Saad Lamjarred has a lot going for his new music video that might remind you of “Gangnam Style” — apparent wealth, crazy outfits, hot girls and a built-in dance routine. Of course, that sounds like every hip hop video ever made, so what really ties this newly minted Moroccan superstar to Psy is his YouTube views. In just over three months, Saad’s video for the song “Lmaallam” (which translates to “The Boss”) has amassed over a 100 million YouTube views and it’s still going up.
Personally, I don’t get it. The song lacks a real grabby hook, which “Gangnam Style” had in spades. Also there was a self-deprecating international appeal to Psy — this guy seems more serious in his assertions that he’s “the boss.” But then, maybe something is just getting lost in translation for me? Plenty of other people seem to get it as it has quickly become the most watched Arabic video of all time.
The singer, Saad Lamjarred, according to Middle Eastern digital magazine Albawaba.com, started singing at age four and had much of his initial fame come from coming in second in a music competition … a sort of Middle Eastern Clay Aiken, if you will. Except Clay Aiken wishes he had anything close to these YouTube views.
And the crazy thing? Right now he has the video set to Ad-free. Yup, lots and lots and lots of money just being left on the table as the views continue to pile in.
So what do you think? Will he catch on in the U.S.? Will this song be played multiple times at every wedding you go to for the next several years? Is there a duet with Snoop Dogg forthcoming?
I guess we’ll see.