About

Kendrick Lamar Screaming "Mustard!" or MUSSTAAAARRRRRRDDDDD refers to rapper Kendrick Lamar screaming "mustard" on the song "tv off," the seventh track on his 2024 album GNX. Lamar was notably referencing producer DJ Mustard during the line. The loud and extended delivery of "mustard" on the song earned meme attention as users on Twitter / X and TikTok, among other social platforms, captioned images of screaming characters with "MUSSTAAAARRRRRRDDDDD" in all caps or lip dubbed the lyric with comedic effect. Viral discourse about brands using the "Mustard!" meme on Twitter / X ensued in late November 2024.

Origin

On November 22nd, 2024, Kendrick Lamar released his album GNX. The seventh track was "tv off," which features a moment in which Lamar yells, "Mustard!" as in producer DJ Mustard.^[1] The song's audio was shared to YouTube^[2] on November 22nd, gaining over 667,000 views and 33,000 likes in three days. At the song's 2:03-minute mark (shown below), DJ Mustard's producer tag sounds, followed by Lamar yelling, "Mustard!"

Spread

On November 22nd, 2024, viral posts were shared that discussed Kendrick Lamar yelling, "Mustard!" For instance, X^[3] user @mosthiphop posted the clip, writing, "Mustard gotta use this as a producer tag now," receiving over 39,000 likes in three days (shown below).

Mustard gotta use this as a producer tag now 😭 pic.twitter.com/nXcPZdeWBY

— Wost🐰 (@mosthiphop) November 22, 2024

A few minutes later on November 22nd, X^[4] user @slimebigmoney tweeted an image of Dragon Ball character Son Goku with an all caps "MUSTARD" caption including multiple As. The tweet received over 124,000 likes in three days (shown below).

In the following days, many brand accounts on Twitter / X posted memes that followed the format. For instance, on November 23rd, 2024, the X^[5] account of the game Multiversus tweeted, "MUSSSSTAAAARRRRRRDDDDDDD," gaining over 32,000 likes in two days (shown below).

The tweet from the Multiversus account was mocked in viral quote tweets akin to the broader ridicule of branded accounts quickly co-opting the trend. For instance, on November 23rd, X^[6] user @7Spideycomics quoted the abovementioned post with a Family Guy GIF of Peter Griffin pushing Seamus' hand away from a group hand-stack. It received over 72,000 likes in two days (shown below).

On November 23rd, 2024, X^[7] user @_Twinndiesel furthered the discussion of brands following the "Mustard!" trend by quote tweeting the Detroit Lions NFL team's iteration, writing, "I don’t think I’ve ever seen this many corporations reference an album like this in a very long time." The post gained roughly 93,000 likes in two days (shown below).

Kendrick Lamar's "Mustard!" lyric also amassed memes on TikTok. For instance, on November 23rd, TikToker^[8] @munyachawawa posted a sketch about forgetting Lamar's "favorite condiment," earning over 3.8 million plays and 496,800 likes in two days (shown below).

On November 24th, TikToker^[9] @carloerrin posted a video in which he lip dubbed Lamar's "Mustard!" and added a caption about unfortunately screaming it for the rest of the year if not his life. The video gained over 928,200 plays and 197,900 likes in a day (shown below).

Various Examples

Search Interest

External References