Adult Swim Didn’t Start Its TikTok Trend, but the Network Is Running With It

Nighttime cable brand is looking to amplify creators—but 'you can't force things'

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Adult Swim president Michael Ouweleen didn’t know the cable brand he oversees was taking over TikTok until his college-aged kids tipped him off last weekend. Upon opening the app himself, the longtime television executive found himself in the middle of an ode to the nighttime programming block he first helped champion two decades ago.  

In the past week, hundreds of thousands of users have posted their own video takes on Adult Swim’s long-running linear bumpers (which the networks refers to as “bumps”): the 10- or 15-second Adult Swim-branded clips that have appeared for years between shows running on the adult-oriented counterpart to Cartoon Network.



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