NSFWK welcomes you to the Internet once more
Two words for you.
Yasha. Swag.
For those that don’t know, Yasha Swag is a young rapper from
Ireland who in just three videos has garnered over 10 million views. If you do,
then you may well have been one of those 10 million.
The thing is… He’s terrible. Like unreal levels of
awfulness. His indecipherable lyrics are delivered in a certainly unique style,
and what can be made out of them is of questionable quality. He also has a
penchant for taking off his top a lot.
That said, his latest video ‘Pickles’ has picked up 3.7
million views in five days and has been sitting pretty near the top of the most
shared videos on YouTube ever since. Sharing terrible music is nothing new
though; just take one look at Rebecca Black’s Friday.
So here’s a dangerous thought: could making outrageously bad
content help to increase its sharability? Yes, arguably it would but there is a
fine line between simply generating views and delivering a credible brand
message. However if the brand was up for being playful, experimental, and brave
I think that it could certainly challenge current content marketing.
Would definitely be interesting to test (although I’m sure
some creative directors would have to bite their tongues a little along the
way).
