Never Gonna Give You Up was released by Rick Astley in 1987 and became a worldwide pop hit before the internet turned it into a prank. Rickrolling began in the late 2000s as a bait-and-switch joke, where a promising link instead opened the song's music video, and it spread rapidly through forums, YouTube and social media. Its staying power comes from instant recognition: the opening alone signals the joke, which is why louder and more exaggerated versions keep appearing for pranks, streams and reaction content.