The thing people don't get is that going viral is not the same as getting paid. A news clip can blow up and the guy in it has zero claim to anything, the station owns the footage, the song guy owns the song, and suddenly everyone is eating off your face but you. I've watched a couple of these stories play out and the smart move is always to lock down a trademark or get a real manager fast, because that window closes quick and the internet moves on to the next clip. Also a lot of these folks get stuck with a bad deal early on that follows them around forever. Sad part is he probably made more driving that truck than he ever saw from the meme, which says everything about how that whole machine works.