Thick of It was released in October 2024 by British YouTuber and rapper KSI, featuring Trippie Redd, as a single about his rise online. The song was widely mocked on TikTok, YouTube and X for its lyrics and earnest tone, turning the chorus into a viral meme sound. Clips were remixed, parodied and layered over unrelated footage, and the track later became closely associated with internet cringe culture despite also charting in several countries and sparking countless reaction videos.