I follow a lot of Youtubers; have for years. It can be a shock to some that I am quite well-versed in pop culture and celebrity news. Being a social media manager means keeping up with what’s going on in the world and that means being able to speak on and know a lot about what’s happening in the world at all times from memes to who is dating who. The Youtubers part may be less of a shock. From Jenna Marbles (please, come back to us); I’ve followed the journeys of many of these online celebrities and enjoyed their content and their personalities. John Green helped me come to terms with having OCD, Crash Course taught me new things, Mike Rugnetta helped me see the world in different ways, Hannah Hart taught me to check my cheese for poison.
That’s to say, when Youtube Rewinds are released at the end of the year as a bit of a jaunt through the year’s events I look forward to them. I love seeing all the trends, the dancing, the mix of pop music and all the celebrities I’ve spent so much time with and I get a kick out of recognizing names and faces.
I started really taking notice of the Youtube Rewinds in 2016 when we had one of the best rewinds ever made since they began nearly two decades ago. It was the perfect blend of the memes, humor and tone of 2016 as we mostly ignored the election and thought on all the neat things that happened before the election and our lives and country would be changed forever. In 2016 while canceling and #MeToo was a thing, most were firmly in the camp of either denial when celebrities you cared about or to just chalk it up to a messy he said/she said. Which is why people like PewdiePie who is a literal racist being in the video isn’t so strange: he was still the biggest name on the platform and even though we had heard him be awful and racist before 2016, we accepted me; I accepted it.
Since then, there’s only been two more rewinds including 2017 which has a montage of all the bad things that happened that year but the world coming together (and it does make me cry) and 2018 which is where things had fallen off the rails.We now knew and could not ignore the problematic elements in the Youtube community from racist stars to ignoring and suppressing LGBT voices and yet the 2018 Rewind displayed not only queer creators and many of the problematic creators that we by the time the rewind aired knew were problematic. It was almost like the rewind was meant to have us ignore all of this for a candy-colored view of the world. 2018 also had its fair share of issues mostly relating to a racist president that was bent on ruining the world but Youtube Rewind was determined to be upbeat to the point of being tone deaf. There’s something to be said about trying to choose positivity in the light of what was an objectively bad year but seeing a bunch of millionaire celebrities wax philosophic about equality and things being better and that Logan Paul wasn’t a terrible person. Even in 2017 it was starting to feel a little tired when we had people who were objectively better off than the millions watching the Youtube Rewind were continuing to insist that we just keep our heads up and dance because things are okay even when they aren’t.
But now as I find myself sequestered inside, I found the older Rewinds so comforting or at least I want to. The 2015 Rewind that focuses on back then what was a decade of Youtube and meme culture nearly brought tears to my eyes as I saw viral videos and memes that were so much part of my teenage zeitgeist that they have imprinted on my heart. The 2016 Rewind may still be one of my favorites even if it does start to feel incomplete in comparison to what else was happening that year: 2016 was not just Pokemon Go and Justin Bieber music but it is nice to think of it that way. Even more so, it’s strange going back and looking at a year like 2015 or even 2013 which feels like it was approximately 1000 years ago. It’s almost strange now to see the tone of the world be so positive or different in comparison to how I feel now in 2021; a strange mix of desperate optimism atop of intense ennui, malaise and fatigue. At the same time, some of the earlier rewinds are nearly impossible to watch as they feature memes or songs that have been played to death or have been banished from the current social and digital lexicon. No one does the Harlem Shake anymore and if one more damn person asks “What does the Fox say?” I will fling myself into traffic. But to go back and think about a time where the world cared slime
Nostalgia is a strange thing: it does in fact distort the past into a comfortable and often linear narrative. It’s much easier to think of the past as a series of one-off events rather than think of the building tension and hostility that had been brewing under the surface or the terrible acts that happened during those years while others got the luxury to just play games and listen to popular music and revel in meme culture. It’s easier to ignore the complexities of men and the horrible things they do while the camera is running or when the camera isn’t running. It’s much easier to ignore the systemic issues that have plagued creators of color both online and in the real world to make them cheapened tokens of diversity amongst a sea of white creators. It’s much easier not to think about the racist demagogue whose reign of terror during those years would change the lives of millions while simply indulging in the hedonistic ambrosia of slick remixes and references to a thing you may or may not have liked. But for a piece of corporate-driven capitalistic nostalgia, it has been a strange sort of balm in these trying times to cast my mind back to a time that at least on the surface felt simpler.