What The Hell, What The Helly: The Viral Song And Meme That Took Over TikTok And Beyoncé's Tour

The phrase "What the hell, what the helly" has become one of the most inescapable and curious viral soundbites of 2025, evolving from a simple, playful variation on a common expression into a global cultural phenomenon. As of December 12, 2025, this catchy, nonsensical exclamation is not only dominating TikTok feeds and social media comment sections but has also officially crossed over into mainstream pop culture, thanks to a major endorsement from one of the world’s biggest superstars.

The entire trend originates from the chart-climbing single "WTHelly" by New Orleans rapper Rob49, which dropped earlier this year. The song’s infectious chorus and the rapper's signature delivery of the line "What the hell? What the helly?" quickly cemented its status as a viral hit. The track's rapid ascent and its subsequent adoption by millions of users worldwide illustrate the powerful, unpredictable nature of modern music and meme culture convergence.

The Man Behind the Viral Phrase: Rob49's Biography and Profile

The artist responsible for the "what the hell what the helly" sensation is Robert Coleman Thomas, known professionally as Rob49. His rapid rise in the rap scene is a testament to the raw, authentic sound emerging from New Orleans.

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• Real Name: Robert Coleman Thomas
• Stage Name: Rob49
• Date of Birth: March 6, 1999
• Age: 26 (as of 2025)
• Hometown: New Orleans, Louisiana
• Musical Genre: Hip Hop, Trap, New Orleans Rap
• Career Highlights: Named to the XXL Freshman Class of 2023; viral success of "Vulture Island" and "Pent House"; global hit "WTHelly" (2025).
• Signature Style: Known for his high-energy delivery, gritty lyrics, and use of distinctive, catchy ad-libs like "What the helly."
• Album/EP Releases: Includes projects like 4our the Moment and Vulture Island V2.

Rob49's background, rooted in the fourth and ninth wards of New Orleans, provides a compelling narrative that resonates with his fanbase. His music often reflects the realities of his upbringing, blending street tales with aspirations of a luxurious life, a theme prominently featured in the lyrics of "WTHelly."

How "WTHelly" Became a Global TikTok Meme

The song "WTHelly" was officially released on March 20, 2025, and almost immediately began its journey to viral fame. The core appeal of the track lies in its simple, repeatable, and easily customizable central phrase. It’s a perfect storm for social media virality.

The phrase "What the helly?" is essentially a playful, slightly censored, and more rhythmic way of saying "What the hell?" This small linguistic twist made it an ideal sound for reaction videos, unexpected reveals, and comedic skits on platforms like TikTok and Instagram Reels.

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The song itself features Rob49 rapping numerous variations of the phrase, often pairing "What the helly" with a celebrity's last name. This creative device provided users with a template for their own meme creation, fueling the trend's expansion. Examples from the song include:

• "What the helly, 'Bron James"
• "What the helly, Cyrus"
• "What the helly, Berry" (a likely reference to Halle Berry)
• "What the helly, on"

The trend quickly moved beyond just using the soundbite. Content creators started filming themselves reacting to absurd or shocking situations, using the phrase as the punchline. This organic spread turned "WTHelly" into a universal expression of surprise, confusion, or playful disbelief, significantly boosting Rob49’s global profile.

The Ultimate Cultural Crossover: What the Hellyoncé?

The true measure of the "What the hell, what the helly" trend’s cultural impact came when it was embraced by music royalty. In a move that sent social media into a frenzy, Beyoncé incorporated the meme into her own performance during the highly-anticipated Cowboy Carter tour in London.

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Beyoncé, known for her meticulous attention to detail and her ability to tap into the current cultural zeitgeist, dropped a personalized version of the viral phrase: "What the hell, what the helly, what the hellyoncé."

This single, powerful reference instantly validated the meme's status as a legitimate cultural phenomenon. When an artist of Beyoncé’s stature acknowledges and participates in a niche viral trend, it guarantees the trend’s longevity and global reach. It was a clear signal that the "WTHelly" sound was no longer just a TikTok sound but a part of the global pop lexicon.

The "What the hellyoncé" moment created a massive spike in searches and trend usage, introducing Rob49's music to an entirely new, mainstream audience. It’s a perfect example of how the synergy between rap, social media, and major celebrity endorsements can catapult a song to unexpected heights.

The Topical Authority of a Simple Phrase

The enduring success of "What the hell, what the helly" highlights several key entities and elements of contemporary culture. The phrase itself is a core component of the broader WTHelly phenomenon, which serves as a case study in viral marketing and meme linguistics. Its rise is intrinsically linked to Rob49's career trajectory, positioning him as a major voice in the New Orleans rap scene and a key member of the XXL Freshman Class. The Beyoncé tour reference and the creation of the "What the Hellyoncé" meme are crucial milestones in its history.

Other relevant entities and LSI keywords that solidify the topical authority of this subject include:

• Social Media Trends: TikTok virality, Instagram Reels, viral soundbites.
• Music Industry: Geffen Records, Rebel Records, hip hop culture, music production (WhoIsRodney, Blasty, Sheldon).
• Cultural References: 'Bron James (LeBron James), Miley Cyrus, Halle Berry, Cowboy Carter tour.
• Linguistic Elements: Slang evolution, expressive language, ad-lib culture, rhythmic repetition.

The phrase, which started as a simple, playful ad-lib, has now become a powerful cultural shorthand. It’s a reminder that in the age of rapid-fire digital content, the simplest, most unexpected phrase can become a global sensation overnight. "What the hell, what the helly" is more than a song lyric; it's the soundtrack to the internet's current state of playful astonishment.