April 30 has unofficially become a national holiday celebrating *NSYNC, thanks to the "It's Gonna Be May" meme based off a comical misinterpretation of the band's hit single "It's Gonna Be Me," and the boy band is seeing a boost in streaming as a result.
Since 2012, Justin Timberlake's pronunciation of "me" like "may" in the song's titular hook has launched a viral sensation around the chart-topping track that leads hundreds of thousands of people to watch the video each April 30. According to YouTube data, over the past four years the official "It's Gonna Be Me" video has received an average of 5.2x daily plays each April 30 compared to the previous week, Forbes reports. Searches for the song title also increase 6.9x on that day on the service and the band's official YouTube channel also sees an average spike of 23 percent in views and 26 percent in shares in non-"It's Gonna Be Me" content.
Naturally, the group's former members are getting in on the fun. After Timberlake appropriated the meme in 2016 he returned for more this year, announcing the month's arrival on Monday (May 1) via Twitter -- much to fans' glee.
Hey guys... it's May.
— Justin Timberlake (@jtimberlake) May 1, 2017
Likewise, Lance Bass posted about the internet celebration on Sunday, teasing the forthcoming month and what he called an "annual tradition." Meanwhile, Chris Kirkpatrick even recorded a video with the Vanderbilt Melodores.
— Vanderbilt Melodores (@melodores) April 30, 2017
Revisit *NSYNC's "It's Gonna Be Me" video here, just as many others already have: