Viral Children’s Song Becomes Unexpected Urban Management Tool
In an unusual twist of musical intervention, the Complexe Desjardins shopping mall in Montreal, Quebec, has turned the globally recognized children’s song “Baby Shark” into a strategic tool for managing homeless individuals in its emergency exit stairwells.
The downtown mall has been systematically playing the viral YouTube hit at varying speeds, aiming to discourage prolonged loitering in its stairwell areas. This unconventional approach comes against the backdrop of rising homelessness in the wake of the COVID-19 pandemic, which has left numerous individuals facing significant financial and mental health challenges.
Global News reports that the mall’s management has implemented this “sound solution” to address ongoing issues in their emergency exit areas.
Mall spokesperson Jean-Benoit Turcotti defended the approach, stating, “About a year ago, music was installed on some of the fire escapes in the Complexe Desjardins because we were having problems in these areas.”
Community reactions and ethical concerns
The tactic has not been without controversy. Sam Watts, CEO of Welcome Hall Mission, characterized the continuous looping of a children’s tune as “cruel and unusual.” Critics argue that the method represents an insensitive approach to addressing homelessness.
However, the mall maintains that its intentions are compassionate. Turcotti emphasized their commitment to supporting the homeless community, noting that the mall’s owners contributed $1.2 million to homelessness initiatives in 2023.
“Our goal is not to coerce these people, but to support them,” he explained, pointing to two social workers employed at the complex to facilitate dialogue.
The use of children’s music as a deterrent is not unprecedented. In 2019, West Palm Beach, Florida, similarly deployed “Baby Shark” and “Raining Tacos” to encourage homeless individuals to relocate.
Public sentiment: Mixed but mostly pragmatic
Social media reactions revealed a range of perspectives. One X user commented, “Actually i’m not even mad. It is creative.” Another pragmatically noted, “Better than dousing them with water. What other method would you use? They CAN’T live there.”
With over 15 billion views on YouTube, “Baby Shark” has transcended its original children’s entertainment purpose. Now, it’s become an unexpected urban management tool, proving that viral content can have surprisingly versatile applications.
As cities continue to grapple with homelessness, the Complexe Desjardins’ approach raises critical questions about creativity, compassion, and the methods used to address complex social challenges.
The mall remains steadfast in its approach, with Turcotti stating they have no plans to stop playing the song, suggesting that for now, “Baby Shark” will continue its unusual role in Montreal’s urban soundscape.
