Music videos have not felt like a common event since MTV and TRL Live, but with the advent of live streaming, the shared experience can come back. Today, Ariana Grande debuted the video for her relationship-themed single, "thanks next" and many people Get together on YouTube to see it at the same time.
With services such as Twitch, this phenomenon has become quite common in video games, comments and specific types of announcements, but Grande's video can be the first time the live streaming format has been used for a professional music video. Hype was helped by Grande's teases on social media, suggesting that the video would be a tribute to Bad girls, a film that has become a cultural touchstone for millennia. The song itself has also become a point of fascination on the internet thanks to how Grande has been about her relationship struggle on social media.
Other references to different iconic chick-flicks abound in "thank you, next" video, which makes a variety of funny cameos. The highlight, for me least, must be Kris Jner's appearance as Ariana's mother – as my colleague Julia Alexander pointed out to me, we now have an update to "you're doing good dear, meme." Judging by the reactions in the chat, I was not alone in feeling this way.
Grande has had a big week on YouTube: before she launched a quadrupled documentary series that crowned her last trip. The Docuseries contain heavily all the songs from the concerts, and also gives back scenes a look at Grande's life on the road, especially after the tragic Manchester attack. Episodes are released for free every week here, although YouTube Red subscribers can see the whole thing now.