Social Media Stars Lock Down IP Rights to Cash in on Virality

Haliey Welch unexpectedly went viral this summer after a Nashville street interviewer stopped her and asked for bedroom tips.

Within weeks, Welch had racked up tens of millions of views across social media, hired a management team and lawyer, and applied for her first trademark for her memorable “hawk tuah” innuendo. Her newly-incorporated company, 16 Minutes LLC, now has 10 pending trademark applications covering products from mouthwash to hot sauce.

Intellectual property and entertainment attorneys say they were impressed by the 21-year-old’s quick and thoughtful approach to establishing IP rights, which aligns with a broader trend of intentional content ...