Hey everyone, King Willonius here—comedian, AI-enthusiast, and accidental music producer behind “BBL Drizzy.” If you’ve never heard that soul-infused track lightly roasting Drake, maybe you caught it on TikTok or saw Duolingo’s mascot dancing to it. Either way, the song took on a life of its own—and it taught me a thing or two about how brands can thrive by riding (and creating) viral waves.
I didn’t start out thinking, “I’m going to make a monster meme hit.” Honestly, “BBL Drizzy” was just me having fun with AI tools, twisting 1970s soul vibes into a modern comedic roast. But it struck a nerve. Once Metro Boomin remixed it, the track found itself in front of millions of people on social platforms, and soon major brands were using it to engage customers on a whole new level.
So if you’re a marketer, brand strategist, or just someone who wants to make cultural noise, here’s my take on why creators like me are your golden ticket.
1. Being Part of the Conversation Beats Chasing It
I didn’t chase the moment; I created it. When “BBL Drizzy” went viral, it wasn’t because I had a grand plan. I focused on making something unique and funny—something only I could do in my own voice. Suddenly, folks started riffing on it, from random TikTokers to brand behemoths.
Takeaway: Don’t just join existing trends; start them. And if you can’t start them yourself, partner with creators who do. We’re always cooking up fresh ideas and we love bringing brands along for the ride.
2. You Want Authenticity? Let the Creators Drive
When Duolingo posted their famous owl twerking to “BBL Drizzy,” it felt like a natural extension of my joke, not a forced brand cameo. People on TikTok ate it up because it had the right blend of weirdness and wit—nothing about it screamed “corporate.”
Takeaway: If you want to be part of the culture, your content has to feel true to the creator and the community you’re tapping into. That means giving the influencer, artist, or comedian the freedom to shape the narrative with their real voice.
3. Tech + Culture = Rocket Fuel
I’m a comedian at heart, but I embrace AI as a creative tool—it’s how I transformed a random roast into a retro-funk hit. Technology gave me superpowers to experiment fast. That same sense of playful innovation resonates with online audiences, who crave new experiences.
Takeaway: Don’t just pay lip service to “innovation.” Encourage creators to break the mold—try AI-driven music, interactive filters, or comedic sketches that weave in your product. When you push boundaries, your brand gets recognized for it.
4. You’ll Get Headlines Without Spending Millions
I’m no big-budget studio, yet I managed to spark a wave of free press when “BBL Drizzy” exploded. Brands who hopped on the trend saw high engagement with minimal ad spend. That’s the beauty of the internet: once people latch onto something, the hype essentially markets itself.
Takeaway: Real cultural moments spread organically. By collaborating with the folks who originate these moments, you can score media attention without burning a hole in your marketing budget.
5. Sustainability Beyond the One-Hit Wonder
“BBL Drizzy” might be the track that got me on your radar, but I’m constantly working on new projects, from AI-generated comedy albums to short films. My audience follows me because they trust I’ll keep them entertained. For brands, that means the potential for more than a single viral blip—it’s a long-term relationship with a living, breathing creative pipeline.
Takeaway: One viral video is nice, but imagine multiple brand integrations across different platforms, all driven by a creator your target audience already loves. That synergy can build brand loyalty over time.
Final Thoughts
Brands talk about “being human,” “staying authentic,” or “going viral.” But here’s the truth: if you’re not partnering with creators who naturally live in those spaces, it’ll always feel forced. Creators like me—who dabble in comedic music, AI, or any niche that captivates audiences—have our finger on the pulse of internet culture. We are the culture, in some sense.
So if you’re a forward-thinking marketer (or just a curious observer), here’s my advice: start building relationships with the people who shape trends rather than just following them. Because when lightning strikes—like it did with “BBL Drizzy”—you want to be right there harnessing the energy, not scrambling to catch up.
Thanks for reading my two cents. Now, if you’ll excuse me, I’ve got some more AI funk tracks to cook up. Who knows? Maybe the next one will get your brand dancing too.
—
Written by King Willonius