The clip comes from Note to Self, the closing track on J. Cole's 2014 album 2014 Forest Hills Drive, near the 12:15 mark during its spoken outro. In that section Cole thanks people who supported him and reacts with unrestrained excitement, and fans later isolated this yell as a standalone reaction sound. It spread through meme edits and soundboards because the shout works without any context from the song. Its mix of gratitude and hype keeps it popular for victories, announcements and proud family moments online.