Itâs different because their singing is a product they already know people want.Â
The problem with the Imagine video wasnât that âcelebrities are rich people!â --we already knew that.Â
The problem was a group of random celebrities--many of whom are decidedly NOT singers--put out a presumptuous collab that absolutely dripped with the patronizing assumption that it was what we all wanted.Â
No one asked for it. It wasnât their song, they didnât do an especially good job performing it, and it didnât impart a particularly relevant message (in fact, one could argue itâs almost inappropriate to sing a song about imagining no heaven when people are dying, and many of the survivors are trying to take comfort in their faith).Â
Itâs false sentiment delivered by a group of people who are presuming that a syrupy rendition of a well-known and important (or at least important sounding) song performed by well-known and (in their minds) important people would make all of the unimportant little people feel better during a global pandemic.
It was tone deaf (sometimes literally), it was condescending as fuck, and it painted an unintentionally embarrassing picture of inflated self-importance that was really just a bunch of celebrities trying to stay relevant in this time when theyâre not getting the amount of attention theyâre all used to.Â
Backstreet Boys, on the other hand, are a music brand. This is their product. This is what they DO. And the tone of their video is one of âhaha, hey, I know weâre not those kids anymore, but hereâs some nostalgia we can all laugh at.â They hammed it up, some of them brought their kids into the video, and it was clear throughout all of it they werenât taking themselves too seriously. They let themselves be the butt of the playful joke, rather than trying to impart a quasi-profound message that wasnât even theirs to deliver (and didnât even apply to our current circumstances in any meaningful way).
Musicians offering us their products in videos like this one already have proof that itâs something we want, and theyâre doing it to help boost morale and give disappointed fans who are missing out on concerts something for free.Â
The Imagine video, by contrast, gave us a steaming heap of nothing so a group of celebs could feel self-important and significant during a time when everyone is suddenly realizing that they arenât.Â
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