Welcome to Gag Metropolis, the pink metropolis inhabited by stans and types alike.

Within the days main as much as the discharge of “Pink Friday 2,” Nicki Minaj’s fifth studio album and sequel to her debut file “Pink Friday” that dropped on Friday, Twitter was flooded with AI-generated pictures of pink-toned cityscapes. Gag Metropolis, the dreamy false utopia dominated by Minaj and her Barbz, broke via stan Twitter and have become a viral meme that model accounts instantly used for their very own advertising — selling Minaj’s album free of charge.

Is it an genuine stan-led marketing campaign to construct hype for Minaj? Is it a plant to sport engagement for each the album and types? What’s clear is that the viral second is a win for Minaj, manufactured or not.

It began in September, when Minaj teased the album’s cowl artwork on-line. The picture options Minaj on a pink subway automobile, drifting via pink clouds with a futuristic (and clearly, pink) metropolis skyline within the background.

She and her Barbz began referring to the album’s launch as “Gag Metropolis,” NBC Information experiences, referencing homosexual slang for being so amazed that you simply’re puzzled. One may be gagged by witnessing a surprising outfit change, or by listening to an ideal file, like “Pink Friday 2.” Main as much as the discharge, stans began posted AI-generated pictures of a pink concrete jungle, joking that fictional characters and celebrities have been arriving to Gag Metropolis in anticipation of Minaj’s album. In one of many first, posted on Dec. 1 in accordance with Know Your Meme, a fan account shared an picture of a pink airplane labeled “Gagg Metropolis” flying over a equally pink skyline.

Within the days earlier than the discharge, Minaj informed followers to “put together for touchdown” and teased an outline of her pink utopia. Barbz replied with AI-generated renditions of the descent into Gag Metropolis.

X (previously Twitter) customers started crafting elaborate narratives about Gag Metropolis’s inhabitants and authorities. One posted a picture of Barbz storming the Pink Home, which one other consumer described because the fandom’s personal January sixth. One other posted a picture of pink-clad residents protesting within the streets of Gag Metropolis, calling for Minaj to launch the album’s observe record. Although some might consider that Gag Metropolis is a utopia, one account posted a picture of a matronly Minaj handing out CDs of her album to impoverished kids “on the outskirts of Gag Metropolis,” implying that the pink society additionally has a category divide downside.

Gag Metropolis can be riddled with stan wars, as followers of rival pop stars posted pictures of their faves vying for Minaj’s seat on the head of her metropolis’s authorities. In a nod to Greek mythology, one account posted a picture of a Malicious program adorned in Beyoncé’s “Renaissance” disco motif.

By no means one to overlook out on a simple pattern, model accounts began becoming a member of in on the Gag Metropolis hype. Chili’s posted a picture of rosy smoke billowing from its restaurant, which makes me marvel if air air pollution exists in Gag Metropolis. Wheat Thins, Baskin-Robbins, Dunkin’ Donuts, Pizza Hut, Crimson Lobster, Oreo, Bing (??), the Empire State Constructing and numerous others posted their variations of Gag Metropolis.

On one hand, memes are likely to die the minute model accounts begin co-opting them — nothing is extra tiresome than seeing a enjoyable joke flip right into a corporate-friendly advertising ploy. AI-generated pictures are already ethically fraught, and critics have raised considerations over AI mills skilled on art work with out the consent of the work’s artists. Artists have additionally criticized manufacturers for utilizing AI-generated artwork as an alternative of commissioning work from an actual, human artist. Although utilizing AI-generated artwork for business use is authorized, as copyright legal guidelines pertaining to AI are just about non-existent, it’s typically seen as a shitty transfer by many within the artwork world.

On the opposite, it’s free promotion for Minaj, and as a lifelong Barb who spent her adolescence operating a stan account for “Pink Friday,” I take into account it a win.

Nicki Minaj is an artist who’s been embroiled in controversy all through her profession, from posting unhealthy takes about Covid vaccines to defending her husband Kenneth Petty, a convicted intercourse offender. She could also be a superb artist, however her problematic historical past makes her removed from the family-friendly public determine that manufacturers usually tend to endorse.

However with Gag Metropolis, Minaj has manufacturers doing all of her advertising for her. “Pink Friday 2” is an inventive marvel in itself (although I’m most likely biased), however the free promotion that it’s been getting as a viral meme is especially astounding. Artists have spent the previous couple of years attempting to drum up engagement for his or her work by making their songs pattern on TikTok, which audiences have began to withstand. Gag Metropolis doesn’t financial institution on being the viral track of the summer season to drive streaming numbers — the bit is eliminated sufficient for non-stans to take pleasure in it, whereas nonetheless revolving across the album it’s selling.

Model Twitter tends to show enjoyable traits into promoting alternatives, taking natural group interactions and spitting out contrived variations clearly made to go viral. It might be grating, however on this case, it’s working in Minaj’s favor. This week, everybody desires to go to Gag Metropolis.