Rapper Kendrick Lamar sparked a new viral sensation with an unexpected shoutout to music producer Mustard in his surprise album "GNX," which was released on Nov. 22.
What started as a fleeting moment on the track “tv off” has quickly turned into a widespread internet meme, taking over social media platforms and even earning the attention of brands and celebrities.
The moment that ignited the meme frenzy occurred around two minutes into the track, when Lamar screamed “Mustard!” in a dramatic, all-caps, uvula-shaking shout.
Lamar holds the producer’s name for nearly five full seconds — long enough to be both instantly memorable and deeply amusing.
Mustard, the stage name of producer Dijon Isaiah McFarlane, co-produced the track alongside Jack Antonoff, Sean Momberger, and others.
Mustard, who is known for producing tracks for some of the biggest names in music, including hip-hop stars like Nipsey Hussle, YG, and Ty Dolla $ign, has long been a respected figure in the industry.
He also contributed to the production of Lamar’s hit “Not Like Us,” further solidifying their collaborative relationship.
The Internet Reacts Big-Time
Fans from all over the world began to replicate the infamous shout in every possible context across social media, from hilarious memes to catchy TikTok challenges.
The moment soon found its way into memes featuring everything from animated characters like Shrek to everyday occurrences where the dramatic shout added an extra layer of humor.
!!!!!!!!!!!!!!!!!!!!! pic.twitter.com/VjNhdNkxTV
— McDonald's (@McDonalds) November 22, 2024
Big brands like McDonald's couldn't resist jumping on the "Mustard" meme trend, with its post already garnering 11.4 million views, 17,000 shares, and nearly 100,000 likes on X.
Of course, mustard brand Heinz, who is no stranger to internet trends, also had to jump on the bandwagon, sharing playful posts that played off the meme’s catchy nature.
@heinzuk Brb we’re screaming MUSTAAAARD for the rest of the year 🗣️ Credit: @Marc. #mustard#heinz#edit♬ original sound - Marc.
Lamar has long been known for his thought-provoking lyrics and boundary-pushing artistry, but this viral moment shows his knack for tapping into pop culture in ways that connect with fans on a personal yet humorous level.
The meme also highlights the growing influence of social media and internet culture in shaping how music is consumed and discussed.
A single memorable moment from a song can become a viral trend, with fans, brands, and influencers all contributing to the buzz.
My pastor yelling “MUSTAAAAAAARD” during church today (51 sec. mark). Kendrick don’t know what he started 😂 https://t.co/HZZhJcJfLEpic.twitter.com/39JTCU32Vs
— Ronald Isley (@yoyotrav) November 24, 2024
In a world where social media dictates much of the cultural conversation, memes like this one have the power to elevate both the artist and the song into public consciousness in unexpected ways.
Brands also work with agencies to increasingly leverage hype-driven social media events to create trending moments, boost brand awareness, and engage audiences in real-time, mimicking the effect of those that have gone naturally viral.
Previously, Heinz partnered with advertising agency Rethink to launch its Deadpool & Wolverine collaboration, turning the superheroes into condiment mascots and sparking a wave of social media buzz.
