Reception Initial response Numerous commenters have compared the Harlem Shake to '. In addition, the comparatively short life cycle of this kind of video meme means that by the time a traditional advertising agency or brand has put together its response to a current trend, it is likely that the trend will have long since peaked. The short length of the video, 31 seconds in most cases, impacts directly on the duration of advertisement that can precede it, which in turn limits advertising revenue. By contrast, the grassroots, bottom-up Harlem Shake has been described as a symbiotic viral meme, where open culture and business coexist. With the exception of a takedown notice issued when artist tried to upload her own version of the track, and his label, records, instead made use of YouTube's Content ID database to assert copyright over the fan-made videos and claim a proportion of advertising revenue in respect of each one., like other videos that preceded it, was a corporate, top-down traditional campaign.
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