![]() From the inception of the Big XII in 1996 all the way to 2010, Baylor won a total of 50 football games. The rise of Baylor football coincided perfectly with the greater consumption of social media and the need for hype videos. We spoke with other experts and media personalities in the field to further understand the hype industry and how universities are continuously evolving to serve the needs of their fan base. We set out to explore the origin of the hype video and examine how the concept has changed over the past five years using the Baylor platform as a specific backdrop. No matter what type of content-or the length of the feature-the underlying principle remains the same: engage, connect and unify fans by getting them hyped for the season or a specific game. In recent years, the quantity of hype videos have diminished being replaced instead with shorter productions that can capture the brief attention span that any person has while they are locked into the box on their hands. Right around the start of this decade was when hype videos started to rise, and the phenomenon reached a pinnacle from about 2013-15. The easiest way to bring that many people together-especially during the offseason-is through hype videos. Most of the time, however, the content brings everyone together. Oftentimes, this can lead to ugly scenarios where the truth is largely unknown and there is more speculation than anything. Many Twitter personalities and team Instagram accounts vie for the attention and praise of thousands and thousands of fans.ĭifferent forums-YouTube, Twitter, Instagram, etc- have been putting enough content in one place that is immediately accessible to the national public. Nowhere is this more prevalent than in the world of college football. ![]() Social media has rapidly become the main avenue of fan engagement for many different sports in the past decade. (Photo: © Jerome Miron-USA TODAY Sports, USA TODAY Sports) Standing for three hours packed together with thousands of strangers, it turns out, is not all that different from going to the symphony.How social media hype video content has evolved over the years at Baylor and other programs. My fiancee, who is not always totally on board with the all-consumingness of my interest in the athletic accomplishments of 20-year-old kids at a school I didn't even go to, actually gasped involuntarily at the crucial point.Īs Collins wrote, "frisson is a matter of expecting the unexpected: building to something big, something listeners can hear coming - but then doing it so much bigger, more exciting, more unexpected, that it blows up their nervous system anyway, every time." Sounds like a pretty good description of this video, and of great sports moments in general. I even tested it on non-Michigan fans my colleague Kevin, who is not only not a Michigan follower but someone who was born without some crucial "human soul" lobe in his brain and roots for Duke, admitted that it left him smiling involuntarily. I can't even think of any other level of sensation that a video could work on, short of actually giving me a beer on Friday around 7 p.m., to induce good vibes. It's even better, of course, if you're a Michigan fan and the colors and images (end zone, home fans) are ones that you have a positive Pavlovian response to. The long buildup gets you accustomed to derfs in black and white (there were many derfs in 2008, the program's worst season ever, its inescapable badness being the reason a 100% rah-rah video wouldn't have worked), and then suddenly it's triumph in super-color. This video is so great, I think, because it piles changes on top of each other, adding visual and narrative surprises to the sudden turn in the Rilo Kiley song. ![]() I was reminded of that song and that video recently by this piece by Sean Collins about music and "the chills." Namely, I was interested in the assertion by Lisa Margulis, a University of Arkansas professor, that the most chill-inducing musical passages tend to involve sudden changes, especially when the change confounds our subconscious expectations about musical form. Created by the site MGoBlog, it was set to the song "A Better Son/Daughter" by folksy, female-vocalist-fronted indie band Rilo Kiley - not an obvious choice to pair with college football, which is not a particularly "indie" pursuit. Fans often create and share these kinds of sports-highlight music videos online, but this was not your typical hype video. But it's still a season I remember fondly as a fan, almost solely because of a four-minute YouTube clip I watched in September of that year - one which actually chronicled the even worse 2008 season and starts with 90 seconds of failure. They had a fun win over Notre Dame early in the year and then lost, as I recall, their next 58 games. The Michigan football team was terrible in 2009.
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