What comes after going viral on TikTok? Creators face challenges trying to figure that out

TikTok creator Jools Lebron popularized the phrase "very demure, very mindful" in a series of viral videos, which led to a brand partnership with Netflix and an appearance on Jimmy Kimmel Live!. However, her plans to launch merchandise were halted when she discovered that a Washington State man named Jefferson Bates had already trademarked the phrase. Lebron's experience highlights the challenges creators face in navigating the minefield of options that come with instant fame, including privacy violations, scams, and finding the right representation. Other viral creators, like Hailey Welch, have successfully leveraged their fame into lucrative deals and merchandise sales. The path to sustainability for creators is unique, and Lebron may still find a way to capitalize on her catchphrase despite the trademark setback.