The True, SA-Based Story Behind IceJJFish’s Viral “On the Floor” Video
Welp, in case you didn’t already know, we live in a truly exciting (depressing?) time. It’s a time when someone can get just as famous, if not more so, with a confident and terrible voice as they can with a good voice. It’s a time when our society’s ridiculous sense of humor is writ large in the form of three million-plus views on Youtube.com. But don’t worry—this is no thinkpiece … some things are just better left unanalyzed.
When Chicago area singer IceJJFish’s video for his awful emo R&B song “On the Floor” first started circulating, and when Current Editor Callie Enlow blogged about its connection to Saytown three days ago, people were equal parts amused, perplexed and angry. Where did this kid come from? Is that his real voice? Does he really think he can sing? OMG, who’s that girl? Who would make a video like this? Doesn’t this make San Antonio look bad? Why is he famous instead of me? OMG, who is that girl?
The question of who made it is answered easily enough. As was reported, the video is produced and promoted by San Antonio-based multimedia entertainment company Thatraw.com. I caught up with Thatraw.com owner Ricky Ortiz over the phone yesterday to try and get some answers to the other important (not really) questions concerning the overnight viral video.
First things first, I wanted to know how Ortiz and his team came to work with IceJJFish. “We had seen him on Youtube doing various things (especially his cover of Robin Thicke’s “Lost Without You”), and thought he was hilarious. We knew he hadn’t nearly reached his peak in views, so we reached out to him, flew him in from Illinois, showed him a good time and he agreed to let us make three videos for him,” Ortiz tells the Current. The first of these three videos, the decidedly less LOL-worthy “No Topping You,” was released on January 7 and, of course, the second is “On the Floor.” One can’t help both anticipating and dreading video number three.
The next most pressing matter of concern (not at all pressing or concerning), is Mr. Fish’s limp, quaking and excruciating vocal delivery, which most resembles a wounded sea bass flopping haphazardly around the deck. When I ask Ortiz, who clearly sees The Fishy One as a humorous artist and not a talented singer, what gives with the guy’s voice, the tone of his reply suggests he wants to be careful. “He’s got a unique voice. It’s not good, but when I listen to his album [Joy] I don’t get annoyed, I just think it’s funny and entertaining.”
Far from making the Alamo City look bad, Ortiz contends that it’s no slight to a city to have a hilarious viral video produced there and that, furthermore, people need to “lighten up and recognize comedy for comedy, it’s not like we’re saying he’s the next great singer.” But it is video vixen (and Thatraw.com promotional model) Karen Vi who has the most perfect response to anyone worried about our city’s reputation. “I mean we get bad press for teenage pregnancy and for obesity,” she notes, “this is just a fun video for entertainment, I don’t see how it would make the city look bad.” Touché Vi, touché.
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