Back in 2009, I wanted to capture the “lightning in a bottle” state of the early social media era. Drawing on my background in musical theater, I rewrote a classic song to explain how social platforms were beginning to dominate search results.
The result was a music video titled “Crazy Little Thing Called The Web.” The video was filmed with the help of students at Utah State University; the project was a fun, creative collaboration. However, the internet in 2009 could be a harsh place. In some ways, not much has changed. While the video gained hundreds of thousands of views, it also caught the attention of high-profile influencers who “flamed” the production for its intentional cheesiness.
At the time, the intensity of the reaction led me to pull the video down—a move I now view as a missed opportunity.
The Takeaway for Today’s Digital World
That experience was a masterclass in online community management and personal branding. It taught me that:
- Creative risks are necessary to stand out, even if they aren’t for everyone.
- Digital resilience is a requirement for any brand playing in the public square.
- Cheesiness is a choice. We strategically leaned into the campiness, even if the video’s critics didn’t get it.
As a digital time capsule, I’ve decided to bring it back. It’s a reminder of how far the web has come—and how much the fundamentals of digital engagement remain the same.
Enjoy a look back at the web, circa 2009.