Sex and the City aired on HBO from 1998 to 2004, following writer Carrie Bradshaw and her friends through dating, work and friendship in New York. Its bright, jazzy theme music became one of the show's most recognisable signatures, instantly signalling the series even without any dialogue or footage. As the series moved to reruns, streaming and social video, fans began using the outro to close edits, recaps and parodies, keeping the sound tied to dating culture. It remains popular because the melody is cheerful, elegant and immediately nostalgic for viewers who grew up with the show.