["Hustle Til the Day I Die"
by Raphael Lake playing]
All right, I got a question
for you, though,
while-- while-- while
you're here.
-Yeah.
-What-- what's it gonna take
to-- to keep the memes
coming, though?
-Yeah.
-Which-- which memes?
Just, you know,
keeping them coming.
All of them?
Mama raised me a hustler,
turn people to customers
Ain't no love in these
streets, your best friend...
-Memes.
-Memes.
-Memes?
-Meme-machine.
Is this, like, the new meme?
[reporter] And was forever
immortalized as a meme.
[host] "Who is
the spiciest memelord?"
The good people of social media
love a good meme.
I love memes!
-Is it called meme?
-[woman] Meme.
-I always thought
it was me-mes.
-I thought it was memes!
Every election
throws up something new,
and this one has thrown up
something called a dank meme.
It's natural, like,
the memes started happening.
[news anchor]
The group first called the chat
"Harvard Memes
for Horny Bourgeois Teens."
[reporter] A dangerous
health risk
spreading through
social media memes.
Photos show laundry pods
being used as pizza toppings.
What about all these
other "meme trades"
that are lurking in
the subreddits of Wall Street?
I mean, there's some
good memes here. [laughs]
What is a meme?
[upbeat music playing]
What is a meme?
I don't know what that means.
It's a image or video,
uh, with a comment
that kind of goes
straight to something
that you identify with.
A meme is something
that spreads online
and evolves as it is shared.
What's a meme? That's--
Ah, every-- it's-- everyone's
definition is different.
I just get a smile
when I think about it
because it's-- it's just a--
uh, a piece of art, really.
Before I go to bed,
I love to read a good meme.
It's like, boom,
you put the right meme out
and, you know, you can make
or break somebody.
[Shaquille] Oh, the M-E-M-E.
That's not a meme,
it says "me-me."
It's almost like using
the word Google.
Like, it's a verb now.
To be like, "Oh,
are you gonna meme that?"
They build things
that you don't actually
have to say it yourself.
You can post a meme and they go,
"I can't believe
someone made this."
[Iliza] I think
it's just another evolution
in comedic storytelling.
They're really--
the closest thing to me is,
like, the observational humor
of, like, Jerry Seinfeld
or George Carlin.
It's-- it's all those things
MADtv and Saturday
Night Live do
but just in a totally
different format.
-He memed me.
-I'm sorry. Memed you?
Look at the front page
of reddit.com.
The late-night hosts, uh,
the-- the comic strip writers
of The Sunday Times,
uh, the people that draw
a cartoon in The New Yorker,
they're all being hacked.
It's truly the new way
to get information.
I mean,
I hate to say it but
it's almost like
watching the news.
Like, I don't need
to watch the news,
I can just read the memes
and get the funny version
of what happened.
So embarrassing.
I got my news from a meme. Yeah.
You know it's true then.
It almost doesn't matter
what the news is anymore,
it's just an excuse for people
to make content
and share content
about something.
[50 Cent]
The sayings, the slogans,
and the things
that are happening
are absolutely turning
in the punchline.
There's an event in society,
and within seconds,
somebody has put a white border
and a funny statement
against that issue.
I mean, that is
just the world we live in.
[Tank] You know,
if on a Halloween,
you post
a Halloween related meme,
it's gonna do well.
The debates. Or the Super Bowl.
Go, go, go, go
Go, shawty,
it's your birthday
Some of you go wild,
so this is how you see me.
Okay, b*tch.
f*ck you, and f*ck your mother
for having you,
you m*therf*cker.
You know,
I just got a little bit
a different way of dealing
with how I feel about it.
There was even, you know, a joke
that Donald Trump
was "memed" into the presidency.
Mike Pence
with the fly on the head, dude.
To the men and women
who serve in law enforcement
and I want everyone to know
who puts on the uniform...
If you posted anything
fly on the head related,
automatic banger.
Over the course of 2021,
there was a-- a milestone
in internet history
when the price of
the stock for GameStop
started to rise quickly.
In less than a year,
the company's stock has jumped
from less than $3 a share
to almost $350.
How and why that happened has
caused rumbles on Wall Street
as small investors apparently
joined forces
to beat the big traders
at their own game.
[Don] Users on Reddit's
wallstreetbets community
began to turn the stock
into a meme.
Now the term "meme stock" exists
because of this.
This is referring to a stock
that has gone viral
on social media.
And its price has been affected
significantly because of it.
AMC, Blackberry
and there's even
cryptocurrencies
that have been affected
by this as well.
[dramatic music playing]
-Heads up.
-Huh?
-[man groaning in pain]
-Yes.
Memes were really big
during COVID
because everybody
was stuck at home.
Everybody was on their phones
and most of all,
we all needed a laugh.
No, I'm horrified.
[Betches] Almost everybody
was going through
the same thing at the same time.
Everyone could relate to,
"We're never putting
on pants again." [laughs]
Memes are really, like,
this magical thing or-- or form
of making everyone feel
a part of something.
Tank Sinatra is a bona fide
Instagram celebrity
with almost a million
followers.
So why is he still working
a day job?
[Tank] I find
the human condition hilarious.
The fact that we all think
we're, like, so evolved,
yet we all get jammed up
by the same things.
That's very funny to me.
Humor is a skill.
[reporter] It's a skill he's
turned into a second career.
Fencing salesman by day,
Tank creates most of
his memes in his car.
[man] This is Tank Sinatra
on Instagram.
-You have Instagram?
-[man] Yeah.
-You fo-- you have Instagram?
-Yeah.
-You like memes?
-[indistinct] name?
-Tank Sinatra.
-[man] Look him up right now.
-I'll look him up.
-Yeah, look him up right here.
What do you-- what kind of
meme accounts do you follow?
Uh-- [laughs]
-[man] Yeah.
-All kinds?
-[man] Tank Sinatra.
-Who do you follow?
-Uh, Dank c*m.
-[man] Dank c*m?
-[Tank] Dank c*m?
-Yeah.
[all laughing]
Yeah, it's Tank, T-A-N-K,
dot Sinatra.
Dude, 1.1 mil?
-[man] Yeah, doggy.
-Damn.
-That's crazy, bro.
-All-- all-- all original.
I-- I just gave you--
I just gave you a follow.
-Nice.
-Alex has 16.
-I got 16 subscribers.
-[man] You're on your way, dude.
-[Tank] How old are you?
-Uh, 18.
Oh, that's sick.
I used to look like you.
-Yeah?
-Young, thin, blonde hair.
Yeah. Now look at me.
-Yeah.
-You're f*cked.
[dramatic music playing]
So I wake up, obviously,
I struggle for a little while.
[chuckles]
Then I, uh-- I drink my coffee.
I check
my a-- addiction websites,
the Facebook, the Reddit,
LinkedIn, Instagram, Twitter.
You know, when he first
got his itch
to start making these memes,
I was like, "Oh,
another thing to be
addicted with," you know?
But as I started to catch on
to what was happening,
um, I just--
just let him just thrive in it.
[Tank] I do have a job
that feeds this other life.
A friend of mine started
a company about ten years ago,
a fence company,
which I knew nothing about.
I don't want to say
I'm not passionate about it,
but how could you be
passionate about fence?
Honestly, I'm passionate
about feeding my family.
That makes me feel good.
I just want to see how far
I can take this meme thing.
I hesitate to make the jump
because if I cut
this source off,
I don't know if I'll have
the money to make this work.
I got kids to feed.
[laughs] You know what I mean?
You want to see the baby's room?
-[kid] [indistinct].
-This is for the new baby.
Baby Bennett
coming in a few weeks.
This is his room.
It was already painted blue.
We got lucky.
This was DJ's playroom.
Oh. [chuckles]
What the hell was that?
[kid laughing]
Damn, now there's about
to be two of these in the house.
[Tank sighs deeply]
You really leaving?
Yeah, I gotta go.
I'm gonna be late.
-[indistinct].
-I love you.
Come on. [indistinct].
-Bye.
-Bye, sweetie. Enjoy the day.
[intense music playing]
The word meme
was originally coined
by evolutionary biologist
Richard Dawkins and his book,
The Selfish Gene,
which was published in 1976.
He was saying that ideas
undergo natural selection
and evolve
because they replicate
from person to person.
When the internet came around,
people needed a word
to use for these things
that they'd see
go viral very rapidly.
And the word "meme"
was just kind of perfect
to convey this idea.
The meme has always existed.
We-- maybe we didn't call it
a meme before.
We called it a--
you know, a comic frame.
That's always existed.
It never existed until now
as an art form in itself.
In the beginning
of the internet,
memes were spread
on places like Usenet,
these kind of
early message boards.
Then they turned into videos
with like Dancing Baby,
which is considered to be
the earliest viral video.
Oogachacka, ooga, ooga
oogachacka, ooga, ooga
And then, you know,
we move into the early 2000s
when some of the first
memetic hubs
started forming
around the internet.
And then a bunch
of social media platforms
started coming around.
That's when the meme culture,
as we know it,
started happening.
When I first got into it,
it was pictures
and the impact font
at the top and the bottom.
There was Bad Luck Brian...
Scumbag Steve.
There was, like, so few images.
Now memes have become
this mainstream force
that has dominated
all of online culture.
The famous ones are really
what we call macros
that people end up
putting their own spin on.
With Hide the Pain Harold,
probably the most iconic
meme image of all time.
You have the Joker
putting the lipstick on crying.
Dennis Reynolds in It's Always
Sunny in Philadelphia
driving with the cereal saying,
"You dumb b*tch."
Big Ed from 90 Day Fianc.
Spice Adams behind the tree
looking at something tasty.
The Blinking Guy, he blinks
and then he's incredulously
trying to process what he saw.
Then you have
the guy looking back
with the jealous girlfriend.
Everyone has seen
the Michael Jordan crying meme
a million times.
Something happens,
sad or in the world,
and you're able
to put that crying meme on it.
You get it right away.
You understand, like,
this is the sorrow.
This is the degree of sad
that I am
about my tacos being gone.
It's funny because,
uh, Michael Jordan,
uh, probably
to this young generation,
is known from this meme
and not from being the greatest
basketball player.
[Michael]
We talked about everything.
And he was just trying
to be a better person.
Now he's got me.
I'll have to look at another
crying meme for the next...
[audience laughing]
I told my wife
I wasn't going to do this
because I didn't want
to see that
for the next three
or four years.
[audience laughing]
[upbeat music playing]
I see half the stuff
that gets-- that gets
picked up by the internet
and I'm like, "Okay,
we're doing this now."
The name Karen.
Does it bring up some weird
things for you when
I say Karen?
[reporter] They've been caught
on tape ranting and raving,
complaining about what sure
seems like nonsensical things.
And the phenomenon even
has a Wikipedia page.
"A woman perceived
to be entitled
or demanding beyond the scope
of what is considered
appropriate or necessary."
The Karen meme started,
it's a haircut.
It wasn't even
someone named Karen.
It was Jon & Kate Plus 8.
So really
they should be called Kates.
You need to stop playing toys
and come help.
[baby cooing]
You stand here,
I have to go ahead.
Playing with toys
instead of doing his job.
It's not just a haircut.
It's an attitude.
It's a way of life.
It's a type of person.
[reporter] This incident
involved a white woman
who called the cops on a group
of Black people barbecuing
at Lake Merritt in Oakland.
Uh, it's ill*gal to have
a charcoal grill
in the park here.
Growing backlash
against this kind of behavior
and the memes, uh,
that it's been generating.
So here are
a couple of my favorites.
"She's worried
about Martin Luther King."
[audience laughing]
With Obama.
"Hello, officer, it's me, Susan.
There's a Black man
in the White House.
This cannot be right.
I don't feel safe."
[audience laughing]
And "Hello, officer,
it's me, Susan.
There's an obscene number
of coloreds
screaming something
about Wakanda being forever."
So unfortunate
for people named Karen
or anybody
that might like safety or rules.
My sister's name is Karen
and I do feel really bad for her
every time I post a Karen meme.
But, you know, it is what it is.
Blame our parents
for naming her Karen.
She is kind of
annoying sometimes.
The people that make these
are tapping into something
incredibly intelligent and smart
in terms of, like,
skating social commentary.
A meme artist,
I don't know who they are,
is a funny person
that has the best memes
or the best content.
In my mind, they're all young.
They're all handsome.
They all got great deals
and Sprite pays them
a lot of money.
And I don't know why Sprite.
I don't know
where these come from,
but these are funny.
Like, I don't like
when real comedian friends
of mine send me memes.
They don't--
I don't think they know
that, like,
there's a meme industry
teeming up
just beneath the surface.
No one knows you, memers.
You're faceless.
You're not known.
Do something.
Put your face next to your meme.
A day in the life
of Tank Sinatra.
Tank Sinatra is one of the most
popular meme makers--
meme accounts rather
on social media.
But having millions
of followers
on Instagram
won't necessarily make you
a millionaire.
-We're going to make a meme.
-Okay.
"Uh, I'll have
the human breast."
-That's funny.
-I would say,
"When you run away from home
for attention and you get it."
[both laughing]
[gentle music playing]
-Hey.
-[Maureen] Hi, George.
-[Tank] How's it going?
-[George] Good to see you.
My real name is George Resch.
My account name is Tank Sinatra.
I always wanted,
like, an alter ego
or a nickname
and nobody ever gave me one.
Yeah, are you sad
that I changed my name?
-[Maureen] No.
-[Tank] No? I mean--
-It's a stage name, George.
-Yeah.
-No, but you call me Tank now.
-I don't.
-[Tank] Mom.
-I call you Sunshine.
There's a chance that
I'm going to be very famous.
What do you think about that?
-You're already famous.
-You're already famous.
-No--
-No, like, very famous.
Like, for real.
Well, that's--
I think it would be great then.
You-- like, you said,
you could pay off our mortgages.
-You can-- You know?
-[Tank laughs]
I've always loved comedy.
Always have loved comedy.
I've always loved to laugh.
I've always loved
to make people laugh.
Like, since I honestly
could first remember as a child.
-Is that me?
-[Maureen] Yes.
[Tank] The hell am I doing?
-[Maureen] Uh--
-[Tank] I remember that helmet.
That's my G. I. Joe.
That's your helmet
for pooping on the party.
Pooping on the party helmet.
When I was in eighth grade,
they did, like,
the class couple,
most athletic, blah, blah, blah.
But they nixed class clown
and I was pissed.
I was like, "That was my spot.
Like, that was my-- that was
going to be how I made it."
Hey, growing up,
you know, chubby, kids are mean.
I-- I was a very sensitive kid.
And I'm still very sensitive.
Oh, my God, Mandy, we should not
ever show anybody this picture.
[indistinct]. [laughs]
It was something about people
thinking I was funny
that fed this--
this void inside me.
If I wasn't tough,
I didn't have money.
I was funny. Funny fat kid.
When I was a kid,
I used to watch
Dom Irerra
and Joe Rogan on the show
called Full Frontal Comedy
on Showtime,
which is
completely inappropriate
for an 11-year-old to watch.
No guy ever quits
while jerking off, ever.
That's a project you start,
you always finish.
I used to watch it
and I used to die laughing.
So I was like, "Wow, these guys
are, like, funny for real.
Like, they're funny
for a living.
This is, like, what
they dedicate their lives to."
And I thought
that was interesting.
I don't have the time,
the-- the desire,
or the willingness
to create a comedy special,
go on the road and tour it.
So from my-- the comfort
of my own car or home,
I can make people laugh.
I mean, the fact
that the internet exists today
and I can reach
as many people as I reach
is a-- a gift, total gift.
-I love you.
-Bye, buddy. I love you too.
I love you.
[grunts] Proud of you.
[upbeat music playing]
My bio on Instagram is,
"dad jokes if your dad
was a Black l*sbian."
Just kind of
putting it out there
that this is not made by
a straight white dude.
I do a lot of those jokes
where it's super specific.
You know, love is okay,
but why fall in love
when you can just use
the free Wi-Fi at Walmart
to watch hardcore porn?
I've had posts
where people are like,
"These are getting
way too normie for me."
In my mind, that means I need
to talk way more about a*s.
I need to talk way more
about Doritos.
I need to talk way more
about using your tears as lube.
Blake, uh, is a meme
in of himself.
The meme of the millennial
who is, like, way overconfident
for no reason.
This is a guy
who is so delusional
that no matter what he does,
he thinks he's k*lling the game.
What up, [indistinct]?
Vaping in front
of this cop car right now.
[indistinct].
Fortunately, he's not in the car
because if he was,
he'd probably arrest me
for k*lling
the f*cking game, dude.
Like, being that excited
over something that simple.
Um, and I think that says a lot
about where we're at
as a society today.
Hi, my name is Violet Benson
and I have a meme account
called @daddyissues-.
I grew up with daddy issues
and I just figured
growing up in LA
that everyone had
some type of daddy issues,
whether it's having
a sugar daddy
or having actual
real daddy issues.
I'm known as the meme queen
by Vanity Fair.
So I will always be
the meme queen
because I've decided that
I will always be the meme queen.
And I'm going to continue
walking around
like I am the meme queen.
I started out just kind of
f*cking around on Facebook.
My mother-in-law
kept calling my wife
and asking her every day
what the sh*t meant
that I was posting about.
So I just blocked her
and then started Dr. Grayfang.
Dr. Grayfang's brand of humor
is, um, more on the savage side.
I like people to either be,
like, really disgusted with it
or kind of laugh and say like,
"That sh*t
was pretty f*cked up."
My name is John Trulli.
My two main accounts
on Instagram
are Cabbage Cat Memes
and Doggos Doing Things.
Social media gets the reputation
of everybody only showing
the good parts of your life.
They'll just go on vacation,
post pictures of that.
I try to balance it out
by, like, focusing on the more
negative parts of my life.
Like, I'll talk about,
like, I went to jail
for riding a moped drunk
in somebody's front yard
at a party.
All the ones
that I'm involved in,
I tallied them earlier today,
it was 16 accounts.
Me and Reid are doing
most of them together.
The big ones are
Shitheadsteve...
Trashcan Paul...
Hell yeah!
Hey, come on, baby. Come on.
[Reid]
...Animals Doing Things...
Drunk People Doing Things.
[laughter]
[glass shattering]
I started doing
Middle Class Fancy
because I was just able
to tap into
the middle class lifestyle
because that's where
I came from.
I mean, a lot of people
are middle class people,
but they try
to take it to another level
to where they're,
like, upper middle class.
But they're, like,
kind of lower middle class.
It's hard to explain.
Um, I don't know.
I put a lot more of myself
into my page
than, like, normal accounts are,
where they're just, like,
faceless meme accounts
where, uh, like, you're coming
for cash and these are my jokes,
these are my ideas
I have in my head.
You're learning stuff about me
as you go through my page.
Hey, does anybody
remember, uh, this
when, uh, people
used to do this?
I feel like
I'm my quintessential follower.
I am, like, a basic white girl
who, like, lives in New York,
has a Long Island accent.
I very much appropriate
white girl culture.
Brunch is a symbol
in the white girl community.
It's a very powerful symbol.
So any meme
that mentions the word brunch
is guaranteed to overperform.
Science percent.
Music pop, bring that drum
Let the beat rock, boy
Like, some of my favorite
basic white girl memes
have to be, like,
stalking your boyfriend,
like, by the phone or going
through his text messages
or just really overreacting
for no reason.
And f*ck are the guys
that don't text you
unless it's, like, 2:00 a.m.
It's two words. It says, "U up?"
And it's not even
spelled out "you."
It's the letter "U."
My name is Adam Padilla.
My account is Adam The Creator.
I've always identified,
uh, with the creatives,
the kind of oddballs.
This was me trying
to sell something
to a-- a line of trading cards
to a dentist.
I tried anything.
I made this movie Pals 2.
It's terrible.
Oh, really?
Got yourself a date, have you?
I mean, it is not a good movie.
I feel
a kindred spirit with memes
because just like me,
memes don't fit into a box.
What I want
to bring to the table is
"Here's an image
that you haven't seen yet."
Fake news has now
reached the world
of children's toys.
[man]
[Dan] People are outraged after
someone posted this image.
A picture of what appears to be
a happy hour play set.
The style of it,
I did very realistically.
And I did-- uh, I photoshopped
these kids into it.
It became a national news story.
When I say national news,
I mean literally.
It was on the Today Show.
I actually heard, you know,
Al Roker and these guys
laughing at-- at it.
I was--
I was going to order that
for you, Dylan, as a present.
I do want this
really bad right now.
So I'm getting, you know,
"This is what I love.
This is what I've-- I've been
doing this stuff for forever.
It's just that attention.
I get a--
I get a thrill about that."
One clever father edited it--
the fake ad together,
shared it on Instagram,
and the outrage followed.
Unfortunately, though...
Imagine it gets so big
that Fisher-Price,
biggest toy company
in the world,
issues a statement.
I got a bunch of followers.
Gave me some confidence.
What I started to realize was
there's a bigger thing here
that can happen.
This could actually be
a platform itself.
[uplifting music playing]
It's time to make the memes
right now.
And I got a good idea,
so I'm going to dig in.
Here is how I do it.
Here's the process I go to.
First...
I, uh-- I go to Twitter
and I type...
"Get in, loser...
we're going
crying,"
which is a play on Mean Girls.
-[car horn honking]
-Get in, loser.
We're going shopping.
But this time it's Drake,
who is perpetually sad.
[laughs] Which is pretty funny
because look how sad he is.
So then, from here,
I have to screenshot it.
From there,
I go to Instasize, save it.
So now I open up PhotoGrid
to add my watermark
so that people know who made it,
where it came from.
Sometimes you get a little
anxiety making these things
because it takes so long,
there's so many different apps.
And then I go to Instagram
and, uh, post up
and wait
for the likes to roll in.
[Adam] This is what I wait for.
This is, like, the thing
that gets me up in the morning,
like, "Okay, this exists."
I know it, once I look at it,
I'm like, "Okay, this is funny."
I'm going to take this kid out
because he's right
in the middle.
For me,
I'm just looking at this kid
because it's all-- he's, like,
in the center of the picture.
And what if this is Jay-Z?
And that's-- that's what--
that's what excites me
at the end of the day.
So I grab this...
and make my own layer about it,
so now I have this.
I get inspiration
from, like, literally anything
that happens in my day.
If I'm buying,
like, toilet paper at CVS
and there's a hot guy behind me,
I'm like, "Oh, God, that's--
that's going to be a meme."
It's pretty much,
like, the sixth sense
all day.
I walk around.
I see memes everywhere.
It's kind of like
ingrained in me now.
It's like, I wake up.
I just, like, look for content.
Sometimes I wake up
at, like, 6:00 a.m.,
and I-- for an hour or two,
I'm just going looking for memes
that I like for that day.
Whatever I feel like is, like,
funny to me at the time,
like, real life sh*t, like,
not relationship stuff,
but just, like, girl stuff.
Like, man, like, why don't girls
like me type stuff. [laughs]
I just turn it into jokes.
[laughs] That's the only way
to cope with it.
I've never made a meme.
Um, I've-- I've thought about it
a couple of times.
I don't know
how to make a me-me.
I've never really tried
to do the meme thing.
It is, uh-- it is something that
even when you think about it,
you go, "It's really hard."
Like, it's-- it's not as easy
as what people think.
It's really hard to be, like, on
all the time.
And I think that's what people
don't really understand
about memes.
They're like,
"Oh, wh-- what's so hard?
Like, you take a funny picture
and you-- you put a caption."
There's a cost of entry,
everybody runs around and says,
"Oh, I want to be
an Instagram influencer."
I feel like the word
"influencer" is cringy.
That word has got
so much baggage attached to it.
I try not to use it ever
for any reason,
because nobody knows
what it means.
Who are you influencing?
And for what-- to what end?
I don't know.
I prefer the term
"content creator".
I like just m-- meme person.
Meme, anything
with the word "meme" in it.
Not meme influencer, but--
Meme God, that works.
[chuckles]
When I look directly
under the hood
of who's winning in the meme
and media culture landscape
uh, uh, on Instagram
and other platforms,
it's the people that have
real consistency.
You know, two, three, four,
five pieces of content a day,
every single day,
365 days a year.
Every single day we're coming up
with new jokes.
The only time that I ever skip
a day of posting
is if I have a meme that's,
like, banging super hard
and I don't want to interrupt
its traffic.
There is no skip days.
Every single day, I am posting
at least 20 memes
on different accounts.
If you stop for one day,
you know,
your engagement goes down.
Maybe someone
will forget about you.
After a while, you learn
what your audience likes,
and that does kind of inform
what kind of meme
you want to make.
The more I've noticed, "Oh, they
really like this type of meme.
Okay, I'm posting
more female-based.
Oh, they like this caption.
Okay, I'll make
my caption longer next time."
So one thing
that people never understand
that I tried
to tell them is that
the fans created
the persona of Daddy Issues.
To make the perfect meme,
you got to go inside yourself,
tell a story about
what's going on in the picture,
and hope it lands.
I mean, animals do well.
Kids do well. Nature's out.
Let me not say
that nature doesn't do anything
because there's some trees
that look like butts
or whatever. [laughs]
Everybody likes dogs.
It has a dog in it,
you press like.
The other thing people will do,
uh, is they'll do, like,
just a random picture
of a girl's butt.
[ka5sh] Popular memes like that,
like, the jokes get ran
into the ground really fast
because everyone's trying
to make the exact same joke
at the same time
to get the most amount of likes
because everyone's also chasing
the content dragon
of getting all the likes.
They've done, like, studies
where getting likes
gives those spikes in your head.
What is this, serotonin?
I used to have my own
mental, like, thing
that I would call LPM,
likes per minute.
I need 1,000 likes
in eight minutes
for it to not get deleted.
If you don't meet
a certain criteria
in a certain amount of time,
you have to delete it.
It means the meme's dead.
When a meme doesn't do well,
it's like--
it's like rock bottom.
I do delete it
because you're
not gonna gain followers
if you have a shitty post up.
It has to be relative, you know.
Like, I have 10,000 followers.
I just dropped this meme.
It's only getting
15 likes per minute.
Maybe it's not funny.
You know what I mean?
Where if I got
15 likes per minute now,
I would k*ll myself. [laughs]
We haven't figured out
the damn algorithm.
Like, no one really knows
how it works.
Everyone has, like,
their own, like inter--
like, conspiracies about
what the algorithm is.
The Instagram algorithm is,
like, the Krabby Patty formula
because nobody knows
where to find it
or, like, how to access it.
I don't even look anymore,
I just post and throw my phone
to the other side of the room
because I don't care.
You never want to stop posting
because it could hurt
your algorithm.
Somebody can post a meme
and it'll do bad
just because of the algorithm.
And it could be,
like, the best meme ever,
but if they post it
at the wrong time
or if enough people
don't like it initially,
it'll do horrible.
I know that
the algorithm screws me.
That's what I know about it.
Normal people are like,
"Why are you being quiet?
Why are you being,
like, sullen?"
It's like,
"My meme's not doing well."
Nobody would understand.
Like, you literally
have to lie to people.
You have to be like, "Oh,
I broke up with my boyfriend.
That's why I'm sad today,
not because my meme
isn't doing well."
My performance on Instagram
definitely drives
the way I feel, um, in life.
Uh, so if I have a bad post,
my family
is gonna have a bad day.
[tense music playing]
There's always those nerves
that come with
putting yourself out there
to strangers,
and strangers on the internet
are terrifying.
When they tell me to k*ll
myself, which they do a lot,
they're not just speaking
to some faceless organization.
They're-- like,
I'm the one who sees that,
and no one else sees it.
The reason that I choose
not to show myself
is mostly for safety
of my family.
Had a brick thrown
through my window.
Only thing written on it was,
"Unfollowing, not funny."
People telling me to die.
They hate it.
Um, I don't deserve
to have a family
or children or any of that sh*t.
It's, like, really hard
for just, like,
Black memers in general
like, because we face, like,
a lot of f*cking racism.
Uh, I used to get death threats,
like, on f*ck--
f*cking Facebook all the time.
It's weird.
Like, if you make a--
if you make a joke
and just be Black, like,
people just hate you. [laughs]
The first death threat
I took very seriously.
Couldn't sleep that night.
I've had, like,
1,000 since then.
The worst one was,
there was a video of this bunny,
and it was just an adorable
little bunny in a bathtub.
And, uh, the owner
was splashing it,
and it went, like, up to,
like, the bunny's, like, leg.
It was, like,
the most harmless video.
It was a-- adorable.
And I posted it and went to bed.
And then I woke up
the next morning
and I had, like,
tens of thousands of DMs.
Like, uh,
"You need to take that down.
What the f*ck are you doing?
Uh, that's animal cruelty.
That bunny
is obviously in danger."
It's like, "What are you--
what are you talking about?
Like, nobody-- nobody-- nobody
thinks that bunny's in danger."
I had, like, 60 death threats.
Like" We're going
to come to your house."
My life is weird.
I have paid the price
for attaching my face
to my page.
People telling me I look stupid.
They're going to come
find me and k*ll me.
They hope I get cancer.
I look like
a vape cloud with eyes.
I look like a beluga whale.
So I was getting,
like, 100 d*ck pics a day
Violet from Daddy Issues.
She's pretty vocal
about being a girl
and she talks about d*ck a lot.
[laughs]
And it was kind of like,
"Bro, you don't even know
who you're sending
this d*ck to."
Some of them were
very, um, creative,
you-- you know,
next to, like, a Coke bottle,
a ch-- a beer bottle,
champagne--
I mean, very creative.
And sometimes I'd be like,
"Who's taking this picture?
Because both of your hands
are holding stuff."
I-- I feel like
you can't be in this business
if you're sensitive whatsoever.
Since we've been having
this conversation,
I've probably had, like, ten DMs
saying the most horrific sh*t
you can possibly think of.
Your deepest insecurities.
All day, every day,
shouted at you.
I've had people
try to get into this business
and then they left
within a month
because they couldn't take it.
It's like everything we all do
is putting ourselves out there.
And I think we all get sh*t
talked to us all day long.
Being a part of
the meme community,
it's kind of like
we're all in the same struggles.
It's kind of like a,
you know,
therapy group or something.
[heartfelt music playing]
So when I hit
maybe 40,000 followers,
I identified
a bunch of meme pages
that I was following
and I liked.
And I created a group chat
on Instagram that was like,
"Hey, guys, just to get us
all in one spot.
I love what you're all doing."
And I put Sonny Side Up in it,
The News Clan, Black Humorist,
and Trevso Electric
was also in that group.
-Trevso Electric.
-Trevso Electric.
-Trevso Electric.
-Trevso Electric.
Trevso Electric who was the--
uh, the greatest.
He's the f*cking
Michael Jordan of memes.
If you ever feel
depressed or lonely,
which we all do
from time to time,
just, you know,
take a breath and remember
that you could walk into Walmart
and f*ck, like,
any person in that store.
He was my absolute favorite.
And I saw his, like,
basic white girl meme
and it kind of like paved out
into, like, this crazy monster.
This is going to sound
like such a crazy concept,
but he originated the idea
of, like, the basic white girl.
He was known as
the white girl whisperer.
The Starbucks...
the fall obsession,
the pumpkins.
I came across him
and after I was scrolled,
like, you know, 100 posts deep,
I was like,
"Oh, this guy's making
all of them.
This guy's a genius."
That was the first time
I was ever even introduced
to the fact that there were
people making originals.
Like, I kind of just thought
memes just came from somewhere
out in the stratosphere
and they just sort of found
their way on the internet.
I was small, I had, like,
400 followers,
and he started
reposting everything.
So that's how I grew.
One day he was like, "No,
you're actually funny.
You should just write
your own stuff."
He said to all of us,
"Hey, you guys are
reposting memes, which is fine.
But, like, why don't you
make your own memes?"
Not even being a d*ck about it.
He was just curious.
He's like, "How come
you don't make your own memes?"
Some of us, we were like,
"We don't know how.
We don't have any ideas."
He's like,
"Yes, you do have ideas.
-Just make your own memes."
-He'd made the best originals.
Everyone, if you ask anyone
who's, like, the greatest,
many will say Trevso.
[somber music playing]
Trevso died.
His name was Trevor.
Died of an accidental overdose.
Tank and I went to his funeral
and then we met in person
for the first time.
We met and he was like,
"Dude, you're tall."
I was like, "Dude, you're big."
When Trevor died, I met a guy
named Brian at his funeral.
Brian runs an account
called Black Humorist.
Brian introduced me to Adam,
who runs Adam The Creator.
That was, like, the beginning
of-- of it all.
[Sonny] Now we're at a point
where a lot of big meme accounts
will network with each other
to help each other grow.
You know, group chats,
Instagram DM, Facebook chats.
The memers realized, "Okay,
if I--
if we help each other out,
it'll help me out and memes
in general will-- will rise up."
And all these
different groups of girls
that kind of, like, link up,
they've got their crew.
You know,
they all shout each other out.
The Flirty 4
and, you know, the Fab Squad.
So a very, very popular thing
to do amongst memers
is the concept of a rotation.
So a rotation
is maybe 15 accounts
and each day
they'll shout out one account.
So you might have 14 people
shouting out one person.
When your day comes
in a rotation,
it's literally like Christmas.
The Funny Introvert
kind of reached out.
He was like, "I like
what you're trying to do,
but you're doing X, Y, Z wrong."
I wasn't, like, putting
any hashtags on anything.
I wasn't putting
my name on anything.
I think one of the first people
to repost me was Shitheadsteve.
And, uh, I ended up
talking to him and Skyping him.
Derek, who runs
Champagne Emojis,
he posted one of my memes.
That's the nicest thing
you can do for a small page
is post one of their memes
and say that
this person is good.
[Derek] Tank reposted one of
my really early ones.
That was, like, how I built
the beginning
of Champagne Emojis.
Like, if you're going to tag me
in the picture of a--
of a meme that you made,
it better be funny,
or, um-- you get one shot.
If I see
a notification popped up
that you tagged me in something
and it's-- it's-- it's dog sh*t,
you're getting blocked.
I feel like we're,
like, an underground society.
There's people
that I talk to in DMs
more often than I talk
to my family, so. [laughs]
Then your friends will be like,
"Oh, where are you going?"
Like, "Oh, I'm just going
to meet up with a friend."
And they're like, "Well, where
do you know this person from?"
Like, you don't want to be weird
and be like,
"Oh, they're a meme page."
My fianc was like,
"You talk to strangers?
You're inviting them over
to our house?"
And I'm like,
"They're not strangers."
This is where I live now.
[dog barking]
[gentle music playing]
[Tank] Are you going to be
a movie star?
Look-- look at that--
look at me, hey.
I got to do your hair good.
Otherwise, I'm a bad daddy.
No, you're a good daddy.
-Look at me.
-Wait.
-All of your hair fell off?
-Yeah.
-On the ground?
-Oh, my God.
Look at your hair, dude.
-Wow.
-[kid gasping]
Gordon Ramsay hair.
This is my last day,
um, as an employee
at Victorian Fence.
I'm going right now
to pick up my last check
to tie up any loose ends
I have with contractors and jobs
and just make sure that
I'm not leaving anybody hanging.
I'm always nervous.
Like, yeah, what's
the difference with, like,
being nervous about this
or being nervous about that?
I would rather be nervous
about my dream not working out
than be nervous about a job
that I don't care about
working out.
I'll keep in touch
with these people, I'm sure.
The lie we tell ourselves.
Here we are.
Victorian Fence.
["The Barber of Seville -
Overture" by Lorne Balfe plays]
-What's going on, man?
-What's going on?
-What's happening?
-Sit down.
You're going to
want to sit down for this.
Man, this is your last check.
How's everything going so far?
This is half
my last check, right?
I'm making a few deductions.
[both laugh]
So you guys going to
be all right without me?
We're going to be
better, George.
Better?
Always slightly a burden,
being here.
You're a special
kind of character.
[both laugh]
I know that I'm leaving you
hanging a little bit.
Which sucks, but I have to, uh,
I have to see what happens.
You know, you can't stay here
and keep, uh,
pushing what you're pushing for
and-- and, you know,
have it burning inside you
to get into something else.
And you need
to chase that, you know?
Yeah. No, it's, you know,
you-- bro, you've known me
for a very long time.
And you know I've had
this bug for a long time.
And it's finally happening.
You know what I mean?
Like it's-- finally actually
I'm able to make a living
off of this nonsense
that I've always had going on.
So that's why I need to
get the f*ck out of here
so I can get it going.
[upbeat music]
You know,
the monetization of memes
is something that
is developing on its own.
I think it's actually amazing
to watch it happen.
Now we are seeing companies
reach out to people who,
like me, make memes online.
And they're asking, "Yo,
how do we reach your audience?
How do we make jokes?"
I think it speaks for itself.
We're out here drinking Fiji.
So we're
clearly doing all right.
Well, unfortunately, you know,
a lot of people who follow me
who are going to watch this,
my ads generally
are f*cking awful.
And they're
just so cringeworthy.
And they're just really shitty.
So I'm sorry
for all you guys who follow me
that see those shitty ads.
At first, when I was doing ads,
any company that contacted me,
I would say yes to all of them
just to see what happened.
And-- because I was broke.
My first ad was a dildo ad.
And it was like $125 to,
like, post it.
I had like $30
in my bank account at the time.
I was like, "This is awesome."
I was the top dildo salesman
in, like, 2017.
My mom was very proud of that.
I do a bunch of things
to make money.
But kind of where the juice is,
is branded content.
I do a lot of food, liquor,
movies, TV, things like that.
Things that I talk about.
Like, if I did
a campaign with Nike,
it would make no f*cking sense
because I don't even have
a pair of sneakers.
I don't work out.
Um, but doing something with
Smirnoff makes a lot more sense.
[indistinct]
I know for a fact
that I've started,
like, a trend
with going to Chili's.
I would say
I was one of the first people
to really help Bumble, um,
dating app blow up.
Hinge, this dating app,
went from relatively obscure,
unknown dating app
to one of the top three
dating apps
on the App Store from memes.
My cousins are all lawyers.
They're, like,
really good attorneys.
I have a surgeon in the family.
And then I make memes.
I've been able
to generate a good,
uh, a decent amount of money
with ads and stuff like that.
Which was the goal
because I was working
as a welder at my dad's shop.
I've had to learn, like,
business side of things
in terms of, like,
how to do deals,
how to negotiate.
Generally, I make between like,
I'd say on average,
like 500 to like 1,200 a week.
So it's just enough, enough
to pay the bills.
Getting arrested for,
like, marijuana,
like, twice, both felonies.
For a while there, I was, like,
pretty much unemployable.
So, like, making ads,
I mean that, like,
sustained me
for like over two years
when I just, like,
couldn't do anything.
So thanks, memes.
It's just a crazy time
to be alive
that you can do something
like this and make a living.
I had an alcohol brand
pay me $100,000
because I just f*cking swung
for the fences and they paid it.
I would say
to anybody who's, like,
wants to do this, do not settle.
Ask for as much
as you possibly can.
The brands have it.
I think that people
are starting to accept
the fact that memes
are not going anywhere.
-[newscaster] Right.
-They're not.
People thought it was a fad.
Humor is never going
to go out of style.
So, in the '80s and '90s,
sex was what sold,
now it's humor.
I was in the finance industry.
Um, I have a finance degree.
I was writing mortgages.
I was like, "Well,
I don't need to be here."
You know, I was making, like,
over a million dollars a year
from memes at that point.
Big companies are going
to start paying, like,
some of their department people
to, like,
make memes, and I just think
they're not going to
come out, like, that well
because they're people
who don't really know memes.
Brandon Wardell
is a hilarious comedian.
Made a sheriff emoji that said,
"Howdy. I'm the sheriff
of sucking you off."
And then that meme
got retweeted 30,000 times.
And then
Papa John's made one that said,
howdy, I'm the sheriff of pizza.
Brands that try to engage
with internet culture
often run the risk
of looking cringe
or out of touch or lame.
Like they're trying to be cool.
There's even
a whole meme about it called,
"How do you do fellow kids?"
It's based off
a scene from 30 Rock.
How do you do fellow kids?
Young people can sniff out
when it's people
trying to appear young.
"Okay, so these things are lit
and we'll just have tacos
flying around with cats
and lasers
coming out of their eyes."
By the time something
in our zeitgeist
gets to the head
of an advertising agency,
it's not cool anymore.
Damn Daniel became
talk of the internet.
[man over video] Damn, Daniel.
Damn, Daniel.
Back at it again
with the white Vans.
Two kids in
high school f*cking around.
One of them
is filming his friend
who's always wearing Vans.
All these brands are jumping
into the conversation.
They don't know
what's actually funny about it.
You know,
"Damn, Daniel back at it with
the insert their brand here."
Pretty much all of
them are these companies
that have
no idea what they're doing.
They just see your numbers.
They don't
know what your page is.
They're like, in the email,
it's like, "Hey,
you have beautiful pictures.
I think our product
would work great."
I don't actually vape
in real life.
Which I have my own flavor,
which is hilarious.
A company made it,
put my face on the bottles.
Like, I've promoted it
a few times,
but, like,
I don't actually vape.
So, it's, like,
hard to get behind something
that you don't use.
You-- I don't know
if you know who Near East is.
They're like the biggest
manufacturer of rice pilaf.
And I reached out to them
and I was like,
"Yo, I make--
I run this meme account,
the Side of Rice Pilaf.
What if you guys
sponsor me and just--
but instead of paying me money,
just, like,
pay me in boxes of rice pilaf.
It'll be so funny."
And they wrote back
to me like five minutes later
and they were like, "Nah.
Nah, we're good."
I think that they have
a lot of rice pilaf-oriented
meme accounts
reaching out to them,
I-- I guess,
that they don't need me.
I kept on messaging Bagel Bites
to see if I could become
their meme person.
And they would answer me
and be like,
"We're not looking
for somebody right now, sorry."
And they threw me away.
So I made like 20
anti-Bagel Bites memes in a row.
I was like, "You're not going
to let me join you.
I'm going to take you down."
The worst kind
is the corporation
that doesn't get it.
That's the worst kind.
Okay. So as we get ready
for Halloween,
there's, I guess you could say,
funny meme
going around on social media.
Have you seen this?
Take a look at your television.
So it is a picture of
a Dole mini salad.
[Adam]
The concept was on Halloween,
everyone wants the good candy.
What would be the worst candy?
[newscaster]
Little mini salad packs.
This is a joke.
It was posted on Instagram
by Adam The Creator.
[Adam]
In the Dole press release,
they put out a cease and desist
that was a veiled threat.
It showed sort of
the old corporate mentality.
And it's a shame
because it wasn't anything
uh, I think that was
negative about the brand.
You know,
the right company knows
how to spin that into gold.
The best, like, collab
I ever got to do was with Gucci.
[Black Humorist] It just made
sense how the hell Gucci did it.
It wasn't like
the Gucci corporate entity
serving up a meme
and trying to be cool.
They said, "Okay, here's--
here's this collaboration
with an artist."
[Champagne Emojis]
They, like, paired us up
with, uh, visual artists.
So you'd make
your caption and the concept.
And then there was
some visual artist
that would go
create the actual image
that you're going to be memeing.
Cabbage Cat made a great one.
He-- his was probably
the best out of the whole bunch.
I'd never owned anything Gucci
and I would not wear anything
Gucci on a day-to-day basis.
I don't like
to wear expensive things.
It gives me anxiety.
And I've been wearing
a white t-shirt for three years.
I just, like, I try to
keep things simple, you know?
Memes are making
brands more human.
It's a constant reminder
there's a person here.
During the 2020 election, uh,
Bloomberg famously hired
a bunch of meme accounts
to post pro-Bloomberg memes.
This is one
from Adam The Creator.
Something that
Bloomberg campaign
has--has paid
this man to create.
And Adam Padilla
is with me now.
First of all,
it was very nice for Bloomberg.
You know, 50 of that million
went to me for that meme.
So it was really,
I think it was a good spend.
-Uh, it was--
-[indistinct] I'm like, "What?"
I'll take a billionaire's money
any day of the week
to post a meme.
He didn't ask me
to k*ll anybody.
I got a call
from Tank and he's like,
"Hey, man, would you
ever do a political ad?
You may have to, like,
sell out a little bit.
I was like, "Yeah,
you had me at political ad.
I don't wanna do it."
And it really kind of blew up
the internet for a few days.
With media and advertising
and the meme space especially,
I think we're the new medium
for delivering content.
If you want people
to know about something
that you're doing
or a product you have,
there's literally not a better
way to do it than memes.
We're seeing, you know,
CEOs of major companies
embrace memes.
There is more marketplace
like understanding and knowledge
and it's more mature
and brands are,
like, proactively, like,
"What's our meme campaign?"
Now, if it's, like,
5% of companies,
soon it will be
75% of companies, I think.
So I think it's just starting.
This past
couple of years have been,
particularly last year,
it was meme city.
-Meme city?
-Yeah.
There was one time that
I got reposted by The Rock.
It was, like,
the most exciting--
Like, I remember my wife
told me we were pregnant.
I was like,
"That's great, honey.
You know, that's great.
We're going to have a child."
When The Rock reposted me,
I was like,
"The f*cking Rock reposted me.
It was in the middle
of the night, 12:30.
I woke up my wife.
She was like, "Uh, the what?"
Joe Jonas was the first
celebrity to follow me.
And then he got
his whole family to follow me,
which was really cool.
And I remember
it was the first time
when I saw that he followed me.
I texted my best friend
while I was
in my little accounting cubicle.
And I was like,
"Holy sh*t, Kylie,
I'm quitting my job,
I'm famous."
I got Eric Andre,
which I was super stoked
to see because I love his show.
Snooki follows me,
which is weird.
Ellie Goulding.
Um, let me think.
I got one. January Jones.
That's probably
my favorite follower
because she likes everything.
Katy Perry. Chloe Grace Moretz.
Ed Westwick. Chuck Bass.
Yeah, Melanie Iglesias,
who I've had a crush on
since like the ninth grade.
I'm most proud of the fact
that Harry Styles follows me,
not only because
he's a personal hero of mine,
but because
I think he's really hot.
Samuel L. Jackson.
That's a weird one, right?
[Violet]
Samuel L. Jackson follows me.
And I'm just like, really?
You like this?
Kate Beckinsale. That's fancy.
Paris Hilton, Nikki Hilton.
It's really, like,
shallow of me to say,
but it's by far my favorite part
about being a girl
with no job is being
able to have this, like,
one degree of separation
between me and Kim Kardashian.
Do you know what I mean?
My favorite meme
of me is when I...
[funky music]
I didn't even know
there was memes of me. [laughs]
[reads text on screen]
And it's with Screech.
[Bryan reads words on screen]
"f*ck this, I'm selling meth."
[Mario] There's another one
where I got a split in my pants.
It says "power bottom."
It's when
I ripped my pants in Vegas.
That was a rough weekend.
Why y'all fools
are laughing over there?
Have you seen these?
These are funny.
It's like me throwing
a pitch out at the Mets game.
I got a full on baseball card,
like, a real baseball card.
Here we go
For the worst pitch ever,
but my arm looking like
it's broken.
Just got excited.
Tried to throw
the ball a little too hard.
And damn near
k*lled the cameraman.
I noticed that there was
this paparazzi guy following us.
So I was like, "Oh, I don't want
him to-- to recognize me.
So you know
what I'm going to do?
I'm just going to put
a ton of sunscreen on my face.
And then he won't know
who I am."
But that, um,
that-- that backfired.
Um, that-- that-- I really--
I really should have
thought that one through more.
Yeah, no, that's fair.
That's just--
that is way too much sunscreen.
Happy to give the internet
some laughs for that.
[Bryan reads words on screen]
I haven't seen this before.
I love people making fun of me.
The harder you can kick me,
the harder I'll laugh.
David Spade will say
some funny sh*t in my comments.
And, like, he'll, like,
roast the sh*t out of me too.
David Spade was mean to me when
I first started my meme account.
He-- he doesn't admit it,
but it happened.
And I-- I remember
I kept saying,
"Um, I'm finally
going to 'come out.'
Like, just two more days,
I'm going to reveal my face."
And David Spade was like,
"Who cares what you--
like, no one gives a sh*t.
Just, just
enough with these ads.
Just keep posting memes.
God damn it."
Something like that.
And I got so offended.
I was like,
"David Spade is so mean to me.
What the f*ck?"
But then years later,
we became friends.
He sends me voice notes
all the time.
I've literally, like,
made memes with John Mayer,
which is, like,
mind-blowing to me.
Like-- and he actually has,
like, a secret account.
He probably wouldn't want me
to talk about it,
but he has a meme account.
Once you start growing
and you start
developing connections
with people you normally
would never have the access to,
that sort of raises
the stakes a little bit.
At that point,
it crosses the borderline
from memes into, like,
something a lot bigger.
[Jessica] So you nervous?
What are you thinking about?
-Um...
-I can't imagine.
I'm definitely glad
that I'm not you.
Yeah, well,
you are me 'cause we're one.
I know, but at least I'm not
the one who has to go out there.
DJ, come here. Give me a hug.
Don't ruin the shirt. Hey.
-Bye, honey.
-[indistinct chatter]
Being out here in Malibu
is symbolic because when I lived
out here in 2009,
this was before memes.
This is before my family.
This is before everything.
I literally had no job.
I had no money
in the bank at all.
And driving down
the same shore right now,
coming from New York
where it's freezing cold
and gray and rainy...
I don't know, it's--
I don't know
if it's metaphorical,
the trans-- transformation
or the transition,
but definitely
something feels like
it's going right here.
And I don't know,
it's hard to put my finger
on what exactly
I'm feeling right now.
[newscaster]
So is it George or Tank?
You call me whatever you want.
No, what do you like
to be called?
Do you call--
do you get called--
-Tank is more fun, obviously.
-Yeah?
Yeah, George is very reserved.
How did you come up
with Tank Sinatra?
-I'm huge and I have blue eyes.
-[laughter]
That's it.
Yeah, it's a moment.
Uh-huh, yeah.
So how did
you get started in this?
Umm I mean,
I'm a huge comedy fan.
I've loved comedy
since I was a little kid.
So when memes came about,
I was selling fence
on Long Island
and I was good at sales,
so I had a lot of free time.
And I would just drive around
in between appointments.
I would find pictures
and I would put
these captions to them.
I'd see pictures
that would remind me
of something
that happened in my life.
And I would just write
a caption.
It started to get
really big really quick.
And I was like,
"Maybe fence is not
my destiny."
[Ellen] Um, all right,
so we're going to show you
some pictures from this show.
And then
you're going to tell us, uh,
what-- what
you would put on here, okay?
Meme on the spot? Okay.
Me-- me-- meme on the spot.
All right.
[laughter]
I would channel my inner child
and say, um,
"Mom, you've got to
stop showing up
to the PTA meetings
dressed like this."
[laughter and applause]
Oh, that's good.
That's good.
Let's see another one.
-[laughter]
-Oh.
Um, this would be
"When you get tickets
to the worst possible
12 days of giveaways."
[laughter]
"You're going home with
silky smooth legs and trauma."
Oh. You get one of
Twitch's hairs
and you get one of
Twitch's hairs.
[laughter]
All right,
let's see another one.
[laughter]
This-- [laughs]
This would be like a narration.
Um, and I would say,
"It was at this moment
that Robert knew
he was a little different."
[laughter]
[Ellen] Oh, that's good.
[cheers and applause]
All right.
-[man, indistinct]
-A little.
Like, there's more [indistinct]?
-No, that's it.
-[woman] I love it.
[indistinct]
[Tank] I love making memes
and sharing them
with the world.
With the help
of some funny friends,
we're tackling today's
trending photos
and memeing them all.
This is Think Tank.
-[cheers and applause]
-Yeah.
We're all going to
see an image or video
and then give it our best meme.
-Oh, oh, oh.
-[Kirsten] No way.
[Tank] This is Kanye,
by the way.
I would just say,
"He's literally gone platinum."
[Kirsten] Yeah, I guess.
That's dead on.
This is me when I go
into Sephora and I say,
"I just want, like,
a natural look."
And the Sephora clerk
is like, "Done."
-Got you."
-[Monica] Yeah, "I got you."
[booming]
[hip-hop instrumental plays]
Tons of beef in the meme world.
I don't know why. I don't know.
Beef, beef, a lot of beef.
Yeah. Sides of beef,
slabs of beef.
I don't play with, like,
the beefing part of it.
People get jealous
of each other.
I'm not competitive outwardly.
Inside, I'm kind of like,
"Oh, f*ck,
this guy just passed me."
Everything's a competition to me
and I want to be
the-- the best at it.
There was a lot of
small accounts
who were getting mad that I was
growing faster than them.
They were constantly
trying to bully me
and it was so much weird drama.
One of these girls called me out
for not liking her post
quick enough.
She's like,
"Also that shout out you posted
for me was kind of weak."
I'm like, "b*tch,
I didn't need to shout you out."
Sometimes a good meme beef
is what is needed
to make someone better.
Uh, because you do realize,
"Hey, what-- who is this guy,
who-- who does he think he is?"
Like, yeah,
"I'm just going [indistinct] him
and make something better
than he does."
I had run-ins with
pretty much everyone.
I'm not very well liked.
There are some meme pages
out there right now.
They go around stealing.
But no one's really
saying anything about it.
I'd be that kind of person
to say it.
Oh, geez, dude.
When somebody steals your post,
there's literally nothing.
Because there's
nothing you can do.
Once it's on the internet,
that's it.
It's gone and anyone can use it.
You just have to accept
the fact that...
ten million people
are seeing your meme
and you have absolutely
no credit for it at all.
It's tough when you do the work
to come up with the concept,
you create the thing
and another bigger account
takes it.
If I spend, you know, two hours
photoshopping something
that's beautiful and, like,
really detailed
and then somebody crops
my watermark
or even worse,
puts their own watermark on it,
it's like, wow, it's like,
it's just a jerk move.
I mean, it's one thing to, like,
re-gram something,
but it's another thing
to make it look like
you wrote it.
So I'm very sensitive to that,
especially knowing people
like Tank and,
you know, I get all,
like, protective.
I'm like, "You can't do that."
You can't just
post a meme like that.
Especially if I've
already seen it
in someone else's page
and I know they wrote it.
I'm like, "Um..."
You know,
obviously no respect for people
stealing and it's kind of like,
"Why did you get into this?"
A lot of people build
a following
with just other people's memes
that they find on the internet,
but at the end of the day,
to the person looking at it,
you know,
to the millions of people
seeing these things every day,
I don't think it matters to them
because they-- all that matters
is that they like that one meme.
And if they have, like,
three million followers
and they're posting
five ads a day,
$500 an ad, that's $2,500 a day.
That's crazy money, especially
when you don't pay taxes.
Cut that out, okay.
I found a picture of the Pope.
It was like,
had all these flashing lights
around him.
So I posted that and it, like,
instantly started
blowing up for me.
And literally 20 minutes later,
f*ck Jerry stole my meme.
[newscaster]
Making memes is what
25-year-old Elliot Tebele
does for a living.
He created the now famous
Instagram account,
that four-letter word
we can't say, Jerry.
Top social media influencers
like Elliott and his team
are making upwards of $75,000
for branded posts on Instagram.
f*ck Jerry's like,
yeah, this guy's gotten, like,
legitimate money swiping stuff
off of the internet.
They've had 50 other people
message them with the same,
"Hey, my name's on there,
can you credit me?"
[newscaster] The expectation,
luxurious accommodations.
The reality, more like
a disaster relief campsite.
[newscaster] Last week,
a judge approved a request
to subpoena records
from Kendall Jenner,
among other models, performers,
and social media influencers
who were collectively paid
more than $5 million
to build buzz
for the now failed festival.
One of the influencer companies
named in that subpoena,
Jerry Media.
ABC News reached out
to Jerry Media for comment
on their involvement
in promoting the festival,
but have not heard back.
After Fyre Festival,
they were able
to really just control
that narrative
and sort of obscure their own
involvement in Fyre Festival.
So this hashtag,
f*ck was born.
And it was a kind of a big,
trending thing.
[guest] Lost $500,000 in, like,
a weekend.
-Really? Is it, really?
-It's a significant amount.
Last time I looked, it was 14.7,
then it was 14.1.
-I haven't looked today.
-Wow.
What they ended up doing
was apologizing
and saying that
they'll always reach out,
always get permission.
And it became a really big deal
and it became this thing
in the meme world
where everyone was like,
"Okay, you can't just post
something and go.
It's important
to credit people's ideas
when you're using them."
All right,
we begin with a scandal
that is rocking the Internet.
A social media star
being called out for plagiarism.
The man known as The Fat Jewish.
Some people
criticize you and say,
"Hey, this guy is taking, like,
other people's work
and then he's using it
and claiming that it as his own.
-[man] Yeah.
-Thoughts?
Well, first of all, like,
you gotta understand,
like, the internet is like--
uh, the internet
is like a giant weird orgy
where, like,
everything gets shared.
It's kind of like
we're all on ecstasy
at a giant rave.
People started
noticing that he was taking
other people's tweets,
cropping off their handles,
posting it to his page,
not tagging them.
They thought that
he was coming up
with all this stuff,
and he wasn't.
And he was taking ideas
from comedians
and they got really upset.
So it created
this huge wave of backlash.
He apologized and said
he would begin crediting.
I think that's iffy.
He's reposted me
with and without credit.
It's a little f*cked up
not to-- not to see that credit.
I called him out, I printed
an email of him, like, saying,
"Oh, Fat Jew doesn't credit,"
or something.
And he got
really pissed over that.
And, like, I think
I forgot what he said back.
But after then, like,
he just, like,
wouldn't tag me or anything.
And just, like, he was
just super salty about it.
One of the first memes
I posted that went viral,
The Fat Jewish reposted it
without giving credit.
And it was a meme I created.
And I emailed him.
I was like, "Hey, can you please
give me credit for it?
I'm a new meme account,
blah, blah, blah.
I really look up to you."
And, uh, he didn't respond.
He started posting memes
that I was sending him
and crediting me,
which is really weird
because he's known
for not crediting.
But he took a liking to me.
So one day I had this idea.
I said, "You know what?
I'm going to make
a plain text post that says,
"If this post
gets one million likes,
I will get a tattoo
of a meme on my body."
The post did really well.
So like two or three days later,
I see that post
come up on my feed.
And I see The Fat Jewish.
And I hadn't read
the caption yet.
My first thought was,
"Wow, he's helping me.
Cool. What a guy."
And then I see his caption
says something like,
"I'm crazy, you know,
I'll do anything.
I don't give a sh*t.
I'll get a f*cking tattoo
on my body, blah, blah, blah."
And I was like,
"Oh, my God, he took this idea?"
I told you guys
if I got a million likes...
that I would
get a meme tattooed on me.
You think that I was joking?
You thought this was a joke?
It's not a game.
It was the first time
in my entire history with him
that I actually felt,
like, violated.
I was like,
"Man, you really don't...
God, you don't care about
anything or anybody."
It's just
such a permanent decision
to take
from somebody else's brain.
One of the chances
what you've just given me
is just a blizzard of bullshit.
I mean, that sh*t is, like,
f*cking pathetic.
Like The Fat Jewish and f*ck J--
I don't know
if f*ck Jerry is a thief.
I feel like I can be
on both sides of it.
If you get to the top,
people want to see your fall.
And they'll try to
take advantage of any moment
they have to suddenly
try to bring you down.
Fat Jewish is doing just fine.
He has his own wine company.
So he still came on top.
f*ck Jerry has
like 100 employees.
f*ck Jerry is not even,
like, a meme account.
He's more like
a consumer goods account now.
There is a difference
between f*ck Jerry
and kind of, like,
what all of us do.
When there's somebody
that's going to blatantly steal
from you like that, it's like,
you're not one of us.
I've never really cared about
people stealing my content.
If somebody's using my meme
and somebody's using my joke,
that's amazing to me, you know?
And if somebody has the ba*ls
to f*cking go on there
and get rid of my watermark
and-- and do that,
more power to them.
You know,
that's really funny to me.
I think someone needs to
steal from somebody
and then bump into that person
and get their a*s whooped.
So I've had a pretty
crazy couple weeks meme wise.
This is one of
the working files.
That's the real baby, right?
So cute.
But I said,
"How funny would it be
if this guy is looking at him?
So I had to find
Kevin Hart isolated
where just his head
was in a similar place
and he's looking to the side.
Yeah, you're [indistinct].
Sexiest Daddy in the world.
Man, him posting that,
I was like, yes,
that must be what it feels like.
You hit a home run or something
like a major league game.
Half of the thing isn't just
the fo-- [indistinct]
the followers.
It's who's looking at it.
The Rock's posting it,
that means Kevin Hart's
looking at this laughing.
And, you know, that's--
that's the-- the dream.
The dream is as somebody
who makes humor and comedy,
that-- that comics
and humorist that you admire
are enjoying the work.
Because of some of these memes
I've been making,
I was nominated
for a Shorty Award
for Best Meme Account
alongside Daddy Issues,
f*ck Jerry, some big names.
The Shorty Awards
are already going viral
and dominating the social
conversation everywhere.
The Shorty Awards
are social media awards.
They're basically
the biggest thing now.
That's like a cool thing to win.
Wow, thank you.
That was, uh, pretty cool.
And for me to be nominated
as a meme account is cool.
Like, I had no idea.
I didn't submit myself.
It's like, it's anonymous.
They just nominate you.
So I got this kind of
paisley joint on clearance.
Uh... [laughs]
...it was, like, a $400 blazer
on clearance for like 50 bucks.
And I watermarked it...
the way I watermark things
because I don't use
an at symbol.
I use this font.
Adam The Creator.
So the idea is...
when I put it on...
and you see me with-- in it...
that if I'm in the background
of a photograph,
it's going to look like
the photo has
my watermark on it.
[upbeat music]
I'm here to represent
original meme accounts.
It's about making
your own content
and it's about
having a lot of fun.
[indistinct chatter]
Good evening and welcome
to the tenth
annual Shorty Awards.
Here are the finalists
for best parody or meme account.
Adam The Creator.
Bros Being Basic.
Daddy Issues.
f*ck Jerry.
And the Shorty Award
for Best Parody
or Meme Account goes to...
Oh, I can say this
without getting in trouble.
f*ck Jerry!
Thank you so much.
This is awesome.
I had a really,
really long speech,
but, you know,
you guys said keep it brief.
So thank you so much, Shorties.
-Thank you, everybody.
-[cheers and applause]
[booming]
I started the page,
Influencers in the Wild,
literally because
I was sh**ting a video
on 38th Street and Eight Avenue,
and I felt insane.
Influencers in the Wild
is basically
just a satirical look
at how people act in the world.
Influencer, in my mind,
is some douchebag,
provide no value,
standing on the steps
of a private plane,
looking out into the horizon,
going nowhere.
They probably are not even
are getting on the plane.
It's just, you know,
they asked
to take a picture on it,
and they're trying to portray
some kind of lifestyle
that they're not living.
Anyone who takes a picture
at any point in time,
for any reason,
is taking the picture
because they want
to post it somewhere.
And the people
who go the furthest with it
and who are
the most out of place with it,
wind up on the page.
So the videos
that I look for are people
who are overdressed,
underdressed, out of place.
Everyone around them
is uncomfortable.
They look ridiculous.
They look silly.
Those videos do really well.
I've never tried popcorn before.
I'm so nervous.
[boy talks gibberish and whoops]
Ow! Ow!
Oh, my f*cking God!
You son of a b*tch!
The page took off
so fast on its own.
It went from zero
to 400,000 in a week,
and then it went to
one million in three weeks.
Then it felt like,
"Okay, maybe I do know
what I'm doing on the internet."
I think I was the last person
to see it in my life
that maybe I had a handle
on how the internet worked.
[booming]
["Faith" by EMAN8 plays]
Living by faith
I'm gonna lift up the praise
It's a beautiful day
for my soul to be saved
It's a good feeling when people,
when you make people happy,
and, like, you'll see
the comments on it, like,
"Wow, this made my day,"
or like,
"Ha, ha, ha, I just laughed
out loud in front of everyone."
It's, like,
good to bring some laughter.
My followers are amazing.
They're insane.
They're f*cked up in the head,
and I love them.
Honestly, when I get messages
from people that say
they were having a tough day,
or they just-- you know,
their-- their son is sick,
or their wife
just divorced them,
it sounds crazy to say
that memes can reach people
like that,
but I'm not making this up.
I mean, I'm not-- I'm not--
this is, like,
real stuff that happens.
We get these messages
all the time.
When I have somebody, like,
send me a direct message,
and I respond to it,
and they, like, kind of
fanboy on me a little bit,
and they're like, "Oh, my God,
I can't believe you responded."
I find myself just thinking
how crazy it is
that there's people
that are so ecstatic
that I respond to them.
I'm just like a doughy white kid
from upstate New York
with way too much free time
on his hands.
It does help people.
I get DMs all the time
on the dog page saying like,
this page saved my life.
All the memes I see
make people laugh,
make people want to
share it with their friends,
make people
want to have a good time.
And when you start to smile,
it releases certain endorphins
in your face,
releases to your brain.
Obviously I love
when people tag their friends,
and, you know, you, like,
read this,
or it's like,
"Let's all have a digital hug."
I think we're doing God's work.
Today feels like
a walk in the park
I got this blank canvas,
wonder where I should start
I feel that some of
the great comedy writers
of the next, uh,
decade are going to be the--
the hundred-million-dollar
media empires
of the future
built on meme culture.
And now we're seeing
some absolutely wild figures
like the Daquan meme brand
being acquired for $85 million.
With the way money is made
and the opportunity
of putting stuff out there
and having people respond to it,
that that's only going to
get stronger to the--
to the point
that TV shows will become
about these kinds of things.
Somebody's going to come out
with a meme movie one day.
I could, uh, see Adam Sandler,
somebody like that.
Will Ferrell coming
out with a meme movie.
Memes are comedy, and comedy
is not going anywhere.
So it's just
going to keep flowing
with these platforms
wherever these platforms go.
Uh, memes on your forehead
in, you know, the Metaverse,
I have no idea.
You can't watch the news without
seeing some reference to memes.
You can't read news articles
without references to memes.
My dad, he sent me a text
the other day
and he-- from, uh,
from AAA Magazine
that they're doing, uh,
a meme contest.
Even my parents
share baby boomer memes.
They don't always know
what it means.
No, I can't read it.
There's no--
there's no words on it.
There's no words there.
What does that mean?
I don't know what that means.
Memes are just beginning.
Short-form crowd created content
is not going away.
It's the future.
Memes are the language
of the internet.
And if you don't know how to use
them or don't understand them,
then you're going
to get left behind.
I got this
$100,000 TV at my house.
I don't even watch it.
I'm on my phone on Instagram.
I have a lot of teacher friends
and they incorporate memes
into their lesson plans.
To all the meme haters, like,
I wouldn't be surprised
if your kids are reading
about memes in textbooks
and that's how
they're getting their education.
You say,
"I'm gonna put this with this
and this and write this."
And then, see, um,
a gazillion people posted it.
You know, and he's like,
"See, I did that."
And this is why we don't find
a shortage of it
because there's this validation
in seeing everyone appreciate
something that you do.
This young group of
people have learned
how to empower themselves
without giving their power away,
which is, I don't really need
a massive deal
in order to put out my content.
I can put it up
with me and my friends,
a few people
like me in my circle,
and next thing you know,
I've reached millions of people.
We're much bigger
than people think we are.
I mean, it starts with us
and then it's everywhere else.
In one day, I can get, like,
100,000 shares and then in,
like, less than a week,
it's already, like,
three million shares.
So it's like
even the thought of, like,
oh, it's going to three million
and then it keeps going,
then it can be
20 million shares.
And you're just like,
"Holy sh*t,
20 million people saw
this one picture that I posted."
Reaching millions
of people is something
that most people
will not do in their lifetime.
I wanna be
the manager of memes, memers.
I wanna be the guy that's, like,
the cultivator of memers
and you gotta go through me.
I'll do it,
I'll start wearing suits.
I'm no longer funny.
I got tight suits on
and I got a BMW.
It's nice, my pants are short.
I'm always impressed with, like,
non-professional comedians
coming up with a really good,
fast joke.
I think this movement
and this new art form
is gonna go
into every aspect of our lives.
I never knew
what M-E-M-E stood for.
Memes, nobody-- nobody
even know what that means.
Virtually,
it's spelled meemes, M-E-E-M-S.
Not M-E-M-E, that's me-me.
I don't wanna be me-me.
Can't deny what is the truth.
And... [chuckles]
...memes are the truth.
Once you're aware of memes,
you realize that
they are driving
everything that happens
in this world.
For some people,
it's their lifeline,
their art and their lifeblood.
For others, it's something
to look at on the toilet.
Mark Zuckerberg
and Adam Mosseri,
the CEO of Instagram,
were doing an Instagram Live
talking about new tools
that they're gonna roll
out for creators to be able
to monetize and make more money
on the platform.
Somehow, this happens.
Humor's been around
since people could grunt.
You know what I mean?
People would point at something
and be like...
[grunting and laughing]
You know, so humor's always
gonna be something
that I think attracts people
to whatever platform it is,
whether it was books
or newspapers, TV, radio.
Now it's Instagram, Facebook.
As long as
the world keeps turning,
the memes will keep churning.
I've spent my entire life
living in two worlds.
One is where
I work and support myself.
The other one is where
I'm able to be creative.
And I've always had those two,
and none of the creative stuff
has ever worked out.
Except for this.
Looks like it might work out.
I'm still not sure,
but I feel confident
at this point that at least
I have some good momentum going.
And it really is wild.
I went from selling fence
to having a direct line
to Mark Zuckerberg.
I have enough money in the bank.
I have more than I need.
My kids are happy.
They're healthy.
I spend a lot of time
trying to accomplish stuff
and achieve stuff and just do
my best professionally
and, like, outwardly.
But none of it matters
if I don't have
the ability to enjoy it.
And I enjoy it
the most when I'm with my family
and they let me know
what's important.
["Swish List"
by Flaming Vito plays]
I feel like I'm gonna die.
-It's very possible.
-[indistinct chatter]
It's so hot, dude.
[man] All right, we rolling?
-Yeah.
-We're rolling.
We're rolling.
So, uh, George, talk.
Uh...
[clicks tongue] Hold on,
there's a guy...
[Brian, indistinct]
...that lets his dog sh*t
on my lawn every single day.
Look straight ahead
while you're driving
and just talk about
what your job is.
I can't stop thinking about
that guy right now.
Because that guy
looked like an as*h*le
and his dog looked like
about the size of the dog
that would drop the sh*t
that they drop on my lawn
every single f*cking day.
No, but I want to go back there.
-Go back where?
-To my house.
For what?
To see if there's sh*t
on the-- on my lawn.
-Dude.
-Brian, if it was happening
at your house,
you wouldn't want it.
Now? You said it's been going
on for two years. [laughs]
I know, and I've never seen
somebody walk past my house
with-- with a dog.
So that's what's
going on right now?
In my mind, that's
all I'm thinking about, yeah.
I've been wanting to turn around
since we pulled off the block.
Bro, we're going to be
in the car for 20 minutes.
-It's hot.
-Three minutes gonna--
Are you rolling?
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Meme Gods (2025)
Moderators: Maskath3, GabrielAlejo2341, sidolanters, Maskath3, GabrielAlejo2341, sidolanters