Billboard
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Odetari first broke through on Billboard’s charts in 2023, and now he’s officially a Billboard Hot 100-charting artist.
The Houston producer scores his first entry on the Hot 100 (dated Oct. 12) with “Keep Up.” The song debuts at No. 96 almost entirely from its streaming sum: 5.7 million official U.S. streams in the Sept. 27-Oct. 3 tracking week, according to Luminate.
TikTok has been a huge factor in the song’s growing profile, largely due to a viral dance trend. A portion of its audio has been used in nearly 1 million clips on the platform to date. That activity pushed the song 14-4 on the Oct. 5-dated TikTok Billboard Top 50 chart.
“Keep Up” also rises two spots to No. 6 on Hot Dance/Electronic Songs. It’s Odetari’s 16th career entry on the chart, and sixth top 10. His first hit, “Narcissistic Personality Disorder,” reached No. 10 in May 2023, followed by “Good Loyal Thots” (No. 8); “Look Don’t Touch,” with Cade Clair (No. 9); “GMFU,” with 6arelyhuman (No. 5); and “I Love You Hoe,” with 9lives (No. 3).
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Odetari’s music style is fast-paced and hectic EDM, a genre that he calls “ODECORE.” Earlier this year, Billboard reported that Odetari has a unique approach to releasing his songs. While the original versions of his songs are posted on his primary Odetari Spotify profile, various other versions and remixes of his songs are released under a separate Spotify profile called ODECORE. “[He] frequently has two to three different versions of records coming out a month,” explained Corey Calder, svp of marketing and creative services at Artist Partner Group, Odetari’s label. “If we were to have that all sit on his page, it would feel cluttered and make it hard for his fanbase to follow and track it all.”
It’s a growing trend that has also been adopted by Odetari’s collaborator and labelmate 6arelyhuman, who releases music under his own name, plus remixes under the name Sassy Scene.
Before Odetari’s music career took flight last year, Billboard reported that in February he was substitute-teaching at a high school in his native Houston. He said that he would even upload his music during school hours. “The students were, like, hitting their dab pens in class, secretly under their sleeves,” he said. “The teachers walked in and smelled it and were like, ‘You should have been supervising the class better.’”
By the end of 2023, Odetari wrapped at No. 7 on Billboard’s Top Dance/Electronic Artists annual recap. He also landed six songs on the year-end Hot Dance/Electronic Songs ranking, including “Good Loyal Thots” and “Look Don’t Touch” at Nos. 16 and 19, respectively.
GloRilla’s debut album Glorious is set to release this Friday, and the rapper sits down to discuss it in detail. She talks about her preparation for the album, the mentorship she received from J. Cole, her friendship with Megan Thee Stallion and possibility of a joint album, her friendship with Damian Lillard and more!
Billboard’s Carl Lamarre: Today is a glorious day.
GloRilla:Yeah!
Because we got big Glo. Miss GloRilla in the building in New York City with us, the way you’ve been wrecking s–t, might as well say that. How you feeling?
I feel great. I feel glorious.
Your album comes out.
I’m super excited. Never been so excited in my life.
I mean, you put out two dope projects, obviously, Ehhthang Ehhthang, talk about how that project specifically had you ready to go for your debut album.
OK, so actually, last year I was supposed to drop my debut album, but I was just still, you know what I’m saying, getting used to stuff and working a lot and trying to figure out, you know what I’m saying. When the top of the year came, I had the project basically done, and I’m like, “OK, I gotta get ‘em a mixtape before I get ‘em the album, because I went a whole year, really, without dropping anything. That’s why I said I’m gonna give ‘em the mixtape first, get ‘em back used to me, give ‘em a feel of me, and then that’s gonna prep me for the album. Mixtape did good, and it did what it’s supposed to do, which prepped me for my album.
I mean, listen, we’re talking about three surefire bangers this year: “TGIF,” “Yeah, Glo!,” “Wanna Be” — did you anticipate this kind of success? That’s three top 10s on the Billboard R&B/Hip-Hop charts.
Keep watching for more!