Roi Heenok is a rapper from Montreal, Quebec, who built a cult following in the 2000s through self-released material, interviews and an exaggerated gangsta persona. His way of speaking became as famous as his music in French-speaking internet culture, with short phrases clipped and shared as reactions. C'que j'veux dire is a filler phrase he returns to constantly, similar to you know what I'm saying in English. Clipped on its own, it survives as shorthand for his whole persona and delivery style.