> ## Content Index
> Fetch the complete content index at: https://www.hypebot.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# What Does The Fox Say?: Virality As A Music Format
- URL: https://www.hypebot.com/what-does-the-fox-say-virality-as-a-music-format/
- Published: 2013-12-11T09:52:08.000Z
- Updated: 2013-12-11T09:52:08.000Z
- Description: By Eliot Van Buskirk of Evolver.fm. As of 2013, it’s official: The wacky, amateurish, off-kilter sensibilities that characterized much of the early web have been reverse engineered, and now constitute. Continue reading [https://www.hypebot.com/hypebot/2013/12/what-does-the-fox-say-virality-as-a-musi
- Author: Guest Author
- Tags: DIY Advice & Tips, Music Marketing, Music Tech, Social Media, YouTube & Video, Gangnam Style, Late Night with Jimmy Fallon, Miley Cyrus, MNet Asian Music Awards, Simon & Schuster, Tay Zonday, Ylvis, YouTube, #wp, #wp-post, #Import 2026-01-21 10:43

[![Fox-jans-canon-flickr](http://hypebot.typepad.com/.a/6a00d83451b36c69e2019b029735d6970c-150wi "Fox-jans-canon-flickr")](http://hypebot.typepad.com/.a/6a00d83451b36c69e2019b029735d6970c-popup?ref=hypebot.com)

By Eliot Van Buskirk of [Evolver.fm](http://evolver.fm/?ref=hypebot.com).

As of 2013, it’s official: The wacky, amateurish, off-kilter sensibilities that characterized [much of the early web](http://reviews.cnet.com/1990-6450%5F7-5021279-1.html?ref=hypebot.com) have been reverse engineered, and now constitute part of mainstream culture.

Examples of this are everywhere, and they started appearing before 2013\. But this is the year that [Psy made millions on YouTube](http://evolver.fm/2013/01/23/report-gangnam-style-earned-4-million-from-youtube-0-325-cents-per-play/?ref=hypebot.com) with “Gangnam Style,” and [Miley Cyrus](http://evolver.fm/2013/10/18/digital-music-trends-david-byrne-spotify-rdio-miley-cyrus-amazon-itunes-edm-politics-pandora-and-more/?ref=hypebot.com) made everybody lose their mind with an intentional twerk scandal. More importantly, 2013 gave us arguably the most engineered-to-be-viral song ever created.

We are referring, of course, to “What Does The Fox Say.” Music fans have spoken with our clicks — and what we’ve said is that we want precisely this:

“What Does The Fox Say” represents a new pinnacle of virality as music format. There’s no tour, there’s no record, there’s no band rehearsing in a garage — there’s just a Norwegian comedy duo called Ylvis with a perfect understanding of what makes a music hit these days, and their slick, “omigod I have to share this even before I’ve seen the whole thing” music video.

If you still think “What Does The Fox Say” is fringe-y, outsider-y, and quirky, consider that the song’s PR agency (yes, it has one) emailed to let us know the following:

- The video now has over a quarter of a billion views. That’s almost as many views as there are Americans.
- Ylvis performed it live on *Dancing With The Stars*.
- The cast of *Glee* sang it during last week’s episode.
- The video was an instant hit, breaking 20 million views in the first week, and around 100 million views in the first month.
- Ylvis performed the song at the MNet Asian Music Awards in Hong Kong, receiving the International Favorite Artist award.
- They appeared on MTV Music Awards Europe and and the BBC.
- The video was made not by a pair of demented amateurs with mysterious access to a decent budget, as one might assume, but to promote an already-popular Norwegian television show, *Tonight with Ylvis*, whose creators have been performing together for 13 years.

And then came the book deal.

Just in time for the holidays, Simon & Shuster will publish a “beautifully illustrated children’s book” on December 10 called “What Does The Fox Say?” to be accompanied by a US television promotional tour. That should be easy to set up, because Ylvis has already appeared on *The Ellen Degeneres Show*, *Late Night with Jimmy Fallon*, *The Today Show*, and *Saturday Night Live*.

The lesson here, for musicians and those around them: Viral videos, especially if they feel somewhat unintentional, are the new road to fame and riches. Unlike the earlier, more innocent days that saw true outsiders like [Tay Zonday of “Chocolate Rain” fame](http://www.youtube.com/watch?v=EwTZ2xpQwpA&ref=hypebot.com) hit the big time, the new viral videos are decidedly part of the mainstream. Just ask [Kim, Kanye, James, and Seth](http://www.nme.com/news/kanye-west/74142?ref=hypebot.com).

*\[Thumbnail image via [jans canon](http://www.flickr.com/photos/43158397@N02/6904712695/in/photolist-bw9swB-7411uW-73W4DF-73ZZJj-97PBJn-dFASoH-8KknV-Lv48z-7srFHu-N5mMX-9Mtqj8-548Dpn-7W67ZZ-bbRoTv-bbRoVK-bbRoRM-hqWbdt-54ZK7z-8srM4h-bxjszE-98MeXz-8sEauY-6VmV6-bZH5hA-enojsX-enXYPd-enXZcJ-9jgzPT-7Ec8hC-dd7fSV-azrVM9-azpgK6-aH12NF-5fCcSN-c2Cvdj-c2Cuzh-5XB6Ee-xtLFv-9LgbJe-4JprNi-aZ7Dqz-5kw33v-47VQHJ-bSfGo8-bm6Xf2-bm6Y4Z-6RErRw-4Vr6dh-xtLLW-DuPvx-b3iat6?ref=hypebot.com).\]*

[![Enhanced by Zemanta](http://img.zemanta.com/zemified_h.png?x-id=3525bff0-86a9-4563-9fc2-05ebfa98c666)](http://www.zemanta.com/?px&ref=hypebot.com "Enhanced by Zemanta")