Rich The Kid’s “New Freezer” Challenge Takes Over the Internet
It's taken a few months, but everyone is finally catching on to Rich The Kid's banger, "New Freezer," featuring Kendrick Lamar. Originally released last September, the track gained even more traction with the release of the video in October. Now, the song is getting even more life with the help of a new viral challenge.
Dubbed the "New Freezer" Challenge, the sensation is taking over the internet. It looks pretty simple. In videos, people play RTK's hit song, while rocking their heads side to side (sometimes violently) and turning up. Some people are doing it by themselves, while other people are dropping videos of whole groups getting in on the act. Like the viral video of workers and customers getting lit at a Georgia Waffle House. Even Rich himself has jokingly tried to participate.
"New Freezer," produced by Ben Jayne, recently entered the Billboard Hot 100, debuting at No. 75, which could be a result of the new craze.
"It was a great accomplishment but I always feel like there's a lot more work to be done," Rich tells XXL about the hit song. "[Kendrick Lamar] was excited about it when he heard the record. He was like, 'Everybody is gonna listen to this everywhere,' and he was right! A lot of people really didn’t expect for me to have a record with Kendrick, but I proved them wrong. It's not easy to get Kendrick on a record, so it was a huge deal for me to have him featured on the song."
Check out people participating in the "New Freezer" challenge below.