Lil B, born Brandon McCartney, is a pioneering rapper and internet figure who revolutionized digital self-promotion and meme culture in the late 2000s and early 2010s. His 'Based' philosophy—defined by self-positivity, kindness, and being yourself—spawned a massive online movement known as the 'Based World.' The 'Based God' persona became a central meme, often associated with his iconic 'cooking dance' and the humorous 'Based God's Curse' placed on various NBA players. Fans create these memes to show gratitude (often abbreviated as TYBG), promote radical positivity, or celebrate the rapper's eccentric lyrics and experimental cloud rap aesthetic.