ILoveMakonnen’s “Club Going Up On a Tuesday” is an odd example of a viral hit. It doesn’t come with its own dance or a hook that references a pop-culture property or a bass drop conducive to making Vine videos, and while it does have a lot of hooks in its deceptively complex melody, the Atlanta singer/rapper/whatever-he-is delivers them in a sleepy flow that soft-sells them in the most extreme way. Still, the song is massively infectious, and with little more than a co-sign from Drake, it’s become a global phenomenon with a fervent cult that spans all distinctions of pop music fandom.
The obvious next step would be for iLoveMakonnen to attempt to engage with the mainstream, and convert his memetic popularity into a more traditional type of success. The new video for the Drake-assisted version of the song, simply entitled “Tuesday,” would seem to be the first step in that direction. In keeping with the song’s title and subject matter there are a lot of shots of people going up in a club, albeit a club steeped in Makonnen’s eccentricities, where mannequin heads done up with Ziggy Stardust makeup get tossed around like crowd surfers. The other half of the video is made up of all sorts of people from all sorts of places singing along to “Tuesday” and smiling, reflecting and emphasizing the song’s idiosyncratically universal appeal.