The career of BlocBoy JB is a sterling example of how to capitalize on virality. The rapper who bleeds Memphis blue (he’s affiliated with the city’s chapter of L.A.’s Grape Street Watts Crips) has taken every sliver of fame he’s accrued and tripled his returns, maximizing it into chart-topping hits and streaming numbers as big as Bill Gates’ bank account. Born James Lee Baker in 1996, he started making music as a young teenager, linking up with Tay Keith, who went on to co-produce Travis Scott’s “Sicko Mode.” JB’s internet presence can be traced back to 2012, but the MC first made a ruckus in the rap scene with the release of Who Am I and its standout single, “No Chorus Pt. 6,” in 2016. The song set a precedent for JB’s style, which relies on low-end heavy beats and haunting melodies to support his towering Southern drawl. The “No Chorus” dynasty has been a fruitful series for JB, who released his 12th rendition in May 2020, but his first taste of superstardom came when his song “Shoot” inspired the Shoot Dance, which looks like trying to jump rope shortly after being anesthetized. (The move was so popular that it eventually made its way into Fortnite.) The success of that track, alongside other standouts like “Rover,” attracted collaborators such as Drake, Lil Uzi Vert, Moneybagg Yo, and 21 Savage. JB’s savvy marketing skills, dexterous flow, and affable personality have landed him amongst hip-hop royalty—but unlike plenty of flashes in the pan, JB’s viral stardom was a launch pad, not a final destination.