Is It the Weekend? Not Until He Says So.


In a scene from “Saturday Night Live,” the English actor Daniel Craig stares into the digital camera and flops his arms halfheartedly, as if he meant to boost them above his head however obtained drained midway.

“Ladies and gentlemen, the Weeknd,” he says, asserting the episode’s musical visitor: the Canadian pop star Abel Tesfaye. The studio viewers begins to cheer.

These 4 seconds of footage, notable if just for Mr. Craig’s ambiguous tone (was he exasperated? doubtful? expectant? impartial?), had been certainly forgotten by most viewers after the episode was broadcast on March 7, 2020. But not by Miles Riehle.

Watching Mr. Craig on “S.N.L.,” he was amused by what he noticed as a double entendre. “It sounds like he’s welcoming in the weekend, as in Saturday or Sunday,” stated Mr. Riehle, 18. “I was like, ‘Man, that’s really funny.’”

Following in the footsteps of Twitter accounts that tweet solely on particular dates — suppose “Mean Girls” and Oct. 3 — Mr. Riehle claimed the deal with @CraigWeekend and began tweeting the clip each Friday afternoon.

When the account took off months later, in November, “I was excited to have so many people following something that I was doing,” Mr. Riehle stated. Soon, interview requests began rolling in.

The further consideration, whereas thrilling, was additionally daunting, he stated, “because now I have to make sure I keep all these people entertained.”

That stated, he appears to be sustaining the curiosity of his greater than 450,000 followers, who Friday after Friday await his announcement that the workweek has come to an finish. Some individuals message him once they really feel he has not delivered his proclamation early sufficient.

Mr. Riehle thinks the account’s attraction could be chalked as much as its optimistic and predictable messages throughout a interval marked by worry and uncertainty.

“Given how much stress there was going on in the world, for a lot of people it was extra potent, being able to embrace the weekend and get excited for it,” he stated. Fans of the account, he stated, have developed “a community of good vibes.”

“It always seems like people are nice to each other in the replies and the comments and the quote-tweets,” Mr. Riehle stated. “I think that’s sort of rare on the internet.”

He normally posts between 3:45 p.m. and 4:20 p.m. Pacific time, however by no means on the hour. “I kind of want to keep people on their toes,” he stated.

Indeed, that his followers know one thing is coming — however not precisely when — may very well be key to holding them engaged, stated John Suler, a psychology professor at Rider University.

The predictability “is very reassuring to people, especially during a pandemic when people have little else to do on a Friday and everything else in life seems so unpredictable,” Dr. Suler stated. “But then, he does mix in a bit of unpredictable reinforcement by posting at different times of the night.”

Josh Varela, a fellow at Lead for America, an area authorities management program for latest school graduates, from Ventura, Calif., has notifications turned on for the account so he and his roommate realize it’s time to place apart their tasks for the week.

“Whenever @CraigWeekend tweets, we see it as the time we’ll crack open a beer and hang out,” Mr. Varela, 23, stated.

Derek Milton, a 34-year-old movie director from Los Angeles, stated that “any anxieties, any worries, any hardships that have accumulated over the past five days are relieved by a four-second clip.” He and his associates love the video a lot that they recorded a parody version of their own whereas on the set of a photograph shoot with none apart from the Weeknd.

Mr. Craig was not out there to touch upon the “S.N.L.” clip, however the Weeknd seems to be in on the joke. In May, he tweeted, “ladies and gentlemen, the …”

It wasn’t arduous for Mr. Riehle to fill in the clean.

“I consider that to be a call-out tweet to me personally,” he stated. “I think he likes it.”

Mr. Riehle begins school this fall at the University of California, Davis, the place he plans to check environmental coverage and planning. He intends to maintain operating the account whereas at school.

“I don’t know when it will end or if it will end,” he stated. “Obviously if it gets to a point to where it’s harming my relationship with the internet, then I might get rid of it, but I have no plans right now to ever stop doing it.”

For all the reduction his account give the weekday 9-to-5 crowd, Mr. Riehle is aware of that, for some staff, the tweet is also a dispiriting reminder of impending duties. He himself works as an envoy for Orange County’s public transit service — on the weekend.

“It is kind of ironic,” he stated.





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