At 9:35 AM on April 9th, BBY GOYARD tweeted out an inquiry to his 8,191 followers.
“hey who wants to make a tiktok to some bbygoyard adlibs”
Shortly after, he posted a 7 second clip featuring two girls lip-syncing and shooting finger guns to the ad-libs for his at the time unreleased song, “THE LOUVRE”. He then followed it up with a 15 second video of his own, featuring the same phrases.
“Pew Pew Pew!”
“Fah! Fah! Fah! Fah!”
“Have No Rules!
I don’t know what it was about that snippet. I don’t know if it was the random nature of the seemingly unrelated phrases, the silly visuals he used, or his confident delivery, all I know is that something kept me coming back. After watching the video countless times, I realized two things. 1) I wanted to hear “THE LOUVRE” in its entirety, and 2) BBY GOYARD is a marketing genius.
Let me explain. At the very end of 2018, The Source published an article talking about how major record labels were creating rap stars by utilizing The Pump Plan. Rappers realized that by doing and saying outlandish things on camera (like Lil Pump) they would increase their chances of going viral, which would increase their record sales and streaming numbers. The problem was that too many rappers were following this blueprint, so much so that when rappers Thouxanbanfauni and Lil Gnar destroyed their TV’s on two separate occasions, and Kid Buu barbequed a pig with a flamethrower, no one batted an eye.
The rap consumer is getting smarter. They know stunts like these are carefully calculated decisions that were meant for virality. Now people are moving away from that trend. New marketing strategies are being developed every day to push music in ways people haven’t thought of before (See: the promo for Old Town Road). BBY GOYARD asking fans to create ad-lib Tik Toks isn’t just entertaining and original: it’s effective. GOYARD knows that the trend of doing crazy shit on camera is over, so he’s taking his promo in a funnier, less aggressive direction. He’s proving that great marketing can be done for free, using the most overlooked aspect of a song. BBY GOYARD took the “lip-syncing to snippets” wave and turned it on its head, doing so in a way that pokes fun at the trend while creating something enjoyable for every audience.
When “THE LOUVRE” was released in full on Friday, there were a lot of things I loved about it. Khroam’s distorted bell melody coupled with energetic trap drums provided the perfect backdrop for GOYARD’s combination of wit and silliness that make him one of the most exciting rappers in the scene. Plus I could finally hear the ad-libs in full effect. However, I don’t think I would’ve loved the song as much had I not been intermittently shouting “Science Rules!” at unsuspecting coworkers all week. “THE LOUVRE” proves that BBY GOYARD consistently drops catchy, innovative music, and that marketing matters. Stream this work of art below.