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As the clip gained traction, Welch found herself at the center of a digital storm. Despite the surge in popularity, she was disillusioned by the lack of financial gain from her newfound fame. Other creators were cashing in on merchandise, and Welch felt left out. This realization sparked the launch of Hawk Tour Official, a merchandise line that sold various products, including hats priced between $30 and $40, leading to sales of over $65,000 in just nine days.