In the time it took me to come up with a lede for describing Ylvis’ recent viral smash music video “The Fox,” it had gained another 3,000 views on YouTube. Since its debut on Sept. 3, “The Fox” has been passed around like a burning sensation for the ASU Sun Devils with its campy lyrics, silly video and an undeniably infectious chorus hook that actually has you quietly asking yourself: “What noise does a fox make?”
The song works because it makes the simpleton laugh while the skeptic watches in confusion, and everyone comes together in trying to impersonate the “ding-ding-ding-dingeringeding” chorus. It’s already been dubbed the next “Gangnam Style” (which should technically be taken as a negative description due to Psy’s waning popularity) and the song has reached international fame.
But what does “The Fox” say about our culture’s approach to popularity and entertainment? Why is a silly song about animal noises reaching the top of the Billboard Charts?
Even Ylvis is perplexed. The comedic Norwegian brother duo that created the song did it as a promotion for the third season of their hit talk show, “I kveld med YLVIS,” which translates to “Tonight with Ylvis.”
“To be honest I am quite surprised!” said Bård Ylvisåker (the brother that doesn’t look like Josh Groban) to Mother Jones in a Sept. 5 article. “This song is made for a TV show and is supposed to entertain a few Norwegians for three minutes — and that’s all. It was done just a few days ago and we recently had a screening in our office. About 10 people watched. Nobody laughed.”
The song came to existence through Ylvis’ partnership with the hit Norwegian songwriting team, Stargate, who have previously produced hits such as Wiz Khalifa’s “Black and Yellow,” Katy Perry’s “Firework” and Beyonce’s “Irreplaceable.” Predicting what’s going to happen next is a specialty only successful when watching “How I Met Your Mother,” but “The Fox” is showing signs of becoming the next big ridiculous jingle.
With Stargate’s pop music expertise and Ylvis’ moronic lyrics, “The Fox” has become yet another example of America’s unquenchable thirst for vacuous, cheap amusement. With every video click comes the realization that our tolerance for foolish entertainment has demised and we’ll consume just about any type of media from Honey Boo Boo to a film adaptation of the video game Need for Speed. (C’mon Jesse Pinkman!) It’s only fitting that this song has made such a ruckus during the same month Grand Theft Auto released another installment of hypercritical American cultural analysis. When even the song’s creators are dumbfounded to the why behind its success, you know something odd is happening.
But dang, “The Fox’s” chorus chatter is alluring and captures your ears while prompting you to do your best interpretation. Just don’t make a University of Oregon “What Does the Duck Say” remix. “The Fox” is only this year’s model and will soon be reserved for a Buzzfeed “Top Viral Hits of the 2010s” list, but there is something to be said about a video that was watched well over 200,000 times during the time it took me to write this article.