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Kendrick Lamar’s explosive “Mustard” scream from his track TV Off started as a viral moment on TikTok and Twitter, but in June 2025, it took a darkly creative turn into the world of analog horror edits. It began with creators splicing Kendrick’s wide-eyed, mirrored Chanel ad face into unsettling recipe videos and old movie clips, using the iconic scream as a chaotic jump scare. It evolved into a subtrend of disturbing mustard-themed horror content. The trend captures how a single shout can transform from a viral joke into a surreal, internet-native horror aesthetic, turning Kendrick’s “Mustard” yell into one of the strangest meme evolutions of 2025.

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Transcript
00:00How did Kendrick Lamar yelling Mustard evolve into this analog horror meme?
00:07Unless you've been living under a rock this year, you've probably heard Kendrick's track TV Off,
00:11in which, at one point, he screams producer DJ Mustard's name as if he's trying to make the
00:16deli counter guy go deaf. You've definitely heard it. He even performed it at the Super Bowl.
00:30On November 22nd, 2024, Kendrick Lamar released his album GNX, the seventh track of which is TV Off.
00:38Almost immediately, users zeroed in on the screaming of the word Mustard and started posting jokes and
00:43memes about it online. A lot of these memes on Twitter involved captioning an image of a character
00:48screaming with the word Mustard in all caps. And on TikTok, creators would set up situations where
00:52it would be appropriate, or at least appropriately funny, to scream the name of the condiment.
00:56But when exactly did it turn toward the creepy? The earliest known example of the Mustard analog
01:08horror meme seems to have been posted on June 5th, 2025, by TikToker The Amalgamator. The video is
01:14an edit of an ASMR influencer's recipe video using mustard seeds that creepily flashes Kendrick's
01:19wide-eyed face throughout before ultimately ending by cutting to the distorted image and the mustard
01:24scream from the track.
01:25Mustard seeds. Mustard. Mustard. Mustard. Mustard. Mustard. Mustard. Mustard. Mustard.
01:31The same user would post a similar video shortly after, this time playing a clip from the movie
01:36The Founder, in which Nick Offerman's character also screams,
01:39Pickles and pickle and mustard!
01:44The clip zooms out to show it's being played on a TV set, which is then turned off. Get it? TV off.
01:49And then we see, whatever this is.
01:52Mustard.
01:56A bunch of other creepy stuff happens, like a bunch more eyes appearing, and a voice saying,
02:05I see dead people. But of course, the video inevitably ends like this.
02:09Oddly enough, the particular image of Kendrick used in the meme was taken from an ad campaign
02:18he did for Chanel. But the original ad only shows half his face, meaning the full image depicted is
02:22an edit in which half of his face has been mirrored and pieced together. I guess making it so symmetrical
02:27it's creepy. The trend would go viral throughout June, as more creators slipped distorted versions
02:32of Kendrick's face into creepy analog horror edits, usually made using OC that references mustard
02:38in some way. For example, on June 15th, TikToker Viet Munkasoft posted one of these edits using a
02:43clip of influencer iRickSnacks making a burger with mustard. The edit garnered over a million views
02:48in just over a week.
02:49If you put mustard on a burger, mustard, mustard, mustard, mustard, mustard, mustard, mustard,
02:54or can't you?
02:56The references to mustard in the edits would even get more and more subtle, like this viral iteration,
03:01which collects the letters of the word at the bottom of the screen before cutting to the horror
03:04element. So what does it all mean? Has the mustard screen
03:07conjured some condiment demon that's taken Kendrick's form and plans to come for everyone
03:11who consumes it? Who knows? But just in case, I'll stick to ketchup.

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