The Fat Jewish And Todrick Hall Star In A Rap Video About Marketing Jargon

Marketing jargon is boring–or at least it was, until today. Viacom Velocity, an agency that bills itself as “a full-service integrated marketing and creative content team within Viacom’s groups, built to super-serve our advertising partners,” is behind a ridiculous music video in which Instagram star The Fat Jewish and musical mastermind Todrick Hall rap about the merits of big data.

In the video, The Fat Jewish, whose real name is Josh Ostrovsky, stars as a personified version of the concept of big data. Hall’s character, Hadoop, is essentially one of Big Data’s hype men. He uses all sorts of marketing jargon to inform viewers about the ways they can use large data sets to better inform themselves about the purchasing habits of consumers. It’s a very silly idea, but it’s several times more entertaining than the typical PowerPoint deck.

“We thought rap worked perfectly as a way to infuse all the data jargon being thrown around, and a rap music-video parody was perfect coming from the company that made the music-video genre famous,” Viacom Velocity EVP Niels Schuurmans told Adweek.

Hall, whose inventive music videos have scored hundreds of millions of views on YouTube, will soon star on one of Viacom’s TV channels. Todrick, which will go behind the scenes of his YouTube videos, will arrive on MTV on August 31st.

The “Big Data” music video joins several other projects on the Viacom Velocity YouTube channel. Earlier in 2015, the agency released “How To Raise A YouTube Star,” a mockumentary that pokes fun at YouTube and all the subgenres it contains.