{"id":804738,"date":"2020-02-28T16:08:14","date_gmt":"2020-02-28T23:08:14","guid":{"rendered":"https:\/\/www.rollingstone.com\/?p=959980"},"modified":"2020-02-28T16:08:14","modified_gmt":"2020-02-28T23:08:14","slug":"roddy-ricch-finally-drops-a-video-for-the-box","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/ksmt\/music-news\/roddy-ricch-finally-drops-a-video-for-the-box\/","title":{"rendered":"Roddy Ricch (Finally) Drops a Video for \u2018The Box\u2019"},"content":{"rendered":"
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If you\u2019ve taken a look at the charts or turned on the radio at all this year, the story is blindingly clear: Roddy Ricch<\/a>\u2018s \u201cThe Box<\/a>\u201d is 2020\u2019s first dominant hit. Released at the tail-end of 2019 on Roddy\u2019s debut album, Please Excuse Me For Being Antisocial<\/em>, \u201cThe Box\u201d took everyone (likely including Roddy himself) by surprise. Since then, thanks to a whining melody that\u2019s difficult to forget and an instantly iconic ad-lib, Roddy\u2019s star rose quickly. \u201cA sound is easier to speak than a word,\u201d Keefa Black, Roddy\u2019s Atlantic Records A&R said of the song\u2019s universal appeal. \u201cYou don\u2019t have to understand the sound, just know the feeling. It\u2019s just an energy that it carries.\u201d The only thing \u201cThe Box\u201d was missing? A music video.<\/p>\n

While playing to YouTube is an obvious commercial strategy, some songs \u2014 like \u201cOld Town Road\u201d before \u201cThe Box\u201d \u2014 can still come as a genuine surprise. Please Excuse Me For Being Antisocial<\/em> was filled with potential hits, but \u201cThe Box\u201d was the track to blow up, and without a prepared visual to accompany it. So, nearly two months after its rise, the song finally gets its video, featuring a very large production budget\u2019s worth of scenes; Roddy races cars, plays basketball, raps on a factory conveyor belt, is put on display in a museum as well as pursued by a S.W.A.T. team, and stands on the wall of a burning building. With the expected attention that could come from YouTube, expect to keep hearing \u201cThe Box\u201d for a bit longer.<\/p>\n