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“What What (In the Butt)” is a viral video created by Andrew Swant and Bobby Ciraldo of Brownmark Films for the song of the same name by Samwell. The bizarre music video is known for its references to homosexuality and anal sex.
The original video was uploaded to YouTube on Valentine’s Day 2007. As of January 2011, it had reached over 36 million views.
After the day of release, Perez Hilton featured it on his blog PerezHilton.com, followed by VH1′s Best Week Ever’s feature of the video the next day. The video has landed Samwell in numerous news media reports and interviews, which greatly contributed to his viral success.
In April 2008, Samwell appeared as a guest on the BBC television show Lily Allen and Friends, where his interview with Lily Allen was followed by a live choreographed performance of What What (in the Butt).
A year later, South Park aired an episode revolving around the What What phenomenon, starring Butters as Samwell.
What What (In the Butt) surfaced on an episode of Sweden’s Got Talent, in which four men dance in the nude while using crispbread to censor their private parts.