Pranksters Drove 1988 New Kids Hit to TRL No. 2 in 1999, Revived in 20-film documentary
Updated
Updated · Yahoo! Voices · Aug 19
Pranksters Drove 1988 New Kids Hit to TRL No. 2 in 1999, Revived in 20-film documentary
1 articles · Updated · Yahoo! Voices · Aug 19
Summary
A chain-letter campaign in March 1999 successfully pushed New Kids on the Block’s 1988 song “Hangin’ Tough” onto MTV’s Total Request Live, where the video aired at No. 2.
The prank worked by exploiting TRL’s online voting system, which sold fans on democratic control even though former MTV executives say rankings also weighed sales data, label priorities and booking plans.
For viewers steeped in Britney Spears, NSYNC and Christina Aguilera-era pop, the throwback pick was meant as a joke and a jab at MTV’s role as an arbiter of what counted as cool.
Yourgo Artsitas revisits the episode in “TR(ol)L,” one of 20 titles in the Yahoo x Nonfiction Hotlist Film Festival, framing it as a rare example of early internet trolling that was organized, harmless and playful.