The new wave of rap that has taken over receives a lot of criticism. This includes the likes of Lil Uzi, 21 Savage, Kodak Black, Playboi Carti, Famous Dex, and a few others. Of that group, I believe Atlanta rapper Lil Yachty undoubtedly receives the largest portion of that criticism.
There are a few reasons I think Yachty exists under a microscope. For one, his comments on Biggie were not the wisest. “I don’t regret saying it, but it was definitely a mistake,” said Yachty in a recent interview at Complex. I think there is also this perception of Yachty that portrays him as dismissive and having a lack of respect for hip-hop culture. This is all on top of his red hair and unorthodox style & flow.
Is Lil Yachty doing the best business?
As Charlamagne The God put it, Yachty is the poster child for “whack” rappers. But it would seem the whackest rapper of the new wave class is getting the most money. Why is that? It seems to be that Yachty actually has the most appeal to audiences outside of rap.
Most rappers generate a large portion of their earnings off touring. But if you’re thinking longevity, the ventures outside of rap is the direction you want to move in. For example, Kanye with shoes & clothing, DJ Khaled with Turbo Tax & SnapChat, Rick Ross with Wing Stop, Drake with T-Mobile. The goal is to keep climbing the mountain through your rapping abilities, without actually having to rap as much.
We’ve now seen Yachty in a number of commercials including Sprite with LeBron, Target, and MTV. Not to mention becoming a creative designer at Nautica. It’s evident the plan Yachty and his team are executing is something that not only the new wave of artists are not doing, but the established ones as well.
If there’s nothing you think is commendable about Yachty’s abilities as an MC, you gotta respect the 19-year-olds grind and business savvy.
What do you think? What is it about Lil Yachty’s sound and image that allows him to transcend rap? How many years do you think Yachty has left in the rap game?
Let us know & leave a comment.
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