS <인기가요> PD said, “The reason why Brave Girls rose to No. 1 by overtaking SHINee, Rosé and other so-called’music gangsters’ was because of the hearts of the public who sincerely support them. It was possible as the song and the touching story met with the timing when hope was needed for those who were tired of Corona 19.”
The online community is paying attention to the batter after’reverse driving’. As a video of the stage of’Imagination Plus’ of girl group LABOUM’s’Add Imagination’ is uploaded on YouTube, the broadcaster’s YouTube channel is also uploading videos one after another aiming for reverse driving’coin boarding’. ‘Imagination Plus’ has succeeded in charting various music charts by rising more than 1000 places in the music chart rankings.
Can the reverse driving of the sound source be settled as a cultural phenomenon by riding the’meme’ and’comment play’? Until now, the music market has been driven by investment by entertainment companies and meticulous marketing, and the question is how much inverse running songs can cause cracks in the music charts centered on new idol songs.
Popular culture critic Chung Deok-hyun predicted, “When we see that music consumption culture is changing to’consumer-centered’, the reverse driving will continue in the future.” Critic Deok-Hyun Chung said, “Through this reverse driving, it has been revealed that consumers want to see the results reflecting their opinions rather than accepting the music chart rankings. I will.”
There is an opinion that it remains to be seen whether the reverse driving trend continues to appear, as it is not common to have three beats of the box office like’Rolin’.
PD Jung Ik-seung said, “Looking at the previous case of reverse driving, there was no case of force. If there is a good song and story, and finally, a song that satisfies the timing, reverse driving can occur even after’Rolin’.” PD Jung said, “I think we will have to watch more whether reverse driving will become a certain cultural phenomenon.”
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