1. It's been a wild ride for the term "bae," which after years of being relegated to the worlds of rap music, web culture, and cool youngins, rocketed to the forefront of public consciousness this past summer.

    The slang term, most often used to refer to one's significant other (as in "boo," "babe," "baby," or "shawty,") was first defined on Urban Dictionary in 2003.

    It has since been used countless times by Twitter users, creators of internet memes, and music artists like Jay-Z (in 2007), Kanye West (also in 2007) and Lil' Wayne (in 2011.)

    It wasn't until July of 2014, however, when Pharrell Williams released the video for his funk track "Come and Get it Bae" (co-starring Miley Cyrus) that news outlets started exploring the word in depth.

    TIME Magazine received a great deal of attention for its July 23 explainer on the word (though much of it was simply from millennials mocking them) and several other media outlets followed suit.
  2. Critiques over the word's use have also been popping up regularly in recent months as journalists explore the term's roots in African American culture and its subsequent appropriation by what the Australian's Gina Rushton calls "upper middle-class white hipsters."

    By the end of summer 2014, the use of "bae" had hit a fever pitch both online and off.

    The term had become so popular near the end of last year, in fact, that it made the shortlist for Oxford's annual "Word of The Year" (which was announced a "Vape" in November, if you're interested.)

    But you know what they say — the faster they rise, the harder they fall.

    In July, the head of U.S. Dictionaries at Oxford University Press, Katherine Connor Martin, remarked to Esquire that "It will be interesting to see if [bae] continues to pick up speed, or if becoming too widespread will damage its social reputation in the coming months."

    "It’s usually difficult to predict which words will break through," she said. "[Bae] hasn't achieved a permanent mark on the linguistic record quite yet..."

    Unfortunately for fans of the term, it looks like bae may never reach that mark — at least not in the same form as it was originally intended to be used.
  3. Rumblings about bae being "over" began in late December when Lake Superior State University put the word at the top of it's 40th annual "List of Words to be Banished from the Queen's English for Misuse, Overuse and Uselessness" (though hundreds had already been proclaiming its demise on Twitter for months before this.)

    The Atlantic's James Hamblin drove another nail into the word's coffin with a piece that was shared widely near the beginning of January called "The Lamentable Death of Bae."

    Hamblin provides a thorough rundown of the word's history, rise to pop culture prominence, and its eventual demise in his piece, placing much of the blame for Bae's death on "the commercial appropriation of the word."

    Evidence of this appropriation can be found in spades on @BrandsSayingBae — a Twitter account that's been receiving a great deal of media attention in recent weeks for rounding up screenshots of brands like Pizza Hut, Wal-Mart, Arby's, McDonald's and dozens of others using terms like "bae," "on fleek" and "bruh" online in an apparent attempt to sound cool.
  4. Created on Dec. 27 of 2014, the account already has 24,000 followers thanks to glowing coverage from outlets like The Wall Street Journal, New York Magazine, Business Insider and dozens of others.

    Inspired by the Twitter account, Buzzfeed News took a look at why brands say 'bae' on Twitter.

    "Taking a look at recent conference call transcripts, companies speak earnestly of their attempts to 'engage' with those digitally-savvy and elusive millennials, connect one-on-one, and have real 'conversations,'" wrote Buzzfeed News reporter Sapna Maheshwari.

    She also published an audio clip of Taco Bell's incoming CEO Greg Creed telling investors that Taco Bell is "on cleek" in the eyes of millennials.

    "That means you’re on point," he noted (inaccurately, as the term he was referring to is actually "on fleek.")
  5. The Verge thanked @brandssayingbae for simply existing in its article about the account, and praised it for shining a light on "the appropriation of urban youth culture" by brands.

    "It may be time to kill the word off entirely now that #brands have figured out they can sound like the #teens by using it," wrote Kwame Opam. "Exposing these missteps is the Twitter account Brands Saying Bae, and it's high time we commend their all-too-necessary work."

    MTV's Emillee Linder wrote similarly, "Oh good, so I wasn’t the only one who noticed that Applebee’s Twitter account was starting to sound like my Aunt Kathleen at Christmas dinner."

    "With this handy new Twitter account, created by Twitter comedian Stefan, you can see which brands are trying really hard to get hip with the millenial market," she continued. "Yeah, I just said millenial, a word old people use to describe a whole generation that uses Twitter as second nature… not as a marketing tool."

    The most poignant analyses of the @brandssayingbae Twitter account — and the death of the word bae in general — continues, however, to come from millennials (and others who understand how the internet actually works) themselves.
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