It’s been a big year in music videos. From Iggy Azalea’s flawless Clueless remake in “Fancy” to Taylor Swift’s brilliantly Gone Girl-esque “Blank Space,” the art of the music video is alive and well. At least it was until today when someone just straight up killed it. That person is Chinese pop star Wang Rong Rollin with the video for her new single “Chick Chick.” We’re about 2.5 seconds away from everyone on the internet calling her the next “Gangnam Style” so I’m going to take this opportunity to call her what she really is, the new apex predator of viral music.
The video for “Chick Chick” dropped a little over three weeks ago but it’s just now picking up viral-style outside of its native China. Expect to see it everywhere soon since the video itself is totally bonkers. It features the artist and her backup dancers in a variety of wild outfits including an LED-lined ball gown worthy of peak period Lady Gaga and some stylized chicken costumes that must be seen to be believed. She alternately sings and squawks her way through a track that is at least half-composed of poultry sounds. The song isn’t going to capture any Grammys, but the beat is infectious enough that you’ll find yourself humming along in spite of yourself.
The video has already racked up more than five million views and it hasn’t even broken into the western mainstream yet. Expect that figure to climb rapidly now that it’s spread to Europe and the United States. Those views are exactly what the song needs to propel it onto the charts and more importantly onto the radio, which is still the holy grail of pop music ubiquity. With YouTube views now weighted heavily in the formula used to compile Billboard’s Hot 100 a viral video can be the difference between a breakout single and a flop.
Wang Rong Rollin’s “Chick Chick” is the latest installment of a new trend in which international artists target western charts with videos designed to go viral. Virality is what put artists like Psy and Iggy Azalea on the charts, and it’s even propelled jokey singles like Ylvis’ “What Does The Fox Say” and The Chainsmokers’ “Selfie” to global domination. Pop fans should expect to see more off-the-wall visuals and bizarre but ear-wormy hooks in the coming months and years as the trend accelerates, but for now just relax and let the glorious weirdness of “Chick Chick” add some fun to your Monday.