Most rappers (and musicians, comedians, and performers in general these days) are social media savvy.
In fact, they do the rounds on social media before you ever see them in the mainstream now. By that measure, every mainstream rapper is social media savvy.
But let’s look at the cream of the crop on different social platforms.
YouTube
Rap is prevalent on the most viewed YouTube videos of all time. Both Gangnam Style, Despocito, and Uptown Funk are rap adjacent, but Wiz Khalifa is the winner with his Charlie Puth single.
Next, we have a category of rappers who got famous from YouTube, dubbed YouTube rappers. Of that category, my favorite is Harry Mack.http://thoughtforyourpenny.com/culture/music/10-times-harry-mack-took-freestyling-to-another-level/?amp
Mack struggled to sell albums, so he filmed himself walking the streets and freestyling to random crowds. It’s a great series called Guerrilla Bars.
Then the pandemic happened, and everybody had to adjust to virtual performances. Mack took to Omegle, where he did personal performances too random people.10 Times Harry Mack Freestyles Changed the Game (Coronavirus Edition) – Thought for Your PennyHarry Mack is the best freestyle rapper on the planet. If you don’t believe me, hit up his YouTube channel to see the magic happen.https://www.google.com/amp/thoughtforyourpenny.com/culture/music/10-times-harry-mack-freestyles-changed-the-game-coronavirus-edition/%3famp
In doing so, he figured out a formula that really hit and grew his audience for Twitch and YouTube livestreams. He now has over a million followers and keeps going.
SoundCloud
SoundCloud is the place to rise up as a rapper with a social following. Trippie Redd, Post Malone, Lil Uzi Vert, Lil Yachty, Doja Cat, 21 Savage, and countless other rappers blew up initially here.
SoundCloud is a bit harder to blow up on now, and it’s far from the only social music platform. Spotify Greenroom, Bandlab, and others are building audiences, and they’ll inevitably launch their own regional stars who have a shot at mainstream success.
Twitter has a lot of infamous rap moments, like when Whataburger tweeted to Meek Mill to offer to show him what real beef is after he lost a meme war to Drake.
TikTok
DJ Khalid made a lot of money on apps like Tiktok and Snapchat. And Lil Nas X, Dababy, and others had viral songs on the app.
I would give the win to Drake though, whose In My Feelings challenge was just the first of many to dominate the internet.
Love or hate him, 6ix9ine is the king of rap Instagram. He broke a record that still can’t be touched at 2 million simultaneous viewers on Instagram Live.
Of course, he did have some problems along the way, but he’s always been able to draw a big crowd online. His Clubhouse appearance this summer was my most viewed YouTube video this year.
And he’s not the only one who made a splash on IG during the pandemic. Torey Lanez arguably avoided cancellation for shooting Megan Thee Stallion because of his success from demon time on Instagram live.
These are just some of the most notable and notorious examples, but everybody involved in the music industry needs to be social media savvy.
Performers need social media followers to get gigs these days, and you’re going to have to add that to your repertoire to survive. Musical talent isn’t enough.
That’s why I help musicians and other creators learn to navigate the industry.