Every year I write for Punching a Jayhawk about the worst music videos of a given year. Last year’s choice for the worst music video of the year, “Stupid Hoe,” was so delightfully bad because it was jam packed with decisions leading one to wonder how anyone thought any moment of that video was good.
As 2013 wore on, I wondered where was the delightfully awful music video for this year. How had I gotten through six months of the year and not found a flat out terrible music video?
And then “Mass Text” was unleashed upon the world. It’s okay for the first 14 seconds of the video, although Tay Allyn, the song’s singer, is texting her crush named “Drew Crush,” but then she sings the first verses of the song.
Or perhaps you might enjoy the German translation instead.
The music video then continues with her asking over and over why she didn’t get his mass text because she’s in his contacts. We then see her in a school hallway as Drew Crush and his friends walk by and check all their phones as they get a mass text.
Here’s the first problem: She’s wondering why she didn’t get his mass text, but why is he checking his phone and reading the mass text if he sent it? Unless he sends his mass texts to himself.
Then she looks dejected and plays with Barbie dolls, sings a bit more and then plays with her dog. She then sits in a stairwell and writes the song we are listening to at the very moment.
Allyn then sits at lunch, gazing at Drew Crush when her friends come over with the discarded lyrics of “Mass Text” and encourage her to sing at the homecoming dance. As we all know, everyone wants to hear a song about not getting a mass text when they’re awkwardly dancing at the homecoming dance.
A bunch of her friends then get her ready for the dance and the video does that cliche thing where the girl with the glasses removes her glasses and discovers how beautiful she is. The problem is, people viewing the video have already seen her without her glasses on for most of the video.
Allyn then arrives at the dance and performs with her friends, serving as back up dancers. Although the pink fingerless gloves with her light blue dress seems like an odd fashion choice, nothing compares to the bit of choreography that occurs a few moments later where Allyn and her dancers put their hands up to their heads in a phone gesture while she sings “Mass text, mass text.” I’m not aware you can read a text while the phone is up to your ear. Is this a feature available on iPhones?
She then leaves her dancers on the stage, continuing to do awkward dance moves, as she walks up to Drew Crush, saying she’ll get his mass text because she’s in his contacts. They kiss, as is inevitable in this music video and then there’s this:
The music video can’t end with us having an image of Allyn and Drew Crush kissing in the context of the dance because she’s going to get his mass text it has to show us her smiling at an iPhone that’s playing video of them kissing.
So I salute you, “Mass Text” for being really bad. I don’t know how it was possible to make such a bad music video.