As Facebook lurches into its second decade, much of its employees’ day-to-day responsibilities are focused on how to avoid letting the House That Zuck Built slide into a Myspace-style obsolescence. One of the banes of Facebook’s existence, aside from all the fake news and livestreamed violence, is the nonstop onslaught of re-posted, low-rent clickbait, advertisements, and memes, the bulk of which drive the brand value down at best and make the whole platform reminiscent of Myspace circa 2011.
Rappers’ Facebook pages can often be nothing more than high-profile meme and prank video curation, and lately no one’s been more certain members of the Wu-Tang Clan, who have been throwing their Yankees snapbacks into the video-sharing ring recently. In particular, Ghostface Killah and Raekwon have been hooked on Jack Vale (or, at least, their Facebook pages have been):
Who is Jack Vale, you ask? According to his official Youtube bio, he’s a “Christian, Husband, Father and Comedian” whose YouTube channel, tastefully titled ‘Jack Vale Films,’ features prank videos, farting prank videos, colonoscopy prank videos, and 1.3 million subscribers who just can’t get enough of his self-described “Pooter” videos. His content is apparently so clickable, Raekwon and Ghostface aren’t even the only rappers’ who have been sharing his stuff, either:
It’s hard to believe a group of famous rappers like Gucci Mane and Ghostface Killah just concurrently stumbled on Vale’s premium farting content and decided their fanbases just absolutely needed to experience Vale’s material for themselves. Back in 2015, Vale pranked YG (yes, it involved farting) which no doubt raised his profile in the hip-hop world, but there’s little doubt Vale is spending money to get rappers’ Facebook pages to sponsor his content. Sponsored online content as a method of marketing is still in its relative infancy, but we have to admit, getting someone like Ghostface to share your fart videos is a fast track to built-in views, and dollars on both sides, and the music industry can’t exactly ignore new revenue streams at this point. The lesson: the next time your favourite artist shares some gross-out prank video, just remember your clicks (and your attention) is a valuable commodity.