Axl Rose and Slash of Guns N Roses perform live at Rock In Rio II on January 15, 1991 in Rio De ... [+]
Heavy metal rockers Guns N' Roses haven't released an album since 2008, but the band clearly maintains a huge fan base. Its video for its hit single "November Rain," from their third studio album Use Your Illusion (1991) may have only peaked at number three on the U.S. Billboard Hot 100 charts – yet, the song's music video has now become the first purely rock single to surpass two billion views on YouTube.
While more recent tracks that appeal to younger listeners have racked up such views – notably Imagine Dragon's pop-anthem "Believer," which has 2.3 billion views to date – "November Rain" is now the most viewed music video to be released before YouTube's launch. It suggests there is staying power for the more than three-decade old track.
"Many of my students of Generation Z have been heavily influenced by the taste of their (Generation X) parents, but are consuming that 'old content' on new platforms," explains Bruce Barber, professional in residence in the music department at the University of New Haven, and general manager at 88.7 WNHU.
"What surprises me is that it is 'November Rain' – why not 'Welcome to the Jungle,' which was a far bigger hit for the band," added Barber.
Guns N' Roses - November Rain
The X-Factor For Generation Z
A significant number of musical artists have surpassed a billion views on YouTube – but these include the likes of Adele, Bad Bunny, Justin Bieber, and Taylor Swift.
Guns N' Roses is notable as other powerhouse acts haven't scored similar hits. The Beatles, Led Zeppelin, and the Rolling Stones have yet to see any of their music videos surpass a billion views, and even Michael Jackson's "Thriller" has only some 850 million views.
"There is also some 'X-factor' that makes a hit," said Barber. "You can't always put your finger on what it was. In this case, it could be the storytelling in the video, along with what was really a great song."
Then there is the fact that the highly-produced music video for "November Rain" was one of the highest-profile releases of its day.
"Coming off a three-year hiatus, Guns N' Roses' notoriety had skyrocketed and anticipation for the double-album Use Your Illusion (I & II) was at a boiling point," said Jonathan Kuuskoski, chair of the Department of Entrepreneurship and Leadership at the University of Michigan School of Music, Theatre, and Dance.
"'November Rain' was, of all the album's tracks, the song that fulfilled the hype – it was edgy, operatic, and the video was truly epic in scope and production," Kuuskoski explained. "The song was a hit, but it was the music video itself that became the best way for a consumer to fully consume the music – so, YouTube is perhaps a more natural platform for sharing that particular song, versus, say, an audio streaming platform."
The Sonic Boom
Kuuskoski further cited composer Joel Beckerman, who described "boom moments" as those where sound or music creates a powerful emotional reaction that just transforms the experience.
"November Rain" could be such a song.
"When the right music comes along and intersects with cultural life in a way that amplifies the value of the song and makes it emblematic of the moment. Today, that video reaches an intergenerational audience – evoking nostalgia for the adults who were teens when that album first came out, and genre fans of all ages," said Kuuskoski.
Moreover "November Rain" was also – in contrast to the hard-driving rock style that initially defined Guns N' Roses – a ballad. It could be said it essentially took the power ballads of Led Zeppelin and other hard rockers to an entirely new level but also crafted a story via its visuals.
In that way, it was a multi-media experience. It could be described almost as a video made for YouTube even more than it was made for MTV, as it required multiple viewings to understand the story being told.
"It's more like a Southern Rock anthem, 'synthed up' and now, to our ears, quintessentially 90's, and the best way to actually observe and share that is through the music video – where the song intersects with the cast, cinematography, staging, and costumes," said Kuuskoski.
There had been other efforts by artists, including the aforementioned Michael Jackson as well as David Bowie and others, who tried to turn music videos into short films. Guns N' Roses was able to create such a story without making it epically long.
"Guns N' Roses was a band that came up when MTV was already established, and unlike some who came before, they truly understood the power of music videos," added Barber. "Where the classic rockers had attempted to create compelling music videos, they weren't native to it, where Guns N' Roses were."
Reliving The 90s
While the 1980s is often remembered for its great music – largely due to MTV – the 1990s shouldn't be dismissed. "November Rain" was the track that helped usher in a new era of hard rock that eventually was overtaken by grunge.
"It's worth noting that while we might not think of GNR as one of the biggest bands of today, in fact, their music is a staple on all varieties of rock radio; the fact they sponsored a NASCAR vehicle at the Daytona 500, shows how they still permeate American culture in a relevant way," said Kuuskoski. "GNR also maintained a mystique, due to their dysfunction and break up, and return to live touring in recent years. Every time they announce a new project, it becomes a conversation point because they spent long periods of dormancy, instead of milking their momentum throughout the late 90s and 2000s."
Beyond all that, this one track has reached a milestone that far more famous – and arguably even more popular – acts have yet to reach. Today's biggest artists have no problem reaching a billion views, while old classics don't.
"In many ways, it is the mirror to how our music consumption has changed," noted Barber.
