Jan 6, 2026
Maksud “Trax” Agadjani runs TraxNYC (@traxnyc), a Diamond District jewelry brand with over 3.5M Instagram followers as of Jan 4, 2026.
The feud didn't start online; it started when someone used his name to scam a customer.
A customer walked into TraxNYC with a problem: they'd just paid $22,000 at AKAY Diamonds for a bracelet sold as 14K gold with VVS diamonds.
During the sale, AKAY implied they were affiliated with TraxNYC.
When the piece was tested on camera, it didn't match what had been promised.
Instead of handling it quietly, Trax turned the camera on.
What followed wasn't one viral clip. It was a sequence that the algorithm couldn't let go of.
The Setup
Clip 1
30.4M+ views
Source: https://www.instagram.com/reel/DS8LzuODhgh/
The video opens inside a jewelry store. Cash is stacked on the counter.
Trax lays out what happened.
The customer is there. The money is real.
Then he hands over the refund, on camera.
Every dollar back, plus extra. He calls it a "trauma bonus."
That moment decides everything. The refund comes first. The rage comes after.
That's why people took his side.
The Receipts
Clip 2
18.1M+ views
Source: https://www.instagram.com/reel/DS-lNXHjmlx/
This one builds the case.
The customer sits beside him. Paperwork laid out.
The bracelet is tested on camera, and he points to the results:
Not what was sold.
He repeats the amount paid, says his name was used, and calls it stealing.
The Confrontation
Clip 3
65.5M+ views
Source: https://www.instagram.com/reel/DTBJtRNDoci/
This is the clip most people saw first.
It opens mid-argument. No context.
Banging on glass. Shouting immediately.
"Where's my f***ing money?!"
The people inside the booth stay behind the glass.
The clip cuts with nothing settled.
The Breaking Point
Clip 4
16.5M+ views
Source: https://www.instagram.com/reel/DTBjr3sDs2N/
One of the AKAY brothers spits directly into his face.
Everything explodes.
A brawl breaks out. Multiple people rush in. He's restrained. Police move fast.
The closing scene shows Trax in a hospital bed with visible red marks on his neck, he says he was choked with his own chain.
This sealed the narrative: he wasn't just angry. He was committed.
What Happened Next
Across four posts, the clips pulled 130M+ views in under 48 hours.
Social Blade logs +536,600 new followers from Dec 31, 2025, to Jan 4, 2026, blowing past its previous baseline.
The videos were reported by Complex and TMZ, then ripped across platforms.
Clips of “Where’s my f***ing money?!” flooded feeds, timelines, and comment sections almost overnight.
The Takeaway
In 2026, raw footage beats polished campaigns.
This worked because the motivation felt justified, the conflict was clear, and the outcome was genuinely uncertain.
But here's the clever part:
Trax spent $23,000 to buy an estimated $1M worth of global attention.
The refund wasn't just customer service; it was the price to one of the most viral moments of the year.
So what do you think?
Is this standing up for what's right, or the smartest viral marketing play of the year ahead?
About Masterhooks
Masterhooks is a UGC partner for DTC apps and brands. We build hook-led content systems that drive installs, trials, and purchases, not just views.
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