“It’s like a teenage boy wrote them, which makes them super memeable.”
That the situation is spicy also helps. “More controversial origins make for more compelling meme formats,” says Joe Federer, former head of brand strategy at Reddit. As a meme format, he argues, Levine’s alleged DMs come “pre-charged with meaning.”
The idea of prying into the apparent lustful thoughts of one of the world’s best-known musicians is as controversial as it is relatable. Plus, people enjoy bringing down celebrities a peg or two—especially at times like this when their troubles can seem even more inconsequential. “People already sort of hate Maroon 5,” says Turvy. “They’re like the Nickelback of soft coffee-shop rock. Adam Levine has been an incredibly famous musician for what feels like forever. He wasThe controversy, and the ability to make Levine the butt of jokes, is also a welcome tonic from the dreadfulness of the news cycle at present.
“So much of our world has felt high stakes in the past several years, it can be a relief to joke about something that feels light without too many repercussions,” says Brennan. That is, without too many repercussions for the meme-makers. Levine, meanwhile, is going through the 21st century equivalent of being placed in the stocks and getting tomatoes thrown at him.
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