Bitly rickroll - How a Shortened URL Prank Became an Internet Phenomenon

Published on September 20, 2023

Are you ready to take your pranks to the next level? Look no further than the Bitly Rickroll! This viral phenomenon is the perfect way to trick your friends into listening to the catchy tune of Rick Astley's "Never Gonna Give You Up". With just a few simple steps, you can become the master of internet pranks and leave your friends laughing.

The Rickroll began as a parody meme, but it quickly became a staple of internet culture. This clever prank involves tricking someone into clicking on a link that appears to be something else, only to be redirected to the music video for "Never Gonna Give You Up". The unsuspecting victim is then said to have been "Rickrolled". Thanks to Bitly, a URL shortening service, you can now easily create your own Bitly Rickroll links to share with your friends.

Bitly is a popular service that allows you to shorten long URLs into more manageable ones. By using Bitly, you can mask the true destination of a link, making it the perfect tool for pranks. Simply copy the URL of the "Never Gonna Give You Up" music video, open Bitly, and paste the URL into the field. Bitly will generate a new, shortened link for you to use. Share this link with your friends and watch as they fall victim to the ultimate Rickroll prank!

So why wait? Spread the laughter and hilarity with the Bitly Rickroll. Embrace the power of the internet and become the ultimate prankster. Remember, with great power comes great responsibility, so use your Bitly Rickroll links wisely. Get ready to Rickroll your friends and let the music take control!

Bitly Rickroll: What is it and how it works

Bitly Rickroll is a playful prank that involves using the popular URL shortening service Bitly to trick your friends into clicking on a disguised link that leads to the viral internet meme known as Rickroll. If you're unfamiliar with the term, "Rickrolling" is a humorous online phenomenon that emerged in the mid-2000s where unsuspecting individuals are redirected to a music video of Rick Astley's hit song "Never Gonna Give You Up" instead of the expected content.

Bitly, with its ability to shorten and customize URLs, is the perfect tool for creating Rickroll pranks. By disguising the link to appear as something else, you can lure your friends into clicking on it and subjecting them to the catchy tune and amusingly retro music video. The unpredictability and element of surprise are what make the Bitly Rickroll prank so much fun.

Once you've decided to embark on a Bitly Rickroll mission, the first step is to generate a shortened URL using Bitly's service. After signing up for an account or using the service as a guest, you can enter the original link to the Rick Astley music video, and Bitly will provide you with a shortened version. For added deception, you can customize the ending of the URL to make it seem more legitimate or intriguing to your unsuspecting victims.

Once you have your Bitly Rickroll link, you can share it with your friends through various platforms – social media, messaging apps, or even in an email. The trick is to use enticing language or context that will make them curious enough to click on the link. It could be anything from promising a leaked video or exclusive content to a hidden surprise. As soon as they click on the seemingly innocent link, they will be redirected to Rick Astley's "Never Gonna Give You Up" music video, much to their surprise and your amusement.

Bitly Rickroll is a playful way to inject some humor and nostalgia into your interactions with friends or acquaintances on the internet. It has become a popular internet meme and remains a reliable source of laughter. So go ahead, create your Bitly Rickroll link, share it with your friends, and enjoy the reactions and laughter that follow!

History of Rickrolling: A brief overview

Rickrolling is a phenomenon that emerged on the internet and has become a popular meme and prank. It involves tricking someone into clicking on a disguised link that leads them to a video of Rick Astley's 'Never Gonna Give You Up' music video, instead of what they expected.

The practice of Rickrolling started around 2007 and quickly gained popularity. It became a widespread meme, often used as a form of light-hearted trolling or a playful way to trick friends and colleagues. The term "Rickrolling" itself originated from the combination of Rick Astley's name and the act of being redirected to his music video.

Bitly, a link shortening service, became one of the popular platforms to facilitate Rickrolling. The shortened Bitly links could be made to appear as something else, such as a news article or a funny video, but when clicked, they would lead the unsuspecting person to the infamous Rick Astley video.

One reason for the continued popularity of Rickrolling is its humorous and unexpected nature. When someone falls for the prank, it often elicits a combination of surprise, laughter, and sometimes frustration. It has become a form of parody, infamously associated with catchy '80s music and internet culture.

Rickrolling has transcended the internet and has been used in various contexts, including live events, political campaigns, and even official government messages. Its presence in pop culture remains relevant, and it has become a nostalgic reference to the early days of internet memes.

The power of Bitly: Why use Bitly for Rickrolling

Bitly is a powerful tool that allows you to shorten long and complex URLs into concise and easy-to-share links. While it's commonly used for URL shortening purposes, Bitly can also be a fun and entertaining tool for playing pranks on your friends.

One popular prank that has taken the internet by storm is the "Rickroll." This prank involves tricking someone into clicking on a disguised link that leads them to the music video for Rick Astley's hit song "Never Gonna Give You Up." The Rickroll has become a viral phenomenon and continues to bring joy and laughter to countless internet users.

By using Bitly to create a short and inconspicuous link, you can easily deceive your friends into clicking on it without suspecting the true destination. The power of Bitly lies in its ability to hide the true URL behind a seemingly innocent link, allowing you to unleash the surprise and hilarity of a Rickroll.

Bitly also adds an element of mystery and suspense to the prank. Since the link appears innocent and harmless, your friends won't be able to resist the curiosity of clicking on it. As they eagerly await the webpage to load, they will be met with the iconic intro of Rick Astley's song, caught in a moment of musical parody.

Furthermore, Bitly allows you to track the popularity and impact of your Rickroll. You can monitor the number of clicks, which can be a source of satisfaction and amusement. Seeing your link go viral and spread across the internet adds an extra layer of excitement to the prank.

In conclusion, Bitly provides the perfect platform for executing a successful Rickroll. Its link shortening capabilities, ability to deceive, and tracking features make it an invaluable tool for anyone looking to prank their friends with this hilarious internet meme. So go ahead, embrace the power of Bitly and enjoy the laughs that come with Rickrolling your friends!

Creating a Bitly account: Step-by-step guide

If you want to create a Bitly account and start creating short links for your viral content, including the infamous Rickroll meme, here's a step-by-step guide:

Step 1: Go to the Bitly website

First, visit the Bitly website by typing "" in your browser's address bar.

Step 2: Sign up

Click on the "Sign Up" button located at the top right corner of the Bitly homepage. You can sign up using your existing Google or Facebook account, or create a new account by entering your email and creating a password.

Step 3: Verify your email

After signing up, Bitly will send a verification email to the email address you provided during registration. Open the email and click on the verification link to complete the account setup process.

Step 4: Customize your profile

Once your email is verified, you can log in to your Bitly account. Take some time to customize your profile by adding a profile picture, a bio, and any other information you'd like to share.

Step 5: Create your first link

To create a short link, simply copy the URL of the webpage you want to share and paste it in the "Paste a link" box on the Bitly dashboard. Bitly will automatically generate a short link for you, which you can then share with your friends.

Now that you have your Bitly account, you can start rickrolling your friends by creating short links to catchy music videos or other funny parody content. Just remember to keep it light-hearted and have fun with this playful prank!

So, go ahead and create your Bitly account now to join in on the viral fun!

Generating a Bitly link: How to shorten a Rickroll link

One of the most viral and popular pranks on the internet is the Rickroll. The Rickroll is a parody meme that involves tricking someone into clicking on a link that leads to the music video for Rick Astley's song "Never Gonna Give You Up."

Bitly is a URL shortening service that allows you to create shorter, more manageable links. By generating a Bitly link, you can disguise the Rickroll link and make it less obvious to your friends or unsuspecting victims.

To generate a Bitly link for your Rickroll, follow these steps:

Step 1: Open the Bitly website and sign in to your account. If you don't have an account, you can easily create one for free.
Step 2: Click on the "Create" button or the similar option provided by Bitly to create a new shortened link.
Step 3: Paste the original Rickroll link into the specified field on the Bitly website.
Step 4: Click on the "Shorten" button or a similar option to generate the Bitly link for your Rickroll.
Step 5: Copy the generated Bitly link and share it with your friends or targets. Be sure to choose a disguise or context that doesn't raise suspicion!

By shortening the Rickroll link with Bitly, you can increase the chances of successfully pranking your friends or spreading the parody meme without them suspecting what they are about to see.

Customizing the Bitly link: Adding a catchy name

When it comes to sharing links, Bitly is a popular choice for its convenience and functionality. However, customizing the Bitly link can add an extra layer of fun and creativity to your online activities. One popular option is to add a catchy name that reflects the content of the link.

For example, if you want to Rickroll your friends, a classic internet prank where you trick someone into clicking a link that takes them to the music video for Rick Astley's "Never Gonna Give You Up," you can customize the Bitly link to make it more enticing. Instead of a generic link, you can give it a name like "Ultimate Viral Hit" or "Hilarious Music Prank." This way, your friends might be more likely to click on the link out of curiosity or interest.

Another option is to add a parody or inside joke related to the content you are sharing. For instance, if the link leads to a funny video about cats, you could name it "Kittens Gone Wild" or "Purrrfectly Hilarious." Customizing the Bitly link with catchy names not only adds a personal touch but also makes it more shareable and memorable.

In conclusion, customizing the Bitly link with a catchy name can enhance your online experience, whether it's for pranks, viral content, or just sharing something that you find interesting. So, unleash your creativity and have fun with the possibilities that Bitly offers!

Rickrolling your friends: Best practices and tips

Rickrolling your friends has become a popular internet prank, and with the help of Bitly, you can take your rickrolling skills to the next level. For those unfamiliar with the term, rickrolling is a parody prank where an unexpected link takes you to the music video for Rick Astley's "Never Gonna Give You Up". This meme went viral in the mid-2000s and has since become a classic internet joke.

Using Bitly, you can shorten the link to the Rick Astley music video and make it appear as something else, such as a funny cat video or an interesting article. Here are some best practices and tips for successfully rickrolling your friends:

1. Choose a catchy title: Grab your friends' attention by giving the link an enticing title that they won't be able to resist clicking on. Something like "10 incredible life hacks" or "Exclusive footage from an alien sighting" will definitely pique their curiosity.

2. Make it relevant: Consider your friend's interests and hobbies when selecting the content that the link will supposedly lead to. The more relevant it is to their preferences, the more likely they are to click on it.

3. Use a trustworthy domain: Bitly provides you with a short domain that looks professional and reliable. Avoid using random or suspicious-looking domains, as they might raise suspicion and ruin the prank.

4. Keep it light-hearted: Remember that rickrolling is meant to be a fun and harmless prank. Avoid using it for malicious purposes or to deceive someone for personal gain. Keep the tone light-hearted and focus on bringing a smile to your friend's face.

5. Spread the joy: After successfully rickrolling your friends, encourage them to continue the prank and share the link with others. This will help spread the meme and create a chain reaction of laughter and surprise.

By following these best practices and tips, you can become a master of rickrolling using Bitly. Just remember to use your newfound power responsibly and enjoy the laughter and camaraderie that come with this classic internet prank.

Choosing the right moment: Timing is everything

When it comes to internet memes, few have achieved the level of iconic status as Rickrolling. This popular prank involves tricking someone into clicking on a link that leads them to the music video for Rick Astley's 1987 hit song "Never Gonna Give You Up". The song and video have become a cultural phenomenon, with countless parodies and references throughout the internet.

The key to a successful Rickroll is choosing the right moment to unleash the prank. Timing is everything when it comes to creating a viral sensation. You want to catch your friends off guard and surprise them with the unexpected link. It's all about creating that element of surprise and amusement.

One strategy is to wait for a moment when your friend is least expecting it. Perhaps they've just shared a funny video or a heartwarming story, and everyone is in a lighthearted mood. This is the perfect opportunity to subtly slip in the Rickroll link. The element of surprise will enhance the impact of the prank and increase the chances of it going viral.

Another option is to consider the context in which the link is being shared. Is there a specific topic or theme that could make the Rickroll even more humorous? For example, if your friend is discussing a popular musician or trending song, you can seize the opportunity to share the Rickroll link as a parody. The contrast between their expectations and the actual outcome will only add to the hilarity of the moment.

Of course, timing is not the only factor that contributes to a successful Rickroll. The way you present the link can also play a significant role. A well-crafted message or caption can pique your friend's curiosity and make them more likely to click on the link. It's all about luring them in and making them unsuspecting victims of the prank.

Rickroll gif

Whether you're a seasoned prankster or a first-time Rickroller, it's important to remember that timing is everything. The internet loves a good prank, and the Rickroll is a classic example of how to make the most of viral humor. So, next time you want to rickroll your friends, take a moment to think about the right moment and the best way to deliver the surprise. Happy trolling!

Sneaky delivery methods: Surprising your friends

When it comes to viral pranks, few are as iconic as the Rickroll. This internet phenomenon, which originated from a parody music video in 2007, has since become a staple prank for anyone looking to surprise their friends. But why stop at just sending a plain old link when you can take it to the next level?

With the help of Bitly, a popular link shortening service, you can now deliver your Rickroll with even more sneaky flair. Bitly allows you to customize your links, disguising them as innocent URLs that your friends will never suspect. Imagine their surprise when they click on what they think is a harmless link, only to be greeted by the familiar sounds of Rick Astley's "Never Gonna Give You Up"!

The power of the Bitly Rickroll

By using Bitly to disguise your Rickroll link, you can increase the chances of your prank being successful. Instead of immediately recognizing the URL as a potential prank, your friends will be more likely to click on it out of curiosity. After all, who can resist clicking on a seemingly innocent link?

Once they've fallen for your clever ploy, the familiar strains of "Never Gonna Give You Up" will burst forth from their speakers, leaving them both surprised and amused. It's the perfect way to inject some laughter into your friends' day while also reminding them of the good old days of internet memes.

Get creative with your delivery

While Bitly is a great tool for disguising your Rickroll link, don't limit yourself to just one method of delivery. Mix things up by sending the link through different channels, such as email, social media, or even text message. The element of surprise is key to a successful prank, so don't give away your intentions too easily.

Remember, the Bitly Rickroll is just one of many sneaky delivery methods you can use to surprise your friends. Whether it's a hilarious parody video, a cleverly disguised link, or a surprising twist on a classic prank, the internet is full of opportunities to bring a smile to someone's face. So go ahead, get creative, and let the laughter spread!

Reactions and aftermath: How your friends may react

When it comes to pulling pranks or sharing memes, the Bitly Rickroll is a classic choice. By using a shortened Bitly link, you can send your friends on a wild goose chase, only to be greeted with the iconic 'Never Gonna Give You Up' music video by Rick Astley. The viral nature of this prank has made it a favorite among many, but how will your friends react?

Parody and laughter

For those who are familiar with the Rickroll phenomenon, they will likely see the humor in being rickrolled via Bitly. They might appreciate the cleverness of the prank and laugh it off, knowing that they fell for one of the oldest tricks in the book. This reaction often leads to a lighthearted exchange of jokes and banter among friends.

Mixed reactions

Not everyone, however, will find the Bitly Rickroll amusing. Some might become frustrated or annoyed at being tricked into watching the music video. Perhaps they were in the middle of something important or were expecting a legitimate link. It's important to consider your friends' personalities and preferences before pulling this prank to ensure it will be taken in the spirit of fun.

Despite potential mixed reactions, the Bitly Rickroll remains a popular and well-known internet meme. It has stood the test of time and continues to catch people off guard. So, if you're looking for a harmless prank that will leave your friends either laughing or slightly annoyed, the Bitly Rickroll is sure to do the trick!

Memes and gifs: Sharing the laughter

Internet culture has given rise to a plethora of hilarious memes and gifs that have become a significant part of our daily lives. Memes are a form of parody that take a popular image or video and add a humorous twist. Gifs, on the other hand, are short animated clips that capture a funny moment. These viral creations spread like wildfire across social media platforms, bringing laughter to millions of people.

Bitly: The link shortener

Bitly is a popular tool that allows users to shorten long URLs into a more manageable format. This service not only helps in reducing the length of a link but also provides valuable tracking information about clicks and overall engagement. With Bitly, users can easily share links on various platforms, including social media, email, and messaging apps.

The Rickroll phenomenon

One of the most iconic and enduring memes is the Rickroll. It involves tricking someone into clicking a link that leads them to the music video of Rick Astley's hit song, "Never Gonna Give You Up." The unsuspecting victim is "Rickrolled" and subjected to the catchy tune and dance moves of the '80s pop star. This prank has become so popular that it has transcended internet culture and is now recognized and appreciated by people of all ages.

Rickrolling has become a ubiquitous phenomenon, with Bitly being the go-to tool for sharing these prank links. By shortening the link with Bitly, the prankster can disguise the true destination of the link, making it more likely that the victim will fall for the Rickroll. The combination of Bitly and Rickrolling has created a perfect storm of humor and deception.

The power of music and laughter

Memes and gifs, especially the likes of Rickrolling, bring joy and laughter to people around the world. They connect us through humor and create a sense of shared experiences. Whether it's a friend pranking another or a viral sensation sweeping across the internet, these hilarious creations spread instant happiness.

So next time you come across a Bitly link, be on your guard. It might just be someone trying to share a bit of laughter with you – and you might just end up getting Rickrolled!

Handling the aftermath: Apologize or embrace

When it comes to pulling off a successful rickroll using Bitly, it's important to consider the aftermath. While some may find the prank hilarious, others may not appreciate being tricked into clicking on a link that leads them to the famous internet meme.

If you find yourself in a situation where your friend or colleague has fallen victim to your rickroll, you may be wondering what the best course of action is. Should you apologize or embrace the situation?

The answer to this question ultimately depends on the individual and the context in which the rickroll occurred. If the person you rickrolled has a good sense of humor and is familiar with internet memes, they may find the prank amusing and even appreciate the creativity behind it. In this case, embracing the situation may be the best choice.

On the other hand, if the person you rickrolled is not familiar with internet culture or does not appreciate pranks, it may be wise to apologize. Making a sincere apology shows that you acknowledge the impact your actions may have had on the person and helps maintain a positive relationship.

Regardless of whether you choose to apologize or embrace the rickroll, it's important to have a conversation with the person you pranked. This allows you to gauge their reaction and make sure they are okay with the situation. Communication is key in ensuring that the prank doesn't lead to any misunderstandings or hurt feelings.

It's also worth noting that while rickrolling is a popular and often harmless internet prank, it's essential to consider the context and the relationship you have with the person you are pranking. What might be funny with friends might not be appropriate with colleagues or acquaintances.

Pros of Apologizing Pros of Embracing
- Shows empathy and respect for others - Allows for a lighthearted and fun conversation
- Helps maintain positive relationships - Demonstrates creativity and wit
- Helps prevent misunderstandings or hurt feelings - Can create a memorable and shared experience

In the end, the most important thing is to have fun while respecting others' boundaries. Whether you choose to apologize or embrace the rickroll, make sure to consider the impact your actions may have had and adapt accordingly.

Legal and ethical considerations: Is it harmless fun?

When it comes to the internet, viral pranks and memes have become a common form of entertainment. One such prank that has gained popularity over the years is the "Rickroll." This prank involves tricking someone into clicking a link that leads them to the music video of Rick Astley's famous song "Never Gonna Give You Up."

But while the Bitly Rickroll may seem like harmless fun, there are some legal and ethical considerations to take into account. First and foremost, it's important to remember that sharing someone else's content without their permission is a copyright violation. When you use Bitly to shorten and disguise the link, you're essentially trying to deceive someone into clicking on it, which raises ethical questions.

Additionally, it's worth considering how the recipient of the Rickroll might feel. While some may find it amusing, others may not appreciate being tricked or having their time wasted. It's important to think about the potential impact of your actions and whether they align with your personal values and the values of your friends or colleagues.

Furthermore, it's important to use Bitly and similar services responsibly. Bitly is a legitimate and widely-used URL shortening service, and using it for harmless pranks can be a fun way to playfully surprise your friends. However, it's important not to abuse this service or any other service for malicious purposes.

In conclusion, the Bitly Rickroll can be seen as a harmless and lighthearted internet prank. However, it's crucial to consider the legal and ethical implications of such actions. Always be mindful of the content you share and the potential impact it may have on others.

Rickrolling and pranks: Know your boundaries

Rickrolling is a viral internet phenomenon that began in 2007 and involves tricking someone into clicking on a link that leads to a music video for Rick Astley's "Never Gonna Give You Up". The link is often disguised as something else, making the unsuspecting victim believe they are going to a different website or viewing different content. This prank became popular and spread rapidly, becoming a meme and gaining widespread recognition.

One of the tools that has been used for this prank is Bitly, a link management platform that allows users to shorten and customize links. By shortening the "Never Gonna Give You Up" music video link with Bitly, pranksters can trick their friends into clicking on a seemingly harmless link. When clicked, it redirects to the music video, much to the surprise (and sometimes annoyance) of the person being pranked.

Pranks and memes can be fun, but it's important to know your boundaries. While some people may find the Rickroll prank amusing, others may not appreciate being deceived or having their time wasted. It's important to consider the individual and the context before attempting any kind of prank or joke.

Additionally, it's essential to be mindful of the potential impact of a prank. It's all in good fun until someone gets hurt or feels embarrassed. Pranks should never cross the line into harassment or cruelty. It's crucial to respect others' feelings and avoid causing any unnecessary distress.

Ultimately, pranks and parodies should be lighthearted and enjoyable for everyone involved. It's important to gauge the reaction of the person being pranked and be prepared to apologize or stop if they express discomfort or anger. Remember, the goal is to have fun and bring laughter, not to harm or upset others.

Respect and relationships: The importance of consent

In today's digital age, the internet is filled with various forms of entertainment, including memes, pranks, and music. One such popular meme is the "rickroll," which involves tricking someone into clicking on a link that leads them to a parody music video for the 1987 hit song "Never Gonna Give You Up" by Rick Astley.

The rickroll prank gained widespread popularity in the late 2000s and continues to be an internet sensation. It involves disguising the link to the music video as something else entirely, tricking unsuspecting individuals into clicking on it. Once clicked, they are "rickrolled" and directed to the music video.

The viral nature of the rickroll

The rickroll has become a viral phenomenon due to its unexpected and humorous nature. It has been shared across various social media platforms, email chains, and online forums, catching people off guard and sparking laughter. The unpredictability and surprise factor of the rickroll contribute to its appeal and popularity.

The internet has allowed the rickroll to spread like wildfire, reaching audiences worldwide and becoming a well-known meme within digital culture. It has become a part of online pranks and a way for individuals to playfully trick their friends or acquaintances.

Consent and the rickroll

While the rickroll is an entertaining prank, it is crucial to remember the importance of consent in relationships, even within the boundaries of internet culture. Consent refers to freely giving permission or agreement for a particular action or behavior.

When using the rickroll prank or any similar pranks, it is essential to consider the other person's consent. Sharing a link without their consent and tricking them into viewing something they did not choose to see can be seen as a violation of trust and boundaries.

Importance of Consent Violation of Consent
Respects boundaries and autonomy Disregards boundaries and autonomy
Fosters healthy relationships Damages trust and relationships
Ensures a safe and comfortable environment Creates discomfort and potential harm

Consent should always be a priority in relationships, both online and offline. It helps maintain trust, respect, and open communication. Before attempting a prank like the rickroll, it is crucial to consider whether the other person is comfortable with it and willing to participate.

By promoting consent and respecting boundaries, we create a safer and more inclusive online environment where everyone can enjoy internet culture and memes without feeling violated or disrespected.


What is Bitly Rickroll?

Bitly Rickroll is a method of pranking your friends by sending them a disguised link that leads them to the Rick Astley's "Never Gonna Give You Up" music video.

How can I Rickroll my friends?

You can Rickroll your friends by disguising the link to the Rick Astley's music video using Bitly, a URL shortening service, and then sending them the shortened link.

What is Bitly?

Bitly is a URL shortening service that allows users to shorten and customize long URLs, making them easier to share and remember.

Why should I use Bitly to Rickroll my friends?

Using Bitly to Rickroll your friends adds an element of surprise, as they won't expect the link to lead them to a funny or unexpected video.

What other pranks can I play using Bitly?

Besides Rickrolling, you can use Bitly to disguise links to other funny videos, memes, or even harmless scare pranks. The possibilities are endless!

What is Bitly Rickroll?

Bitly Rickroll is a way to prank your friends by using Bitly, a URL shortening service, to disguise the link to the infamous "Never Gonna Give You Up" music video by Rick Astley.

How does Bitly Rickroll work?

With Bitly Rickroll, you create a shortened link using Bitly that leads to the "Never Gonna Give You Up" music video. When your friend clicks on the link, they are redirected to the video without knowing what they are about to see.

Is Bitly Rickroll harmless?

Yes, Bitly Rickroll is a harmless prank that involves tricking your friends into watching the "Never Gonna Give You Up" music video. It doesn't cause any harm or damage to their devices or personal information.

Are there any variations of Bitly Rickroll?

Yes, there are variations of Bitly Rickroll depending on the creativity of the prankster. Some people may use different videos or even modify the shortened link to make it appear as though it leads to something completely different.