Kanye West & Lil Pump's "I Love It"

Kanye West & Lil Pump's "I Love It"

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"I Love It" is a song by American rappers Lil Pump and Kanye West featuring American comedian Adele Givens. The video showcases Lil Pump and Kanye West following Adele Givens down a hallway dressed in suits that resemble Roblox characters. The video was widely parodied after its debut due to the costumes West and Lil Pump wear and several humorous comparisons and remix videos.


On September 7th, 2018, Lil Pump's official YouTube channel uploaded the music video for "I Love It" (shown below). The video premiered at the inaugural Pornhub Awards, of which Kanye West was creative director. The video begins with a soundbite from one of Adele Givens' Def Jam Comedy appearances. The song then begins depicting Pump and West walking down a hallway with women lining the sides like statues. They wear suits very similar to Roblox characters and West wears his Yeezy slides which were a subject of jokes due to them being oversized.


Jokes about the video and song spread quickly after the video dropped, as people reacted to it and compared the suits to Roblox and Minecraft characters. Twitter also began remixing the video with reaction GIFs and parody videos (examples shown below). For example, Twitter user @tactful remade the video making the rappers appear as though they were in Roblox, gaining 8,200 retweets and 28,000 likes (shown below, top). User @UnusualVideos made a Minecraft parody of the video, gaining over 8,900 retweets and 25,000 likes (shown below, bottom).

The video has also been parodied on YouTube. A compilation of memes posted by Random Content Maker on September 8th gained over 8,700 views (shown below, left). An edit by shonkywonkydonky that mixed the song with West's song "Lift Yourself" gained over 3,300 views (shown below, right).

On September 9th, West acknowledged the meme, tweeting a photoshopped cover of the video with the Roblox logo (shown below).

KANYE WEST @kanyewest Follow Gotta do the Roblox version ROBLO @biigwes EVERYONE CONTENT RATED BY ESR B


The same day the video was released, social media users began to parody the video by dressing as West and Lil Pump. Some examples posted that day include a video by Instagram user daysulanofficial that gained over 115,000 views (shown below, top). User @IZADI tweeted a parody featuring him and another comedian dancing in Bananas in Pajamas costumes, gaining 15 retweets and 60 likes (shown below, bottom).

The spread of the challenge was covered by several sites including Daily Dot,[1] High Snobiety,[2] Hip Hop Wired,[3] and others.

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