“No one will know. They will know. “
If you’ve used TikTok in the past year, you’re most likely familiar with these two sentences, first uttered gleefully in a post by TikTok creator Chris Gleason in 2020. Post became a hit and has been viewed more than 14 million times.
But audio is more famous than video.
When uploading a video to TikTok, creators have the option to set the video’s audio to “audio” that other users can easily use in their videos – lip-sync with it, adding more noise on top video or treat it as a soundtrack. Gleason’s sound has been used in at least 336,000 other videos, to humorous, dramatic, and sometimes bizarre effects.
Columnist Charlotte Shane dives into the world of rearranged sounds, discovering how TikTok and other apps have enabled, as she writes in her recent article for The Times, “riffing and interacting between multiple users, like quoting tweets for audio.” She also considers “what makes sound appealing other than musical quality or linguistic meaning”.
While “brain emotion” may be a fitting buzzword for sensory-evocative sound memes, Shane writes, it’s more than a mere trend: We’ve entered the “era of memes,” writes Shane. sound”.
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Additional production for The Sunday Read was contributed by Emma Kehlbeck, Parin Behrooz, Anna Diamond, Sarah Diamond, Jack D’Isidoro, Elena Hecht, Desiree Ibekwe, Tanya Pérez, Marion Lozano, Naomi Noury, Krish Seenivasan, Corey Schreppel, Saskia Solomon, Margaret Willison, Kate Winslett and Tiana Young. Special thanks to Mike Benoist, Sam Dolnick, Laura Kim, Julia Simon, Lisa Tobin, Blake Wilson and Ryan Wegner.
