The Marketing Genius Behind Tekashi 6ix9ine
Honestly, I don’t remember where I was on 9/11, but I do remember where I was when I first heard “Gummo” by 6ix9ine.
Credit: 6ix9ine — “Gummo” YOUTUBE
Now, after reading that first sentence…were you at all bothered by what I said? Maybe you found it funny? Truthfully, it doesn’t matter. As long as some emotional reaction was triggered, the meta-purpose of this article was achieved. Society loves controversy; point-blank. Pages like Hoodclips capitalize on controversy in various forms. Generally, society thrives off controversy. From rappers beefing to artists getting persecuted for their allegations, it is a proven fact that controversy sells. Really. If you don’t believe me, I insist you look up the rapper known as “6ix9ine”. Everything about 6ix9ine, from his music to his branding revolves around the topic of controversial debate, whether he is initiating an Instagram live war with your favorite rapper, tattooing the number ‘69’ on his body, or putting out questionable content on social media, he is constantly in your face- and that “in your face” style of content works.
The 21-year-old rapper is of Puerto Rican and Mexican descent. Resembling a twisted mixture of aesthetic, Daniel Hernandez looks like if My Little Pony was adopted by Bloods. From his rainbow hair and outrageous tattoos, he is a living, breathing embodiment of an internet meme and icon. This iconic meme status has been a massive leverage point for 6ix9ine. He utilizes his controversial appearance toward his brand; Hernandez adopts strategies of his viral marketing tactics from iconic meme pages such as Hoodclips.
6ix9ine’s rise to fame was built off the ever-so-growing meme culture cultivated from Instagram pages like Hoodclips. Hoodclips’ massive Instagram following, boasting a follower count of over 10 million people, grows everyday, and has insurmountably contributed to its individual growth as a premier destination for comedy, memes, and entertainment.
What is a meme?
Pictured: 6ix9ine running with gun, half-naked “meme”
By modern definition, a meme is: a humorous image, video, piece of text, etc., that is copied (often with slight variations) and spread rapidly by Internet users (Oxford). A meme is controversial. A meme is intentional in how it warrants a cause for reaction. Scale that idea- a meme page has the power to seduce a viewer’s attention for hours on end. So what can we observe in comparison between “6ix9ine” & Hoodclips?
Let’s textually compare their relationship to one another.
- Both are well known throughout the younger generation.
Their target audience tends to focus on connecting with the millennial and Gen Z-ers. This generational stranglehold is effective by posting content that overlaps relevance with the current pulse of music, media, and trends. It is to be noted that memes are often short lived. The sheer power of a meme is completely contingent on its ability to be re-interpreted, re-created, and essentially- recycled.
- Both post consistently meme-able content.
Whether in the form of music or viral video, both “6ix9ine” & Hoodclips are consistently fresh. Often, it can be observed that pages that exploit memes in their youthful stages receive the most “clout” and are sometimes even credited with the birth of said meme. Daily social media posts keep their respective fans engaged by planting a subconscious thought in their viewers’ brains that they will wake up with fresh content on their feed everyday from either given source.
- Both captivate their audience through humor and controversy.
Most of the content found on pages like “6ix9ine” or Hoodclips can be generally labeled as “comedy” or “entertainment”. Their content is humorous and (or) controversial, causing an emotional reaction from the viewer. This call-to-action is perhaps the most powerful tool these pages capitalize on to sustain their consistent, rapid growth.
- Both are unforgiving; they seem to simply not care, in general.
Trust me: these guys DO NOT CARE what you think. Their content is created and posted with clear intent to “stir the pot”, giving users freedom to react, debate, and discuss the fresh memes on tap. Brand establishment is a major key here- “6ix9ine” & Hoodclips are kings of controversy. There is something inherently tempting about an eye-catching, shocking thumbnail. Your brain’s serotonin receptors are bound to endure a dopamine rush upon meme-consumption. It’s really as simple as it sounds: make shocking content, generate shock-based reactions from real people. In truth, nothing “6ix9ine” or Hoodclips is an original business model, rather, an improved version of pre-social media virality. Instead of relying on television or popular newspapers, their meme is broadcasted to millions in seconds, due to the Instant Gratification nature of Instagram’s current interface.
The marketing genius behind Daniel Hernandez and CEO Sadiq of Hoodclips leaves us with a wealth of data to analyze, assess, and apply. The framework and fundamental success of these accounts is more than noteworthy; the revolution of memes famously kick-started by alternative social media platforms like Reddit or 4chan has invaded the more common denominators. Instagram, Twitter, and Facebook will never operate the same. With fast food brands like Wendy’s & McDonalds deeply invested in the newfangled culture of “Swipe Up” related content, we could very well be in peak meme era.