Saving the Evening News? Now Watch Brian Williams Rap 'Baby Got Back'

'Oh Baby,' Williams Reports, 'I Wanna Get With You. And Take Your Picture.'

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As part of our continuing coverage of "NBC Nightly News" anchor Brian Williams' burgeoning side career as a rapper, we present his latest viral video, below, in which he performs Sir Mix-a-Lot's "Baby Got Back" through the miracle of editing. It debuted on last night's "The Tonight Show Starring Jimmy Fallon" and it follows the April release of his "cover" of Snoop Dogg's "Gin and Juice."

NBC seems to tacitly approve of these videos ( even dryly reported on the release of "Baby Got Back") -- but why? The highly viral Williams-rap videos are great for "The Tonight Show," but what do Williams and "NBC Nightly News" get out of the deal?

For one thing, the videos probably remind younger viewers that nightly newscasts still even exist, and that Williams is arguably the least stuffy and most accessible of the network anchors. It's clear from his "Saturday Night Live" and talk show appearances, as well as the version of himself he played on "30 Rock," that Williams doesn't take himself too seriously -- which is obviously appealing to news consumers raised on "The Daily Show" and "The Colbert Report."

Though "NBC Nightly News" maintains its ratings lead on the competition, it's worth noting that today ABC News put out a press release titled "'World News' Is The Only Evening Newscast to Grow in The Adults 25-54 Demo (+14%) From Last Year."

Keep rapping, Brian.

Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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