Throughout this module, I have become very interested in the concept of YouTube and how the idea of a YouTuber will go to extremes in order to gain a reputation that can either make or break them. Indeed, this idea of fame and the consequences of it has fascinated me as many class YouTubing as a “easy” job to make money when quite a lot of it comes from other projects. However, in doing a project on YouTube, one must be able to understand the drama that can be caused and I feel that the only way to do this is by analysing a “Diss” track.
According to the website, Urban Dictionary, a diss track is a song or piece of music “made by one artist to insult another artist.” (Urban Dictionary, 2018). In this case, a diss track can be used by a YouTuber of particular fame to tackle someone else such as an artist, another YouTuber or even someone of high importance. Through this idea of the diss track, the main aim is to humiliate them and make them feel that something must be done and normally, this can work to create supposed wars between YouTubers due to the fact they may feel the urge to fight back and insult that person.
In particular, this has been used from a set of YouTubers called “The Sidemen”. Created in 2013 from a set of YouTubers, the Sidemen were not only friends but housemates and set to entertain YouTube. During their time, they created a set of Diss tracks implying that they had a feud between them all and was used for controversy. (For more info, click here: http://ultimatesidemen.com/). In helping us analyse this idea of a diss track, we shall observe a track below to get the idea of mood, rhythm and the language used. However, I shall warn you that it does contain some heavy gratuitous language and topics of an extreme nature so if you are easily offended, I would recommend skipping this video and observe my analysis of the video.
From observing this video, there are a lot of things we can gain from this in terms of the culture of extremity on the internet. For starters, one thing I find fascinating is the use of the camera and it’s heavy influence of the low angle shot. Shown particularly in this video with Harry (WroeToShaw) stood on various objects such as a car, bars and even benches is a common trope in rap videos. Used as visual imagery for power and dominance, this idea of using the angle is used as mockery not just to signal power but as if they are trying to knock that person with that power as if they wish to mockingly hurt them. Thus, the idea of this, can be seen as extremely comedic as if he is trying to hurt KSI without disrupting his own fandom.
(KanyeWestVEVO, 2011)
As well, another thing that makes the diss track comedic is it’s use on the extreme reaction at the beginning in which Harry smashes his computer after hearing KSI’s lyric, “F**k the Sidemen” (W2S, 2017). This use of the reaction is not only shocking and comedic but can relate back to the young culture in which it mimics how extreme a reaction can be and what is expected of youth culture. Thus, this can be seen as extremely funny due to the fact that it shocks the audience and hooks them into the rap.
Another thing that I find interesting about this staging of this piece is the use of costume as a lot of times, it is used to make a statement. Usually, hip-hop artists/ rap artists use the clothing to make a massive statement about their clothing by either wearing garish clothing that would not normally be worn or a jacket that consists of fur to give the impression of a modern day gangster. The use of the clothing once more asserts dominance as if the clothes are a message concerning the idea of “trends” and helps assert the idea that it is ok for the youth to act in this manner or mimic this type of behaviour.
Finally, one of the other uses for the diss track is the use of dialogue and text. Throughout the song, there are various references to the artist’s (KSI) life and his allegations towards sexual harassment including the phrase “You’ve got a girlfriend now to be fair to you/ So tell me/ Did you sexually harass her too?” which can be extreme and is seen not only to offend but to shock an audience (W2S, 2017). This use of this particular phrase allows us to think twice about this person and makes us question if this is the person we know or whether it is not who we think it is allowing us to therefore not only question his actions but also rethink about his actions. Indeed, this is done in a tone that is very loud and noisy as if we are meant to hear and not only question but also respond in a very aggressive manner. Thus, we could say that by the use of the dialogue, it allows us to be in a state of questioning and as if we are able to humiliate and “roast” him.
Overall, the track raises loads of questions concerning the issues of our culture. The use of the diss track viscerally allows us to attack certain people and also by creating a safe boundary of dominance to remind us that what they are saying is fake. This is something I wish to consider for the performance as I feel it could be interesting to observe how people react to a culture like this in performance instead of something else as a rant as I think that the idea of internet culture is becoming even more important as the days go on.
Works Cited:
KanyeWestVEVO (2011) JAY Z, Kanye West – Otis ft. Otis Redding. Available from https://www.youtube.com/watch?v=BoEKWtgJQAU [accessed 22 Februrary 2018].
Urban Dictionary (2018) Top definition – diss track. Available from https://www.urbandictionary.com/define.php?term=diss%20track [accessed 22 February 2018].
W2S (2017) W2S – KSI Sucks (RiceGum & KSI Diss Track) Official Video. Available from https://www.youtube.com/watch?v=pmcfL_qLhMo [accessed 22 February 2018].