Baby Shark in the Global Children's Mediascape

This chapter explores one of the world’s most successful popular songs: Pinkfong’s ‘Baby Shark’. As a song apparently made and marketed for children, the incredible international appeal and reach of the recording, video and extended franchise has challenged in real terms what age-based boundaries around popular music might mean, if anything. There is also clear evidence here of the way music is being engaged with beyond just one demographic, with whole families drawn into the song because of the simplicity of its mode of address and means of engagement. Whether singing along ironically or sincerely; whether using the refrain as a meme or as a jingle, the global appeal of this track and its estimated continued worth and influence demands closer inspection.