Mellstroy is the online name of Belarusian-born streamer Andrey Burim, who built a large Russian-speaking audience through chaotic IRL broadcasts and viral clips shared outside his streams. Short excerpts from those broadcasts are frequently cut into isolated sounds and reused on TikTok, Telegram and YouTube Shorts, where context matters less than a recognisable voice moment. Sova follows that pattern, circulating as a standalone reaction detached from the original broadcast. Its continued use comes from that portability, as fans drop it into unrelated videos to signal an in-joke without explaining the reference.