Behold: The Kylie Jenner playbook for monetizing viral videos

After fans started making fun of a video clip of her singing, Kylie Jenner leaned in -- offering a master class in monetizing viral videos.


October 24, 2019

Have you ever wondered how celebrities capitalize on their time in the spotlight? Well, look no further than Kylie Jenner’s recent capitalization on the “rise and shine” meme for a complete how-to guide.

Sure, the Kardashian-Jenners are good self-promoters. But even for Kylie, going from a casual YouTube comment to a full line of merch and a trademark application in 2 weeks is damn impressive.

So, without further ado, here’s the Kylie Jenner playbook for monetizing a social media moment: 

Step #1: Go viral

Good, bad, nude, clothed, funny, sad — none of that matters. The important thing is that people are watching (yes, being famous helps).

In this case, Jenner noticed that a moment from a recent YouTube video when she sings the words “rise and shine” had become popular on Twitter and TikTok — so she fanned the flames.

Step #2: Control the narrative

Jenner quickly turned the mix of fanmail and mockery into more media attention to expand her brand: She posted a picture of her face in a shining sun to her 149m Instagram followers and retweeted her favorite “rise and shine” parodies to her 28.9m Twitter followers.

Other celebs like Ariana Grande and Steph Curry spoofed the song in response, spreading the meme’s reach even further. Soon, #RiseandShine became the fastest hashtag ever to reach 1B TikTok views.

Then, the masterstroke: On Twitter, Jenner posted photos of 2 “Rise and shine” hoodies with links to KylieJennerShop.com.

Step #3: Sell merch, baybeeee

Jenner sold out of the $65 hoodies — which are available in black and white — almost immediately.

But that’s only the beginning: The Hollywood Reporter reports Jenner filed to trademark her catchphrase, with plans to apply it to “cosmetics, belts, coats, dresses, footwear, gloves, headbands, jackets, scarves, sleepwear, swimsuits and undergarments, among other items of clothing.”

The trademark may not be accepted, but in either case, it’s clear Jenner plans to roll out plenty more “rise and shine” merch.

So even if people keep laughing at her over-the-top singing, she’ll be the one laughing all the way to the bank.

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