The most common association with the phrase "I'm the bad guy" in an alternative/indie music context is the song by the band Tally Hall .
Social media creators use #butimthebadguy to document moments where they choose their own well-being over social niceties, essentially "becoming the villain" in someone else's story to protect their own boundaries. The Psychology: Why We Embrace the "Bad Guy" butimthebadguy
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