You’ve heard it. You've probably seen the neon-soaked edits or the low-fi aesthetic videos where someone leans into the microphone and whispers that specific line. I call it a drug rhymes with grug. It’s catchy. It’s rhythmic. It’s also everywhere. If you spend more than five minutes on TikTok or Reels lately, it’s basically unavoidable. But where did this weirdly specific rhyme come from, and why has it become the go-to anthem for everything from fitness transformations to late-night gaming sessions?
Honestly, it’s about the vibe. The phrase actually stems from the song "Tiptoe" by Sheff G, a prominent figure in the Brooklyn drill scene. The original lyric is "I call it a drug, rhymes with... plug." In the context of the song, it’s a gritty, rhythmic flex. However, the internet did what the internet does. It took a snippet of raw, street-level lyricism and turned it into a universal "mood" indicator.
The Viral Architecture of the Rhyme
Virality isn't an accident. Not usually. When people use the sound "I call it a drug rhymes with grug," they are tapping into a specific psychological trigger. It’s the "plug" reference. In modern slang, a "plug" is a connection—the person who gets you what you need, whether that’s rare sneakers, information, or, more traditionally, illegal substances. By using the rhyme, creators are signaling that whatever they are showing you is their "plug." Their addiction. Their secret sauce.
I’ve seen it used for literal coffee. Someone films their morning espresso machine dripping with high-contrast lighting, the bass drops, and the lyric hits. It’s effective. The brain loves the resolution of a rhyme. Even if the speaker doesn't say the word "plug," your mind fills it in. That mental "fill-in-the-blank" exercise is exactly what keeps a sound trending. It engages the listener's subconscious.
Why Sheff G’s Lyrics Hit Different
Sheff G, or Michael Williams, didn't just stumble into this. He’s known for a flow that is heavy, almost lethargic, but incredibly precise. When he says "I call it a drug," there’s a weight to it. The Brooklyn drill movement, which rose to massive heights in the late 2010s and early 2020s, relies heavily on these dark, atmospheric beats.
The "rhymes with grug" part is essentially a cheeky way of bypassing social media censors. Platforms like TikTok have strict community guidelines regarding the mention of drugs or illegal transactions. If you say the word "plug" in a specific context, you might get shadowbanned. But if you say it "rhymes with grug," the algorithm often lets it slide. It’s digital slang evolved for survival.
The Cultural Shift from Music to Meme
We see this happen every six months. A song enters the zeitgeist, gets chopped up, and becomes a shorthand for a feeling. I call it a drug rhymes with grug is the 2024-2025 version of this phenomenon. It has moved past the hip-hop community and into the mainstream lifestyle space.
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Think about the gym rats. They love this sound. They use it to describe pre-workout supplements or the "pump" itself. It creates a sense of intensity. You’re not just lifting weights; you’re engaging in something addictive. Something potent. The song provides the edge that a standard pop track simply can't.
The Power of the "Gatekeeper" Mentality
Part of the appeal here is the "if you know, you know" energy. When a creator uses this phrase, they are talking to an audience that understands the slang. It builds a mini-community. If you’re over 40 and haven't spent time in the comment sections of rap videos, "rhymes with grug" sounds like gibberish. It sounds like Dr. Seuss gone wrong.
But for the Gen Z and Alpha demographic, it’s a code.
- It identifies you as someone who is "online."
- It suggests you have a "plug" for something cool.
- It fits the "dark aesthetic" that is currently dominating Pinterest and Instagram.
How the Algorithm Feeds the Addiction
Google and TikTok love patterns. When a specific phrase like I call it a drug rhymes with grug starts getting searched, the search engines start looking for "semantic clusters." They see people searching for the lyrics, the artist (Sheff G), the meaning of "plug," and "Brooklyn Drill."
If you're a creator, using the keyword isn't just about being trendy; it's about SEO. You want your video to show up when someone wonders, "What is that song that says rhymes with grug?" This is how a single line from a rap song becomes a global search term. It’s a feedback loop. The more people search it, the more people use it, the more the platforms promote it.
Beyond the Beat: What it Says About Us
There’s a deeper level here. We are obsessed with the idea of "addiction" as a metaphor for passion. We call everything a drug. We’re "addicted" to our phones, to the gym, to our partners, to iced matcha. By using Sheff G’s lyric, we’re romanticizing our habits. It turns a mundane hobby into a high-stakes obsession.
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It’s sorta fascinating how we’ve sanitized the language of the streets to sell lifestyle content. The original song is about a much harsher reality. The TikTok version is about a 12-step skincare routine. That’s the nature of the internet—it flattens everything into a 15-second clip.
Common Misconceptions About the Phrase
A lot of people think this is a new meme. It’s not. The song "Tiptoe" has been out for years. It just hit a second (or third) life because a specific slowed-down version of the audio went viral.
Another mistake? Thinking "grug" is a real thing. It’s just a placeholder. In internet culture, a "Grug" is sometimes a reference to a "caveman" meme—a primitive character who thinks simply. Some people have tried to link the two, suggesting that calling something a drug is "Grug-brained" (meaning simple or primal). But honestly? That’s overthinking it. It’s just a rhyme. It’s just "plug."
The "Shadow" Meaning
In some niche corners of the web, "rhymes with grug" is used more literally. It’s used by people actually looking for "plugs" for gray-market items. This is the danger of viral slang. It can have a double meaning. While 99% of people are using it to talk about their favorite video game or a new pair of Nikes, a tiny fraction is using it as a literal signal. This is why moderation AI is constantly playing catch-up.
Actionable Takeaways for Using the Trend
If you’re a creator or a brand trying to leverage this, don't just slap the audio on a random video. You’ll look like a "fellow kids" meme.
Understand the Pacing
The audio has a very specific "drop." You need to sync your most visually impressive shot with the moment the rhyme is implied. If you miss the timing, the effect is ruined.
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Lean Into the Aesthetic
This isn't a "bright and sunny" sound. It’s a "moody and dark" sound. Use high contrast, shadows, and quick cuts. If you're filming a car, do it at night under streetlights. If you're filming a workout, use the grainy filter.
Don't Explain the Joke
The whole point of "rhymes with grug" is that you don't say the word. If you put "This is my plug!" in the caption, you’ve failed. Let the audience fill in the gap. That’s where the engagement happens. People will comment just to say the word you didn't.
Why This Trend Isn't Dying Yet
Most memes have a shelf life of about two weeks. This one has legs. Why? Because the music is actually good. Sheff G is a talented artist with a loyal following, and the beat produced by Great John is timelessly catchy. It doesn't feel like a "gimmick" song; it feels like a genuine anthem that just happened to have a very "meme-able" line.
Also, the "plug" culture isn't going anywhere. We live in an era of curation. Everyone wants to be the person who knows where to get the "good stuff," whatever that may be. As long as people want to brag about their secret finds, they will keep calling it a drug that rhymes with grug.
Next Steps for Your Content Strategy
Start by looking at the "Tiptoe" audio on TikTok and sorting by "Latest." See how the top creators are framing their shots. You’ll notice a pattern of "reveal" videos.
- Step 1: Identify your "addiction" (product, hobby, or skill).
- Step 2: Film it in a low-light or high-intensity setting.
- Step 3: Use the "Tiptoe" snippet, specifically the "I call it a drug" line.
- Step 4: Time your "reveal" for the silent beat after "rhymes with..."
By following the visual language of the trend rather than just the audio, you bypass the "cringe" factor. You aren't just using a sound; you're participating in a subculture. And in 2026, that's the only way to actually stay relevant on the timeline.