Overview
- The Memphis rapper, formerly known as NLE Choppa, issued the single and video without warning under his new moniker, directly naming NBA YoungBoy and rapping, “You poison the youth.”
- Built on a flip of 2Pac’s “Hit ’Em Up,” the track situates itself in a broader conversation about hip-hop’s influence and current commercial standing.
- The cinematic visual cycles through avatars of Muhammad Ali, Mike Tyson, Prince, and Michael Jackson, with choreography by MJ collaborator Travis Payne and Jackson’s actual shoes on set.
- Cover art for the single depicts NLE holding a severed head that resembles YoungBoy.
- The rollout features national billboards, four collectible CDs, and a Halloween merch drop as NLE debuts a shaved-hair image and draws mixed social reactions, including accusations of hypocrisy.