unpopular content

YouTube’s engineers were taking advantage of this burgeoning virality and had implemented a recommendation system that would promote the most popular videos (or ones that seemed poised to become them). But Pipkin and Sparks preferred the weirder corners of YouTube and wanted to celebrate those videos that did not, and would never, go viral. “Snowfall DESTROYS Three Cars” was an homage to this unpopular content, which, as Sparks put it, brought the viewer “closer to the metal of life . . . allowing you to see an angle on being alive that viscerally resonates with you on contact although you’ve never imagined it.”

Here.