Jennifer Lopez and Pitbull's "#LiveItUp" appears to be shooting for Twitter's hashtag slogan mining. Perhaps they hope #LiveItUp will be the #YOLO of the Summer of 2013, and thus their song becomes this summer's anthem. ("YOLO" stands for "You Only Live Once" and is an abbreviation popularized by musicians like Drake and Rick Ross).
Busta Rhymes may be the most self-aware about his hashtag usage. Hashtag aside, "Twerk It" refers to another meme-y term, meaning a certain type of dirty dancing. He has been employing the #TWERKIT hashtag on almost a daily basis on his own Twitter account and even refers to Instagram in his song,
"#Beautiful" however seems to the most arbitrary in its hashtag usage. As a marketing tool "#Beautiful" is a horrible hashtag, generic to the point that it can refer to almost anything. The song itself does not use the term in some sort of referential, categorical or ironic manner – everything Mariah Carey describes is just meant to be understood as literally — and plainly — beautiful.
With the exception Miguel (who is only featured in "#Beautiful") none of the artists using the hashtag are up-and-comers. Mariah Carey, Busta Rhymes, Jennifer Lopez and Will.I.Am have been making music for decades.
"There's an air of desperation about it in terms of trying to latch on to the latest trend," says Zimmer, adding it reminds him of the hashtag abuse by LL Cool J – another middle aged musician — at this year's Grammys. "It's a double edge sword which we see all the time with youth slang and other forms of language that are associated with young people."
And it appears that the ironic and humorous undertones of the hashtag that helped it infiltrate pop culture have been left by the wayside.
"What slang often needs is a kind of oppositional sense to it — that this is opposing the standard way of speaking — and so once it becomes mainstream it may be time to move on to the next thing," says Zimmer. All of the titles appear to be employing the hashtag earnestly (or at least as earnest as one can be about "twerking").
"That kind of overuse for marketing purposes probably doesn't do much to help the longterm fortune of the hashtag itself and the word 'hashtag' to label it," says Zimmer.
However, the hashtag becoming less "cool" courtesy of its use by aging pop stars may not be its death sentence. One only needs to look at the evolution of "cool" itself. Taking root in the 1940s Jazz scene and becoming the slang of 1950s teen generation, by 1960s the word lost much of its edgy appeal only to find new life in the '50s nostalgia of the 1970s. It has now matured to permanent, albeit less inventive, fixture in the English language.
"Often these relics have a staying power, even if they have an ironic use. By the time the hashtag becomes retro then it has a new appeal, a new basis for calling back a previous era," says Zimmer. With technology evolving at exponential speed, he adds, "The time when the hashtag seems retro might come quite quickly."