Grand Theft Auto V was released by Rockstar Games in 2013, and its in-game phone system gave players a short, recognisable chime for incoming messages and updates. As gameplay clips, edits and memes spread online, the tone escaped its original context and became shorthand for a notification arriving at exactly the wrong or funniest moment. It remains popular alongside other Grand Theft Auto sounds such as the GTA SA Mission Passed sound and the aw Shit here we go again line, because it is instantly understood even without any on-screen text.