This is an image of a fictional hip-hop video posted on a fictional YouTube, as captured from my screen moments ago while I was viewing it on the real YouTube. It's from the opening scene of the video for Soulja Boy's "Crank Dat," a song that plays a central role in the most important hip-hop story of the decade.
I'm sure you've heard the song. It reached the point of near ubiquity over this summer; the simple steel drum beat could be heard coming out of every 5th speaker in the United States of America at any given time.
The video can be seen as a modern triptych that illustrates each of the components in our weird new media celebrity landscape.
Panel 1: The opening scene is set in the "Collipark Residence," the offices of a record label (named after a region in Atlanta called College Park) famous for breaking many of the big "crunk" acts from the past several years. Mr. Collipark sees his kids dancing and singing Crank Dat and looks up this new phenomenon on his computer. After seeing that Soulja Boy has developed a web-based meme, he instant messages the artist. Soulja Boy responds: "meet me at my crib." The message here being, get out from behind that desk, industry man. We've got something cooking over here. This stands in huge contrast to the launch of an artist like 50 Cent, who was famously depicted being bionically enhanced, packaged, and delivered by his gatekeepers, Dr. Dre and Eminem.
Panel 2: Kids are seen watching the Soulja Boy video on a variety of devices, including laptops and cell phones, and Soulja Boy logs on to see a number of fan-submitted dance videos thriving in the wild, without distribution help from Mr. Collipark. Come see me at my crib, indeed.
The presence of cell phone videos is also very interesting. It's the most significant announcement of the arrival of "convergence culture" I've seen yet. The future is here and its distributing itself very quickly.
Panel 3: Soulja Boy dances under very good lighting and wearing expensive clothing. He signs a record deal and gains acceptance into mass culture.
But there's more.