The Enduring, Bizarre Legacy Of 'What What (In The Butt)': Where Are Samwell And The Creators Now?

Few pieces of media define the chaotic, early days of YouTube and meme culture quite like the video for "What What (In the Butt)." This iconic, bizarre, and highly-quotable music video, released on Valentine's Day in 2007, quickly became a global phenomenon, racking up tens of millions of views and solidifying its place as a cornerstone of internet shock humor. The video’s enduring legacy, even today in late 2025, continues to be a subject of fascination, prompting many to ask about the people behind the strange, catchy song and its surreal visuals. The story of the video's success is a perfect snapshot of the 2000s internet, where genuine artistic expression, surrealist comedy, and pure shock value converged to create an accidental superstar. The performer, Samwell, and the directorial duo, Andrew Swant and Bobby Ciraldo, found themselves at the center of a cultural explosion that defined the era of early viral content.

The Performer: Samwell (Samuel Johnson/Sam Norman) Biography

The face and voice of the viral sensation is Samuel Johnson, who performs under the stage name Samwell (sometimes cited as Sam Norman). His biography is a testament to the unpredictable nature of internet fame.

• Full Name: Samuel Johnson (also cited as Sam Norman)
• Stage Name: Samwell
• Born: Greenville, South Carolina, United States
• Education: Attended and received an undergraduate degree from the University of North Carolina at Greensboro
• Occupation: Entertainer, Singer, Songwriter, Actor
• Claim to Fame: The 2007 viral YouTube music video "What What (In the Butt)"
• Current Status: As of a recent reflection in 2024, Samwell has discussed his life, which includes working as a flight attendant while still being recognized for his viral fame 18 years later.

Samwell's performance is central to the video's appeal. His earnest delivery of the song's suggestive, repetitive lyrics, combined with the low-budget, dream-like visual style, created a perfect storm of internet absurdity. The video's ambiguity—whether it was a genuine musical attempt or a deliberate parody—is what fueled its initial discussion and shareability.

The Cultural Impact: How a Shock-Humor Video Defined Early Meme Culture

"What What (In the Butt)" arrived at a pivotal moment in internet history. Released just two years after the launch of YouTube, it was part of the first wave of truly massive, user-generated video content. Its success was not just about the content itself, but what it represented for the evolving digital landscape.

The Rise of Early YouTube Shock Humor

The video, which was created by filmmakers Andrew Swant and Bobby Ciraldo of Brownmark Films (now known as Special Entertainment), was a masterpiece of early digital media. It embraced the lo-fi aesthetic and surrealist tone that characterized many of the most popular early viral videos. The song's explicit but playfully vague subject matter—a repeated query about a specific sexual act—tapped into a vein of shock humor that was highly effective in the nascent meme ecosystem. It became a cultural touchstone alongside other early viral hits like "Numa Numa," "Star Wars Kid," and "Peanut Butter Jelly Time," demonstrating the power of bizarre, shareable content to transcend traditional media. The video's metrics were staggering for the time. It was quickly listed on YouTube’s "Most Discussed Videos Of All Time" and was once the #17 Top Rated YouTube Video of All Time. This explosive growth proved that a small, independent project could achieve global reach without any traditional marketing.

Parodies, Pop Culture, and Fair Use

The meme’s popularity led to numerous parodies, remixes, and cultural mentions, which further cemented its place in history. * South Park Episode: One of the most famous parodies was a 2008 episode of the animated show *South Park*, titled "Canada on Strike," which featured a highly recognizable animated version of Samwell's character. * Legal Precedent: The *South Park* parody was later the subject of a lawsuit, where the court affirmed the dismissal based on Fair Use, recognizing the parody as a transformative work. This legal analysis unintentionally highlighted the cultural significance of the original video. * Enduring Quotability: The phrase "What What (In the Butt)" and the video's repetitive questions have remained a shorthand for internet absurdity, often used in nostalgic throwbacks to the 2000s. The video’s success demonstrated the emerging dynamic of internet fame, where a person can become a global celebrity overnight, often for a single, unconventional moment.

Where Are They Now? Samwell and the Creators' Current Status

The true measure of a viral sensation is not just its peak, but what happens after the hype fades. For Samwell and the creative duo behind the video, life continued, but forever changed by their accidental fame.

Samwell: The Flight Attendant and Entertainer

The most recent and compelling update on Samwell's life comes from his own reflections. In the years following the video's peak, Samwell has maintained a relatively low profile while continuing to embrace his entertainment roots. * A Normal Life with Viral Fame: Samwell has revealed that he works as a flight attendant, a profession that often leads to him being recognized by passengers who remember the video. * Reflecting on Fame: His reflections, shared in recent years, focus on the strange duality of his life—a normal job coupled with the reality of being an internet celebrity. He has spoken positively about the experience, acknowledging the video as a significant part of his journey. * Continued Creative Work: Samwell has released other music and continues to be an entertainer, though none of his subsequent projects have matched the massive scale of his 2007 hit.

Andrew Swant and Bobby Ciraldo: Special Entertainment

The filmmakers who directed the video, Andrew Swant and Bobby Ciraldo, are a Milwaukee-based creative duo who continue to work in film and media under the name Special Entertainment. * Filmmaking Career: While "What What (In the Butt)" was considered a "side project" at the time, their primary focus has always been filmmaking and art. * Notable Projects: They have created various other film and video projects, including the animated film *Hamlet A.D.D.*, showcasing their unique style that blends absurdity, low-budget aesthetics, and genuine artistic intent. * Artistic Legacy: Their continued work demonstrates that the viral video was not a fluke, but rather a product of their distinct, surrealist vision. They are recognized as key figures in the evolution of digital-age filmmaking and comedy. The enduring story of "What What (In the Butt)" serves as a perfect case study in the evolution of internet culture. It highlights how a simple, strange video can launch careers, influence pop culture, and become a permanent fixture in the collective digital memory, proving that sometimes, the most bizarre content is the most lasting.