There's no doubt in my mind that Kurt Cobain is (rick) rolling in his grave after DJ Morgoth of Germany dubbed Rick Astley's "Never Gonna Give You Up" over the Nirvana classic "Smells Like Teen Spirit."
Such an audacious mashup has never occurred--at least, not to my recollection. Did DJ Morgoth commit music blasphemy in his rick roll of Nirvana? Check the video out above, and after you stop laughing, weigh in below.
Implications - Musical mash-ups have stepped into the forefront of online media and account for a wealth of traffic on the Internet. However, mash-ups that manage to synthesize new, digital memes with old classics have managed to elicit both controversy and applause. Considering the popularity of Rick Rolls ostensibly revived Rick Astley's career, an amalgam of "old and new" would have the same cultural power.
Rick Rolling Rockstars
DJ Morgoth Dubs "Never Gonna Give You Up" Over Nirvana
Trend Themes
1. Musical Mashups - Combining old and new genres of music to create new digital memes can elicit both controversy and applause.
2. Digital Memes - The popularity of digital memes can be harnessed through the synthesis of old and new music to create new content.
3. Reviving Old Classics - Integrating old classics into new digital memes can revive interest and generate cultural power.
Industry Implications
1. Music Streaming - Music streaming services can take advantage of new digital memes by integrating old classics into remixes and creating increased traffic and revenue.
2. Entertainment - Entertainment companies that use digital media platforms to create original, highly-sharable content by remixing old and new music can tap into emerging markets.
3. Advertising - Brands can leverage the popularity of digital memes and mash-ups in their advertising campaigns, such as creating catchy jingles that feature old classics remixed.