Why Justin Hawkins' YouTube channel gives me hope for humanity
The Darkness frontman's re-invention as an online personality shows that we can exist gracefully with celebrity - and with each other.
I’ve never been a fan of the English rock band the Darkness, who made a big splash in 2003 with their bombastic debut Permission To Land and then abruptly flamed-out after their sophomore album. (They reunited in 2011 and have since released five more LPs.) Their undisguised channeling of ‘70s arena-rock icons like Queen and AC/DC hewed a bit too close to camp for my liking.
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I have a deep aversion to art that cannibalizes the past in a self-conscious way, even if it’s supposedly making fun of itself in the process — for me, being tongue-in-cheek doesn’t cover up for aesthetic tomb-raiding, and if I want to hear ‘70s glam retro in a way that connects with me because I think it has heart, soul, substance and depth, I’ll listen to Hedwig And The Angry Inch.
So it’s been almost 20 years since I’ve even given The Darkness a second thought. In fact, I barely gave them a second thought when a musician friend of mine handed me a burned cd-r of their debut because he was all jazzed on them. But I’ve recently discovered frontman Justin Hawkins’ YouTube channel Justin Hawkins Rides Again, and I must say: not only am I delighted, but I’m encouraged for our future.
Hawkins is among the last people on earth I’d expect to be shining light on a more sane way of navigating life online, which is what makes the surprise all the more welcome. Even amidst the noise of his initial brush with fame, it was clear that there was a sharp wit behind the aspiring rock-god persona. Always hammy and over-the-top onstage, though, Hawkins comes across on his YouTube channel with an utterly charming mix of humor, ease, and a willingness to make fun of himself.
And, while he discusses other artists — occasionally getting a dig in and baiting viewers with video titles that suggest he’s going to slag on people — he’s mostly gracious and supportive.
As far as I’m concerned, his formula works not just for fans of his music, but as a commentary on music and the music business more generally. That said, he doesn’t seem to take any of it overly seriously — not fame, not rock and roll, and certainly not himself. As odd as it may seem, in his own self-effacing way Hawkins is providing a model for how to deal with the reality that life has become semi-public for just about all of us.
He’s quite clever, for example, in his responses to negative comments, clapping back where he deems necessary but not investing his response with any fire.
Lastly, although Hawkins came to YouTube as someone with an existing following, I think it’s possible to borrow from his formula for success on the platform. Like so many others working in this medium, he follows a straightforward template for fan engagement — reading and reacting to a manageable number of comments each week from followers who pay a little extra to have their comments addressed.
Hawkins is by no means re-inventing the YouTube wheel here — this is a well-established model, but that’s part of what makes this story so appealing. These days, even those of us with more modest followings can emulate this kind of approach. And he’s pulling it off with a great combination of panache and grace.
What a refreshing change!
<3 SRK