Looking to go viral? Here are 8 tips from the creator of ‘BBL Drizzy.’

      A year ago this week, a viral sensation provided a glimpse into the future of AI music: “BBL Drizzy.” The song emerged amidst the rivalry between Kendrick Lamar and Drake. As the rappers exchanged insults, New York comedian Willonius Hatcher — also known as King Willonious — added his own track to the mix.

      Drawing inspiration from an exaggerated claim that Drake had undergone a Brazilian butt lift, “BBL Drizzy” combined AI, comedy, pop culture, and music, quickly going viral. It was later sampled by renowned producer Metro Boomin, creating another viral hit, which even featured Drake rapping over it.

      “BBL Drizzy” became a cultural landmark, with The Washington Post labeling it “a real breakthrough for AI art” and Wired referring to it as “the beginning of the future of AI music.” Time magazine included Willonius in its list of the 100 most influential people in AI.

      Willonius — who will speak at the TNW Conference on June 19 — remains modest about his creation. “It was just one of those things where everything was in perfect alignment,” he states. However, that downplays his achievements. Willonius has a proven history of creating online sensations. Here are some of his insights on achieving viral success.

      1. Refine your skills

      Willonius spent years perfecting his abilities as a comedian and writer before focusing on AI. He challenged himself to write 30 scripts in 30 days, produce an album each month, and invest “10,000 hours” to master comedy music.

      He applied the same dedication to AI, spending eight hours a day prompting in ChatGPT from December 2022 to April 2023. He also extensively experimented with visual tools, creating over 30,000 images in Midjourney and generating movie trailers for his scripts.

      “You never know what could go viral,” he remarks. “All you can do is maintain a system and a work ethic. Even when [‘BBL Drizzy’] went viral, my focus was to keep working.”

      2. Capture a zeitgeist

      Timing is crucial for viral success — and “BBL Drizzy” appeared at an ideal time. Interest in AI was rising, and the Drake-Kendrick feud had caught public attention. In April, rapper Rick Ross weighed in, asserting that Drake’s posterior was surgically altered. Just days before, a group of former Google DeepMind researchers had released a beta version of a powerful new AI music generator called Udio.

      Willonius combined these elements. He wrote comedic lyrics that gently poked fun at Drake and prompted Udio to transform them into different songs. Ultimately, he chose a vintage ’70s soul sound. With a catchy title and a chorus about the rumored butt enhancement, the track added a new dimension to the feud.

      “There were comedians trying to joke about it,” Willonius says. “But no one was really making any songs about that rivalry.”

      3. Don’t just follow the crowd

      Willonius has always been intrigued by new forms of creativity. In 2007, he gained viral success on YouTube with a parody of Soulja Boy’s infamous “Crank That.” However, he soon sought more original avenues.

      Instead of following trends, he pursued innovative methods. “If I had done skits on TikTok, I would have just been doing it because everyone else was,” he explains. “And in my career, every time I’ve ventured my own way, that’s when I’ve achieved the most success.”

      4. Be consistent

      There’s no guaranteed recipe for viral success. Willonius focuses on factors under his control, one of which is consistency.

      Initially, when he began creating AI videos, the views weren’t always as high as he had anticipated. “It forced me to temper my expectations for my content — because you never know what will go viral.”

      Instead of fixating on each view, Willonius concentrated on releasing a steady stream of quality content, which eventually resonated. “Don’t stress about the views,” he advises. “Focus on consistency and whether you enjoy what you produce. Everything else is beyond your control.”

      5. Embrace kaizen

      In his approach to consistency, Willonius applies the Japanese concept of “kaizen,” which emphasizes continuous improvement through small, incremental changes.

      “Every time you create art, aim to be better than the last time you created something,” he suggests.

      “Those are two things I do: stay consistent and strive for improvement with each attempt. If I accomplish those two goals, I’m pleased with the result.”

      6. Quality counts

      One significant reason for “BBL Drizzy’s” success? It’s simply an outstanding song. The catchy hook, memorable lyrics, and classic soul sound are enjoyable