Thanks to a meme-friendly hook on his song 'The Box' and a subsequent flood of TikTok videos, Roddy Ricch rolls into the Grammys as hip-hop's breakout star.
Around 6 p.m. on a Friday night, Roddy Ricch’s new single “Boom Boom Room” bludgeoned the near-empty Regency Ballroom in San Francisco. The 21-year-old Compton rapper’s crew was locking in the mix for the night’s show, and the deep bass and crackling snares had already drawn a crowd of superfans outside. The song’s lyrics — “Bought a big Patek with a brand new wrist setting / I’m a slide in the Rolls, slide in the Lamb, slide in the Benz” — set a triumphant tone for the home-state crowd.
Roddy Ricch on topping the Billboard singles and album charts simultaneously: “I’m definitely eating better. But I can’t say I’m a superstar yet.” “I’m definitely eating better,” Ricch said, pounding a mug of hot tea before the set. “But I can’t say I’m a superstar yet.”Hip-hop, more than any genre, moves at a head-spinning pace today. Stars, sounds and scenes arrive, ascend and flame out before artists hit their mid 20s. A huge streaming single can launch you from bedroom obscurity to a seven-figure record deal in weeks.
“The Box” has no obvious chorus or even a typical song structure, but it now clocks in at 150 million Spotify plays and countless memes. Many came on TikTok, where fans created their own videos depicting the possible banal sources where Ricch sourced the squeaks, like polishing a mirror or opening a stuck drawer.A new rapper going viral isn’t the only way to a hit, but it is the fastest, and surely on the minds of many hoping for a breakout. But not Ricch.
“When streaming started booming, it became a singles market and artists were getting big checks and notoriety after one song. But no one made albums, and fans didn’t stay connected with you. That’s why all those one-hit-wonder people fell off,” Martin said. “Roddy can can make great albums. He has a relentless work ethic and a real story that gets people attached. He has the potential to have a Drake-like impact.
When the conversation turned to “Peta,” a track from “Antisocial” that features fellow Grammy nominee and, Ricch flashed that glare and shut down the topic. “I don’t want to talk about jail,” he said. “Next.”
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