![]() ![]() But then he had a change of heart at the last minute. As talks developed, Bennett was tasked with curating music for the trailer, and at first he initially considered safe, brand-friendly artists that would align with the PG-rated film. It all started when Illumination, the animation company behind the Minions franchise, approached Lyrical Lemonade founder Cole Bennett with the opportunity to make a trailer for The Rise of Gru two years ago. Yeat and the Minions also share a similar knack for internet virality, so it shouldn’t be a big surprise that a TikTok phenomenon immediately took off when they joined forces. After all, Yeat is known for making up words in his songs, and the Minions have been speaking in their own language for years. Once the shock value of hearing Yeat rhyme about “pulling up in a Tonka with all of the Minions” wears off, the collaboration starts to make more sense. At one point, he even passes the mic to a Minion, who delivers the line: “Ha (Huh?), hey Mel, la bastichi/ La papaya, du la potato (Yeah, la potato, oh, yeah).” ![]() The 22-year-old rapper isn’t in the film or even on the official soundtrack, but his song “Rich Minion” is playing in the background of every Gentleminions TikTok video, and fans are moshing to it inside theaters. On the three-minute song, Yeat affectionately refers to the Minions as his children while they babble nonsensical words in the background, before he hilariously brags about all the money he made from the collaboration. There’s another force at play here, too, though: Yeat. ![]() And the whimsical Minions characters have lent themselves to internet humor since the beginning of the franchise, so this isn’t the first time they’ve been meme’d. Hirst told NBC News that the trend has a lot to do with “nostalgia,” explaining that The Rise of Gru “brings back the memories of watching the Despicable Me movies with family” for teenagers like himself. His TikTok video racked up over 30 million views in just a few days, and thousands of people joined in on his joke, watching Minions with the level of reverence usually reserved for classical symphonies.īefore long, some theaters even started banning formalwear because attendees were getting too rowdy, and now the trend is contributing to eye-popping box office numbers: The Rise of Gru just shattered the record for the biggest film opening on Independence Day weekend, pulling in $125.1 million. On opening day, a fan named Bill Hirst filmed himself with a group of friends in suits and ties, enthusiastically watching The Rise of Gru. This is the work of ironic teenagers on TikTok. In movie theaters across America, self-described Gentleminions have been dressing up in suits, buying tickets to Minions: The Rise of Gru, and treating the animated children’s film like it’s a sophisticated Broadway play.Īt this point, you might be wondering when and how the Minions franchise suddenly became high-brow entertainment. Well, it didn’t. If you came across a pack of suit-wearing teenagers this weekend, quietly discussing the artistic merits of Minions and muttering about “counting money,” you weren’t alone.
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