Brian Jordan Alvarez has joined the ranks of comedians who have found viral success with their silly songs, as reported by The Atlantic. This summer, we witnessed a surge in viral novelty songs on platforms like TikTok, showcasing a cultural shift towards cheesy and witty content. One prime example of this trend is Alvarez’s alter ego, TJ Mack, and his song “Sitting.”
“Sitting” features a strange man with a mouth and eyes who passionately sings about the joys of sitting. With a voice reminiscent of Robert Goulet, he emphasizes the opposites of sitting and standing, and sitting and running around. As the song progresses, the lyrics become more nonsensical but Mack’s enthusiasm remains infectious. It’s the kind of playful nonsense that we often engage in with our pets, except now we find ourselves as the audience.
When Alvarez shared “Sitting” on social media, it received an overwhelming response. Remixers added dance-pop and orchestral elements to the song, and cover artists interpreted it in various genres. Even radio stations have given it airtime. One DJ introduced the song by saying, “Tell me this is not that catchiest song you have ever heard.”
Alvarez has been captivating audiences for years, primarily through his acting career in shows like the Will and Grace reboot and his web series, The Gay and Wondrous Life of Caleb Gallo. However, the pandemic pushed him to explore new avenues such as creating selfie videos with filters that transform his appearance and voice into different characters.
One of his earliest characters, Marnie T, was a meditation expert who delves into the mysteries of the universe while maintaining an otherworldly gaze that mesmerizes viewers. Alvarez then introduced a roster of surreal yet relatable characters, including a wealthy southern aunt, a naive gay guy embroiled in a criminal conspiracy, and an alien who merges Black Mirror with Office Space. Lastly, there’s TJ Mack, a carefree TJ Maxx shopper who serenades viewers with songs about random topics, such as laser tag, splashing, water, and now, sitting.
Alvarez’s cinematic universe reflects the modern phenomenon of monologuing to an imagined online audience. It blends inventiveness with imitation, showcasing his keen observance of others’ energy. While he initially aspired to showcase his talents on shows like Saturday Night Live, he realized that the internet provided him with the platform to succeed independently.
Traditional comedy platforms like Saturday Night Live have made efforts to adapt to the rise of characters on social media platforms. However, the most effective format for satirizing our digitally mediated reality doesn’t require multiple cameras or soundstages, nor does it rely on TV networks that strive to recreate past cultural dominance. Our attention spans and preferences have become more fragmented, resulting in declining late-night comedy ratings.
Meanwhile, Alvarez’s characters, along with other eccentric personas like Psyiconic’s Terri Joe and Conner O’Malley, have found niche audiences on platforms like TikTok and Instagram. These comedians poke fun at the absurdities of internet culture and our interactions with strangers, while simultaneously tapping into timeless human tendencies, such as the simple act of sitting.
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