Music videos haven’t felt like a communal event since the heydays of MTV and TRL Live, but with the advent of live-streaming, the shared experience may be making a comeback. Today, Ariana Grande debuted the video for her relationship-themed single, “thank u, next,” and a lot of people got together on YouTube to watch it at the same time.
With services like Twitch, this phenomenon has become fairly standard when it comes to video games, commentary, and certain types of announcements, but Grande’s video may be the first time the live streaming format has been used for a high-profile music video. The hype was helped by Grande’s teases on social media, which hinted that the video would be a homage to Mean Girls, a movie that has become a...
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