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Does Virality Lead to Positive Life Changes?
“Life Changed by a Single Video!” You may have seen such words and stories in recent years. But, has it really changed the life of the person who got the buzz? Are they happy?
Before you proceed with reading this text, I’d like to clarify who is writing this. Until about six months ago, I worked at Bytedance (the company behind TikTok), and currently, I work as a music writer, editor, and creative director. I interview and engage with a new generation of artists who showcase their talents in ways not seen in the pre-pandemic music industry, such as imase, natori, meiyo, Noa, Mulasaki Ima, and Peroperokyaan Day while create content by myself, including videos on social media platforms. Amidst all this, me and my parter started a Tiktok account on a whim to try posting short videos. Our account went viral from the very first video, and now their total social media followers exceed 500,000.
I was inspired to write this article on this topic after watching the movie ‘Buzzy Noise.’ The film, which opens in theaters on May 3, is directed by Hiroki Kazama, who also directed the dramas “silent” and “Chelimaho,” and is written and directed by Kawamura Yoshiaki, who also wrote the manga ‘Buzzy Noise.’ Takumi Kawanishi (JO1) and Hiyori Sakurada play the lead roles. The content of the film was very realistic, depicting very delicately the anguish and emotional turmoil of artists and creators in an age when social networking services cannot be ignored.
Without giving away spoilers, here’s a summary: Kiyosumi (Takumi Kawanishi), who composes music alone at home, gets unexpectedly filmed by Ushio (Hiyori Sakurada), and when she uploads it on social media, it goes viral. Following this, Kiyosumi proceeds with his activities as an artist. However, triggered by a certain event, he begins to convince himself to live as per the advice of a senior figure in the record company, who suggests that as a person lacking social skills, it’s more suitable for him to write songs for someone else and be appreciated as a songwriter. As the story progresses from there.
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Capturing the Essence: ‘Buzzy Noise’ Reflects Today’s Music Industry
The phrase “Life Changed by a Single Video!” often used in promoting SNS-related content or introducing SNS-born artists/creators feels too conveniently abbreviated in the process. “Life changing in a single video” is frankly an illusion.
“The buzz” is nothing more than opening one door. In the next stage, one’s abilities, humanity, intellect, luck, and more are tested once again. Sometimes, while struggling with the dilemma of “continuing what you love is difficult” (a line from the movie), the only way to move forward in activities and life is to keep opening doors one by one and advancing the pieces. Artists who hit the mainstream from SNS have all continued to open doors one by one with their own efforts. What I first felt in ‘Buzzy Noise’ was the realism of not portraying a simplistic narrative like “a single video going viral changes your life.”
Is “buzz” happy for artists and creators? For Kiyosumi, who was afraid of getting involved with other people and thought it was fine to just work with his hands alone, an unexpected buzz was not necessarily something to be happy about. Buzz also opens a different door to happiness for him. In the first place, the door may open when you don’t fully understand what happiness is for you.
Kiyosumi in the situation of “I wasn’t prepared to be on the stage, but I ended up being on the stage” also seemed very realistic. Nowadays, with the development of SNS algorithms, an unknown person can suddenly attract a great deal of attention, and even if the person is not ready for it, there are more and more cases that make them debut or release music before they are forgotten by the public. Unless an artist is ready to be on the stage and in the mainstream of the music scene while interacting with a large number of people, he or she cannot continue to produce good results and may even suffer from mental illness. I have actually seen talent in the industry that has withered away in this way, and talent that has been crushed by third-rate adults.
There are many artists in today’s music scene who posted videos on SNS with the idea of “I’m not confident in my singing, but I just tried to sing along,” and who have since gone on to become professional singers, struggling hard and refining their own ways of expression. Kiyosumi, who “just wanted to live a normal life and play music,” began to work and interact with people after the buzz, and the sight of her struggling with various problems and even trying her hand at singing seemed to overlap with the battles of such people.
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Navigating the Myriad Options: The Contemporary Challenges Facing Today’s Youth
The feeling of not being able to bet on the latter among the choices after getting a buzz on social networking sites, such as “a job as an artist that will surely earn money” or “an artist career with no guarantee of the future,” also reflects the vividness of the current times. Even artists who are creating a huge buzz, for example, are constantly battling with uncertainty as to whether they will still be active three years from now. This is not limited to the music industry in this country, as an increasing number of young people are not hopeful about their uncertain future and are determined to follow the path that seems to be the “right” one at first glance.
While the types and methodologies of “success” and “happiness” are increasing in society as a whole, in terms of musical activities, there are people like Kiyosumi, who said, “I can do music by myself nowadays,” who want to do what they can do on their own without the help of major record companies or adults. There are creators who do not appear on TV, do not perform live in domes or arenas, and are not well-known throughout the world, but who distribute their music through services such as TuneCore and earn large sums of money. This is one form of “success” and “happiness.
With a number of options available to you, what will you aim for and which path will you take – this is a question that constantly haunts those who work in music today. Positively, the industry and society are offering more choices, but the bitterness of being forced to make choices at one’s own risk is something that many of today’s young people are facing. Even in its depiction of such feelings, ‘Buzzy Noise’ reflects the zeitgeist of the year 2024. This film does not depict the happy ending that has been common in films and manga up to now, in which singing on a big stage in a flashy spotlight is the only happiness or success for those who pursue a musical career.
In the music industry these days, we see artists and staff, both major and indie, who are caught up in the mindset that “you have to get buzz to sell” or “buzz is the only way to keep your music career going. There are other ways to open doors to musical activities and life. There are other ways to open doors to music and life besides “getting buzzed. However, I always believe that there must be a way to open doors for each artist, and I hope that artists will not be limited by buzz alone.
“Is happiness achievable through going viral?” – The response to this inquiry hinges on your personal resolve as an artist/creator.
Buzzy Noise
INTRODUCTION: Directed by Hiroki Kazama, the explosive popularity drama “silent” that sparked a social phenomenon depicts the encounters of aimless youth and their quest to find the future. Playing the role of Kiyosumi, who immerses himself in composing and playing music alone, is Takumi Kawashiri (JO1), while Hiyori Sakurada playes Ushio, who forcefully takes Kiyosumi into the outside world. Additionally, rising stars Kai Inowaki and Shuntaro Yanagi embody the realism of today’s youth. Furthermore, acclaimed music producer Yaffle joins as the music concept designer. With the “silent” team reunited for cinematography, lighting, and sound recording, they collaborate to construct Kazama’s vision and depict the reality of the current generation. For those who fear showing their true selves while grappling with the difficulties of life, this story offers overwhelming empathy to those who feel trapped and unable to go anywhere.
PLOT: I don’t need anything. It’s enough to turn the sounds flowing in his mind into shape. That’s what Seisumi thought as he encountered Shio, who had pursued only others’ likes without any particular passions or desires. Shio, who was moved for the first time by the “lonely yet warm” music of Seisumi, wanted to share it with many people and made it go viral on social media. Guided by Shio, Seisumi formed a band and awakened to the joy of creating music with friends. But just as Seisumi was beginning to find his way, Shio suddenly disappeared, leaving Seisumi unsure how to deal with the void in his heart. Yet music was poised to lead Seisumi down a new path.
May 3 (Fri, national holiday) at TOHO CINEMAS Hibiya and other theaters nationwide.
Original story: “Buzzy Noise” by Jun Mutsuki (published by Shogakukan “Big Spirits Comics”)
Director: Taiki Kazama “silent” “Cherry Maho
Cast: Takumi Kawanishi (JO1), Hiyori Sakurada, Kai Inowaki, Shuntaro Yanagi
Wan Marui, Eita Okuno, Hana Amano, Ren Komai, Kaito Sakurai, Azusa Babazono / Aimi Satsukawa, Ryujin Tay
Music concept design: Yaffle
Theme song: “surge” Kiyosumi by Takumi Kawanishi (JO1) ©︎LAPONE Entertainment
Production: “Buzzy Noise” Film Partners
Production Production: AOI Pro.
Production Manager/Distribution: GAGA
Copyright: ©Jun Mutsuki, Shogakukan / “Buzzy Noise” Production Committee
Official HP: https://gaga.ne.jp/buzzynoise_movie/
