Louis Theroux, the British American documentary filmmaker known for his insightful and often probing interviews, has found himself in an unexpected position: the center of a viral internet sensation. It all revolves around a catchy, understated rap he delivered years ago, now famously known as “My money don’t jiggle jiggle, it folds.” This phrase, and the rap in its entirety, has exploded across TikTok and YouTube, becoming an earworm for millions and a surprising twist in Theroux’s established career.
The journey of “Jiggle Jiggle” to viral fame is as unconventional as the rap itself. Originally a snippet from a 2022 episode of the web series Chicken Shop Date, featuring Theroux reciting a rap he’d written decades prior, the clip took on a life of its own. Set to music by Manchester producers Duke & Jones, the remixed version ignited social media platforms. Now, it’s not uncommon for Theroux to hear from friends about their children or partners constantly humming or singing “My money don’t jiggle jiggle.” He’s even been recognized by schoolchildren, a testament to the rap’s widespread reach, far beyond his usual documentary audience.
Image alt text: Documentary filmmaker Louis Theroux smiling during an interview on Chicken Shop Date, the source of the viral “Jiggle Jiggle” rap.
The lyrics themselves, delivered in Theroux’s signature dry and somewhat academic tone, are deceptively simple and memorable: “My money don’t jiggle jiggle, it folds/I’d like to see you wiggle wiggle, for sure.” This blend of unassuming delivery with playful, slightly suggestive lyrics is arguably part of the rap’s charm. It’s a far cry from the polished, often boastful world of mainstream rap, adding to its novelty and appeal. The contrast between Theroux’s intellectual persona and the lighthearted nature of the rap has proven to be a winning combination in the age of internet virality.
Despite the widespread adoration for “Jiggle Jiggle,” Theroux remains grounded and somewhat bemused by the phenomenon. While acknowledging his pleasure that people are enjoying the rap, he also expresses “mixed feelings.” He isn’t trying to reinvent himself as a rapper, and the viral sensation feels somewhat disconnected from his serious documentary work. As he stated in a video interview, this unexpected fame is “a bittersweet thing,” arising from something seemingly “disposable” compared to his life’s work.
Image alt text: Louis Theroux speaking in a video interview from his London home, discussing the unexpected viral success of his rap.
Yet, “My money don’t jiggle jiggle, it folds” has undeniably become a cultural moment, demonstrating the unpredictable nature of internet fame. For Louis Theroux, son of author Paul Theroux and cousin to actor Justin Theroux, it’s an odd but fascinating chapter in his career. He’s become an accidental rap star, proving that sometimes, the most unexpected creations can resonate the loudest in the digital world. The viral success of “Jiggle Jiggle” underscores how a simple, catchy phrase, combined with the right context and a dash of internet magic, can transform anyone into a global sensation, even a bookish documentary filmmaker.
