Two weeks after ‘GOOBA’ was released, 6ix9ine shared an Instagram post in which he promised, a kitten in each hand, that his next single and video would “break the internet”. Because social media plays into that so much, the entire scenario reads like a continuous Twitter thread – you’re always tuned in even when the music isn’t there.” “So much of that is the story element around him. “6ix9ine had been building momentum for what that moment would be,” says Kathy Iandoli, a New Jersey-based hip-hop writer whose book God Save The Queens: The Essential History of Women in Hip-hopwas published by Harper Collins last year. At the time of writing, the YouTube views of ‘GOOBA’ stand at more than 279 million. In a brief but telling jump cut, acknowledging that he outraged members of the hip-hop community by ‘ratting’, he transforms into a cartoon rodent. On May 8, 43 million people tuned in to see the face-tatted social media celebrity, on house arrest and fresh from prison after an astonishing and highly publicized legal case that saw him offer authorities information on a New York gang, flash his ankle bracelet and give an obnoxious grin.

The typically nonsensical track is one-part generic trap song and three-parts Fatman Scoop, and its video – 6ix9ine leering at paint-splattered women in a bland studio somewhere – duly became the most-watched hip-hop video on YouTube in a 24-hour period. Last month saw the rapper, whose criminal record makes for truly depressing reading and who is better known as Tekashi 6ix9ine, release the gaudy comeback single ‘GOOBA’. At just 24 years old, Daniel Hernandez is most hate-watched man in the world.

Gooba gooba gooba