hollywood billionaire

Chapter 479 Fission
The meme template of "Bad and Boujee" on Twitter is more thorough and effective, because after all, this is a rap song based on word games including puns. The most suitable meme template for it and the one that can most stimulate users' desire for secondary creation must be presented in words.

Only in this way can the most authentic and pure charm of rap be reflected, and only in this way can the meme templates that are spread out eventually return to the content of the song, and through repeated meme replication and repeated streaming media playback, condense into the collective cultural memory of this era.

Therefore, Han Yi Music's strategy on Twitter can be summarized very simply. Han Yi's core strategy is to use the first four words of the most catchy part of the song to design an open meme template and invite users to jointly complete the content creation.

Different from the traditional song structure, "Bad and Boujee" opens directly with the most essential hook, which fully demonstrates the strong confidence of Migos, Lil Uzi Vert and their producer Metro Boomin in the chorus.

They know that this is a party bible that will be played and chanted repeatedly in nightclubs and music festivals. They also know that the main function of this song is to give people a rhythm to dance to. This type of music must be catchy, addictive, and sing-along from the beginning, so that it has the greatest possibility of breaking through the siege of a large number of homogenized Trap music.

The chorus of "Bad and Boujee" is indeed quite powerful in terms of brainwashing and commercial promotion potential.

When writing novels on Qidian, one should pay attention to the three golden chapters: quickly introduce the protagonist, configure the cheat code, and create plot conflicts, thereby increasing the reader retention rate.

In the European and American music scene, songwriting also emphasizes the golden thirty seconds. Use a memorable melody to catch the listeners' ears and let them continue to play the song for more than thirty seconds. Because only when it exceeds thirty seconds can it be counted as an effective play when the streaming platform settles accounts. And it is best to make the listeners fall in love with these thirty seconds, repeatedly click back to the link to listen to the essence, and repeatedly accumulate playback volume.

This is why the term "hook" exists.

Hook, literally translated into Chinese, is a hook. Only the part that can firmly hook the audience can be considered an excellent chorus.

Judging from this level, the hook left by "Bad and Boujee" for the audience can be said to be big and stable. No matter what type of fish you are, as long as you pass by it, you can catch it without fail.

The most important thing is that the hook is extremely sharp. It will make you shake in just three seconds instead of thirty seconds.

"Rain drop, drop top,

Smokin' on cookies in the hotbox. "

Rain drop, here not only refers to water itself, but also is used as a slang for diamond. Drop top, on the other hand, means a convertible car.

This sentence has three meanings. The first is that raindrops hit the convertible sports car. The second is that someone owns both diamonds and a convertible sports car, indicating that he is very rich. The third is that he has so many diamonds and jewelry that they can even cover the convertible like raindrops. In general, it is a very clever word game.

The next line also uses a pun, "hotbox" is slang for a stolen car, and "hotboxing" is the act of smoking greens in a closed space to increase intoxication. "Cookie" is the abbreviation of a high-quality green variety, the full name of which is "Girl Scout Cookie". Put together, the meaning is that the person described in the lyrics is sitting in his stolen luxury car with the windows closed, smoking greens comfortably.

Two lines, ten words, five different interpretations. Migos and Lil Uzi Vert are not masters of word games like Eminem and Lil Wayne. They can't write a punchline like "Real Gs move in silence like lasagna" or an album like "Kamikaze" that is full of showmanship and writing skills. But the most likely to become popular are not the most carefully crafted works.

The cleverness, fun, and universality of the lyrics in "Bad and Boujee" are just at the perfect balance. The vast majority of listeners can understand the wordplay that Offset is playing and can immediately participate. This is a classic example of the most suitable template for creating an open-ended meme.

2016年11月1日下午5点22分，瀚音乐的推特官方账号，发布了第一个《Bad and Boujee》的表情包。

Below the emoji is a picture of a Chihuahua's head sticking out of a whole pot of Italian garlic tomato sauce.

The text on the top is: "Rain drop, drop top, chihuahua fell into the sauce pot."

Two hours later, the tweet had 67 likes, 12 retweets, and four meaningless comments.

This is a very normal data. After all, the official account of Han Music has less than 7000 followers so far. It is reasonable that the response to a tweet that most people don't understand is so cold.

Of course, the staff of Han Music's marketing department will not be discouraged by this, because they have long anticipated this situation. No one expects that an official tweet without a clue will become popular. The reason why they use Han Music's account to cold start the meme template is just because they need a suitable platform for secondary divergence.

It would be too deliberate for Migos or Lil Uzi Vert to post emoticons themselves. If they just find an ordinary user to post them, the promotion data would not be real enough. Therefore, the Twitter account of Han Music, which has an official identity but not so many fans and is not very eye-catching, became the most suitable ground zero. When the "Bad and Boujee" meme became popular all over the Internet, as long as Han Music did not deliberately promote it, everyone would think that this trend was formed naturally and was the most authentic choice for the general public.

A truly outstanding marketing promotion should be like this, subtle and silent, leaving no trace.

At 11:1 p.m. Pacific Time on November 7, during the most active time period for the U.S. Twitter community, three carefully selected "ordinary users" retweeted Han Music's tweet and attached text memes of their own making.

At 8:31, five more accounts retweeted the tweet using different original text memes.

At 8:50, the first truly ordinary user created a tweet using the meme template "rain drop, drop top".

At 9:22 p.m., Hip Hop All Day, a hip-hop influencer with 11 followers, retweeted an emoji created by one of the users. Fifteen minutes later, six hip-hop influencers with tens of thousands of followers also posted the same emoji.

From this point on, "Bad and Boujee" officially entered the third step of marketing promotion, leveraging social fission incentives to leverage real traffic.

Through Twitter Analytics, Han Music can monitor the participation volume, user geographical distribution and content type of topics such as #BadAndBoujee, #BoujeeDance or #RainDropDropTop in real time. If a piece of user-generated content unexpectedly becomes popular, it can immediately conduct paid promotion to extend the dissemination cycle. It can continuously fight against dissemination attenuation, promote unlimited expansion of topics, and cause qualitative change through quantitative change.

In the age of social media where everyone shares, once a topic becomes popular, the amount of information will accumulate quickly, and similarly, the qualitative change it triggers will also come quickly.

At 11:2 p.m. on November 1, within 36 hours of Han Music cold-starting the "Bad and Boujee" meme marketing on Twitter, the first truly popular tweet appeared.

This is a creation by user @niicksx:
"Rain drop,

Drop top,

Orlando brown gave raven that ooomdosksbabo bop bop. "

This tweet used the lyrics template of "Bad and Boujee" to mock Orlando Brown, one of the leading actors of "The Gifted". The black actor has long maintained an irredeemable crazy public image. Two days ago, he talked about his sexual relationship with the leading actress of "The Gifted" Raven-Symoné in a talk show, and even performed the action of Raven giving him a blowjob in front of the camera. This move quickly angered netizens on American social media and triggered a one-sided condemnation on Twitter.

Although this was certainly not @niicksx's original intention when he posted the tweet, his approach, to some extent, integrated one popular trend into another and created a wonderful chemical reaction. This tweet with only twelve words received 63000 retweets and 107000 likes within a week, bringing the song "Bad and Boujee" into a more mainstream vision.

From then on, starting with "rain drop drop top" and inserting various critical or hilarious rhyming sentences in the third sentence became a trend that quickly swept the Twitter platform. The speed was so fast that even Han Yi, a time traveler, was a little surprised. After all, in the original time and space, "Bad and Boujee" naturally fermented for nearly three months before gradually becoming popular. This time, with precise human control, the time for the song to become popular was compressed to within a week.

From November 11 to November 2, there were dozens of memes and spoof videos on Twitter with the theme of "Bad and Boujee" with more than 11 likes on the original tweet. The song's traffic on streaming platforms soared rapidly, with Apple Music's weekly playback volume exceeding 11 million and Spotify's weekly playback volume exceeding 200 million. Even the digital single sold 650 copies.

Even though the radio promotion network has not yet been fully rolled out, only a few hip-hop radio stations with a keen sense of smell have added the single to their regular playlists, mainly concentrated in a few large cities such as Atlanta, Los Angeles and New York, with an audience coverage of less than three million people. However, this extremely outstanding streaming record alone is enough to allow "Bad and Boujee" to have a place on the Billboard singles chart.

On November 11, this Trap single, which entered the chart for the first time, landed directly at number 8.

This is a full 2014 places higher than Migos' previous career best, which was No. 9 for "Fight Night" in September 69.

It may take a few more weeks for "Bad and Boujee" to climb to the top of the charts, but many far-sighted industry insiders have already predicted the outcome of this single.

The trend cannot be stopped and cannot be violated. "Bad and Boujee", which has spread virally across Twitter and Musical.ly through precisely designed open text meme templates and social fission strategies, will soon use the explosive logic of "memes are traffic, and text is the hook" to bring Han Music its third Billboard champion single since its establishment.

(End of this chapter)