Mercvrial Illuminates the Root of the Poisonous Seduction of Social Media Validation on “be that someone”

With a brisk pace and expansive, ethereal guitar melody over a steady urgent rhythm “be that someone” by Mexican post-punk band mercvrial is a surprisingly incisive commentary on the deleterious effect of social media. In the music video for the song we see people looking at their phones for the brief validation of likes on various social media platforms and how it syncs up so well and so insidiously with the work culture in late capitalism wherein people need to show they’re grinding for increasingly diminishing rewards and settling for truly ephemeral benefits. We see in the video the ways in which people advertise for themselves by posting a cultivated image of success and performative presentation of living their best lives all the time when anyone living in the real world knows can’t be true or certainly not sustainable. What makes this commentary accessible even as it shows how a system of technocratic rewards and punishments self-sustaining by our participation is eroding our collective psyche is how upbeat the song comes off and how the video shows the supposed good times posted to social media can convey a false picture of psychological health and vitality. At least until the end when a couple that seems to be getting along but there’s the dating app showing a match so on to the next exciting thing even if there’s no way of knowing it will be exciting. It’s easy to see people as interchangeable and as an option when the illusion of such is at your fingertips. The reality is probably more complicated than that but we’ve all seen that dynamic and perhaps even been or are a part of it to varying degrees. And yet we all know we can do better than this even if the instant dopamine shot from these micro brain stimulations of social media engagement give us is hard to let go. This song is about that and the lyric of “be that someone that everyone loves” sums up the root of the issue perfectly. Watch the video for “be that someone” and follow mercvrial at the links below.