In Turkish, gum gum is the written sound of a loud thump, close to boom boom, and online it is most often used for a racing or pounding heart. The tags and lyric attached to this clip point to that exact joke, with kalbimi söküyo meaning my heart is being ripped out. Shared as a WhatsApp and social media audio, it spread as a reaction for crushes, heartbreak and melodramatic love scenes, where the long running time lets editors build tension before a reveal, a message notification or an exaggerated faint.