The Death Of Vine Leaves A Vacuum For Rising Young Music Stars

Contributing Writer
10.27.16 2 Comments


This isn’t some kind of trend forecast: Vine is officially, definitely dead. Our favorite home of shouting duck videos, conversations at unnatural speeds and “but that backflip tho” is going the way of countless social media platforms before it. Which means that the apps owner, Twitter, is a currently flooded with corny journalists making “six seconds of fame” jokes — deftly avoided here — and of course, gathering around their digital campfires to swap stories about all-time favorites.

In spite of the app’s general spirit of playfulness and disposability, Vine does leave behind a serious legacy. It’s made legitimate stars out of comedians, filmmakers and English language flouncers alike, and many of them will find ways to move on to other available avenues. In fact many of them already have moved on to Facebook, citing better promotion of their work. You don’t become a star on a nascent technological platform without being a bit adaptable to the times. But an area that might not recover as quickly is the music world, where this silly little app had an out-sized influence and now leaves behind quite the hole.

Vine Was An Outlet For Aspiring Rappers

The idea of promoting music, which typically comes in two to four minute chunks, over a six-second video app still seems a little odd when you write it out. But the hook has always been the most important part of any track looking to catch on with all of us in the unwashed masses, and there’s no denying that Vine has given us some of the most persistent, earworm-y songs in recent memory — especially when it comes to rap.

The fact is we’d have no idea who T-Wayne or Chedda Da Connect was if enthusiastic fans hadn’t found the time to “quote” his songs in service of a joke, brag or dance. We wouldn’t be so invested in the court case of Bobby Shmurda if Vine users hadn’t seen something in his hat toss and shimmy. And we definitely wouldn’t be talking about how New York rap is back. Young M.A. and A Boogie Wit Da Hoodie are doing alright now, but it takes three to make a trend.

The importance of Vine is even more apparent in the less cred-obsessed world of dance crazes. Plainly put, your parents wouldn’t know what a whip or a nae nae was if short clips of folks doing the dances didn’t spread like wildfire through the video app. Big Will would be a complete unknown and DJ Esco wouldn’t have the world’s most delightful dance to his name. We may wonder why “Juju on the Beat” had to do Crime Mobb like that, but it’s only because of Vine that we’re thinking about it at all.

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