The Cringe King of TikTok, 7 Weeks Later

Photo: Jake Novak In March 2022, Jake Novak started taking his TikTok output seriously. The singer, actor, and Disneyland performer set a goal for himself to post at least one video every Wednesday. His work on YouTube hadn’t been hitting, and on an internet that survives via attention consumption, Novak wasn’t getting much to eat.

So how does it feel to be the target of such an enormous internet pile-on calling you “cringe”? What’s it like to avoid the internet when you know the internet is still obsessed with you? Novak recently agreed to get candid about the SNL video, its aftermath, and what he’s taken away from the experience.I would say usually upbeat and self-deprecating — just sort of keeping a plastered smile on, even though I’m talking about things that don’t feel very good to talk about.

It just so happened that my timeline was running long, and I didn’t have the time to run it by someone. And I wish that I had. But at that point, that was not an option for me. I was very hell-bent on keeping that schedule.That’s right. I had just sort of declared, basically arbitrarily, that I was going to be posting new things every Wednesday, and it was Wednesday. I had to follow through on it.

Admittedly, I’m not as intimately aware of some of the details of where this has spun off to on TikTok just for my own mental health. I have friends who have kept track of it, and they have said in no uncertain terms that it is not a place I should go, that things that are being said about me are really nasty and twisted and weird and just conspiratorial in nature.

What is unusual is that I’ve sort of come to a less trustful place. I think in the past, I was reasonably sure that anyone who was taking a video was doing so purely out of a place of like, They’re on vacation, they’re having a good time, they wanna remember this nice thing that they saw and enjoyed. Now I look at everyone with a phone as I’m singing and doing my job, and I’m just not sure what they are going to do with that. And ultimately, I do not have control over that.

jasonspank Jake Novak on the decision to make an SNL audition video and post it to TikTok

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