![]() Why give such careful consideration to A/B testing a silly song about a family of sharks? There’s big money to be made in the children’s YouTube song space: earlier this year, LittleBabyBum, a London-based nursery rhyme channel that was at the time of the purchase the site’s ninth-most popular channel, was bought by investors for an estimated £6-8.5 million. A film is in production, while traditional TV deals are likely to be announced next year. “In all, we have probably 30 or 40 different variations of Baby Shark,” says Oh. They have also re-recorded the song with different themed beats, including R&B and EDM versions. ![]() Versions of the song are already published in 10 languages, with the Pinkfong team working on French, German and Portuguese translations. ![]() Fuelled by a weird cross-contamination with the ‘In My Feelings’ social media challenge, in which people danced to the Drake hit while walking alongside a moving car (see #babysharkchallenge), it became even more popular. Uploaded in June 2016, it rumbled around the world before finally hitting mainstream English-speaking audiences two years after it was first uploaded. The result is the version of Baby Shark that we know best. A Pinkfong shoot typically takes one or two days to film and edit, and another few weeks to push out online. Two child models the company regularly works with performed the dance moves on camera, mainly snapping their hands together like a shark. The standard approach the company takes is to create a dance version, including green-screened children performing choreographed dance moves to the song. When Baby Shark’s 2D animation music video reached that threshold in mid-2016 (it’s since gone on to get 147 million views) Pinkfong looked at how it could breathe new life into the song in an attempt to feed the frenzy for new content around the intellectual property. “Our threshold for deciding to create different variations of the video is when it reaches hundreds of millions.” “On average our videos attract millions of views,” says Oh. That’s exactly what happened with Baby Shark.Īfter uploading the animal-themed songs, the company cast its eye over the site’s analytics, watching to see which ones outperformed their peers. Pinkfong’s 200-strong employees at offices in Seoul, Shanghai and Los Angeles carefully craft and analyse the reaction to their quirky educational songs and divert their resources into the highest-performing ones, putting new twists on them to try and push them even more viral.
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