BIG PICTURE REASONS WHY "CHOCOLATE RAIN" WENT VIRAL:
• With no algorithms, the Internet was driven by novelty, not loyalty. Weirdness wins novelty.
• Myspace was #1 in social media. YouTube was unproven and Facebook had just opened up beyond colleges. YouTube needed a "model home" for what its cultural real estate meant.
• One person uploading a video that thousands of strangers parodied became YouTube's behavioral "model home." No other platform had that social dynamic.
• Soulja Boy, Chris Crocker, and other talented creators had viral YouTube videos that got widely parodied. "Chocolate Rain" became identified with a type of "shareholder safe" virality. YouTube's human editors promoted it on the front page.
• YouTube was an unproven business for both Google and creators. The idea of creators earning Internet money was not mainstream. I was added in round two of YouTube's experimental Partner Program. I believe round one had about thirty creators.
• Television remained the eight-hundred-pound media gorilla. Viacom's billion-dollar copyright lawsuit was an existential YouTube threat just as the first YouTube videos went viral. The fact that "Chocolate Rain" began on YouTube and transitioned to me being on CNN, Jimmy Kimmel, discussed by Carson Daly and dozens of other celebrities... came at a time when YouTube needed a Rosetta Stone. They needed to translate a massively subsidized, high-risk venture into understandable cultural value. "Chocolate Rain" became a stenographer of YouTube crossing over. I got parodied on South Park, Saturday Night Live, nominated for a People's Choice Award, sang with Boyz II Men on Tosh.0 etc.
HOW DID "CHOCOLATE RAIN" GO VIRAL?:
• "Chocolate Rain" was rushed to completion in April of 2007 since I had another song ("Love," made with Kooby) featured on YouTube's front page and wanted other new content. It sat at around 30,000 views until summer.
• "Chocolate Rain" got posted on Digg in July of 2007, an early Reddit-style social bookmark site. Someone saw it there and posted it on 4chan.
• 4chan worked to meme "Chocolate Rain," "Numa Numa," Rick Astley, and other things. In 2007, 4chan was dominantly "Howard Stern liberal." Being offensive, outrageous, and highly speech-tolerant used to be identified with leftist, avant-garde identity. My first inkling that "Chocolate Rain" was going viral was 4chan prank-calling Tom Green's self-produced show and the caller busting out singing "Chocolate Rain!"
MORE FACTORS IN "CHOCOLATE RAIN" GOING VIRAL:
• YouTube had no stereo sound in early 2007. I posted a free "Chocolate Rain" MP3 download, with a giant video banner announcing it, purely to circumvent this. I wanted my songs heard in stereo.
• "Chocolate Rain" begins with an instrumental and loops. This, combined with the MP3 download, made parodies easy. This was totally unplanned luck. It's like it was made to be parodied.
• I looked like Janet Jackson, moved like Mr. Bean, and sounded like Barry White. Not trying to mean-girl myself, just being blunt. I was a unique combination of attributes but also not self-aware. Social internet video of everyday life was a new experience. Like, "If that guy is singing 'Chocolate Rain,' what's MY neighbor doing?" Everyday life was transforming into a democratic video content frontier nobody had given much prior thought to.
• It's worth noting that 2007 was before mainstream mobile Internet video consumption. YouTube was overwhelmingly consumed on desktop computers and laptops. The later shift to engagement-optimized and loyalty-optimized social video was heavily influenced by phones.
PERSONAL FACTORS WHY "CHOCOLATE RAIN" WENT VIRAL:
• I built a bedsheet box in my living room to sing "Chocolate Rain" in because I'm agoraphobic. That's the opposite of claustrophobic. Boundaries supercharge me. It also turns out that lots of people have bedsheets to hang up.
• I moved stiffly and sang "Chocolate Rain" with elongated vowels because of dyspraxia, a neurological movement difficulty tied to me being autistic (first diagnosed at age sixteen).
• "Chocolate Rain" musically captured my tendency towards echolalia and echopraxia — repetition and reinvocation of speech and behavior. These are adaptations to being a partially verbal autistic who has to blend-in with speaking society. They also help in making catchy songs.
Every family celebrates Father’s Day differently. I celebrate by convincing men the woman that they just sent unsolicited penile photography to is their daughter.
here's a paragraph from fable's analysis of the backrooms
> for millennials the Backrooms is repressed memory, but for Gen Z it's inherited dream — they're haunted by the third places that were demolished before they could occupy them
> Layer two is the pandemic: a generation whose formative landscape was emptied institutional space — school as vacant building experienced through a screen — and the creepypasta went supernova in exactly 2020–22
> Layer three is the deepest one: noclip is derealization. The horror isn't a monster; it's the discovery that reality has a backend — rendered but unfurnished, procedurally generated, load-bearing nothing — which is the phenomenology of a generation with historically unprecedented dissociation rates whose waking suspicion is that the world looks like a render.
> And notice the structure of the space itself: infinite, procedurally near-identical rooms, mildly hostile, no exit, entered by accident, traversed by endless ambulation. The Backrooms is the feed. Wandering is scrolling.
People see Mary as more innocent than Clark, not as much of a bad person, but I'm not sure that's the case. She's less obviously destructive, but...
Mary's treatment was a loop I think, as in, she probably used the same style treatment for everyone (as suggested by her tapes, being literal copies of her message.) Clark came to her for help, and she kept on the same treatments over and over that clearly weren't working. In particular, she kept roleplaying as his wife, who (he thinks) took everything from him, making him relive a terrible memory.
Of course he hates the roleplay! It's just bad memories and positioning himself as the bad guy. And maybe he was, but why would anyone like that? Mary doesn't ever seem to even give him a little slack about what happened, when if what Clark says is true, it would have been a very stressful situation to live with.
But she forces him to roleplay and relive a terrible night multiple times, so in the dinner scene he forces her to do the opposite: roleplay again and finally see him from his own perspective. Mary wanted to act as his wife, so he rubs it in by forcing the hair on her to make her realise how horrible the whole memory/situation is.
This isn't to say that Clark isn't shirking responsibility (he is) and that he's actually a good man (he isn't), but Mary didn't really try to engage with Clark despite him begging her too. Clark reached out to Mary for help and her treatment only made it worse. It's no wonder he took a chance to escape when he could. Mary was right to be terrified when entering the Backrooms, being a reflection of his mind, because she hadn't really entered it before.
I think she does it because of her mother. Her mother was delusional, and you can't entertain those delusions at all when interacting with them. Clark is angry and shirks responsibility, but he isn't delusional. Mary, stuck in her own loop, treated him like she would her mother. At best her blind treatment of Clark just didn't help him, but at worst it actively made him worse.
It's probably (at least partially) why she smiles at the end during the interview/interrogation. She's finally understanding what it's like to have someone try to analyse you without really engaging. It's patronising and probably going to make everything worse. We even see a Still Life of her sitting utterly terrified and distressed in that exact chair, suggesting that was how Mary was feeling, while all that Phil had to offer was questions he already knew the answers to and a vague threat that she'll be taken away.
I don't think Mary is a good person, honestly. She's not that different from Clark in the end, although her method of coping is at least (usually) more helpful than his. But it's more destructive when it isn't, because as a therapist she works with damaged people and helping the wrong way leads to real harm.