Thick of It was released in 2024 by British YouTuber and rapper KSI, featuring Trippie Redd. The song drew widespread mockery online for its earnest lyrics and generic sound, quickly becoming a target for parodies, remixes and ironic edits on TikTok and YouTube. Short clips of the chorus spread as a shorthand for something trying too hard to be epic. Its reputation as an internet punchline kept the hook in circulation long after the initial backlash, with creators reusing it whenever a moment feels forced, boastful or unintentionally funny.