Alvarez is in the midst of a viral moment with 'Sitting,' a silly song sung by one of his face-filtered TikTok characters, TJ Mack.
. He’s also found an audience with his highly-produced YouTube videos, many of which feature sketches with a cast of actors, and a popular 2016 video series called “The Gay and Wondrous Life of Caleb Gallo.”
During the pandemic, Alvarez decided not to overthink content creation as much. He started making silly videos with face filters and shooting them off to his TikTok page at the same time TikTok was beginning to take hold of a captive, locked-down audience. His viewers reacted well to his first character, Marnie T., a spiritual leader with a bowl cut who may or may not be fraudulent. From this, he learned his audience was the most effective barometer of what’s funny.
Alvarez’s content is just one example of the way in which social media has become less polished overall. In the early 2010s, at the advent of social media, both average users and professional creators alike often looked unrecognizable with layered filters and meticulous details smoothed and deleted through Facetune. More recently, however, there’s been a shift away from creating perfectly curated feeds, toward posting unedited photo dumps on Instagram and one-take videos on TikTok.
Alvarez says there’s a symbiotic relationship between his career paths as an actor and a content creator. “I have this experience that I'm very grateful for where, whenever I'm going viral, that will tend to help me move along in my mainstream career, and as I move along in my mainstream career, that makes me bigger on the internet, too.”
Speaking of creating content, the question on everyone’s mind is whether TJ Mack has another hit song in him. Alvarez assures his audience that new music can be expected. He tells TIME he had a meeting with Atlantic Records, and they are in talks to help push the song to an even wider audience. He wouldn’t share any details, but the good news for fans is that it leaves the door open for TJ Mack to sit in a booth and captivate listeners with more odes to life’s simple pleasures.
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