A+E: Roddy Ricch’s newfound fame and publicity draws the envy of former superstars Justin Bieber and Selena Gomez
by Joshua Whitfield
Roddy Ricch has become one of the most popular rappers over the past couple of months through his intelligent social media tactics, and catchy songs.
In 2019 new upcoming rapper Roddy Ricch dropped his most successful album to date titled “Please Excuse Me for Being Antisocial”. This album featured 16 songs and was released on December 6, 2019, on all major streaming platforms. It would soon take the nation by storm and put his name on the map, thanks to the help of the second song on his album titled “The Box”.
“The Box” for two consecutive weeks held The Billboard Hot 100 spot above two other major artists namely Justin Bieber’s “Yummy” and Selena Gomez’s “Rare”. They were neck and neck, but neither of the artists could overtake Roddy Ricch’s new fame and publicity.
Justin Bieber released “Yummy” January 3, 2020, and was expecting to topple over “The Box” and take the number 1 spot, yet it didn’t happen. “Yummy”, which is also the name of the album, had the utmost importance for Justin Bieber. Overtaking Roddy Ricch turned into a social media fiasco and Bieber told his audience of over 120 million on Instagram to stream on Spotify and raise his song to number one. Justin Bieber on Instagram Live had him lying down while begging his followers to go listen to “Yummy”.
“Stream Yummy like please,” said Justin Bieber on his Livestream.
As Justin Bieber tried to share and publicize loopholes to get his recent project to the number 1 spot, his direct competition Roddy Ricch tweeted out on January 11 to go and listen to Justin’s “Yummy”. This promotion that Roddy gave him gathered so much attention, with 25,000 retweets and 138,000 likes on twitter.
“Stream yummy by Justin Bieber,” said Roddy Ricch.
This had the opposite effect of what it was meant for and it just put artist Roddy Ricch in a better light than Justin Bieber because even though Justin tried to get ahead of him in a very underhanded way, he still supported Justin. This indirect support for Justin turned into more support for Roddy Ricch because more people streamed his new hit “The Box” more than before. This kept him ahead of someone who used very blatant manipulation techniques to game the system for his own benefit.
Justin Bieber was not the only one to be outshined as “The Box” dominated the charts, artist Selena Gomez participated in these very petty social media outbursts to increase her ranking.
Selena Gomez released her new album called “Rare” on January 10, to then turn to Instagram in the exact same way as Justin did. Selena on Instagram live said to her 169 million followers to go stream her album.
“I would love for the most important album I’ve ever released to become number one, so if you don’t mind streaming it or listening to it on all the platforms it would mean the absolute world to me,” said Selena.
Selena didn’t go as far as Justin did, but Selena had to beg for fans to stream her album to overtake an artist who is on the rise. Selena a few days later would go on to Instagram live with her and three friends to go on a run to three local convenience stores to buy the album herself, so it would count towards her overall sales.
“Am I kind of desperate for doing this, I don’t care, I don’t care,” said Selena.
Unlike Justin, for a moment Selena overtook Roddy Ricch and came out on top with her album at the number one spot. Many people expressed on social media how she lost respect from a lot of people because of the clear desperation that was shown to get her album to number one and the methods she used to do so. As well as how her competition Roddy Ricch tweeted out to stream Selena Gomez’s album the same way he did with Justin Bieber.
Unbeknownst to Roddy, his clear support of his direct competition had the opposite effect and gave him more publicity, streams, and a better PR after the fact. People know Justin Bieber and Selena Gomez gave up their dignity to get more sales, yet a recently popular rapper who had hit the Billboard Hot 100 for the first time in his career, defeated them by trying to help.