A Childish Gambino video that passed 12.9 million views in under 24 hours and 50 million in three days, and then generated a week of frame-by-frame annotation. Almost every gesture in it was read as a reference, and the reading was the second half of the release. The record's entry for a video that arrived with homework.
Annotated explainer threads appeared within a day of release and were shared more widely, in some circles, than the video itself.
The opening walk is read as a Jim Crow posture and the movements as minstrel-show poses — a deliberately legible set of citations placed in the foreground while the background keeps moving.
Commentators traced references to the 2015 Charleston church massacre, to phone footage of police shootings, to the Book of Revelation and to Get Out, among others.
What does it mean? Write it the way you would say it out loud.
