Roddy Ricch is an American rapper, singer and songwriter. In December 2019, he released his hit single “The Box” which went on to reach number one on the Billboard Hot 100 chart. The song was hugely popular and helped propel Ricch to fame. Many fans and music industry observers began wondering if the viral hit would go diamond, which refers to a single achieving 10 million units sold. This article will examine the song’s commercial performance and determine if it did indeed go diamond.
About Roddy Ricch
Rodrick Wayne Moore Jr., known professionally as Roddy Ricch, was born October 22, 1998 in Compton, California. He began rapping as a teenager and released his first mixtapes in 2017. Ricch started gaining attention in the hip hop scene through his collaborations with artists like Nipsey Hussle and Hit-Boy. However, it wasn’t until late 2018 when he released the song “Die Young” that he really broke out and got widespread recognition.
In 2019, Ricch was featured on Mustard’s album Perfect Ten on the song “Ballin’”. This track helped further increase his profile. Later that year, he released his debut studio album Please Excuse Me for Being Antisocial. The album featured his breakout viral hit “The Box”.
The Success of “The Box”
“The Box” was released as the lead single from Please Excuse Me for Being Antisocial in December 2019. The song debuted at number 86 on the Billboard Hot 100 chart dated December 14, 2019. However, it quickly gained momentum thanks to strong streaming numbers on platforms like YouTube and Spotify. By January 2020, it had reached number one on the Hot 100.
“The Box” contains a catchy synthesizer melody and displays Ricch’s melodic rap vocals and lyrics about his luxurious lifestyle. A music video for the track released in January 2020 also helped boost interest. The song dominated the Hot 100 for an impressive 11 weeks before finally being unseated by The Weeknd’s “Blinding Lights.” However, it remained in the top 3 for several more weeks after that.
Beyond its success on the singles chart, “The Box” also reached number one on Billboard’s Streaming Songs and Hot Rap Songs charts. By June 2020, the track was certified 5x platinum by the RIAA with over 5 million units sold. Clearly, “The Box” had become a huge hit and one of the most defining rap songs of 2019-2020. But did these impressive accomplishments add up to a diamond certification?
Diamond Certification Requirements
In order for a single to go diamond, it must achieve 10 million units sold according to the Recording Industry Association of America (RIAA). The RIAA introduced diamond awards in 1999 to recognize extremely successful singles and albums. Going diamond is a remarkable achievement that is not common. Only 55 singles have gone diamond in RIAA history compared to 148 albums.
The RIAA includes sales and on-demand streaming data when determining a song’s certification status. Specifically:
- 1 unit = 1 purchase from a digital retailer
- 150 on-demand streams = 1 unit
So a song needs to generate enough purchases and streams to equal at least 10 million units total. It’s a very high threshold that most hits are unable to reach. Rap in particular has fewer diamond songs compared to pop or rock. Only six rap singles have crossed the 10 million units line:
- Eminem – Lose Yourself
- Wiz Khalifa feat. Charlie Puth – See You Again
- Macklemore & Ryan Lewis feat. Wanz – Thrift Shop
- Black Eyed Peas – I Gotta Feeling
- LMFAO feat. Lauren Bennett & GoonRock – Party Rock Anthem
- OutKast – Hey Ya!
Could “The Box” join this elite group and give Roddy Ricch a diamond rap hit?
Has “The Box” Gone Diamond?
In June 2020 when it was certified 5x platinum, “The Box” seemed to be well on pace to reach diamond status eventually. However, its commercial momentum began slowing down around this point. By the end of 2020, it had earned an 8x platinum certification for 8 million units sold.
This is an incredible figure that shows just how massive “The Box” had become. Very few rap songs sell that many copies. But it still remained 2 million units away from diamond. Throughout 2021, sales and streams continued at a modest pace but not enough to push it over the threshold. As of October 2022, “The Box” remains certified 8x platinum.
Why It Hasn’t Reached Diamond
There are a few key reasons why “The Box” has stalled right below the diamond mark:
- It was a viral sensation that declined in popularity – Viral hits often experience huge spikes in activity but then fade quickly.
- Strong streaming numbers tailed off after 6-12 months – Songs earn most streams when they are new and hot.
- Lack of longevity compared to other diamond songs – Singles that go diamond tend to sustain success for multiple years.
“The Box” absolutely dominated streaming and sales charts during its peak from January to June 2020. But it lacked the endurance seen by other songs that slowly accumulated units over several years. Rap fans moved on to newer hits by late 2020. And pop radio shifted its focus as well after the initial hype wore off. While it will continue generating some level of activity, “The Box” does not seem likely to ever make the final push to diamond certification.
Conclusion
In the end, Roddy Ricch’s “The Box” fell just short of reaching diamond status. It is still an incredible achievement to earn 8x platinum certification and spend 11 weeks at #1. The song was one of the most popular and influential rap hits of recent years. However, being a viral sensation that declined fairly quickly after 6-12 months prevented it from sustaining success long enough to reach the 10 million units needed. Very few rap songs are able to maintain relevance and commercial viability for multiple years. Roddy Ricch should nonetheless be immensely proud of the impact “The Box” made during its peak. Even if it didn’t quite make diamond, it is still considered a modern rap classic.
| Certification | Total Units |
|---|---|
| Gold | 500,000 |
| Platinum | 1,000,000 |
| Multi-Platinum | 2,000,000+ |
| Diamond | 10,000,000 |
Roddy Ricch’s Awards and Nominations
Despite not going diamond, “The Box” was still widely recognized through various music awards and nominations. Here are some of the major honors Roddy Ricch received thanks to the success of his hit single:
| Award Show | Category | Result |
|---|---|---|
| Billboard Music Awards | Top Rap Song | Won |
| BET Awards | Best Male Hip-Hop Artist | Won |
| BET Hip-Hop Awards | Song of the Year | Won |
| American Music Awards | Favorite Rap/Hip-Hop Song | Nominated |
| Grammy Awards | Record of the Year | Nominated |
These accolades highlight the major commercial and critical impact of “The Box” during its peak run. Roddy Ricch’s talent as an artist was recognized through multiple nominations and awards from top institutions like the Grammys and BET Awards. The song elevated him to stardom and helped make him a household name in rap music. Even if it didn’t achieve diamond status, “The Box” had a hugely successful run and will be remembered as an iconic hit.
Roddy Ricch’s Subsequent Career
The success of “The Box” and Please Excuse Me for Being Antisocial transformed Roddy Ricch from a rising talent into a major star. He quickly became one of the most prominent young rappers in the music industry. In the time since “The Box” ruled the charts, Ricch has sustained his stardom through guest features and new music.
In 2020, Ricch collaborated with DaBaby on the hit track “Rockstar” which also reached #1 on the Billboard Hot 100. He also worked on songs with artists like Mustard, Ty Dolla $ign, and Tyga. Ricch’s guest verses remained in high demand and expanded his fanbase.
In late 2021, he released his second studio album Live Life Fast led by the single “Late at Night”. While not achieving quite the same heights as his debut album and “The Box”, it still debuted at #4 on the Billboard 200 and was well received by critics. Live Life Fast proved that Roddy Ricch could deliver a strong follow-up album and that he was here to stay as a major force in rap.
Throughout 2022, Ricch has dropped various singles, guest features, and videos to sustain his relevance. He continues headlining shows and festivals to thousands of fans. Even without a diamond certification, Roddy Ricch has managed to maintain his status as a contemporary rap superstar thanks to his undeniable talent.
Legacy and Influence of “The Box”
While it may not have diamond certification, “The Box” remains massively influential as a viral rap hit of the social media era. In many ways, it laid out the formula for how modern rap hits gain traction online. Ricch and his team leveraged platforms like TikTok, Triller, and YouTube to drive streams and challenge Billboard chart records. The song actually spent more weeks at #1 on the Hot 100 than any other rap song in history.
“The Box” pioneered the type of catchy, repetitive, danceable sound that has now become commonplace in viral rap hits. Its influence can be heard in subsequent songs like Pop Smoke’s “What You Know Bout Love” and Jack Harlow’s “First Class”. Roddy Ricch proved that originality and lyricism weren’t necessarily required to make a hit. Many rappers today emulate the same melodic, stripped-back formula.
The track also demonstrated how virality and memes could translate to commercial success. Its popularity on TikTok dance challenges made record labels and artists focus more on creating music tailored for social media. “The Box” ultimately changed the sound and strategy behind rap hits in the 2020s. Artists today obsess over going viral online the same way Roddy Ricch did. So while it may not have sold or streamed enough for diamond status, “The Box” remains one of the most influential rap songs of the past several years.
Frequently Asked Questions
How much did “The Box” sell?
As of 2022, “The Box” is certified 8x platinum by the RIAA, meaning it has sold over 8 million units through purchases and streams. However, it has not yet reached the 10 million units required for a diamond certification.
What were the peak chart positions for “The Box”?
“The Box” reached #1 on the Billboard Hot 100 as well as the Streaming Songs and Hot Rap Songs charts. It spent 11 weeks at #1 on the Hot 100 in early 2020.
How long did it take for “The Box” to go platinum?
The song went platinum on January 22, 2020, meaning it achieved 1 million units sold less than 6 weeks after its initial release. This highlights just how quickly it became a viral smash.
Did Roddy Ricch win a Grammy for “The Box”?
No, but he was nominated for Record of the Year at the 2021 Grammy Awards. However, he lost out to Billie Eilish’s “Everything I Wanted.”
What other songs has Roddy Ricch had success with?
Aside from “The Box,” Roddy Ricch also had a #1 hit in 2020 with “Rockstar” featuring DaBaby. His song “Die Young” from 2018 first put him on the map. And he’s had guest verses on hits like Mustard’s “Ballin’.”
Conclusion
Roddy Ricch’s “The Box” experienced a meteoric rise to the top of the charts in early 2020. It became a viral streaming sensation and overcame the odds to spend 11 weeks as the #1 song on the Hot 100. Massive hits like this are rare in hip-hop. While “The Box” achieved 8x platinum status and left a huge impact, it ultimately fell just short of reaching the coveted diamond certification.
Very few rap songs have been able to sustain commercial success for long enough to hit 10 million units sold. And viral hits often decline quickly after their peak. But Roddy Ricch deserves immense credit for the remarkable run “The Box” had in 2020. It catapulted him to stardom and changed the sound of mainstream hip-hop. He proved a rapper could top the charts by optimizing songs for streaming rather than radio. Although not technically diamond, “The Box” is still considered a landmark rap single of its era.