Content creators use YouTube for different things. Some of them post vlogs—meanwhile, some leverage the social media platform’s reach to promote their products or brand. Likewise, musicians post music videos on YouTube to attract attention. Based on the top 10 most viewed videos on Youtube, it is proven to be effective.
For instance, because of their music videos on YouTube, songs like Gangnam Style by Psy and Despacito by Luis Fonsi became popular. Not everyone speaks the language these songs are written in, yet the whole world took an interest. Perhaps, that is because of the visuals. The video helps people understand the meaning of a song. Add that to the fact that people generally love music. That is why viewers like this kind of content.
It is both fantastic and scary how fast a music video on YouTube can gain views. The platform instantly makes them a hit, meaning people would not stop talking about them.
However, this is the social media we are talking about. In some cases, being popular on social media is not a good thing. If the netizens find that you are problematic, they will “cancel” you. So, artists should be careful when addressing sensitive topics. What they say about those can either make or break their careers.
One fine example is the recent case on Christian musician Matthew West’s YouTube channel. The music video for his song’ Modest is Hottest,’ and the song itself had enraged many people on the internet.
Matthew West is a well-known Christian singer and songwriter. He told his reason for pursuing a career in the music industry in the 2013 Winter Jam. West said that he cried profusely during the 1997 Steven Curtis Chapman concert at the Assembly Hall in Champaign, Urbana. His friends got worried because he would not stop, so they asked him what was wrong. To that, he answered, “Jesus is leading me to pursue a career in singing and songwriting.” And so he did.
It seems like he was truly blessed. People loved his music. For instance, his first radio single, “More,” stayed at No. 1 on Christian Adult Contemporary charts for nine weeks. They like West’s works so much that he was nominated for five Dove Awards in 2005. Two of these nominations were for his major-label debut album, Happy. In 2013, West won the American Music Award for Best Contemporary Inspirational Artist. Thanks to his second single, “Hello, My Name Is,” from the album, Into the Light. It stayed for 17 consecutive weeks on the Billboard Christian Songs chart, which is his career-best.
Aside from his solo career, West also worked as a songwriter for many Christian musicians and groups. Among them are Point of Grace, Mandisa, Natalie Grant, and Casting Crowns. Also, he collaborated with mainstream country acts, Rascal Flatts, Billy Ray Cyrus, and Vince Gill.
As you can see, people loved him. Unfortunately, he did a screw-up that stained his name.
Matthew West’s latest song was titled modest is hottest. It is about a father telling his daughters how to dress “properly.” The song contained lyrics that say girls should not wear clothing that shows too much skin.
The chorus of the song says that dressing modestly is the latest fashion trend. According to it, girls should dress like Amish instead of Kardashian. The song also attacked Cardi B’s clothing style in the following verse. To be more specific, West used the piece to discourage women from wearing crop tops. Instead, he suggested they wear turtlenecks and a ‘sensible pair of slacks.’
The music video showed him exerting efforts in covering his daughters, to which they replied with a series of eye rolls.
How women dress is a controversial topic. Therefore, a song like this is guaranteed to make it into the news. However, it is not the kind of news you would want to be in.
Unlike his previous songs, “Modest is Hottest” was met with intense backlash online. Both listeners and fellow singers expressed how much they disliked the song and its message. They say it placed the responsibility of remaining pure on girls while absolving men of any responsibility.
Singer and songwriter Aubrey Assad described the age-old phrase “modest is hottest” as demeaning to both men and women. In a Tweet, she said that it implies that the ultimate goal for women is to be desired by men. That is insulting. At the same time, the phrase positions all men as creeps who goes out of control after seeing a woman’s bare skin.
TikTok content creators, who were also mentioned in the song, also expressed negative opinions about the song. They say that women should not be demonized for wearing revealing clothes, dancing on TikTok, and talking to boys.
After a week of cultural backlash, Matthew West deleted the video on YouTube. Furthermore, he released a statement on Twitter to explain his actions.
In his Tweets, he clarifies that the song was intended to be satirical. West says it is just him poking fun at himself for being an overprotective father. He says his family thought it was funny. He says it is his ridiculously silly way of reminding his daughters that their appearance doesn’t define them.
“While the world might focus on the outward appearance, the Lord looks at the heart. Regardless, they are beautiful inside and out! (Even in turtlenecks),” he said.
It can be remembered that last year, he made a song of a similar nature. “Quarantine Life” was well received by the people. However, “Modest is Honest” did not meet the same ending. It seems like the people on the internet interpreted this one differently, which caused the backlash.
So, West decided deleting the video on YouTube is for the best. He says he took the feedback to heart. Furthermore, he says that the last thing he wants is to distract him from the real reason he makes music. That is to spread a message of hope and love to the world.
Date: September 8, 2021 / Categories: Influencer Marketing, YouTube, / Author: Joy P
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