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'Baby Shark' devoured your brain. Your wallet is harder to swallow.

By Ben Sisario
New York Times·
18 mins to read

By the time the confetti cannons burst, the toddlers were shouting in ecstasy, their eyes fixed on the superstars onstage. Ten costumed performers were delivering the climax of "Baby Shark Live!" — a 75-minute adaptation of a 2-minute music video, and an edge case in translating viral popularity into an enduringly profitable real-world franchise.

The global premiere took place on a Thursday night in October at South Carolina's Spartanburg Memorial Auditorium, and the crowd was split between very young children

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