On an Internet whisker-deep in cat photos, cat videos and cat memes, Grumpy Cat is the indisputable king — or, rather, queen, as the peevish feline is actually a female named Tardar Sauce. She has her own meme manager, her own book, her own book tour, a litter-pan full of web awards, a movie deal and a company valued at $1 million.
Out of all of that, strangely enough, “meme manager” may give the most pause. (Or is that paws?) Ben Lashes, former frontman for the band Lashes, is profiled, along with his client, in the latest issue of New York magazine, where we learn how he transformed Grumpy Cat from a single link into a furry little industry. (Did we mention the Friskies deal, the coffee line, the plush toys and the T-shirts?)
Among the most popular shirts, Gawker points out, is one that combines a photo of Grumpy Cat with the caption “I HAD FUN ONCE/IT WAS AWFUL,” which, after a stop off at Reddit, where it became attached to the feline, actually originated with cartoonist Kate Beaton’s popular webcomic Hark! A Vagrant! Gawker, which concluded that the best way to get rich from memes is to “steal other memes,” contacted Beaton for her take.
“No, I never authorized anything. And some people will argue that I never wrote the joke, that it’s ‘been around forever,’ she tells the website. “But I made a comic, and one panel became a meme, and that’s fine. The nature of a joke is to take on a life of its own. At some point, the meme was applied to Grumpy Cat, where it fit well. It is only how Grumpy Cat is aggressive about protecting their brand with that joke as part of it that has ever rubbed me the wrong way.”
Indeed, the New York article makes a point of how diligently the people making money from Grumpy Cat police uses of her likeness. “No one’s a chump,” Lashes tells the magazine. “We’ve got a saying over here in team meme: ‘Respect the cat.’ ”