“Thick Of It” highlights KSI’s rise from internet fame to mainstream success, emphasising his recognition and cold confidence, further echoed in Trippie Redd’s verse.

An image of an ongoing filming day for the accompanying music video was leaked online. Two days later, it was first previewed as part of KSI’s closing performance show at the Misfits & DAZN X Series 017 (in Dublin, Ireland), during which KSI brought out Trippie for his verse.

Controversially, amidst his (mainly one sided) “beef” with DanTDM, KSI decided to promote pre-saves for the song under the cover of an apology to Dan. As a result of this, as well as his attitude towards Dan’s criticism in general, people across social media began to ridicule the song, mocking its ‘cringey’ lyrics in KSI’s verse, with sentiments like: ‘JJ threatens to release music’. Nonetheless, the song and its respective music video was released on October 3rd.