It happened in an instant. One second, Ayo & Teo were just two brothers from Ann Arbor, Michigan, dancing in their basement, and the next, the entire world was obsessed with the phrase rolly rolly rolly with a dab of ranch. If you were online in 2017, you couldn't escape it. It was everywhere. It was on Instagram Explore pages. It was in Vine compilations (back when those still mattered). It was even being played at middle school dances where kids who didn't know a thing about luxury watches were screaming about "Rollies."
But here is the thing. Most people actually get the "dab of ranch" part wrong. They think it's about salad dressing. Honestly, it makes sense why you'd think that. Ranch is delicious. But in the context of the song "Rolex" by Ayo & Teo, that specific line—"rolly rolly rolly with a dab of ranch"—is a masterclass in how hip-hop slang, brand marketing, and viral choreography collided to create a monster hit.
The Story Behind the Rolex
Let's talk about the watch. The Rolex. It's the ultimate status symbol. When Ayo & Teo wrote this track, they weren't actually wearing Rollies yet. That’s the irony. They were literally singing about a desire to "get a Rolex" because they were tired of looking at their bare wrists.
The "dab of ranch" part is where it gets interesting. In the world of high-end jewelry, "ranch" or "blue cheese" often refers to diamonds—specifically the way light hits high-quality stones, or "ice." But more specifically, it was a play on the "dab" dance move that was peaking in popularity at the time. You had Migos blowing up with "Look at My Dab," and Ayo & Teo decided to mix that physical movement with the concept of "sauce." In street slang, having "sauce" means you have style. Ranch is a sauce. You "dab" the sauce.
It's a linguistic triple-entendre that most people just vibed to without thinking. It’s brilliant, really.
The song wasn't just a song; it was a challenge. The #RolexChallenge took over social media. You saw people like Usher—who actually ended up discovered the duo—doing the moves. The brothers, Ayleo and Mateo Bowles, became the faces of a new generation of "social media stars turned musicians." They didn't need a traditional record label rollout at first. They just needed a catchy hook and a dance that literally anyone could attempt but only a few could master.
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Why Rolly Rolly Rolly With a Dab of Ranch Still Hits
Trends move fast. Like, lightning fast. Most viral songs from 2017 are buried in the graveyard of "cringe" nostalgia. But this one feels different. Why? Because it represents the exact moment the music industry realized that "danceability" was more important than "radio play."
Think about the structure of the song. It’s repetitive. Some critics called it annoying. But that repetition is exactly why it worked. By the time the second chorus hits, you already know the words. You’re already doing the "rolly" motion with your wrist. It’s hypnotic.
The Aesthetic of the Mask
You can't talk about this era without mentioning the bear masks. Ayo & Teo wore these designer face masks long before the world knew what a pandemic was. Initially, it was because one of the brothers made a face while dancing and felt self-conscious about it. So, he covered it up. It became their signature.
It added a layer of mystery. You weren't looking at their facial expressions; you were looking at their feet. Their footwork was—and still is—insane. They brought a level of professional "mall dancing" and "liquid dancing" to the mainstream that we hadn't seen since the early days of Chris Brown.
The Cultural Impact
- Jewelry Sales: Believe it or not, luxury watch dealers reported a spike in younger demographics asking about Rolex Submariners and Datejusts during this period.
- The "Sauce" Meta: It solidified the idea that food-based metaphors (drip, sauce, ranch, butter) were the dominant language of Gen Z hip-hop.
- Viral Marketing: Every major brand started trying to "manufacture" a dance challenge after seeing how "Rolex" went platinum off the back of organic social shares.
Misconceptions About the Lyrics
There's a lot of debate on Reddit and Genius about what "dab of ranch" actually implies. Some people swear it’s a reference to a specific type of diamond setting. Others think it’s just a nonsense lyric that sounded good.
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The truth is usually simpler. According to various interviews the brothers gave during their press circuit, it was about the feeling of being "cool." If you have a Rolex, you’re cool. If you add a "dab of ranch," you’re extra cool. It’s like adding toppings to a burger. It’s the finishing touch.
Interestingly, the song almost didn't happen. The brothers were known primarily as dancers. When they transitioned into rapping, many people in the industry were skeptical. They thought they were "one-hit wonders." And while they haven't had a hit as big as "Rolex" since, they’ve maintained a massive following because they stayed true to the dance community.
The Business of the Viral Hit
Let's look at the numbers because they’re staggering. The music video has over 900 million views. That’s nearly a billion people watching two kids dance in a shopping mall and a parking lot.
It cost almost nothing to make compared to a traditional pop video. This was the "Lo-Fi" revolution. People wanted authenticity. They wanted to see kids who looked like them doing things they could do in their own bedrooms.
How to Apply the "Ranch" Philosophy Today
If you’re a creator, there is a legitimate lesson here. You don't need a massive budget. You need a "hook"—both a literal musical hook and a visual one. The "rolly" motion was the visual hook. The "dab of ranch" was the lyrical hook.
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- Identify the "Action": If you want something to go viral, it needs a physical movement attached to it.
- Keep it Accessible: The "Rolex" dance has levels. A toddler can do the wrist flip. A professional dancer can do the full choreography. This creates a "low floor, high ceiling" effect.
- Use Familiar Imagery: Everyone knows what a Rolex is. Everyone knows what ranch is. Mixing luxury with the mundane is a classic trope for a reason.
Moving Forward With the Trend
While the song "Rolex" might feel like a time capsule of 2017, its influence is baked into everything we see on TikTok today. Every time you see a "Renegade" dance or a "Savage" challenge, you’re seeing the DNA of Ayo & Teo. They proved that you could build an empire off a single catchy phrase and a 15-second clip.
Don't overthink it. Sometimes a song about a watch and salad dressing is just a song about a watch and salad dressing. But sometimes, it's the blueprint for how the modern internet works.
If you want to dive deeper into this era, look up the original "Rolex" dance tutorials on YouTube. Even years later, the technical skill involved in their "dab of ranch" sequence is impressive. It’s a reminder that beneath the viral memes, there was actual talent and a lot of practice.
To really understand the impact, go back and watch the live performances. You'll see thousands of people who will likely never own a Rolex screaming that they want one. That is the power of a good hook. It makes you desire something you don't even need, simply because it sounds like a good time.
Start by listening to the track again with fresh ears. Notice the bassline—it’s deceptively simple. Look at the way they use "dab of ranch" as a rhythmic percussive element rather than just a sentence. It’s a masterclass in "vibe" over "substance," and in the world of the internet, vibe is king.
Check out the "Rolex" official music video on YouTube to see the original choreography in its purest form. Then, look for the "behind the scenes" footage where Ayo & Teo explain their "mask" philosophy—it’s a fascinating look into the psyche of young creators during the first major wave of viral fame. Finally, try to learn the wrist-roll movement; it’s still the most recognizable dance move of the late 2010s.