"Thick of It" is a song by English internet personality and musician KSI featuring American rapper and singer Trippie Redd. This is the second collaboration between the two following "Wake Up Call". "Thick of It" was released for digital download and streaming via Warner Music Group and Atlantic Records on 3 October 2024 alongside the song "Low".[1]
The song received overwhelming mockery from audiences and heavy negative criticism following the Lunchly controversy,but was still a commercial success,reaching number 6 on the UK Singles Chart and number 64 on the US Billboard Hot 100.[2][3] A remix featuring fellow American rapper NLE Choppa was later released on 1 November 2024,Choppa's 22nd birthday. "Thick Of It" combines trap music with emo pop and pop rap and was inspired by the recent backlash towards KSI,Lunchly,and their controversies. "Thick of It" was nominated for Song of the Year at The BRIT Awards 2025 on 23 January 2025. [4]
Background and production
Produced by Ran Michael Djan Jr.,the song samples "Snow (Hey Oh)" by the Red Hot Chili Peppers. The second collaboration between KSI and Trippie Redd,[5] it was recorded and released during the development of KSI's third album.[6]
Composition and lyrical interpretation
The song was based on the recent backlash directed to KSI. The song has been described as trap and emo pop/pop rap.[6][7] In an interview with Clash,KSI described the song as being about "my life,what's going on,where I'm at and where I want to go," to "bring the listeners up to speed".[8][9] The song is written in the key of B minor,with a tempo of 146 beats per minute.[10]
Promotion and release
The song was first previewed on 31 August 2024 at MF &DAZN:X Series 17 as a part of KSI's special concert.[11] On 3 October,KSI released "Thick of It" alongside "Low",another single,for download and streaming through Atlantic Records and Warner Music Group.[1][6] The song's release succeeded KSI's feud with content creator DanTDM in the wake of the controversy surrounding Lunchly,a product he co-founded in partnership with MrBeast and Logan Paul.[12] Following backlash against his response from the YouTube community,KSI posted a tweet linking to the song while purporting it as an apology.[12]
Critical reception
Upon release,the song went viral. The music video garnered over 5 million views within three days,with Stephen Johnson of Lifehacker declaring it the "Viral video of the week" on 7 October.[12] The song peaked at number one on YouTube's Trending for Music chart,accumulating over 101 million (as of 11th February 2025) views despite receiving a negative reception upon release,[3] with general audiences and content creators criticising and mocking the song on social media.[12][13][14][15]
Criticism regarding the song included its lyrics and beat,and the song was described as "generic" and "lacking in substance."[2][13][15] Canadian rapper Drake commented that the song was a "banger",although some interpreted it sarcastically.[8] Following the comment in Adin Ross's live stream,he went on to use the song on one of his Instagram Reels.[16] In a post authored by Trippie Redd,he stated "I was held hostage to do this. If this doesn't hit 20 million views the first month,KSI won't let me go. Please free me."[17]
Website Distractify published an article titled "Why Do People Hate KSI's New Song "Thick of It"?". The article talked about the song's recent hate and pointed out that "the song's music video has more dislikes on YouTube than the trailer for the new Minecraft live-action film —and we all know how unpopular that was." The publication concluded that the recent hate was "not because of his song,but his public figure as a whole",adding it may have been largely influenced by the Lunchly controversy,[18] in which himself,alongside MrBeast and Logan Paul are top brand ambassadors.
Elias Andrews of HotNewHipHop wrote that the song "lacks any real song structure,and consensus is that KSI raps about as convincingly as Ed Sheeran (not a compliment)."[14] Popular live streamers including Adin Ross had invited KSI to his livestream and criticised the song. Trippie Redd joked that he was "held hostage" in making the song.[19] On the other hand,Music website HipHopCanada displayed a positive review,honoring the song with its "confident vibe".[20]
KSI reacted multiple times to the song's backlash,first responding with a video titled "I'm getting cooked..."[21] He also posted on X that the hate towards his song was "not funny" and posted another video reacting to TikTok clips of the song and expressing that the hatred was forced.[22] In an interview with Capital,he expressed frustration with the hate. "Because music,you spend a lot of time,mind,body and soul into a piece of art,then you put that into the world then you've got people being like,'AH TRASH,YOU SUCK. TURN THAT OFF. CRINGE'",he added.[23]
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