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For any internet subculture, staying in power is a challenge. Even the most popular ones eventually wane and fade away. The lifespan of an internet meme typically falls somewhere between a few days and a couple of years.
Some memes, like the once-ubiquitous “okay” hand gesture, have even managed to secure their place in the broader lexicon as a result of their popularity online. But no matter how long they last, all memes eventually come to an end.
They peak, plateau, and then finally die out as newer trends take hold. So when did Mlg Memes Die? There are numerous factors that influenced the decline of mmls. Let’s look at them one by one and see exactly what killed mmls.
When Did Mlg Memes Die?
The term mmls first appeared online around 2016.
The exact origin of mmls is unknown, but many believe the term is a shortened form of My Money Losers. Loser was a popular term for people who had low financial status and weren’t seen as aspirational or attractive.
Some believe mmls came from a 4chan thread from as early as 2014, where users were discussing the poor financial decision-making of their parents, like owning sports cars, speedboats, and other expensive vehicles that are often used as status symbols.
Regardless of the exact origin, the term became extremely popular in early 2018, when the mmls subreddit, r/MMLSTHEDAY, was created. Since then, mmls have spread beyond Reddit and other social media sites. Mmls memes can now be found in a variety of forms, including videos, podcasts, and other forms of media.
The Rise and Fall of Mlg Content
Mmls were popular throughout the early half of 2019, posting their last “goodbye” sometime in July.
In the lead-up to their demise, many mmls content creators began losing followers. Some of the most popular mmls channels, like the MMLSthenDays and MMLSthePainting, saw major subscriber losses in the final months of their existence.
In addition, many mmls content creators began incorporating more mainstream trends into their content in an attempt to stay relevant. The most notable example of this is the incorporation of “Mexican Wallpaper.”
Mexican Wallpaper is an internet subculture that’s often used as a derogatory term to describe Latino people. In mml content, Mexican Wallpaper is used as a way to evoke disgust and offend viewers. At its peak, there were countless mmls channels using Mexican Wallpaper to garner attention.
This kind of behavior was frowned upon by many in the mmls community. Some mmls channels even found themselves being banned from social media platforms due to their use of offensive content.
The Decline of Coining Culture
In addition to the waning appeal of mmls content, the coining culture that once made mmls so popular also began to shrink.
Coining is the act of creating a new term on the internet that is then used across the web. Many mmls videos featured creators creating their own terms for things that already exist. This was seen in MMLSthePainting, which was a video where the creator would “paint” a piece of artwork by holding their phone in front of an image.
MMLS the Painting is an example of a coined term that would later be adopted beyond the mmls community. Terms like “Macaroni” and “Spaghetti” were used to describe different types of internet content. Macaroni became a term used to describe videos that feature a host dressed in a suit and tie, often sitting behind a desk.
Spaghetti is used to describe videos that are long and convoluted, with many different ideas and topics being discussed by the content creator. Coining is an important aspect of meme culture, but it’s an unsustainable practice. Once a term is coined and becomes widely used, it’s only a matter of time before it becomes a cliche and loses its appeal.
The Fading Appeal of Fandom Cultures
One of the most influential aspects of mmls content is the fact that it’s rooted in fandom culture.
Fandom is the people who are passionate about a particular TV show, movie, or book. Because mmls content was generated by fans of different fandoms, there were countless variations of mmls.
Beyond the typical mmls content, there were also mmls related to specific fandoms, like the Marvel Cinematic Universe and the Harry Potter books. Mmls that were rooted in fandom culture became a huge part of the mmls craze. But as more and more mmls channels began using these types of content, they began to lose their appeal.
Those who were fans of the specific fandoms being parodied were put off by the overly simplistic, often offensive way mmls channels would mock their content. This resulted in many of these “mixed-fandom” channels ending up dead.
The Rise of Discouraging Behavior
As aforementioned, mmls channels that used offensive content often found themselves being banned from platforms like Reddit, Twitter, and Instagram.
This led to many mmls creators migrating to other platforms, like Discord, to host their content. While Discord hosts a variety of communities, including many mmls channels, it’s not a sustainable platform for hosting content.
Most Discord servers are run by volunteers who run the servers in their spare time. As such, Discord servers are often lacking in moderation, resulting in some servers becoming havens for offensive content and toxic behavior.
While Discord is a useful tool for hosting communities, it’s not well suited for hosting long-term content like videos. This is due to the fact that Discord servers can only host one video at a time. This means that if one video ends, a new one has to be started. This makes hosting videos on Discord impractical.
As this article has shown, there are many factors that contributed to the decline of mmls. From the waning appeal of coining culture to the rise of discouraging behavior, mmls saw many of the aspects that made their content popular start to disappear.
Mmls have now been dead for well over a month, but it’s not a surprise that they eventually declined. No subculture lasts forever. R.I.P. MMLS 100% (Rest In Pizza Sauce)