Unless you have removed yourself from the social internet or exist only in a secluded corner of the digital world, you’ve probably seen some version of the viral video where Kylie Jenner wakes up her daughter Stormi by singing the phrase “rise and shine.” If you haven’t seen the original clip, it starts with Jenner talking to the camera before entering her daughter’s room. It then cuts to the next clip where Jenner flips on the lights, stands over her daughter’s crib and soulfully croons the harmonic lullaby. The nine-second clip was taken from a vlog uploaded to Youtube on Oct. 10 and exploded on Twitter in a matter of hours.

With the view count over 15 million on Twitter, the video was liked and retweeted not only in its original form, but with edits, captions and lip-syncs. Twitter users replaced the “rise and shine” punch line with screaming mothers or stereotypical phrases, even translating the trend to other languages. Even further adaptations of the meme include superimposing Jenner on the judges from NBC’s The Voice spinning around in their chairs or on a waking Aurora from Disney’s “Sleeping Beauty.” Even other celebrities began to take notice. Ariana Grande posted an Instagram story singing “rise and shine,” tagging Jenner and asking if she could sample it for a song. Lizzo included the tune in her own concert, stopping mid-flute solo to throw those three little words out to the audience. Miley Cyrus, Cody Simpson and other internet stars have mentioned the joke on their profiles as well. Even as the trend fades online, this past week was full of “rise and shine” Halloween costumes, mimicking the Chanel dress Jenner wears as she stands beside Stormi’s crib.

But what makes this particular video so hilarious and compelling? There’s something about the initial surprise of the light flicking on to the obviously staged, non-personal, mother-daughter interaction in a room relatively bare with Stormi, who is already awake, in her crib. The singing itself is off putting — the melody is weirdly soothing, but doesn’t musically resolve, so it feels unfinished and awkward. All of these strange pieces in the “rise and shine” puzzle make a clip you can’t help but watch on repeat.

Jenner herself has run with the joke, not just acknowledging its humor by retweeting parodies and captions but using it to further expand her brand. She released two hoodies on her website that had “Riiise and Shiiinee” written on the sleeves, both of which sold out almost immediately. Other companies have produced their own merch, some even featuring Kylie’s face as the sun from the Teletubbies.

Kylie Jenner has also filed to trademark the phrase “rise and shine,” an interesting move since many others have also filed, even with spelling variations. According to the Hollywood Reporter, “Jenner filed to trademark her jingle on Thursday to apply to the categories of cosmetics, belts, coats, dresses, footwear, gloves, headbands, jackets, scarves, sleepwear, swimsuits and undergarments, among other items of clothing.”

Many see this move as a ludicrous way to continue profiting off of the famous Kardashian-Jenner empire, already a huge facet of pop culture and internet humor — even Kim Kardashian has many meme moments to her name. Twitter users contrast Jenner’s reaction to LeBron James’s “Taco Tuesday” and Keke Palmer’s clip of “sorry to this man.”

Still, exaggeration and dramatization is the Kardashian-Jenner family’s brand — any press is good press, and can be used to their advantage. All the blurred controversy about something as minor as Kylie trademarking “rise and shine” gets people to talk, which is exactly what they want.

In all, the joke is still as funny, and this absurd clip can still be enjoyed for the wonderful piece of awkward content that it is, but it should be taken with a grain of very large salt.

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