By now, you‰’ve probably heard about the new video from the creators of the ear-splittingly autotuned “Friday,‰” “Chinese Food.‰” In it, a tweenage girl sings vaguely racist assumptions about cultures that aren‰’t her own and about how hungry she is after a late night of clubbing. She parades around in a geisha‰’s outfit with a giant panda, who guest raps on her track.

The man in the panda suit is also the driving force behind these strange viral tween phenomena, Patrice Wilson. Wilson began his company, Pato Music World, in 2011 as a “platform for undiscovered talent to get the recognition they deserve.‰” His company offers a wide range of services, from photo-shoots to a complete six month management system, complete with written songs and fully produced music videos.

These music videos are the birthing grounds for flash in the pan internet stars like Rebecca Black and Jenna Rose. They‰’re surprisingly well produced catchyåÊsongs, all written and produced by Wilson. Wilson has had previous experience with this business, as the co-founder and CEO of ARK Music Factory, which offered to write a song and produce a music video for anyone for somewhere between 2000 and 4000 dollars.

Though Wilson has been accused of “exploiting children and taking their parents money,‰” in an interview with the LA Times, he says that he merely “want[s] to help these kids make their dreams come true on some level.‰” Wilson seems to put his best foot forward, at least in the production of the videos. If produced on what is assumed to be a shoestring budget, his videos tend to turn out more visually interesting and better looking than most video produced by larger companies.

“Friday‰” and many other ARK videos rely on pop music video staples: the singer and a few back up dancers dancing in the dark in front of bright lights, holding shots on artist at a party, intensely choreographed lip syncing. Most have two or three shooting locations that look to be around the singer‰’s hometown, along with extras that are almost certainly friends from school.

The shooting in these videos is generally well done. Dynamic pans and lots of camera movement cover up some of the less interesting locations, while depth of field is masterfully used to create pleasing color pallets. To their detriment, many of these videos are drenched in cheap stock effects from Final Cut, mainly bloom and some posterize filters.

Most videos focus on the singer bounding around their location in their favorite outfit and a little too much make-up. They enthusiastically lip-sync to their song while longingly looking into the camera, hoping they can be cute enough to distract you into signing them onto your record label.

My favorite video, Tweenchronic‰’s “Skip Rope‰” (starring none other than “Chinese Food‰’s‰” Allison Gold) takes a slightly different approach. It places its stars, Allison and Stacy, on a street corner buying candy from their 10 year old mustachioed dealer. They drink Arizona Iced Tea from paper bags, later pouring it out, most likely for their grounded homegirls. The video shows girls no older than 13 pouring Pixie Stix over their faces in a blatant cocaine allusion.

“Skip Rope‰” shows exactly why Wilson has yet to have an unironic hit under his belt. He has the skills of professional, but lacks the sensibility of one. The song itself could be Kidz Bop fare, but the comically adult video makes sure that it will not reach its target audience. The same goes for “Chinese Food.‰” With a less inane (and racist) set of lyrics, Allison Gold may have quickly ascended to tween idol status. Instead, she now stands for a moment in the rapidly depleting spotlight of internet fame.