In 2017 a Florida teenager went from a notorious segment on the Dr. Phil show to signing a major-label record deal as a rapper.
A September 2016 episode of the daytime talk show featured a segment called “I want to give up my car-stealing, knife-wielding, twerking 13-year-old daughter who tried to frame me for a crime!” with Danielle Bregoli and her exasperated mother. Soon after airing, a clip from the episode went viral on social media. In it Bregoli dared audience members to “cash me outside, howbowdah?” (catch me outside, how about that?) The phrase—part Florida, part Brooklyn, part misconceived black vernacular English—entered the pop culture lexicon.
Having achieved her 15 minutes of fame, Bregoli was written off by most as yet another fly-by-night social media star, but music executive Adam Kluger saw something more. A pioneer in dealmaking between artists and brands, he was known for negotiating deals where pop stars were paid for endorsing clothing, dating apps, porn sites, and psychic hotlines, through product placements and other sponsored content in song lyrics and music videos.
After a string of high-profile successes, Kluger became estranged from the music industry after a deal gone bad. Following an extended vacation, he plotted his return and his revenge: “I’m going to find something that’s just so obscure, and I’m going to make it popular…I’m going to pull every trick I’ve ever pulled with brands and make someone into a walking, talking brand to prove my worth.”
Setting his sights on Danielle Bregoli, a rap music career was chosen as the best avenue for a more lasting and more remunerative form of celebrity. With her proven talent for turning a memorable phrase and her passion for rap music, the Bhad Bhabie persona (pronounced “bad baby”) was born.
This according to “The big business of becoming Bhad Bhabie” by Jamie Lauren Keiles (The New York times magazine 8 July 2018, pp. 38 ff.).
BONUS: The clip from Dr. Phil.