The phrase became a meme through videos associated with the YouTube prank duo MoeAndET, where the loud delivery of "I'm Ethan Bradberry" was clipped and reposted across Vine-era and short-form meme compilations in the mid-2010s. Its spread came from how abrupt and oddly intense the line sounded on its own. Even years later, creators still use it as a quick reaction quote for entrances, reveals and deliberately obnoxious interruptions, much like other short internet catchphrases such as bing chilling.