In today’s come-and-go landscape filled to the brim with fleeting attention spans, grabbing hold of — and economically exploiting — “going viral” is all the more important.
That’s the very concept of a new documentary by Riche Uncle that explores the rise of aspiring St. Louis singer/rapper Joseph Leflore, better known as the voice/face behind the “oh my god” meme.
“The documentary came about to shed light on how people gain viral success but fail to monetize it,” Riche tells HipHopDX about the film Failed Success. “Especially in Joseph’s unique situation because there’s actually an amazing voice behind the fun memes, which you will hear on the documentary.”
Along with dominating social media, the sound byte was used on national radio shows, TV, and more. “We put this [film] together so people can get gems from the horse’s mouth if they ever go viral — or plan to go viral.”
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“Sit down and plan it all out,” Leflore — who performs under the name Joe’l — offers as advice in the film. “Make merchandise and get people you can trust.”
In his case, he accredits his mismanagement of social fame to not having a strong team. Though he admits the fame he attained helped him gain immediate attention and parlay a recording contract, things didn’t pan out how he imagined they might.
Now, with the buzz of the meme behind him, he is making up for lost time, with a new team. “It’s not that hard to go viral,” he notes, adding that this time, he’s ready for anything that may come his way. “You can’t be hungry…you need to be starving.”
Watch the 20-minute Failed Success up above above.
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