Roddy Ricch funally drops a video for “The Box”
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, “The Box” took everyone by surprise. Since then, thanks to a whining melody that’s difficult to forget and an instantly iconic ad-lib, Roddy’s star rose quickly. “A sound is easier to speak than a word,” Keefa Black, Roddy’s Atlantic Records A&R said of the song’s universal appeal. “You don’t have to understand the sound, just know the feeling. It’s just an energy that it carries.” The only thing “The Box” was missing? A music video.
While playing to YouTube is an obvious commercial strategy, some songs — like “Old Town Road” before “The Box” — can still come as a genuine surprise. was filled with potential hits, but “The Box” was the track to blow up, and without a prepared visual to accompany it.
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