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From Briboomer to Pisik: how ringtones took over Russia and why they are the new punk

Nikolai Redkin

Editor:

Nikolai Ovchinnikov

December 15, 2020 15:59

Ringtones and realtones are a symbol of the zero. The melodies of Crazy Frog, «Brieboomer» and «the one from Nokia» became the main soundtrack for everyone who had already acquired a mobile phone by that time. After 20 years, ringtones are returning to us through pop music. At our request, Nikolai Redkin («Vska», «Broken Dances») recalls the main ringtones for 20 years.

«Ringtone» is the very word that can explain the pop culture of the zero. You can’t call the nineties and tenths like that, but tell your son: “I met your mother in the 2000s” — “When, when?” — «Well, in the era of ringtones» — and he will immediately understand everything .

Ringtone has become the code name for the fattest, redundant and polished decade in modern Russia (I would like to write that the ringtone has become his ringtone, but the editors will not miss such a meta-meta). (As you can see, I missed it — Note ed.)

Economically, the ington and realtone is the last super-profitable model of pre-streaming time (at the beginning of the 2000s the market was estimated at a billion dollars) and the last way to sell music to the consumer, and not rent it out. Culturally, he fashioned a new type of hit and the ecosystem in which such hits exist: it must have a catchy and melodic hook that would sound good from the phone.

There was even a market for ringtone rap in the US, hated by true fans but very successful; you can compare it with the boom of Russian hookah rap 2018–2019-X. Both here and there, the fashion was set by one-day artists who could not jump above their only hit.

The fashion for ringtones subsided around the end of the 2000s. There were many reasons for this: from the spread of fast Internet (why would you buy a ringtone if you can download and cut the right piece of the song yourself?) to the death of the very culture of phone calls.

Already at the beginning of the 10s, it was considered bad taste to have a ringtone on your phone, but should we not know that the revival of any bad taste always comes ten years later.

In the era of tiktok-pop, ringtones are suddenly a relevant music format again, using similar patterns of thought of the listener. With the difference that in tiktok, as in a comedy gag, you always need a setup and a punchline. The ringtone does neither, it’s just a bright flash, juicy pomace, carved essence and essence of the song.

In the era of impending nostalgia for the zeros, the ringtone also acquires a new, generational shade. In 2020, it already has an attractive novelty. Ringtone is punk 2020 , if you understand punk as something that can be shocked. In America, the thrash-pop duo 100 Gecs is reviving the dialers, which collects the musical garbage of the past and, with the skill of gallery owners, collects art from it, in Russia, the most forward-looking rap musician of 2020 Sqwoz Bab, who rolled out an album of ringtones at the end of the year.

In this situation, it’s time to remember and catalog the rich heritage of the ringtones of the 2000s.

Ringtone as an Idea

«Nokia Tune»

The classic and instantly recognizable Nokia ringtone is a piece from «Gran Vals» by Spanish composer Francisco Tarrega. From the first notes you should feel the pressure of angina pectoris of nostalgia — and this is absolutely normal .

Ringtone as corporate pop

«Crazy Frog»

Speaking of toads. More specifically, frogs. Combining several popular memes of its time at once, plus the recognizable tune of «Beverly Hills Cop», cartoon character slash ringtone slash CGI monster became the most tenacious pop idea of ​​the zero . In case you are suddenly wondering, the video with that incredibly cheerful and furious frog has collected two and a half billion views on YouTube. He has over nine million subscribers on his YouTube channel.

Ringtone as postirony

Pain «Shut Your Mouth»

«Shut Your Mouth» became the Trojan horse that brought Swedish metalhead Peter Tätgren to the magical world of polyphonic polyphony. Even someone whose knowledge of Swedish metal is limited to the fact that it may exist could fall in love with this song.

Super hit ringtone

Usher «Yeah!»

It is known that Usher, the R’n’B superstar of the nineties-zero, did not want to record the song «Yeah!» until the last, thinking that he would take the album out on midtempo ballads alone. But he was persuaded — so it turned out hit, on the one hand, launching southern rap into the mainstream (six months later, songs with loud claps and two notes on the synthesizer were written everywhere), on the other hand, it instantly sold out into phone dialers and self-made remixes . What can we say if 2020 hitmaker Morgenstern blatantly appropriated «Yeah!» for one of his songs.

Ringtone as a Russian collective

«Brigada», «Boomer» and «Brieboomer»

If the theme from «Brigada», written by composer Alexei Shelygin, shot in the remix of the electronic group Triplex (launching a stream shaft of such a product: DJ Groove, Vengerov & Fedoroff), then Sergey Shnurov’s theme from the movie «Boomer» worked without a straight barrel superimposed on top. In his own words, Shnurov, who earned from $100,000 a month on ringtones, was the top boss of the ringtone era: Leningrad’s own songs in polyphonic transcriptions also sounded oh-so. The culmination was «Brieboomer» is a blocky and most effective mix of two main Russian melodies of the first half of the 2000s . Triplex, by the way, were fond of remakes of famous tunes even before the 2000s — their main hit of the nineties was a remake of the famous «The Hound of the Baskervilles».

Ringtone as a new rap

D4L «Laffy Taffy»

A group of four lazybones from Atlanta, who did not particularly prove themselves after «Laffy Taffy», were the sacrificial cow of ringtone rap. But the single topped the Billboard chart and became triple platinum, which is basically understandable: the melody is sticky and dull, few words .

Ringtone as anonymous art

«Music from your old Nokia»

There are many collections of tubers for old Nokia on YouTube. I can’t remember the authors of other tracks, but some pop up even after a while: this happened, for example, with the track Tony Igy, which materialized in tiktok in 2020 and caused a rustle. Another favorite and forgotten gem of the 2000s ringtone clubbing is Blue Affair feat. Sasha Dith «You are gone and I am alone.»

Ringtone as an unhappy decadence

Crystal Castles «Baptism»

It is unlikely that someone at the time of the release of «Baptism» would have thought to put it on their ringtone, but just imagine that this could happen. Crystal Castles, a band that has always been a fan of eight-bit synths, was a little late to the celebration of life by releasing a song that could have made them rich , 10 years later than it should have.

Ringtone like new punk

100 Gecs, Charli XCX, Rico Nasty, Kero Kero Bonito «Ringtone»

100 Gecs, the duo of Dylan Brady and Laura Les, revives and revives the forgotten homunculus genres of the zeros: from monstrous one-celled emo to crunkcore.