The chapter uses two viral music videos – ‘Despacito’ (Luis Fonsi, 2017) and ‘Toast’ (Koffee, 2018) – to explore how the global reach of YouTube has transformed and globalized low-income neighbourhoods in the Caribbean, making them visible as tourist destinations to an unprecedented number of viewers/listeners around the world. Using an ethnographic approach to San Juan’s La Perla neighbourhood in Puerto Rico and Kingston’s Fleet Street in Jamaica, the authors examine how YouTube ‘logics’ mediate and trouble relationships between locals, tourists and online platforms.
YouTube Logics and the Extraction of Musical Space in San Juan (PR) La Perla and Kingston's (JM) Fleet Street.
Ofer Gazit
;Elisa Bruttomesso
2023-01-01
Abstract
The chapter uses two viral music videos – ‘Despacito’ (Luis Fonsi, 2017) and ‘Toast’ (Koffee, 2018) – to explore how the global reach of YouTube has transformed and globalized low-income neighbourhoods in the Caribbean, making them visible as tourist destinations to an unprecedented number of viewers/listeners around the world. Using an ethnographic approach to San Juan’s La Perla neighbourhood in Puerto Rico and Kingston’s Fleet Street in Jamaica, the authors examine how YouTube ‘logics’ mediate and trouble relationships between locals, tourists and online platforms.
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