How TikTok and a squeaky noise made Roddy Ricch’s 'The Box' the biggest song in America

Late last year, when Roddy Ricch’s debut album 'Please Excuse Me for Being Antisocial' dropped, meme-makers and especially TikTok users keyed into the opening seconds of the song 'The Box' - particularly the squeaky-wheel noise at the start, which, it turns out, is ideal for micro-videos. Three official singles were issued from the album last year, and 'The Box' still doesn't have a video, which made the Slate make an interesting point - "When the rapper with the biggest song in America couldn’t foresee what song would take him to the top of the charts, it’s a reminder that nobody in this business ever really knows exactly what might squeak through".