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ARTICLE · 19 SEPTEMBER 2024

Content Creators: Not Protecting Your Creative Assets Is Not Very Demure, Not Very Cutesy

If you have any connection to today's pop culture trends, you should understand how viral certain trends can be on social media platforms.

CanadaIntellectual Property

If you have any connection to today's pop culture trends, you should understand how viral certain trends can be on social media platforms. For example, step into a nightclub when a particular song comes on and the entire dance floor is moving in synchronicity during a specific hook of a song. Currently, everyone has a great need to eat an entire cucumber and grocery stores are pivoting their produce aisles to facilitate this trend. A few months ago, apparently satisfying your extreme thirst at 3am could only be achieved with making a bowl of hwachae. IFYKYK. Dance moves and recipes are common content that can go viral in the social media world.

Catchphrases can also go viral. This is where Jools Lebron enters the chat. Jools Lebron is a social media influencer who has 2.1 million followers and 114.4 million likes. On August 5, 2024, Jools posted a TikTok video providing commentary on how to apply makeup when going to work. The ethos of the post was that makeup should

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