Make no mistake. Roddy Ricch is sitting comfortably at the top of hip hop’s current generation. Since the likes of Nipsey Hussle, Meek Mill and DJ Mustard caught wind of the young artist via his Feed Tha Streets mixtape in 2017, Roddy has been on an absolute tear, delivering both hard-hitting singles and memorable hooks over the past few years. All of his well-earned success was solidified with the release of Please Excuse Me For Being Antisocial, an album that ended up earning a number one spot on both the Billboard and Rolling Stone albums charts. The not-so-surprising standout weren’t his singles, either. “The Box,” the post-intro opener for the album, became the runaway hit of the holidays, setting fire to radio, clubs and social media thanks to its hard-hitting production and in-your-face lyrics about what sounds like a typical day-in-the-life for the rapper:
“I was out back where the stash at/
Cruise the city in a bulletproof Cadillac/
‘Cause I know these n***as after where the bag at/
Gotta move smarter, gotta move harder/
N***a try to get me for my water/
I’ll lay his ass down, on my son, on my daughter/
I had the Draco with me, Dwayne Carter/
Lotta n***as out here playin’, ain’t ballin’/
I done put my whole arm in the rim, Vince Carter.../”
Now, after what felt like a lifetime, Roddy Ricch has finally liberated a new visual for his hit single. As expected, the video is as big budget as one could imagine, jumping between scenes of muscle car racing, museum exhibits, an intense basketball game, sharks and a burning building. This is the type of clip where one immediately understands the wait, as it will most certainly continue the momentum that the hip hop frontrunner has held tight over the past year.
Press play on “The Box” below.