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Speaker 1: Susie Yoder is here with Chip and I today. Hi guys,

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Speaker 1: How are y'all good?

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Speaker 2: How are you hello?

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Speaker 1: So Susie is a creative video she owns a creative

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Speaker 1: video content agency, and we were just talking before the

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Speaker 1: podcast about memes. Chip and I have literally been trying

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Speaker 1: to think of topics over and over and we realized

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Speaker 1: the way that we do that is by sending memes

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Speaker 1: back and forth to each other, and we're like, is.

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Speaker 2: This a topic? Is this a topic? Is this a topic?

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Speaker 1: And we were saying, this has now become our language

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Speaker 1: to each other, communicating via memes. Have you seen that

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Speaker 1: a lot in the growth of social media over the

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Speaker 1: past couple of years, Susie.

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Speaker 3: I mean it's more than for the last couple of years,

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Speaker 3: because I feel like the first thing that you could

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Speaker 3: call a meme, which was like the still images right

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Speaker 3: with the big like white letters on it, and that's

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Speaker 3: like two thousand and eight, after like MySpace era, I

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Speaker 3: feel like maybe more like maybe more like Eve in

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Speaker 3: twenty twelve, but a long time ago. Chip. I know

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Speaker 3: you were when the first time someone said the word

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Speaker 3: meme to you, But I feel like it was a

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Speaker 3: good at least ten plus years ago.

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Speaker 4: Yeah, it had to have been. I remember I was

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Speaker 4: working at Red Bull Records at the time and we

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Speaker 4: had a name checker. Leita Chang was our digital person,

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Speaker 4: and she was like cooler than anybody in the building.

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Speaker 4: And she was like, oh my god, this is like

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Speaker 4: going to be a meme and I was like, oh, yeah, probably,

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Speaker 4: and I had to like write down. I spelled it

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Speaker 4: wrong too. I was like m e am and I

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Speaker 4: was like, remember to look that up. And I could

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Speaker 4: not wrap my head around it because there at the

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Speaker 4: time too, there wasn't like a lot of information about

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Speaker 4: what a meme was, and the things that I was

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Speaker 4: reading like it didn't compute in my mind. I'm like,

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Speaker 4: what makes it a meme? And she would speak in

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Speaker 4: meme too, she would be like can I has, and

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Speaker 4: like she always knew the things that were bubbling up

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Speaker 4: in the meme world before me, because I mean, that's

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Speaker 4: kind of what you want out of your digital person anyway.

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Speaker 4: But I feel like I've evolved finally and now I

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Speaker 4: speak meme and I feel really cool. Well, I feel

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Speaker 4: like the world does too, so I'm really not that cool.

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Speaker 3: Well, I'm curious when you guys said you were sending

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Speaker 3: mews to each other to decide on the topic. Do

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Speaker 3: you mean like the gifts like that you can like

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Speaker 3: send me my message, because yeah, because it went from

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Speaker 3: those still images but like phrases on it. I mean,

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Speaker 3: I guess maybe gifts and video kind of happened at

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Speaker 3: the same time. Yeah, like when there was like viral videos.

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Speaker 3: I feel like that's when we used started also having movement. Yeah,

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Speaker 3: and yeah, I like sending gifts an eye message like

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Speaker 3: I would say, that's like speaking and meme because usually,

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Speaker 3: I mean, you can find gifts on there that are

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Speaker 3: not anything, but it's just like it is its own

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Speaker 3: language of imagery with text already on it.

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Speaker 1: It's so true because we do send videos as well,

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Speaker 1: but I refer to all of that as memes. You're right,

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Speaker 1: like you're totally evolved over time. It's not just one saying.

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Speaker 1: It can be videos.

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Speaker 2: It's clips, Like do you guys.

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Speaker 1: Remember from the Olympics that video clip of that girl

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Speaker 1: break dancing, which I feel terrible for her now, but it's.

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Speaker 4: Like you apologize, you apologize, I read today.

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Speaker 1: Okay, we'll get to that side, but like she there

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Speaker 1: was a clip of this girl break dancing from the Olympics.

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Speaker 1: You guys know, I'm obsessed with the Olympics. This is

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Speaker 1: actually something I didn't watch, though I only know about

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Speaker 1: it from all the memes of people saying all the

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Speaker 1: different things based on her movements, like they would make

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Speaker 1: a joke about something, so like if you guys, it was.

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Speaker 3: Like me, me when my dog, like you know, or

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Speaker 3: my dog when he is like copping up a hairball,

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Speaker 3: you know.

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Speaker 1: Yeah, and then it's like her doing these awkward movements

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Speaker 1: and it's just funny. But I was thinking about this

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Speaker 1: out that I was prepping for this because as much

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Speaker 1: as memes are bringing humor into our culture, there is

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Speaker 1: also this like bad or hard or bullying almost implication

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Speaker 1: of them sometimes because they're so related to what's happening

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Speaker 1: in society. Right, it's so based on this one thing

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Speaker 1: that will happen in society. Everyone then takes that and

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Speaker 1: does like a whole clip with it or runs with it,

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Speaker 1: and it becomes this way that we speak to each other,

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Speaker 1: like you're talking about ship, right.

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Speaker 3: Yeah, if you become the subject of a meme that's

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Speaker 3: not complimentary to you, you gotta have a sense of

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Speaker 3: you have to.

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Speaker 4: I'll give you a good example, like, Okay, this isn't

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Speaker 4: necessarily a meme in the traditional sense, but you know,

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Speaker 4: we work with an artist named Lany Wilson, and she

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Speaker 4: started seeing on TikTok people like kind of making memes

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Speaker 4: about her butt, and you know, she had a song

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Speaker 4: about like something about the truck, and they were basically

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Speaker 4: like referring to her butt as the trunk. And you know,

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Speaker 4: she at the time was shapely, and she leaned into

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Speaker 4: it and sort of embraced the fact that people were

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Speaker 4: giving her butt attention. You can sort of correlate that

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Speaker 4: as being one of the drivers that really helped her explode,

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Speaker 4: because suddenly people that work listening to country music or

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Speaker 4: Lany Wilson's music at all were aware of her and

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Speaker 4: thought that she was funny and started following her. And

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Speaker 4: then she ended up on Yellowstone and then the awards

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Speaker 4: and all of the things. So it was just like

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Speaker 4: this perfect storm. But like, I think that's a great

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Speaker 4: example of leaning in. You know, for the breakdancer, it's

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Speaker 4: a little harder because you were on the world stage

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Speaker 4: and you embarrassed your country and all of the things. Yes,

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Speaker 4: there is negativity to making fun of what she did.

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Speaker 4: But I also think people are trying to find the

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Speaker 4: humor in it too, and I love that, you know,

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Speaker 4: because I've seen really sad things get memed that actually

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Speaker 4: like bring out the humor or the soft side and

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Speaker 4: what went down. And obviously certain things are just you

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Speaker 4: can't touch them and make them a meme, but you know,

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Speaker 4: it's so interesting the many sides of it.

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Speaker 3: I was gonna say to Tiggy back up, like the

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Speaker 3: lady example, something you know, maybe about her looks or whatever.

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Speaker 3: That was like turning into multiple things. But also in

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Speaker 3: music space, because that's like most of what I have

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Speaker 3: been marketing the last ten plus years in the music

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Speaker 3: and very recently, like as of like a week ago.

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Speaker 3: Most recent mere relating to a singer that you could

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Speaker 3: take offense to a little bit or you could have

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Speaker 3: fun with it is the Zara Larsen song Symphony on TikTok.

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Speaker 3: It's with clean bandit and it's just very happy edm

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Speaker 3: song like I just want.

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Speaker 4: To be thought, I don't know it off to look

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Speaker 4: it on, I don't.

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Speaker 2: Even know to do that.

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Speaker 3: On TikTok, where people were just taking like Lisa Frank,

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Speaker 3: images of like dolphins and like unicorns. You would post

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Speaker 3: just that photo and write something like revealing about yourself

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Speaker 3: set to symphony by Zara Larsen. It'd be like I'm

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Speaker 3: a lesbian and it would just be like over this

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Speaker 3: images of dolphins and with Czar Larsen playing, and it

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Speaker 3: just took off crazy. And I think it would be

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Speaker 3: hard to explain that to her if you were her marketer,

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Speaker 3: because I think you could as the artist or the

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Speaker 3: singer of this, so you could look at that and say, well,

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Speaker 3: are they making fun of the song, because it's like

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Speaker 3: this goofy combination of a song and like the dolphins,

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Speaker 3: and then you could kind of feel like, well, is

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Speaker 3: this joke that, like the song is corny? Like what

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Speaker 3: is this joke? Instead, Zara posted the dolphin photo on

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Speaker 3: her own TikTok with the song on it, and at

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Speaker 3: her text she just wrote, WTF it's happening and I

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Speaker 3: got sixty two million views. Just played a show recently

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Speaker 3: where she changed during symphony. I don't even know if

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Speaker 3: she was going to play symphony she added a to

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Speaker 3: resette list or it was already on, but she changed

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Speaker 3: the imagery on the stage behind her to like jumping

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Speaker 3: Lisa Frank Dolphins. So that's a great example of something.

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Speaker 4: It's like a three D four D version of.

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Speaker 3: The yeah right all the way leaning in and but

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Speaker 3: on the you know, if she were a different person,

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Speaker 3: different pruality, different artists that exact same type of meme,

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Speaker 3: a different artist might have been like, I don't like

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Speaker 3: this because I feel like they're making fun of my song.

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Speaker 3: But like I would say to anybody, I would say,

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Speaker 3: that's her wrong attitude.

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Speaker 4: Lean in because it's about exposure, especially when you're talking

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Speaker 4: about marketing a song. I mean, rat Summer was inescapable

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Speaker 4: whether you listen to Charlie XCX or not, everywhere you want.

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Speaker 4: It was just everywhere everyone was using dem well yeah, yeah, that.

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Speaker 1: Was like I don't even know what I'm saying or

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Speaker 1: what it means, but these things they're everywhere.

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Speaker 2: You cannot avoid it.

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Speaker 4: Well. And the funny thing is is like you often

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Speaker 4: don't even know where it originates, you know. I just

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Speaker 4: start seeing everyone being like I'm demure. When I go

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Speaker 4: to work, I'm like, oh God, here we go, and

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Speaker 4: then it's just everyone's doing it. And then I'll google

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Speaker 4: to see where it started from that.

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Speaker 3: Website, like know your meme.

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Speaker 2: Oh really to figure out where things originate.

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Speaker 3: Yeah, wow, it's called know your meme. And you can

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Speaker 3: look up anybody, which I have used so often of

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Speaker 3: like who is this right that I send to everybody?

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Speaker 3: Like there's that guy I think his name is Nick

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Speaker 3: something that it's just a gift, like an I message

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Speaker 3: and he obviously someone in the room if there were sound,

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Speaker 3: said something that confused him and he kind of turns

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Speaker 3: his said and sit the camera and is like looks confusing.

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Speaker 3: Then three question marks appear above his head and like

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Speaker 3: I had no idea for years what even was? I

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Speaker 3: just always used it when I was confused. So yeah,

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Speaker 3: that's a great website. Another thing that's a meme is

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Speaker 3: just like like to your point, the demure thing, that's

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Speaker 3: I have a visual that's just the word meme of

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Speaker 3: that started with one creator on TikTok Jewel and evolved.

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Speaker 3: But I would say the meme is just saying very demurro,

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Speaker 3: very mindful, Like that's the meme. So that's a totally

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Speaker 3: different format too, where it's just like a word or

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Speaker 3: even like an audio like you know, Wendy Williams. There's

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Speaker 3: so many.

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Speaker 2: There.

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Speaker 3: Flavie you should suffer. I say that all the time,

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Speaker 3: and that was like, that's like Wendy on her show

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Speaker 3: and he became a meme. I don't even know who

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Speaker 3: she was talking about in the yeah clap if she

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Speaker 3: should suffer.

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Speaker 2: And then she was like flash, oh my god.

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Speaker 3: And so sometimes, yeah, you just pick these frays is

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Speaker 3: up and they themself serve.

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Speaker 2: As a digital marketer, is that a goal?

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Speaker 1: Like, would you say making a meme or I guess

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Speaker 1: anything going.

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Speaker 2: Viral beat would be the goal?

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Speaker 1: But is there a specific thing that you guys set

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Speaker 1: out to do with that kind of thing?

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Speaker 3: I would say yes, because you know perfect world, yes,

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Speaker 3: but it really isn't because you can't, like I can't

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Speaker 3: predict it if anyone had like true control or like

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Speaker 3: could just make a meme happen, which I'm not saying

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Speaker 3: no one who's ever done that. Like perhaps something that

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Speaker 3: we've already referenced was a calculated effort with a million

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Speaker 3: dollars behind it, but probably not. It's kind of like

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Speaker 3: when people that you know would say to us as

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Speaker 3: digital marketers at the very beginning of YouTube, would say,

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Speaker 3: how do we make this video go viral? And it's

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Speaker 3: like you can't like, yeah, it just does. The culture

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Speaker 3: decides that for you. And like if let's say the

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Speaker 3: Tzar Larcense marketing team was trying to come up with

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Speaker 3: like a catalog campaign for the sound with Somphony, I

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Speaker 3: don't think they would have come up. But I mean,

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Speaker 3: like not to say they want to come up and

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Speaker 3: something equally as funny. But you can't fake that. I

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Speaker 3: you can't just affluents that many people that quickly, it's

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Speaker 3: without it being somewhat organic. And that's why, like with

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Speaker 3: our company, that business partners do like influence their marketing

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Speaker 3: first all, and we'd always say like, hey, you know,

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Speaker 3: if you just released the song, maybe no one's doing

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Speaker 3: anything with this stubble, Like just wait, there has to

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Speaker 3: be something to build on.

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Speaker 4: So working with could go in and pay and pay

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Speaker 4: Kim Kardashian to do something. But it doesn't mean that

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Speaker 4: it will ever turn into a meme. It'll mean that

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Speaker 4: like lots of people will see it. I mean, I

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Speaker 4: think that a great example of it working was Firefest.

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Speaker 4: They did create a cultural movement around that first Firefest.

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Speaker 4: They spent a shit ton of money to do it,

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Speaker 4: and then it obviously became what it.

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Speaker 3: The meme was like the photo of the sandwich really.

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Speaker 4: Yeah, yeah, you're right, that's a really good point. Like

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Speaker 4: the meme came after Yeah, the photo of the sandwich

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Speaker 4: really defined like that was.

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Speaker 3: The most shared image and that wasn't part of their.

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Speaker 4: Marching I mean, it couldn't have been further from what

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Speaker 4: they marketed, which is really what mean the people in

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Speaker 4: culture drive that message like fuck, this is the truth.

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Speaker 3: Yeah, no one was reposting those videos of Kendle Jenner

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Speaker 3: and the Hideeds and who else was there? Like, no

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Speaker 3: one was using those it was it was the sandwich.

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Speaker 1: In some ways, it's like memes are keeping our culture

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Speaker 1: honest if you really think about it, because we have

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Speaker 1: all these marketing techniques, like you just mentioned the Kindle Ginner,

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Speaker 1: all the things they were doing before Firefest, the only

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Speaker 1: thing that actually went viral was what actually happened at

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Speaker 1: Firefest and the aftermath of that.

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Speaker 3: Right, it has to be from an authentic place. I

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Speaker 3: don't know if the if a celebrity like with a

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Speaker 3: huge following could even start a meme on purpose, what

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Speaker 3: would happen is the meme get started from something else

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Speaker 3: that they said that gets you know, twisted another way.

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Speaker 4: Well, I always.

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Speaker 1: Picture Kim Kardashian, that crying face that has been made

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Speaker 1: a meme over and over and over and over, and

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Speaker 1: as you pointed out earlier, Chip, I think she's kind

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Speaker 1: of leaned in and so seems to be the best

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Speaker 1: thing to do once if something would go viral, just

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Speaker 1: to really like ride the wave of that and actually

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Speaker 1: try to have a sense of humor about it.

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Speaker 3: She sold a phone case covered in like emojis of

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Speaker 3: her crying face.

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Speaker 4: Yeah, I mean, she's a business woman, you have to.

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Speaker 1: I was reading that some of the meme pages. I

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Speaker 1: mean they range, you know, say you have one hundred

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Speaker 1: thousand to a million followers, they're charging anywhere between two

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Speaker 1: to three thousand for a post, but they're doing four

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Speaker 1: to five each day, and I'm sure the ones with

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Speaker 1: the million plus are getting even more than that. So

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Speaker 1: for meme though, to write that and you're doing multiple

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Speaker 1: a day, that is like such a massive amount of money.

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Speaker 4: But you've got to be really clever too, you know,

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Speaker 4: You've got to be so clever.

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Speaker 2: Yeah.

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Speaker 4: I want to go back a little bit too, for

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Speaker 4: all the people that are confused, like I was ten

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Speaker 4: years ago, what a meme is real quick. Okay, this

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Speaker 4: is my remedial research on Wikipedia. Okay. The term was

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Speaker 4: coined by a British evolutionary biologist named Richard Dawkins in

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Speaker 4: a book called The Selfish Gene in nineteen seventy six.

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Speaker 2: That in nineteen seventy six, that's all that six. This

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Speaker 2: is before the internet.

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Speaker 4: Correct, But it was when he used to It was

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Speaker 4: just about the principles of explaining, like the spread of

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Speaker 4: ideas and cultural phenomena. And he said, you know, melodies, catchphrases, fashion.

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Speaker 4: He sort of created that word that has now been

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Speaker 4: brought down into a one by one or whatever. It

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Speaker 4: is a two x two square on Instagram. And I think,

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Speaker 4: really what drives it in culture today is just the

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Speaker 4: culture of it, you know, like if I think something's funny,

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Speaker 4: I send it to you. Like the demure girl. I

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Speaker 4: don't know anything about her life, what she was even

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Speaker 4: talking about, but if that resonates with me, I think

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Speaker 4: it's funny, and I just ForWord it and it becomes

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Speaker 4: this cultural thing where we have to share it. And

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Speaker 4: they range from really sweet things about dogs being reunited

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Speaker 4: with soldiers that have been away forever, like those things

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Speaker 4: can get me me too, and it's you know, there

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Speaker 4: are more heartfelt memes, but it's really just like driving

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Speaker 4: culture from one position. Well, I mean, I think it's

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Speaker 4: got meme qualities because some of those get so big that,

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Speaker 4: like you see them on the local news. You know,

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Speaker 4: they're like, are like the Today shows talking about stuff

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Speaker 4: like that.

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Speaker 3: That's interesting. I would call that a viral videos.

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Speaker 4: Yeah, I guess it is. Yeah, yeah, because.

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Speaker 3: A meme is like when well, I don't know, actually

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Speaker 3: I'm wrong what I was about to say. It means

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Speaker 3: when you can like kind of replicate it to mean

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Speaker 3: whatever you want to mean, right, not, It's actually.

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Speaker 4: Not only that, I guess, So I'm gonna go back

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Speaker 4: a little bit too. It says a meme is an

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Speaker 4: idea of behavior or style that spreads by means of

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Speaker 4: uh uh of imitation from person to person within a culture,

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Speaker 4: and often carry symbolic meaning, representing a particular phenomenon or theme.

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Speaker 4: In popular language, a meme may refer to an Internet meme,

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Speaker 4: typically an image that is remixed, copied, circulated, and shared

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Speaker 4: in cultural experience online.

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Speaker 5: So, but the remax really, the remixing part of it,

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Speaker 5: like the housewives screaming each other across the table, and

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Speaker 5: then it's the cat like and then all of those things.

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Speaker 4: So it's like when someone takes it and reinvents it,

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Speaker 4: that's what truly makes a meme. So I think you're right, Susie.

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Speaker 4: I think I think the dog stuff is probably more

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Speaker 4: a viral video and the meme, even though some of

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Speaker 4: them are video, you know, video based, well, the video, but.

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Speaker 1: It was it was people's interpretation of what she was doing.

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Speaker 1: Or the one that all comes to my mind too,

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Speaker 1: is like there's the girl and the guy walking down

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Speaker 1: the street and the guy's checking out something and so

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Speaker 1: everyone's writing their interpretation of what's going through his.

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Speaker 2: Head yes, or what loves checking out or whatever.

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Speaker 1: Yeah, it's always funny, right, and you've seen it a

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Speaker 1: million times.

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Speaker 3: But thee all the guys in spider Man crossrooms all

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Speaker 3: pointing at each other. It's like a bunch of Spider

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Speaker 3: Mans in crossroom like pointing at each other, and it's

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Speaker 3: like me like figuring out which of my personalities.

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Speaker 2: Okay, that's fair.

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Speaker 4: When I see a good meme, I get a little

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Speaker 4: mad because I'm like, these people were funnier than me,

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Speaker 4: Like I wish that I could I had the mind

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Speaker 4: of a meme maker.

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Speaker 2: I told you, actually, now let's start.

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Speaker 3: Let's start at meme account and okay.

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Speaker 4: I'm down.

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Speaker 3: I think you guys can do what I have faith

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Speaker 3: thing like on Instagram and I don't know if this

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Speaker 3: is is I'm not a millennial and not a gen z,

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Speaker 3: but I do follow at least like twenty instagram acact

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Speaker 3: that all they post is like still image and means

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Speaker 3: like a photo with like me too at night at

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Speaker 3: leaf then and all this time like that corn has

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Speaker 3: not been.

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Speaker 1: Lost no, and I was thinking about it again and

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Speaker 1: prepping for this, I'm like, what is the point of this?

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Speaker 1: Why are we sending them back and forth all day?

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Speaker 1: Because I will literally not talk to a friend for

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Speaker 1: a week except for in my Instagram dms the memes

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Speaker 1: we send back and forth, and to me, it's just

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Speaker 1: another example of life is fucking hard and we just

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Speaker 1: all kind of need to make light of things sometimes

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Speaker 1: to keep going, like we need something to laugh about

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Speaker 1: even the hard moments are like hopefully that Olympic girl is.

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Speaker 1: I don't know what the apology was, but I hope

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Speaker 1: she can like laugh about it because people notice everything.

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Speaker 1: So if you're out there in the public eye. They're

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Speaker 1: gonna like, things are gonna happen, and you're gonna get

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Speaker 1: noticed and all of that stuff. But if you can

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Speaker 1: laugh about it, or if it's bringing joy to other people,

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Speaker 1: maybe that's the point point of this whole thing.

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Speaker 4: You know. What I love too about the whole sharing

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Speaker 4: side is like the meme that I might share with you,

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Speaker 4: Kelly is different than I might share with Tyler or

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Speaker 4: Reagan or my friend Leslie from height.

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Speaker 1: It's like based on people's personality.

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Speaker 4: Yeah, And it's like we have like because of the

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Speaker 4: memes that they send me, I know, the memes that

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Speaker 4: they want to see, right, And so it's just like

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Speaker 4: interesting sharing culture because I send Kelly every vagina meme

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Speaker 4: I again, and she's like, why is your algorithm so

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Speaker 4: full of vaginas? And I'm like, people know that. I

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Speaker 4: think it's funny. So it comes to me and then

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Speaker 4: I always have to send them to Kelly because I

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Speaker 4: know it's going to make her be like, oh, I

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Speaker 4: got another retita joke.

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Speaker 3: It's funny, and it's that makes a lot of sense

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Speaker 3: because I'm thinking about, like, what's the last meme that

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Speaker 3: somebody sent me? And I think The last one I

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Speaker 3: could say is it was one of the videos of

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Speaker 3: like a girl the acting down the street, and it's

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Speaker 3: a how it feels when you're not being manipulated and

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Speaker 3: gas lit by someone's undiagnosed son.

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Speaker 2: I like that one a lot.

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Speaker 3: And so it's like that that's the category I've been

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Speaker 3: receiving any So it's obviously mirroring something in your life,

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Speaker 3: Like they say, memes mirror what's happening in society.

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Speaker 1: But I think the way we're using them to communicate

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Speaker 1: with our friends is it's mirroring the thing that you're

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Speaker 1: already talking about or you're down about whatever.

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Speaker 3: And TikTok and Instagram will do that because, like to

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Speaker 3: Chip's point, if you like something or you press the

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Speaker 3: share button, like you're gonna start seeing more of them.

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Speaker 3: And like my friend who's been setting this to me

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Speaker 3: like she doesn't have like a recent breakup, but clearly

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Speaker 3: because she like shared the new one of this woman laughing.

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Speaker 3: When you see a picture of your ex and they

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Speaker 3: look worse than ever, that's she probably gets them in

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Speaker 3: her feed because she spends them with me. She knows

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Speaker 3: their laugh and then like it goes back and forth

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Speaker 3: and you're so yeah, that makes a lot of sense.

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Speaker 4: It makes you feel seed.

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Speaker 3: It's stuff that you like, for sure, but it's also

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Speaker 3: stuff that like you share a lot.

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Speaker 2: Right right to me, this again is the power of memes.

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Speaker 1: It's like, if you're going through a breakup, whatever it is,

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Speaker 1: there's a meme for everything, and it literally always lightens

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Speaker 1: the load. I think ultimately, you know, it just makes

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Speaker 1: it makes things seem a lot easier.

435
00:21:14,240 --> 00:21:17,720
Speaker 3: So yeah, I'm I said that earlier too, just about

436
00:21:17,760 --> 00:21:21,680
Speaker 3: how it's like exactly that sentiment of like in general,

437
00:21:21,840 --> 00:21:24,240
Speaker 3: like if you want to talk about like internet culture,

438
00:21:25,000 --> 00:21:27,640
Speaker 3: it's like an escape, right, I mean that's the kind

439
00:21:27,680 --> 00:21:30,480
Speaker 3: of what like all the doom scrolling on TikTok forever

440
00:21:30,520 --> 00:21:33,000
Speaker 3: and ever, and it's like it's because you need a

441
00:21:33,000 --> 00:21:36,520
Speaker 3: little break from the real some yeah, and like and

442
00:21:36,640 --> 00:21:39,680
Speaker 3: this stuff that is light and it's funny or its

443
00:21:39,800 --> 00:21:43,560
Speaker 3: topical or it's like can get into weird like dark

444
00:21:43,640 --> 00:21:46,720
Speaker 3: areas of humor too, like depending on your whole vibe.

445
00:21:46,720 --> 00:21:49,159
Speaker 3: But I feel like the purpose is really just to

446
00:21:49,280 --> 00:21:52,480
Speaker 3: laugh to your point, like ye, yeah, everyone just wants

447
00:21:52,520 --> 00:21:54,639
Speaker 3: to laugh no matter what's going on.

448
00:21:55,240 --> 00:21:58,040
Speaker 4: Yeah, people are really fast too, like it always blows

449
00:21:58,080 --> 00:22:00,399
Speaker 4: my mind when something happens and you know, you're like,

450
00:22:00,520 --> 00:22:02,720
Speaker 4: uh oh, that's about to be a meme and you

451
00:22:02,760 --> 00:22:04,919
Speaker 4: go on Twitter and like someone's already done it, and

452
00:22:04,960 --> 00:22:14,320
Speaker 4: it's like they nailed it. That's what I get jealous about.

453
00:22:16,960 --> 00:22:19,439
Speaker 4: We're not being paid to promote this. But my favorite

454
00:22:19,520 --> 00:22:23,440
Speaker 4: meme account is Saint Hoax. Do you all follow sat yet?

455
00:22:23,800 --> 00:22:25,720
Speaker 4: I don't know who the person is that runs it.

456
00:22:26,640 --> 00:22:28,800
Speaker 4: I think they might be the most brilliant person in

457
00:22:28,920 --> 00:22:32,040
Speaker 4: the Internet because of the way that they can take

458
00:22:32,560 --> 00:22:36,119
Speaker 4: a visual of something that recently happened, and then they

459
00:22:36,160 --> 00:22:39,600
Speaker 4: find another video online that's also a cultural moment and

460
00:22:39,640 --> 00:22:42,800
Speaker 4: they compare them and it blows. I'm like, this person

461
00:22:42,840 --> 00:22:45,800
Speaker 4: has watched every hour of reality television. Like, I don't

462
00:22:45,800 --> 00:22:50,720
Speaker 4: know how they have time to make videos. Okay, let's

463
00:22:50,800 --> 00:22:51,240
Speaker 4: do it.

464
00:22:51,280 --> 00:22:51,840
Speaker 2: I'm out.

465
00:22:52,000 --> 00:22:58,600
Speaker 3: But I think, like, yeah, the quickness, and also like,

466
00:22:59,040 --> 00:23:01,720
Speaker 3: so you're point where you like seeing something like on

467
00:23:01,800 --> 00:23:04,520
Speaker 3: the news. I would say, particularly like the memes that

468
00:23:04,520 --> 00:23:06,439
Speaker 3: come out of step on the news, like that little

469
00:23:06,520 --> 00:23:10,160
Speaker 3: kid that was like I like turtles or what.

470
00:23:10,080 --> 00:23:15,040
Speaker 4: Do you do? Yeah? Actually didn't he say? Actually that

471
00:23:15,400 --> 00:23:16,480
Speaker 4: was another one? Yeah?

472
00:23:16,600 --> 00:23:20,720
Speaker 3: And like like sometimes it's like whoever first watched that

473
00:23:21,320 --> 00:23:22,960
Speaker 3: to have the eye and the ear.

474
00:23:22,840 --> 00:23:27,320
Speaker 1: For like, oh yeah in the humor right right, Yeah,

475
00:23:27,400 --> 00:23:30,840
Speaker 1: you have to be constantly looking at life with a

476
00:23:30,880 --> 00:23:34,000
Speaker 1: sense of humor to create memes. I thing, so you

477
00:23:34,040 --> 00:23:35,960
Speaker 1: guys can do it. I really do feel like the

478
00:23:36,000 --> 00:23:37,200
Speaker 1: skill set is right here.

479
00:23:38,160 --> 00:23:39,880
Speaker 3: Kelly. You might need to be in in this way.

480
00:23:40,040 --> 00:23:41,120
Speaker 3: We might need a group chat.

481
00:23:41,280 --> 00:23:44,720
Speaker 4: Okay, yeah, we should definitely start a little meme group

482
00:23:44,800 --> 00:23:49,879
Speaker 4: chat so that we get a sense of each other sometimes, like.

483
00:23:50,000 --> 00:23:53,320
Speaker 3: In the work that I'm doing, Like your question Kelly

484
00:23:53,320 --> 00:23:55,640
Speaker 3: about like is that your goal? I mean it's not.

485
00:23:55,800 --> 00:23:58,880
Speaker 3: But what we can do is like kind of use

486
00:23:58,960 --> 00:24:02,320
Speaker 3: whatever memes going on to promote something else, right, which

487
00:24:02,480 --> 00:24:04,720
Speaker 3: is what people have been doing obviously with JAMR and

488
00:24:04,760 --> 00:24:07,960
Speaker 3: like every company on that has any social media presences

489
00:24:08,040 --> 00:24:12,159
Speaker 3: using it. And then also like in the language, I

490
00:24:12,200 --> 00:24:15,119
Speaker 3: feel like memes have informed how we even write the

491
00:24:15,280 --> 00:24:18,159
Speaker 3: music post about well, it could be about anything, but

492
00:24:18,240 --> 00:24:20,440
Speaker 3: if I just am sitting here like and I lip

493
00:24:20,440 --> 00:24:24,639
Speaker 3: sync my song and it has a lyric that's like

494
00:24:25,400 --> 00:24:29,600
Speaker 3: I want to crash my car into a house. And

495
00:24:29,600 --> 00:24:31,680
Speaker 3: then when you have to think about it is like

496
00:24:31,680 --> 00:24:33,760
Speaker 3: what am I going to write on this, so like

497
00:24:33,920 --> 00:24:36,840
Speaker 3: it becomes like you're writing like a meme writer because

498
00:24:36,840 --> 00:24:38,879
Speaker 3: you write like, if that's the lyric, I want to

499
00:24:38,880 --> 00:24:42,879
Speaker 3: crash my car, Like you're like when it's mercury retrograde

500
00:24:42,920 --> 00:24:45,560
Speaker 3: and you can't take it anymore. Like, yeah, you kind

501
00:24:45,560 --> 00:24:48,080
Speaker 3: of write like a meme sometimes when you're just promoting

502
00:24:48,080 --> 00:24:50,520
Speaker 3: a song, even though the song might be brand new

503
00:24:51,080 --> 00:24:53,879
Speaker 3: isn't associated with a meme at all, but it's just

504
00:24:53,920 --> 00:24:57,120
Speaker 3: like the way you relate it back to like what

505
00:24:57,280 --> 00:24:59,639
Speaker 3: is it really about? Instead of writing the lyrics on

506
00:24:59,680 --> 00:25:01,760
Speaker 3: the screen, you know, you would write like when you're

507
00:25:02,400 --> 00:25:06,280
Speaker 3: a mac, whatever the situation is, And I think that

508
00:25:06,440 --> 00:25:09,359
Speaker 3: like when or like POV you just did this, like

509
00:25:09,440 --> 00:25:12,119
Speaker 3: which isn't used as much anymore, but like those like.

510
00:25:12,480 --> 00:25:15,040
Speaker 2: Little Naso, Yeah.

511
00:25:14,800 --> 00:25:16,040
Speaker 3: Yeah that type of right.

512
00:25:16,040 --> 00:25:18,959
Speaker 4: It's such an art. It's really it's an art. Like

513
00:25:19,080 --> 00:25:21,159
Speaker 4: I had a friend that started Moist Buddha and I

514
00:25:21,240 --> 00:25:23,720
Speaker 4: just found out that he sold it a few years ago.

515
00:25:23,720 --> 00:25:25,760
Speaker 4: He doesn't do it anymore, but he built it to

516
00:25:25,840 --> 00:25:29,840
Speaker 4: several million followers, and whenever I was with him in

517
00:25:29,880 --> 00:25:32,520
Speaker 4: Los Angeles, I was like, dude, like I just don't

518
00:25:32,600 --> 00:25:36,840
Speaker 4: understand how you're this good and moist Buddha like also

519
00:25:36,960 --> 00:25:39,400
Speaker 4: an amazing follow. It's still really good even though it's

520
00:25:39,400 --> 00:25:43,680
Speaker 4: not him doing anything. Yeah, it's really funny, and it's

521
00:25:43,920 --> 00:25:46,520
Speaker 4: at that time there weren't a lot of accounts that

522
00:25:46,560 --> 00:25:49,960
Speaker 4: were popping that big. Yet there was like fuck Jerry Moys,

523
00:25:50,000 --> 00:25:53,680
Speaker 4: Buddha and a handful of other ones, and they policed

524
00:25:53,680 --> 00:25:55,840
Speaker 4: it too. They would be like, this person is claiming

525
00:25:55,880 --> 00:25:59,040
Speaker 4: that it's their meme. You know, like some of those accounts,

526
00:25:59,119 --> 00:26:01,119
Speaker 4: they weren't just sharing stuff that they were finding on

527
00:26:01,160 --> 00:26:04,800
Speaker 4: the internet. They were creating those memes. And you'll see

528
00:26:04,800 --> 00:26:07,280
Speaker 4: they'll credit people, like if they get it from another

529
00:26:07,359 --> 00:26:10,119
Speaker 4: meme site, they'll credit it where they found it. So

530
00:26:10,280 --> 00:26:12,639
Speaker 4: I think there is a hierarchy there too for the

531
00:26:12,680 --> 00:26:15,400
Speaker 4: one like the greats. But I also think it has

532
00:26:15,440 --> 00:26:19,600
Speaker 4: become so ubiquitous in culture now that like everyone is

533
00:26:19,640 --> 00:26:22,240
Speaker 4: making memes right now, and I thought it would be

534
00:26:22,240 --> 00:26:24,680
Speaker 4: important to talk about it on this because like its

535
00:26:24,760 --> 00:26:26,679
Speaker 4: memes are in all of our lives now, like no

536
00:26:26,720 --> 00:26:28,000
Speaker 4: one's can every day.

537
00:26:28,320 --> 00:26:32,160
Speaker 3: Yeah, truly, back to like the bizarre a dolphin thing.

538
00:26:32,800 --> 00:26:35,800
Speaker 3: I don't know who was the first, you know to

539
00:26:35,840 --> 00:26:40,000
Speaker 3: do that, but in theory you could find that by

540
00:26:40,320 --> 00:26:43,120
Speaker 3: going back far enough, you know, but I think that

541
00:26:43,320 --> 00:26:45,480
Speaker 3: is not the same type of meme that would like

542
00:26:45,840 --> 00:26:49,159
Speaker 3: the poster would give the credit back. Those are more like,

543
00:26:49,320 --> 00:26:53,720
Speaker 3: right that standalone images, I feel right right, Yeah, someone

544
00:26:53,800 --> 00:26:56,119
Speaker 3: doesn't want them to get like stolen quote unquote. But

545
00:26:56,160 --> 00:26:59,320
Speaker 3: then yeah, it's something where everyone is writing their own

546
00:26:59,359 --> 00:27:04,200
Speaker 3: thing on the same creative Yeah, that's something I still

547
00:27:04,240 --> 00:27:04,760
Speaker 3: started it.

548
00:27:04,840 --> 00:27:07,160
Speaker 2: You know, they were the first one.

549
00:27:07,440 --> 00:27:10,680
Speaker 4: Yeah, well, I mean hawk Tua is another one.

550
00:27:10,640 --> 00:27:13,359
Speaker 2: Like she's a video see that's it was.

551
00:27:13,480 --> 00:27:16,239
Speaker 4: But then it became like, oh, there were a lot

552
00:27:16,280 --> 00:27:19,320
Speaker 4: of memes that follow me. Yes, she herself became a meme,

553
00:27:19,400 --> 00:27:23,400
Speaker 4: and she's commanding thirty five thousand dollars of personal appearance now,

554
00:27:23,440 --> 00:27:26,000
Speaker 4: like she's making a ton of money off of a

555
00:27:26,040 --> 00:27:28,880
Speaker 4: moment that someone else she didn't go on there being

556
00:27:28,920 --> 00:27:30,920
Speaker 4: like I'm gonna get famous for saying hawk to a

557
00:27:31,000 --> 00:27:34,040
Speaker 4: spit on that thing. She just said it, and the

558
00:27:34,080 --> 00:27:38,000
Speaker 4: internet was like, we like her, we like that energy, right,

559
00:27:38,160 --> 00:27:40,119
Speaker 4: and then Rolling Stone wrote about her and all of

560
00:27:40,119 --> 00:27:42,600
Speaker 4: the things and like the demure girl, she's made enough

561
00:27:42,640 --> 00:27:45,959
Speaker 4: money off of that catching on that she's able to transition.

562
00:27:46,119 --> 00:27:48,760
Speaker 4: She was like mid transition and now she's can to

563
00:27:48,760 --> 00:27:51,480
Speaker 4: afford to finish it. It is winning the lottery, right,

564
00:27:51,640 --> 00:27:54,720
Speaker 4: Like you cannot force it, right, You.

565
00:27:54,680 --> 00:27:56,480
Speaker 3: Won't win the lottery if you don't lean in.

566
00:27:56,760 --> 00:27:58,480
Speaker 1: You got to lean in in that moment because like

567
00:27:58,520 --> 00:28:00,280
Speaker 1: even when you were talking about Hawk two, like and

568
00:28:00,359 --> 00:28:02,480
Speaker 1: how long is this gonna last? Because like, what is

569
00:28:02,480 --> 00:28:05,560
Speaker 1: our actual skill set here other than saying something funny

570
00:28:05,560 --> 00:28:06,160
Speaker 1: one time?

571
00:28:06,400 --> 00:28:07,840
Speaker 3: Like I doubt there is one.

572
00:28:08,240 --> 00:28:12,040
Speaker 1: That's what I'm saying, Like she's doing well and being

573
00:28:12,160 --> 00:28:16,119
Speaker 1: very smart to ride the wave right now because eventually

574
00:28:16,200 --> 00:28:17,720
Speaker 1: I would think that that will go away.

575
00:28:18,520 --> 00:28:21,800
Speaker 3: That was one that was interesting because I didn't find

576
00:28:21,840 --> 00:28:25,840
Speaker 3: that one to be as funny. Sometimes there's memes that

577
00:28:26,000 --> 00:28:28,680
Speaker 3: appeal to like different like I was saying total or

578
00:28:28,800 --> 00:28:32,440
Speaker 3: like depending what your humor is, right, talk to a girl.

579
00:28:32,760 --> 00:28:34,240
Speaker 3: I mean it was in a different a couple of

580
00:28:34,240 --> 00:28:37,120
Speaker 3: different buckets of humor, but I think a big one

581
00:28:37,119 --> 00:28:39,200
Speaker 3: of them was just kind of like far stool style,

582
00:28:39,320 --> 00:28:39,640
Speaker 3: you know.

583
00:28:39,600 --> 00:28:42,640
Speaker 4: Like totally definitely the like boy's fart joke kind of

584
00:28:42,680 --> 00:28:43,320
Speaker 4: dick yeah.

585
00:28:43,280 --> 00:28:46,600
Speaker 3: Right, totally, And like some of them like appeal to

586
00:28:46,880 --> 00:28:50,280
Speaker 3: certain people more than than others. And that's really interesting too,

587
00:28:50,360 --> 00:28:53,480
Speaker 3: because different senses of humor are like emerging out of

588
00:28:53,600 --> 00:28:55,840
Speaker 3: like what meme you think is funny or not funny?

589
00:28:56,480 --> 00:28:59,680
Speaker 1: Yeah, it's really true. Well, I guess there's like different

590
00:28:59,680 --> 00:29:02,480
Speaker 1: struve for different folks, and there's an audience for everybody.

591
00:29:04,120 --> 00:29:07,120
Speaker 1: Suzie's company is called Yo Sudie. If people want to

592
00:29:07,160 --> 00:29:08,880
Speaker 1: keep up with you, zuz where would they find you?

593
00:29:09,720 --> 00:29:14,120
Speaker 3: It's just Instagram at Yo Susie Yosu zui. And at

594
00:29:14,160 --> 00:29:17,640
Speaker 3: the company we mostly have music clients, but we've done

595
00:29:17,760 --> 00:29:20,760
Speaker 3: brand stuff. We've done like live event stuff like if

596
00:29:20,800 --> 00:29:24,320
Speaker 3: you want a content queen to get right in there,

597
00:29:24,840 --> 00:29:28,240
Speaker 3: if you're looking to capitalize on your meme moment called Susie.

598
00:29:28,520 --> 00:29:32,680
Speaker 4: You know what's funny Susie is. I don't have live television,

599
00:29:32,680 --> 00:29:34,840
Speaker 4: but I was house sitting for a friend this weekend

600
00:29:35,000 --> 00:29:38,840
Speaker 4: and was watching news, which I don't recommend anyone too

601
00:29:39,000 --> 00:29:43,000
Speaker 4: because it's depressing. But I always find the advertising interesting

602
00:29:43,040 --> 00:29:46,640
Speaker 4: on like MSNBC and I mean, I'll watch Fox, I'll

603
00:29:46,680 --> 00:29:51,239
Speaker 4: watch CNN. They obviously are targeting older people, but so

604
00:29:51,480 --> 00:29:55,000
Speaker 4: many of the ads now are shot to look like

605
00:29:55,040 --> 00:29:58,600
Speaker 4: they're vertical videos for a phone, and a lot of

606
00:29:58,600 --> 00:30:01,280
Speaker 4: them they make it look like I saw one there

607
00:30:01,320 --> 00:30:03,800
Speaker 4: was like a dick pill I can't remember, like red

608
00:30:03,880 --> 00:30:05,440
Speaker 4: rocket or I can't remember what it was called, but

609
00:30:05,440 --> 00:30:08,560
Speaker 4: it was like all these women vertical being like my husband,

610
00:30:08,840 --> 00:30:11,240
Speaker 4: and it looked like it was like an influencer campaign

611
00:30:11,240 --> 00:30:14,200
Speaker 4: that they put together and they had all these women.

612
00:30:14,800 --> 00:30:18,120
Speaker 4: Clearly there ares that have scripted. But it's like even

613
00:30:18,200 --> 00:30:23,120
Speaker 4: now on television, people are trying to make things look internety.

614
00:30:22,840 --> 00:30:25,760
Speaker 3: Because they want to give the vibe that it's popular. Yeah,

615
00:30:26,360 --> 00:30:28,560
Speaker 3: if something's popular, there's gonna be a lot of vertical

616
00:30:28,640 --> 00:30:29,440
Speaker 3: videos about it.

617
00:30:29,520 --> 00:30:32,240
Speaker 4: Yeah, it's wild to me. I was like, this is crazy.

618
00:30:32,360 --> 00:30:36,880
Speaker 4: How much like that has bled into literally the mainstream

619
00:30:38,120 --> 00:30:39,680
Speaker 4: and it was literally for an erection.

620
00:30:39,520 --> 00:30:43,680
Speaker 1: Pill, of course it was. I'm shocked with you that

621
00:30:43,720 --> 00:30:45,400
Speaker 1: it wasn't about vaginas.

622
00:30:46,520 --> 00:30:49,280
Speaker 4: Well. You know, erections go into vagina, so it all

623
00:30:49,280 --> 00:30:51,600
Speaker 4: comes okay.

624
00:30:51,840 --> 00:30:56,560
Speaker 3: Well, like the brand accounts on TikTok, like many of

625
00:30:56,680 --> 00:31:01,200
Speaker 3: them are hilarious and their content really not much to

626
00:31:01,240 --> 00:31:02,600
Speaker 3: do with the brand at all.

627
00:31:02,880 --> 00:31:03,240
Speaker 2: Really.

628
00:31:04,080 --> 00:31:06,880
Speaker 3: Duo Lingo is a great example. Duo Lingo is an

629
00:31:06,880 --> 00:31:09,960
Speaker 3: app where you like learn languages you know, and the

630
00:31:10,080 --> 00:31:14,960
Speaker 3: TikTok account is the mascot character, which it is a

631
00:31:14,960 --> 00:31:18,480
Speaker 3: bird I think, like a big green bird, and all

632
00:31:18,600 --> 00:31:20,760
Speaker 3: that the account, not all, but most of what that

633
00:31:20,800 --> 00:31:23,640
Speaker 3: account does is just have the big green bird mascot

634
00:31:23,680 --> 00:31:27,000
Speaker 3: and costume, like participate in all the TikTok meetings.

635
00:31:27,840 --> 00:31:31,160
Speaker 4: That's brilliant marketing right there. And because you're not being

636
00:31:31,200 --> 00:31:33,880
Speaker 4: sold to, you're participating.

637
00:31:33,360 --> 00:31:35,160
Speaker 2: And then you end up liking in them, so you like.

638
00:31:36,560 --> 00:31:37,680
Speaker 2: And then they you.

639
00:31:37,600 --> 00:31:41,000
Speaker 3: Know, they're like dual lingo verified account you know, will

640
00:31:41,040 --> 00:31:45,080
Speaker 3: comment the big meme posts and then people find them

641
00:31:45,080 --> 00:31:47,440
Speaker 3: through the comments and and there's a ton of companies

642
00:31:47,480 --> 00:31:50,200
Speaker 3: doing that. But yeah, to your point about like it

643
00:31:50,320 --> 00:31:53,760
Speaker 3: leaking into the quote unquote like mainstream like, yeah, it's

644
00:31:53,800 --> 00:31:57,160
Speaker 3: like a TV commercial on MSNBC. That's like trying to

645
00:31:57,160 --> 00:32:00,360
Speaker 3: look like a bunch of women are like filming about

646
00:32:00,360 --> 00:32:07,160
Speaker 3: their yeah ed direction. And then also all these companies

647
00:32:07,160 --> 00:32:09,120
Speaker 3: are just leading into all the memes in they're not

648
00:32:09,280 --> 00:32:12,600
Speaker 3: all the companies, but the funny smart ones.

649
00:32:13,440 --> 00:32:16,400
Speaker 4: It's great, Sass, I mean, Sas sells in my book

650
00:32:16,720 --> 00:32:22,080
Speaker 4: that's your first memes something about that, Sas.

651
00:32:22,800 --> 00:32:25,120
Speaker 1: It seems like memes are here to stay. Thank you,

652
00:32:25,160 --> 00:32:27,040
Speaker 1: Susie for being here with us to talk about the

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Speaker 1: power of memes. I mean, it is literally a language,

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Speaker 1: and it seems like it's infiltrating every part of our culture.

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Speaker 1: So if you don't know about memes, I don't know

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00:32:34,480 --> 00:32:38,520
Speaker 1: where you're well, I mean it's on TV, it's everywhere. Yeah,

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Speaker 1: it's everywhere in our language. So I will put all

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Speaker 1: of Susie's contact info in the description of this podcast

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Speaker 1: for you guys to go check her page out. And again,

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Speaker 1: thank you so much for being here to talk with us, Susie,

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Speaker 1: Thank you.

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Speaker 2: Bye. That here