#ian lutz

VOTD: “The Box” - Roddy Ricch

Way back in December 2019 a rapper by the name of Roddy Ricch released “The Box” premiering at number 47 on the Billboard charts. The single did what singles are supposed to do, it thrust Ricch into the spotlight. The song reached number-one four weeks later and held that position for several weeks. With the release of his third album Please Excuse Me for Being Antisocial we also were given the awaited music video for “The Box”. Both the album and video were released on February 28, 2020. As Roddy Ricch’s fame rose so did the expectations and this video lives up to the glitz and glamor the spotlight expects.

The video starts with a car race, which is alluded to in the song with the lyrics “Pulling out the coupe”. Ricch races and races through the streets of a nondescript city (presumably LA, Ricch is from Compton) as he gives the viewer a very Fast and Furious meets car commercial vibe. The video continues on the trend of depicting what Ricch is rapping about. “I just put my whole arm in the rim Vince Carter” cue Ricch hanging off a basketball hoops rim. “I’m a 2020 president candidate” he raps from the presidential podium with the White House emblem behind him, signifying that Roddy Ricch has won the election, due to his clear popularity. 

Overall, this is a classic rap video: money, cars, and girls. Roddy Ricch’s imagery directly plays off his lyrics for most of the song with the high-quality production tying it all together. The video ends with an excellent bit of imagery of Ricch being literally in “The Box” and I encourage you to check it out for yourself.

- Ian Lutz