Since the Cowboy Carter Tour began, all anyone can talk about (besides Beyoncé herself) are Blue Ivy and Rumi, and TikTok creator Steven Etienne (@thestevensteven) knows this. He’s gained thousands of followers leaning into the “Manager Blue” meme, playing a version of “Manager Blue” to millions of viewers, taking the iconic meme to a whole new level.
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In each hilarious clip, Steven appears as Blue Ivy, writing long emails to Rumi, Beyoncé and even Jay-Z after each show with extensive notes on their performances. Steven’s Blue Ivy character brings the “manager” meme to life, with fans eating up every single video he posts. We caught up with Etienne, breaking down what inspired him to craft this larger-than-life version of Blue.
@thestevensteven #blueivy ‘s gentle reminder to #rumi to never forget who they are ✨🙌🏿 #cowboycarter #beyonce ♬ original sound – steven
“We’ve all been able to have fun with the whole Blue Ivy ‘managerial allegations’ since she was born, pretty much,” Etienne tells us. “So, after Rumi was first revealed in ‘PROTECTOR,’ I just had the thought of, ‘What if this was actually occurring, and Blue Ivy is over here sending emails to the family down the hallway?’ In my head, it was just funny.”
Millions of TikTok users clearly agree. Typing on a bag of rice, Steven (as Blue Ivy) writes these stern letters to her sister, about remembering to follow the right steps in the choreography, to stop distracting her mother from doing her job right, and more.
@thestevensteven Replying to @Teri-lynn Pringle from hats, lassos, & bows, #rumi said she’ll do as she pleases! #blueivy #cowboycartertour #beyhive ♬ original sound – steven
Etienne has also incorporated some physical comedy into the bit as well. Instead of typing on a computer or on his desk to have this effect, however, he types on a bag of rice (to hilarious effects). He tells us that using the bag of rice, while outlandish and hilarious, was more of a logistical decision than anything else.
“When I did the video my very first time and I was watching it back, I was typing on the table and it was shaking the camera,” he explained. “I looked to my left and I had just gone food shopping … I grabbed the bag of rice and it seemed to work, the phone was no longer shaking and boom, we were in business.”
@thestevensteven Replying to @•K14• yall had ONE job, now you have NO job #blueivy ‘s email releasing the crew #cowboycarter #beyonce #cowboycartertour ♬ original sound – steven
He explained that that the bag “just so happened” to sound like a computer, so he kept leaning in, even letting the bag of rice appear in the frame. As he explains, the videos are heightened on purpose, and he tries to make them as “ridiculous” as he can.
The videos have continued to grow, along with his following. Now, in addition to the post-show email videos, Steven has appeared as both Beyoncé and Rumi, parodying all of the times Rumi has hyped the crowd up. In one clip with over a million views, Steven replied to a comment saying that Rumi was “about to crowd surf,” playing Rumi, Bey and Blue as Rumi attempts to jump into the crowd of her adoring fans.
@thestevensteven Replying to @solitarily_eclectic 😂🙌🏿✨the #blueivy x #rumi world tour, #beyonce is also there, allegedly #beyhive #cowboycartertour ♬ original sound – steven
The comments are always filled with hilarious reactions and suggestions, which Etienne explains to us is where he draws a lot of inspiration. “The comments really tell me what to do,” he says. Now, his fans literally comment about how they can’t wait for “Blue’s” reviews of each show. An Atlanta-based artist, he got to attend the shows there, which, as we reported, we clearly some of the best in the entire run.
In the days since he started making these videos, more and more eyes have seen his work. A pinch me moment for Etienne came when host of The Read podcast Crissle West, gave him a shoutout on a recent episode of the show. Comments were flooded with fans saying “The Read” and “Crissle” sent them there.
@thestevensteven Replying to @naopiotennione Atlanta #cowboycartertour night 1 was IT. #beyhive did #blueivy ♬ Diva – Beyoncé
As for whether or not Etienne plans to continue this stylized character of Blue, Rumi and Beyoncé post the Cowboy Carter World Tour? It’s unlikely, at least while they aren’t performing for us.
“I think it’s fun to have fun with this whole thing during their professional, front-facing work,” he explains. “But, when they’re not working, I don’t know if its fun to pretend like they’re not real people and just make up stories, you know? So, I think as a respect to them, this will only happen when they are working.”
He concluded, “There are already people being like, ‘After the tour you should do Blue Ivy talking about this or that,’ and I’m like, one, I don’t know her. Two, she’s 13! Three, it has nothing to do with her work as a professional dancer right now.” Once this tour is done, he’ll be “leaving” the Blue Ivy character alone, and we’re sure there are plenty of other pop culture figures he can tackle next.
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