Cover Story
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A packed crowd writhes along to the buzzing beats thundering from the speakers. It’s a warm Wednesday night in November, and onstage at Brooklyn’s Baby’s All Right, 23-year-old Houston-based producer Odetari is performing one of his first shows. The 300 or so people assembled range from the middle-aged to young adults to actual children — several of whom are perched on their parents’ shoulders and shouting the lyrics to songs like “I LOVE U HOE,” “GOOD LOYAL THOTS” and Odetari’s latest, “GMFU,” an acronym for “got me f–ked up.”
This lattermost track is a collaboration with 6arely Human, a 22-year-old electronic artist from Fort Worth, Texas, whose own shows are similarly hectic and whose audience is similarly age-agnostic. Since its July release, “GMFU” — a dark, thumping anthem about “going dumb” from partying — has accumulated 91.9 million on-demand official U.S. streams, according to Luminate. (Their second collaboration, “Level Up,” arrived Jan. 8.) Odetari’s catalog has racked up 475.4 million on-demand official U.S. streams — a number that swells to 612.6 million when including data from user-generated content on platforms like TikTok — and he has clocked 11 entries on Billboard’s Hot Dance/Electronic Songs chart in 2023. 6arely Human’s catalog has 67 million official on-demand streams, ballooning to 96.5 million with UGC.
On a recent Friday afternoon in Los Angeles, Odetari and 6arely Human make an eye-catching pair: the former in bulky streetwear, his new grills twinkling when he flashes a wide, easy smile; the latter sporting a pink corset, black platform boots, an enviable black velvet duster and perfectly applied black lipstick adding up to a look that evokes both the rave world and of his two biggest inspirations, Kesha and Lady Gaga.
Until this past August, 6arely Human was managing a Panera Bread, slinging bagels by day and spending his nights making music, clothing and TikToks. And until earlier this year, Odetari was a substitute teacher, a gig he says he did purely “for the paycheck.” Now, both electronic producers are TikTok stars, but they’re making significant IRL inroads as well. In 2023, both signed with Artist Partner Group, and they’ll take their high-powered — if not yet totally polished — shows on the road in 2024.
“Our role is to challenge, inspire, support and remove friction points on the path to success,” says APG founder and CEO Mike Caren, who notes that consistency is key to turning internet stardom into more tangible success. “They have the talent, uniqueness, work ethic and originality to achieve huge goals.”
This digital cover story is part of Billboard’s Genre Now package, highlighting the artists pushing their musical genres forward — and even creating their own new ones.
Despite the lyrical content of their music (“Don’t cheat me/Believe me/I am a f–king c–t,” 6arely Human announces on “GMFU”), there’s a sense of purity about both acts. They represent a nascent style of extremely online dance music, defined by woozy productions that speed up, slow down and generally capture the sound of the global online dance community from which they hail, the DIY vibe of the early rave era and the ultra-modern world of TikTok stardom. APG senior director of A&R Andre Herd, who signed 6arely Human, says that the producer “stood out from the crowd of internet artists because he had been building an in-person fan base through underground raves and parties.”
The electronic scene has always been cobbled together from many niche genres and sounds. Together, Odetari and 6arely Human are continuing that tradition while pushing it further — making music forged online that’s now transcending the internet, translating to very real popularity.
6arelyhuman photographed on December 1, 2023 in Los Angeles.
Michael Buckner
Tell me about the first time one of your songs went viral.
Odetari: I always kind of knew that going viral on TikTok, especially with music, is usually a one-time thing if you don’t do it right. The first song [of mine that] went viral [2023’s “Narcissistic Personality Disorder”] hit 256,000 streams in a day, which was crazy to me, because I had never passed 10,000 on a song. I saw how fast it went up and got really excited, but I tried to tell myself, “Don’t get too excited, because you don’t know if this could drop.” Then the next day it dropped by half. So, I was like, “What do I do next? I have to keep this momentum going.” It was like a roller coaster.
What was your strategy when you saw the numbers go down by half?
Odetari: Just rapid-fire dropping [of new music]. Whatever worked for that first thing, you’ve got to keep doing that again and again [while expanding your catalog]. The song that went viral was mostly beats, so the next songs were filled with actual structure and lyrics, so there was steady replay value. That’s what I just kept doing.
6arely Human: I relate to him. My first viral song was also doing this up and down thing. But it started to really go [up] when I would see a bunch of videos from people that were creating things and making edits with their own ideas with the song. I remember specifically that one of the things that helped a lot was a [fan-made] South Park edit [that played the song “Hands up!” over images from the show]. [Virality] is a lot about what people do with the song once it comes out.
Odetari: Also, a lot of people making music similar to ours were not showing their faces. We definitely made sure to also attach [our] image to [the music], because a lot of songs that blow up on TikTok, people will scroll and hear the song, but they don’t really care about it or the person who made it. I feel like we really nailed it on that, [by each of us] attaching [our] images and connecting with the fans.
You’re both from Texas. How much of what you make is a product of where you’re from versus from being on the internet?
6arely Human: A lot of my inspiration is definitely from the internet, but I feel like there’s something about where you’re from that you put into your music, and it just adds the salt and pepper element. There is that little Texas spice.
What specifically makes it Texas?
6arely Human: The way I say things on a song, and the words I use. I don’t know if everyone’s going to be saying “y’all” on an electronic song, but it sounds cool.
Odetari: I definitely have influence from Houston, especially with the slow, chopped-and-screwed stuff. A lot of my music slows down toward the end. When I was growing up, I looked up to Travis Scott. Me and his sister went to the same school, and we were pretty close friends. She kind of took me along the journey when he was first starting, going backstage and stuff. Seeing where he was with [debut solo 2013 mixtape] Owl Pharaoh to where he is now just really shaped a lot of the things I want in life.
Odetari photographed on December 1, 2023 in Los Angeles.
Michael Buckner
Let’s talk about the sound of your music itself — because sure, it’s electronic, but it’s something else, too. What do you both call your sounds?
6arely Human: I call mine “sassy scene.” Sassy Scene was [the name of] my first album, and a lot of the songs that were on that project had a similar sound. The word “sassy” is just the feeling you get listening to it, and then “scene,” that could mean the style, because there’s different subcultures of the way that people dress that connect to the music. “Scene” is the community as well, because there’s a lot of people that make similar stuff. Everyone’s making up different words for it — the most common one is obviously “hyperpop.” And then “scene core,” “crush club.”
Odetari: Some people call it “sigilkore.” I call my stuff “Odecore,” but I would just categorize it under electronic dance music.
What are the characteristics of the people in your scene who are consuming your music and making similar music?
6arely Human: There are really colorful outfits; a lot of people love the fur [raver] legging things. I see those a lot, and then arm warmers and a lot of accessories — fur and pink. Scene fashion is almost emo, too, that kind of mixes with ravers.
Is this scene happening everywhere? Or is it centralized in Texas? Or is it mostly on the internet?
Odetari: It’s really well respected in the U.S., but overseas they really love it. Poland and Germany, where they have those underground raves that just go crazy, I feel like they’re the ones that really like it. They really get it.
What do your shows look and feel like?
6arely Human: Very lively. There’s a lot of energy. It’s mostly younger people, but there are also people that maybe get a nostalgic feeling, too [for the early rave days]. There is a wide range of people. Everyone’s really excited, and it’s really fun, honestly.
Odetari: Sometimes you have to scream in the mic. They’ll scream over you. They know the lyrics. They’re really dedicated. It’s an awesome fan base for shows. The age range is pretty wide.
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Within your scene, is there a particular worldview or set of values or a philosophy?
6arely Human: I’m not sure about that one.
Odetari: It’s so new, so we’re learning it, too. It kind of goes back to everyone who has made similar music to ours but never shows their face. They’ve never really taken it to a performance level. We’re some of the first to be performing music like this, so we’re figuring out what the best way to do that is. It’s experimental.
Have there been hits and misses in translating your music to a live setting?
6arely Human: For sure. Some of my songs are sped up a little bit, and it’s hard to key the music, too, if you’re using live Auto-Tune. Everyone’s doing the sped-up thing, or slowed down, or even both.
Odetari: My music speeds up, then slows down and then is normal. For performances, it’s not ideal unless you do a DJ set, I guess. But again, we’re figuring it out.
6arely Human: A lot of the people that are there at the live shows, I feel like sometimes they just want to see you on the stage singing. Even if you’re not giving the best vocals in the world, they just love the song so much that they just want to see you up there having fun as well.
Since you’re both so deeply online, maybe it’s just exciting for people to see that you both actually exist. Do you feel like underground acts?
Odetari: I don’t know. The numbers are not really underground.
6arely Human: I feel like we were, but since everything happened rather quickly it hasn’t really hit me yet.
Odetari: It hasn’t hit me, either.
Do you see yourselves performing in arenas, or is the preference sweaty underground warehouses?
6arely Human: I don’t know about arenas. You never know. Maybe. But I really do like smaller, intimate shows. They’re more fun. I love jumping in the crowd, starting mosh pits.
Odetari: A 2,000-[capacity venue], those are really the best shows.
Odetari & 6arelyhuman photographed on December 1, 2023 in Los Angeles.
Michael Buckner
What do your friends and family back in Texas make of your success?
6arely Human: A lot of people don’t know. A lot of people where I live might not be as tuned in with internet stuff. I don’t know how to explain, like, “Oh, yeah, we just made this in our room and then put it on an app called TikTok and now we’re here.” It’s weird to explain to people that don’t really get the internet.
Obviously, a lot of electronic music is made for parties. How much do you connect to that partying aspect of the electronic world?
6arely Human: The type of music we make is something people can just have fun to and not really think about everything else that’s happening. Our type of music, whenever you play it, people just want to jump around and have fun and go crazy.
Odetari: You don’t even need to know the lyrics. You can just vibe to it.
Do you feel connected to other realms of the dance music world?
Odetari: I personally don’t, because I really don’t listen to music. I only listen to video-game soundtracks now, so I really don’t know what’s going on in music that much. I think it helps me not get too influenced by anything.
6arely Human: I feel the same way. Anything that’s new, it’s probably just me listening to my friends or someone I actually know. Most of the music I listen to and take inspiration from is really old. From, like, 2010 or 1998.
“I forgot to wear the knee pads,” Karol G says ruefully. “I’m going to have scrapes.”
She beams. For a soaking wet pop star who has just been dragged through a shallow pool, Karol looks remarkably happy.
Moments before, a group of writhing, shirtless male dancers had lifted Karol, dressed in a white bikini and transparent baggy pants, high above the water as she performed a medley of songs from her unprecedented past year in music, including material from her chart-topping February album, Mañana Será Bonito; the edgier August follow-up, Mañana Será Bonito (Bichota Season); and a small teaser of her new single with Kali Uchis, “Labios Mordidos.” Her arms knifed back-and-forth through the pool in fierce synchronicity with her platoon of dancers — all water-drenched sexiness, but a punishing physical routine nonetheless. After Karol dries off, wrings out her pants and gets her glam touched up, she’ll do it all over again.
“I want it to be spectacular,” she says matter-of-factly of the roughly four-minute Billboard Latin Music Awards performance. To that end, she enlisted renowned choreographer Parris Goebel, whose work includes Rihanna’s Super Bowl halftime show performance, to continue pushing her as a dancer. “Dance doesn’t come so easy to me,” Karol admits. “To do the things I do, I have to rehearse a lot.” Earlier this year, Goebel choreographed Karol’s MTV Video Music Awards performance.
“She understands what I want to express in my movements, and also, she gets something out of me that I’m still in the process of understanding,” Karol says. “I’ve learned a lot about myself this year. Even though it would seem I’ve arrived at a point where I could relax and let things run, life keeps showing me that I’ve still got a lot of things to do, a lot of things to give.”
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Twenty-four hours later, Karol is calm (and dry) in a quiet Los Angeles studio, talking with her usual expressiveness and candor in sentences punctuated by crescendos, accents and exclamations and augmented by enthusiastic gesticulations. In her many music videos, Karol usually presents one of two ways. There’s the bichota, or badass, sexy and powerful and not afraid to show it. And then there’s the smiling (or occasionally melancholy) girl next door who enjoys celebrating love and doesn’t shy from displays of vulnerability. In person, the young woman born Carolina García in Medellín, Colombia, is all those things, but she’s also warm, exuberant and disarmingly earnest, a demeanor that has remained intact through my many encounters with her over the years, even as her popularity has soared.
Her hair is pulled back in a tousled ponytail, its platinum color matching the short, clingy silk dress that shows off her sculpted physique. At 32 years old, Karol has worked hard to look like this. Earlier this year, her doctor prescribed an eating plan to alleviate a long-standing colon disorder; at the same time, after a lifetime of exercising, she upped her training regime to be able to perform for three hours in a stadium. “I wanted to be healthy, and I needed to do a ton of cardio for the shows. And my body began to change,” she says. “It was beautiful because I’d always been told certain changes took time, and it was true.”
You could say the same of Karol’s upward career trajectory. She just wrapped an extraordinary year in which she became the first Latina woman (and second artist ever) to top the Billboard 200 with an all-Spanish-language album (Mañana Será Bonito); the top female Latin artist on Billboard’s year-end charts (behind only Bad Bunny and Peso Pluma); and the winner of album of the year at November’s Latin Grammys, as well as urban album of the year — the first woman to win the latter.
Karol is also the first Latina (and still one of only a few women) to headline a global stadium tour and the highest-grossing Latin touring artist of the year by far. According to Billboard Boxscore, in 2023, she grossed $146.9 million from just 19 shows and sold 843,000 tickets through Nov. 19, almost doubling the $86.7 million the Latin runner-up, RBD, grossed from 18 shows in the same period.
Karol G photographed November 11, 2023 at The Powder Room Studio in Los Angeles. Balenciaga jacket, Intimissimi underwear, Replika Vintage shoes.
Vijat Mohindra
Beyond her accolades — or perhaps, more accurately, behind them — is Karol’s shrewd business sense. Her long-standing recording agreement with Universal Music Latino, which signed her to her first major deal in 2016, ended after Mañana Será Bonito came out in February. Instead of re-upping or accepting any of the “incredible” deals she says other labels offered, she launched her own Bichota Records, invested in its staff and infrastructure — much of it based in her native Colombia — and inked a distribution deal with Interscope that provides her with that company’s full, multinational support and staff but lets her keep her masters moving forward, including Bichota Season’s.
“We wanted to stay in the Universal family,” says Noah Assad, who has managed Karol since 2020, now through his Habibi Management. “They’re the ones who bet on her in the beginning, and we believe in longevity. No one knows an artist more than the infrastructure who had you in the beginning.”
Even so, he adds, “She was ready to build her own label, her own structure, her own team. She was already betting on herself without getting the gain. Independence is not just being independent; she had to build this whole infrastructure. Not every artist is made for independence, but knowing that she could [be] made it the right decision.”
Landing Karol, says Interscope executive vp Nir Seroussi, came from “a very practical conversation that I had with [manager and friend] Noah, asking, ‘What do you want?’ And he said, ‘She’s a boss. She wants to feel empowered, and she’s ambitious. She wants to have a seat at the table with the Billie Eilishes and the Olivia [Rodrigos] of the world.’ ”
Karol’s message to the label, Seroussi recalls, was clear: “I’ve come this far. I want more. I want to sit next to general-market artists because that’s how I feel: Latina but with an A-league fan base.”
But as she eyes mainstream global stardom, Karol is, as usual, prepared to be patient.
“It’s a fine line,” she notes. “In that rush to go global, music can lose its essence. So we’re going step by step. Yes, they’ve brought proposals [to the table], but I’m not in a rush. It would be amazing to fill stadiums in Asia, for example, but I truly feel happy and thankful with what I’m doing today. We’ll find the way.”
In an era of ever more rapid rises to stardom for Latin artists — witness Peso Pluma and, before him, Bad Bunny — Karol G’s ascent has been steady but slow, even laborious, and compounded by being a woman in a Latin world where female-led hits historically are scant. She started as a child pop act, competing on Colombia’s X Factor at 14, and didn’t hail from the barrio but from a solid middle-class family. When reggaetón descended on her native Medellín, she got hooked, but pursuing a career in the genre presented additional hurdles: She started recording and performing it at a time when men completely dominated the genre — as they still do — and she was considered an oddity, facing a highly skeptical industry: Aside from Ivy Queen a generation before, there weren’t any other women to measure her against.
But alongside her producer/co-writer Ovy on the Drums, Karol developed a sound — melodic, lyrically conversational, sparsely arranged and open to experimentation — that was very much geared toward women, touching on themes of empowerment and vulnerability with a genuinely personal point of view and embracing sexuality without being too overtly sexual. Stars like Nicky Jam and J Balvin endorsed her and recorded with her, and in 2016, Universal signed her.
“People got ‘married’ to Karol G,” says Raymond Acosta, head of talent management for Habibi, which also represents Bad Bunny, Eladio Carrión and Mora. “Her fans, even when they disagree with her, see her as a sister. For many of them, she’s not simply an artist. She’s family.”
A prolific, and by all accounts tireless recording artist, Karol built her fan base by being sincere on social media, by constantly releasing music and by maintaining a clear, consistent vision of who she was and what she wanted. Her debut album, 2017’s Unstoppable, released when she was 26, debuted at No. 2 on Billboard’s Top Latin Albums chart, back when she had 3.5 million Instagram followers; today, she has 70 million.
Her first big hits were collaborations with men, beginning with “Ahora Me Llama” with Bad Bunny in 2017, which peaked at No. 10 on Hot Latin Songs. Her first No. 1 was 2018’s “Dame Tu Cosita,” alongside El Chombo and Pitbull. By then, Karol had been at Universal for three years without a massive hit of her own. All around her, reggaetoneros were scoring quick Hot Latin Songs No. 1s, even as she relentlessly released music; to date, she has logged 60 entries on the multimetric chart, the most for a Latin female artist.
“I started in 2006, and now it’s 2023,” says Karol bluntly. “My first songs were 15, 16 years ago. You spend all that time working and thinking, ‘When is my time?’ People on social media always show the goal: the cars, the money, the luxury goods, and everyone at home is thinking, ‘Why doesn’t that happen to me?’ But it’s not that easy. Everything has a process. Yes, I sometimes had doubts, but if I didn’t do this, what was I going to do? I am music. Every time anything happens to me, I want to write a song. Everything for me is a song.”
Tiffany Brown catsuit and jacket, Retrofête x Keren Wolf earrings.
Vijat Mohindra
Finally, in fall 2019, she released the song: “Tusa,” a track about getting over heartbreak, which she wrote with Ovy on the Drums and Keityn and recorded with Nicki Minaj. It spent four weeks at No. 1 on Hot Latin Songs, underscoring Karol’s status as a Latin artist to contend with, who could collaborate with a top American rapper, while cementing her place as a woman who could relate to other women, tell their stories, voice their concerns, vent for them. (It also established the potent trifecta of Karol, Ovy and Keityn, which has since churned out a succession of chart-topping hits including the No. 1s “Provenza” and “TQG” with Shakira.)
“As a woman, she has always had a very clear notion of her identity and what she wants to tell fans, and she has taken that female power to the next level, making women feel like bichotas,” says Ovy, referring to the title of the global Karol hit that has become synonymous with female power. “She has always been very clear about what she wants to musically show the world, and as her producer from day one, I’ve always understood every move she makes. Anything she has in her mind, I turn into music.”
There is a definite line between stardom and superstardom, and for several years, Karol G inched ever closer to the latter, yet didn’t quite reach it. She played clubs, festivals, shows throughout Latin America, anything to be seen, but never had a proper routed headlining tour. Still, her second album, 2019’s Ocean, debuted at No. 2 on Top Latin Albums, and she became the top Latin female artist on Billboard’s year-end charts, a spot she has maintained ever since. She also toured the United States for the first time as a guest on Gloria Trevi’s 21-date Diosa de la Noche trek.
In 2021, she got her first Top Latin Albums No. 1 with her intensely personal KG0516 and launched her first headlining tour, playing theaters. The Bichota Tour — named after the single but by now synonymous with Karol herself — grossed $15.4 million, sold 214,000 tickets and opened Karol’s eyes to possibilities she hadn’t seriously considered. A major catalyst was the icy blue wigs — matching Karol’s hair color on the album cover and her cold, vulnerable state of mind — that fans took to wearing to the shows, an unprecedented display of fandom for a Latin artist.
“I think it was the way each person connected more closely with me,” Karol reflects. “It wasn’t just the blue wigs. I noticed [later] so many people changing their hair color in step with me. I thought it was extraordinary how a hair color can define a moment in your life.”
More importantly, “I realized that, thank God, this Karol G thing was a family and not a moment. I felt these people were there with me and would always be there, no matter what,” she says earnestly. Reading social media comments guided her. Fans who had seen her years before in a club now wanted to see her in a theater. “I began to understand there was a connection. When someone came and said, ‘I think you’re ready to do arenas,’ I thought, ‘Why not? If 3,000 people saw me in a theater, it means there are 12,000 more people who didn’t see me. Let’s go sell arenas.’ ”
Paumé Los Angeles bodysuit, Jimmy Choo shoes.
Vijat Mohindra
The ensuing $trip Love arena tour in 2022 grossed $72.2 million and sold 424,000 tickets. Which again made Karol and her team consider bigger venues — in this case, stadiums.
“It’s sort of mind-boggling to sit here in early November 2023 and think that in November 2021 she was starting her first headline tour of North America ever,” says UTA partner Jbeau Lewis, booking agent for Karol and Bad Bunny, among others. “The fact that she headlined predominantly theaters in 2021, then arenas in 2022, then jumped to stadiums in 2023 is unprecedented for any genre. I think it’s easy to talk about Karol as a leader in Latin music, but based on the success she has had, especially in this year, she should be spoken about in the same breath as Taylor or Beyoncé.”
A year ago, Karol and her team weren’t even contemplating a stadium tour. The plan was to finish the arena tour in 2022, release Mañana Será Bonito in February 2023 and take a break — as much for herself as for her fans, who had seen her tour two years in a row — save for three Puerto Rico stadium shows in early March.
Then, Mañana Será Bonito exploded. When Karol played the first of the three Puerto Rico dates, she included a handful of the album’s songs, accompanied by her guitarist. Fans clamored for more, and by the third date, she was performing the entire album — and fans were singing along to every word.
“At that point, I realized I had to be very, very aware of what was happening with this music,” she says. After playing three stadium dates where fans knew all her brand-new material, she felt the moment was ripe for her to hit the road again.
A Karol G concert is a bit of a spiritual experience, one that unites multiple generations of Latin women under a single roof. Grandmothers and children cry in unison; professional women let their hair down and wear different-colored wigs. And in a twist, men know the songs, too.
“The most beautiful thing about my shows is people arrive with the intention to heal,” Karol says. “Their intentions are so beautiful that when I go onstage and all that energy is directed toward me, I feel like a battery that’s recharging and filling up, and sometimes I cry a lot in my shows. I try not to, but my heart feels like it’s going to burst.”
Replika Vintage bra, BIG HORN eyewear, Paumé Los Angeles bracelets and earrings.
Vijat Mohindra
After her arena tour, Karol had been able to summon the same energy for her Puerto Rico stadium shows. Now the challenge was to extend that into a full stadium tour.
“The first step was sitting down and making the decision to do stadiums. This was the subject of a lot of discussion with my team. Someone said, ‘You’re going to play stadiums? Beyoncé plays stadiums. Taylor Swift plays stadiums. Are you ready for that?’ I said, ‘No, I’m not ready. But I will be.’ ”
Her team crunched numbers and came up with six safe markets. Those six dates quickly became nine when New York, Los Angeles and Miami sold out and second dates had to be added. From there, the tour mushroomed to 16 dates in 13 cities.
Less than the team being resistant to the tour, Lewis says, “It just wasn’t the plan. Generally speaking, when you go out and tour in stadiums, you need 18 months to a year to execute. We made the decision in March to go out on tour in August, with a very short runway. But all of the signals were there. There was such demand. Rolling immediately into second nights in Los Angeles, Miami and New York was incredible, and that gave the team confidence to say, ‘Let’s add more cities to this tour.’ Then doing things like her headlining Lollapalooza and coming back six weeks later in Chicago and selling 52,000 tickets in Soldier Field, that’s really unprecedented.”
For Karol, the crash course of preparing to play stadiums came with intense pressure: Not only would she be performing for crowds of 50,000 or more, she would be doing it during the same summer as the Renaissance and Eras tours. “Karol G couldn’t be the one who looked like she had no business doing it,” she says.
“It was an enormous personal challenge, from how I looked, to how I thought, to how I put it together,” she continues. “I didn’t feel I was ready until I saw the videos from the first two dates. I always judge myself horribly, and nothing is exactly how I want it. But in this tour, as a woman, I played the videos and said, ‘Wow, I love what I see.’ ”
Incorporating new music presented its own challenge. Soon after announcing the tour, Karol released Mañana Será Bonito: Bichota Season, a companion set that highlighted a completely different side of her: tougher, sexier, more experimental. To explain it, she wrote a book about the two versions of herself represented in the two albums and handed it to her tour designer. “I said, ‘This is my story. This is Carolina’s book, and I want her to be a siren.’ And they found the way to put it all into the show.”
While top Latin touring acts have long played stadium dates in Latin America, the notion of a conceptual tour is still relatively rare, and in the United States, only a few Latin artists have done multicity stadium tours. Karol benefited from the expertise of her team, including Assad and Lewis, which had already put together Bad Bunny’s two stadium tours, as well as the rock-solid family foundation that’s an intrinsic part of her business structure. In addition to Acosta, who handles her day-to-day at Habibi, since at least 2019, her sister, Jessica Giraldo, has also functioned as a “360,” overseeing all aspects of Karol’s career, including the growing Bichota Records and its staff; her Medellín office, Girl Power, which runs her merchandise business, among other projects; and her philanthropic Con Cora (“With Heart”) Foundation.
“Strategically, we have a great structure, and there are many, many people focused on massifying Karol’s vision,” says Giraldo, an attorney. “The big change Noah brought when he came on was globalizing the project. He opened the door to big mainstream festivals and big deals, for example. Raymond is his right hand in this project. And I’m the connection between the artist and everything else. I know Karol perfectly well; she’s my sister. But on the professional side, I’ve learned to understand her vision and execute it.”
Balenciaga jacket, Intimissimi underwear, Replika Vintage shoes.
Vijat Mohindra
While families and musical careers don’t always mesh, Karol’s has been an organic part of her structure from the very outset of her journey. Her father, a musician, fostered Karol’s ambitions, managed her until she signed with Universal and was the only person to join her onstage when she won the Latin Grammy for best new artist in 2018. Today, he isn’t part of her actual business, but he is part of her personal support network and, along with her mother, a constant presence at her shows and milestone moments, including this year’s Latin Grammys and Billboard Latin Music Awards, where he sat by her side.
“My family is everything to me,” Karol says. “[Fame] conditions real friendships and real relationships. Having my family — the most real and pure thing — around me makes me feel I’m not living in an ephemeral world where everything is transitory. Having them around me is also my way of thanking them for everything they did for me.”
That backbone will be essential come February, when Karol kicks off her 20-date Latin American stadium tour before an expected European run — all told, a seven-month trek, her longest time on the road yet. As ever, while on tour, she’ll link up with Ovy on the Drums and other writers for sessions to maintain a constant output of singles.
But at this point in her life, she’s ready to handle it all.
“If you ask me what I’m most proud of in the past year, it’s the independence we accomplished,” Assad says. “But I’m very proud of how hard she worked during the pandemic, going from the pandemic to theaters to arenas to stadiums. That all happened from 2020 to 2023, and that’s just amazing.”
Beyond music, Karol will make her acting debut on the Netflix scripted drama series Griselda alongside Sofía Vergara in January. And her Con Cora Foundation for women, launched this year, already has ongoing projects in sports, education and rehabilitation, including a program with the Houston Space Center to send Colombian teens to visit NASA.
“I’m bummed this era will end because definitely it’s the time I reaped what I sowed,” Karol says. “All these years working for something, and finally, that something is working for me. All these things I thought could happen, I trusted they would, and they did.”
When asked what comes next, Karol hesitates for a moment, as if wanting even more would seem too greedy for someone who already has so much.
“I’d love for my music to be heard everywhere, and, truthfully, I’d like my name to be heard all over the world,” she finally says. “Last year, we went to Santorini [Greece], to Kenya, to Dubai [United Arab Emirates], on holiday. And when people asked us where we were from and I said, ‘Colombia,’ the reaction always was, “Oh, Shakira, Shakira.’ ”
And then, in typical, demonstrative Karol G fashion, she holds up her arm to me. “See? I get goose bumps just thinking about it because that must be the ultimate. To have everyone in the world know your name.”
This story will appear in the Dec. 9, 2023, issue of Billboard.
After Morgan Wallen wraps his sold-out Nov. 10 concert at Atlanta’s Truist Park with a crowd singalong to his 2019 No. 1 “Whiskey Glasses,” he enthusiastically roams the edge of the stage, crouching down, eager to get close to his ardent fans. As they thrust albums, cowboy boots and cardboard signs into his hands, the 40,000-seat stadium suddenly starts to feel more like a 200-capacity club.
Wallen has come prepared. He pulls out the appropriate black or silver Sharpie from his jeans pocket and yanks off the cap with his teeth, then autographs each item and poses for selfies. Even once the stadium lights have switched on and people have started to head toward the exits, Wallen is still hanging out. Finally, he starts to jog off, but then stops, turns around and runs back to autograph one more sign — the one that reads “You’re our entertainer of the year” — before leaving the stage for good.
The sign is a nod to Wallen’s prowess as an energetic, engaging performer — his Atlanta audience had no clue he was on antibiotics and was so concerned about a possible return of his spring vocal cord issues that he didn’t talk to anyone for hours before the 90-minute show, including postponing this interview. But it was also a reminder that, although he had lost entertainer of the year 48 hours earlier at the Country Music Association (CMA) Awards — and weathered a potentially career-ending scandal in 2021 — he remains tops with his millions of fans.
When time allows, the post-show autograph session is a nightly ritual. “I like looking them in the eyes,” a recovered Wallen says 10 days later over Zoom in his first major interview in two years. He’s dressed head to toe in gray camo, on his “lunch break” from hunting deer on the 1,700-acre farm outside Nashville he bought earlier this year with his booking agent and good friend, Austin Neal. He has scrubbed off his camo face paint: “I didn’t want to look like an idiot in front of you,” he says with a good-natured grin.
“There’s usually a few people every night where I’m just like, ‘God, that is like the happiest person in the world right now,’ and I always pick those,” he says. “I’m almost tearing up thinking about it. It’s just like, man, I mean a lot to this person, I can tell. I try to tell them, ‘Hey, I saw you up there. I saw you tonight.’ ”
Those fans helped make Wallen, 30, the biggest winner at this year’s Billboard Music Awards, which are based on year-end performance metrics on the Billboard charts. The Big Loud/Republic artist won 11 trophies, including top male artist, top Hot 100 artist and top country artist, as well as top Hot 100 song for “Last Night” and top Billboard 200 album for One Thing at a Time — the first time a male artist has captured the latter two in the same year since Usher in 2004. He dominates the country year-end charts, claiming the No. 1 spot on 12 of the genre’s 28 lists, including Hot Country Songs, where “Last Night” succeeds 2022’s year-end chart-topper, Wallen’s “Wasted on You.”
Wallen’s groundbreaking accomplishments transcend country, too. When “Last Night” hit No. 1 on the Billboard Hot 100 in March, it became the first song by a solo male country artist to top the chart since Eddie Rabbitt’s “I Love a Rainy Night” in 1981. Once it reached the summit, “Last Night” spent 16 nonconsecutive weeks there, the most ever for a noncollaboration. (Wallen nixed the idea of releasing remixes to potentially propel the song past the 19-week record held by Lil Nas X’s “Old Town Road” featuring Billy Ray Cyrus, says Big Loud partner/CEO Seth England, who heads Wallen’s label and co-manages him with K21’s Kathleen Flaherty. “Morgan loves the original version, and he had made it that far on his own music and accord,” he says.)
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When One Thing at a Time debuted at No. 1 in March, its predecessor, 2021’s Dangerous: The Double Album, logged its 110th nonconsecutive week in the Billboard 200’s top 10, second only to the Sound of Music soundtrack and the most by a solo artist since the chart began publishing weekly in 1956. One Thing at a Time has spent 16 nonconsecutive weeks at No. 1 on the Billboard 200, the most for any album since Adele’s 21 in 2011-12. And, after debuting at No. 1, the album logged the next 31 weeks in the top five.
As country music experiences its biggest surge in popularity since the Garth Brooks era three decades ago, Wallen (alongside Luke Combs) is the tip of the spear for the genre’s new generation, which includes Zach Bryan, Lainey Wilson, Jelly Roll, Bailey Zimmerman and Wallen’s frequent writing partner and close friend, HARDY. He has shifted country’s streaming calculus by releasing albums that contain more than 30 tracks and racking up tremendous consumption tallies: One Thing at a Time’s songs earned 498.3 million on-demand streams in its first week, the most ever for a country album, according to Luminate. Through the third quarter of 2023, country music’s on-demand audio and video streaming grew by 24% year over year — and Wallen accounted for 31% of that growth. Of all country music on-demand streams through the same period, 10% belonged to Wallen. For the first time since the 2013 launch of the year-end Streaming Songs Artists chart, a country act (Wallen) leads the list, and a country song (“Last Night”) is No. 1 on the year-end Streaming Songs chart.
He’s catching the eye of legendary country artists, who now study his methods. “This is a new generation that is streaming, which is something new to Dolly,” says Dolly Parton’s manager, Danny Nozell. “What Morgan is doing, I want to take and see how I can apply that to Dolly.” (To wit: Parton released the longest album of her career, the 30-track Rockstar, in November.)
Similarly, Luke Bryan, who calls his good friend Wallen a “world-class songwriter, singer and performer,” was also impressed by Wallen’s new-school methods. “His ability to relate to fans by way of introducing new songs by performing them on socials was truly a brilliant way to build his career,” he says.
“When I started doing this, I had no intentions or expectations of becoming that guy,” Wallen says of being the de facto leader of this new country movement. “But yeah, I’m definitely proud of it. Especially when people say to me that they never liked country music before and now it’s [their] favorite.”
Rye 51 shirt, PAIGE jeans, Tecovas boots.
Daniel Chaney
As massive as Wallen’s following is, in early 2021 and for quite some time afterward, it looked like he could lose it all after a neighbor gave TMZ video footage of him using a racial slur. But Wallen’s fans never abandoned him — in fact, they rallied around him.
Their fervor was, in some ways, a testament to how, in a sea of male country artists who often seem interchangeable, Wallen has always stood out — not only for his instantly recognizable raspy twang, but for the intimate tone of his songs, many of which he co-writes.
“There’s a level of conversation Morgan brings to a song that makes him such a strong writer; you immediately feel invested in the story,” says Miranda Lambert, who co-wrote One Thing at a Time’s “Thought You Should Know” with Wallen and Nicolle Galyon. In February, the song became his eighth No. 1 on the Country Airplay chart; he has already scored two more.
While he leans toward tried-and-true tropes — the cry-in-my-beer midtempo ballad, the playfully cocky you’re-going-to-wish-you-never-left-me tune — he often injects them with a vulnerability that’s the antithesis of last decade’s bro-country movement. And by infusing many of his traditional country melodies with rap cadences and beats and alt-rock guitars, Wallen has expanded his audience far beyond country’s typical listenership.
“I obviously have brought some of my own flavor into the space and everybody doesn’t necessarily like that, and I don’t care because I love it,” says Wallen, whose favorites range from indie-rockers The War on Drugs to country rebel Eric Church to rappers like Moneybagg Yo and the late Young Dolph. “I love being able to incorporate all the types of music that I like. If I had to sing one kind of song for two hours, I’d lose my mind.”
The first stadium show Wallen played was on May 31, 2018, as one of three supporting acts for Bryan at Toronto’s Rogers Centre. It was also the first stadium show he had ever attended. Bryan had heard Wallen’s 2017 hit “Up Down” and felt “it spoke to just the right audience, and I knew then I wanted Morgan on tour with me.”
“I remember going out there and it was like, ‘Gawwwwd!’ It just felt so massive,” Wallen says. Five years later, stadium stages feel like home. “We played in Austin [five days ago] in an arena. There were 12-13,000 people there, and it felt tiny,” he says. “Then we played the stadium in Houston [two days later], and it was like back to normal again.” He laughs as he catches himself, knowing there’s nothing normal about his life these days: “What? That’s not normal.”
Growing up in Sneedville in East Tennessee (2021 population: 1,315) and then outside of Knoxville, Tenn., where his family moved when he was in middle school, Wallen, the son of a public school teacher and a minister (his father is now a semitruck driver), had no money for luxuries like concerts. Any extra cash went to support his baseball career: He was a star pitcher and shortstop in high school before an arm injury his senior year took him off the diamond for good.
“When baseball ended, that was really tough because that’s all he was thinking about,” England says. “I think he probably transformed that into a new drive and [thought], ‘I’m going to have to really work hard at something else.’ ”
Now he’s filling the ballparks he dreamed of playing in as a kid. This year, the One Night at a Time tour played three nights at the Boston Red Sox’s Fenway Park and had double plays at venues including San Diego’s Petco Park and Atlanta’s Truist Park, the respective homes of baseball’s Padres and Braves. Through Nov. 18, the tour had grossed $300.4 million and sold 1.5 million tickets, making it the highest-grossing country tour ever reported to Billboard Boxscore.
“The charisma has always been there, but now [the show] is so tight,” says Neal, head of The Neal Agency and Wallen’s booking agent since 2017. (Neal launched his company in early 2022 following his departure from WME, several months after Wallen left the agency.) Wallen used to talk and fidget much more onstage. “We used to say he’d go on a soliloquy, but now he’s so dialed in. Plus, he can’t talk that much because he’s got so many songs that he’s got to play.”
LTIFONE sweater, Mister Freedom jacket, Nudie jeans.
Daniel Chaney
Still, in April, Wallen’s vocal load caught up with him. Minutes before he was to go onstage for a second sold-out night at Vaught-Hemingway Stadium in Oxford, Miss., 45,000 fans learned he had lost his voice and couldn’t perform. After powering through a few more shows several days later, a visibly upset Wallen told his more than 6 million Instagram followers that doctors had ordered him to go on vocal rest for six weeks, resulting in the postponement of multiple shows.
Though Wallen says he isn’t “the type of person that really worries a lot,” the experience scared him, especially after some doctors told him his voice might be permanently altered. He was spooked “100%” by what happened in Oxford, England says. “During that stretch, he was having real trouble with his voice. It was rough.” But unlike in Oxford, when Wallen started having vocal issues the week of his Atlanta shows, he had doctors at Vanderbilt and his vocal coach — who taught him methods to make singing more sustainable and joined him in Atlanta — at his disposal.
The support system that has sprung up around him is a far cry from 2014, when Wallen was working as a landscaper in Knoxville and competed on The Voice. Back then, he could certainly move more freely, without the bodyguards he requires now.
“Everything has gotten so, so huge,” he says. “I don’t really go to the grocery store. I have to go through back doors to go to the doctor and all that kind of stuff. I still try to hold on to as much [normalcy] as possible. I like driving, so I try to drive as much as I can by myself.” Adjusting to fame has been tough at times for Wallen, and he’s not sure that he has. When old friends don’t invite him to events, it sometimes bothers him, even though he knows the disturbance his presence can cause. And he has found a second use for the camo gear. After hunting, he sometimes leaves on his cap, camo top and a little face paint, just enough so that he can “sneak around, just wherever I can go, maybe a Mexican restaurant.” Otherwise, he says, “I play my shows, I hang out with my son, [Indie, 3], and I hide pretty much. And I’m OK with that. I’m happy as hell with that.”
HARDY, who has toured with Wallen off and on since 2018, speaks more bluntly about the limitations fame has placed on his friend. “In the last couple of years, he handles himself so much differently out on the road. He protects himself from situations that might get him in hot water,” he says. “He doesn’t go out to bars. If there’s a good time to be had, we have it backstage where we’re safe and where f–king people aren’t videoing and trying to get a rise out of somebody. We will still have the same amount of fun, but we do it in an environment [without] the public eye on us anymore. It sucks that you can’t really do it that other way, but you just can’t when you get Morgan Wallen famous.”
If Morgan Wallen wasn’t already aware of how famous he was, he found out Feb. 2, 2021, when TMZ published that video of a drunk Wallen (on “hour 72 of a 72-hour bender,” he later said) casually using a racial slur as he told a friend to get another friend home safely. TMZ’s post included an apology from Wallen, but the reaction was swift and severe. Radio playlists pulled his music, his booking agency dropped him, awards shows deemed him ineligible, and his own label suspended him.
It wasn’t the first time Wallen’s behavior had raised flags. He was arrested for public intoxication and disorderly conduct in May 2020 after a disruption at Kid Rock’s Nashville bar, and five months later, Saturday Night Live revoked its invitation to perform after he violated the show’s COVID-19 safety protocols. (The show had him on two months later.) But Wallen says that the experience in 2021 truly showed him “just how much that people listen to me. I don’t think I realized that, at least not at that grand of a scale at the time,” he says, carefully weighing his words. “I [learned] how much my words matter.”
Now, nearly three years later, Wallen says, “That person is definitely not the same person I am now.” He doesn’t diminish the hurt his words caused or question the actions the industry took, but he admits to feeling anger that so few gave him the benefit of the doubt and rushed to brand him a full-blown racist.
“There’s no excuse. I’ve never made an excuse. I never will make an excuse,” Wallen says of using the slur. “I’ve talked to a lot of people, heard stories [about] things that I would have never thought about because I wasn’t the one going through it. And I think, for me, in my heart I was never that guy that people were portraying me to be, so there was a little bit of like, ‘Damn, I’m kind of actually mad about this a little bit because I know I shouldn’t have said this, but I’m really not that guy.’ I put myself in just such a sh-t spot, you know? Like, ‘You really messed up here, guy.’ If I was that guy, then I wouldn’t have cared. I wouldn’t have apologized. I wouldn’t have done any of that if I really was that guy that people were saying about me.”
“Any of that” included meeting with several Black leaders, including 300 Elektra Entertainment chairman/CEO Kevin Liles, Universal Music Group executive vp/chief people and inclusion officer Eric Hutcherson and Grammy-winning gospel artist Bebe Winans, as well as with the Black Music Action Coalition (BMAC) and other groups in an effort to educate himself; his process “to learn and try to be better” continues, he says.
“I think that moment was a cloud with a silver lining because I think it showed him he has a platform that can do good,” HARDY says. “He realized, ‘I’ve got to get my sh-t together.’ ”
One such platform is the Morgan Wallen Foundation (formerly the More Than My Hometown Foundation). By February 2022, Wallen and Big Loud (on behalf of Wallen from his royalties) had donated $500,000 to organizations including The National Museum of African American Music, Rock Against Racism and the BMAC. Three dollars from every concert ticket Wallen sells goes to the foundation, which primarily helps underserved communities through supporting music and sports youth programs, and has donated over $1 million in 2023, including $100,000 to the Atlanta Braves Foundation and $500,000 to Habitat for Humanity of Greater Nashville to help revitalize a baseball and softball complex.
Despite this philanthropic push, don’t expect Wallen to use his sizable platform to speak out on social or political issues. When asked if he plans to endorse a presidential candidate in 2024, he swiftly answers, “No,” before continuing: “That’s not where my head’s at. I’m not an expert. I just don’t know enough to try to guide people. I know what I know, and that’s music.”
Stitched custom shirt, jacket and pants; Tecovas boots.
Daniel Chaney
Following the incident, Wallen says he did a 30-day stint in rehab in San Diego, and he has since drastically changed his drinking habits on the road. “That used to be my warmup — to get half lit: ‘I’m going out there, and we’re going to go have fun.’ Now, that is not the way I approach it,” he says.
Part of the change is just plain logical: playing massive stadium stages, “there’s a lot more ways you can fall than there is on a little one,” he says with a laugh. But his lifestyle changes (and the boost in his confidence level that has resulted) have also completely altered how he approaches performing. “I used to be scared to even think about what it would be like to play a show without drinking: ‘That sounds terrible. Why would I ever do that?’ And now I’m almost scared to wonder what it’d be like if I was drunk.” As far as drinking off tour, “I’m still figuring out my personal life,” he says. “I probably always will be.”
Despite the work he has done to make amends, there are still inroads to be made. While his fans fervently stood by him — sales of Dangerous soared 102% the week after the incident, and he headlined a 55-date arena and amphitheater tour in 2022 — not everyone was ready to move on.
Since the scandal, Wallen’s name is seldom heard when nominations or winners are announced at peer-voted awards shows. In November, he didn’t receive any Grammy nominations (though “Last Night,” which he didn’t write, is up for best country song), and Wallen, who won best new artist at the 2020 CMA Awards, went 0-3 at the CMAs this year. (Dangerous did win album of the year at the 2022 Academy of Country Music Awards.)
England acknowledges that “some people have no intention of forgiveness, but that’s also OK. Morgan realized that he has just got to control what he can control. He’s certainly not getting shut out in these awards because he’s a bad musician.”
Wallen shrugs off the snubs. The CMA losses “bothered me for like five minutes,” he admits. “And then I’m like, ‘Why am I mad? I’m about to go play for 80,000 people in Atlanta.’ ”
Daniel Chaney
And there are other recent victories to celebrate, like sharing the BMI Country Awards’ songwriter of the year honors with Combs on Nov. 7 — meaningful recognition for Wallen, who says he has heard criticism that he doesn’t write enough songs on his albums or relies too much on his co-writers. He has nothing but praise for the writers who contribute to his records but admits with a wry chuckle that the BMI Award was “validating … It’s kind of like maybe I do know a little bit about what I’m doing.”
Wallen has released collaborations with top country names including Eric Church, Chris Stapleton and Florida Georgia Line, as well as with Diplo and rapper Lil Durk. (Their “Broadway Girls” reached No. 1 on Billboard’s Hot R&B/Hip-Hop Songs chart in 2022.) But he’s well aware that he hasn’t yet released a game-changing co-ed duet like Jason Aldean and Carrie Underwood’s “If I Didn’t Love You” or HARDY’s murder ballad “wait in the truck” with Lainey Wilson. However, he quickly adds, it’s not for lack of trying.
“I’ve reached out to a couple of people, and they’ve turned me down,” he says, declining to name names. “I just really want certain people, and I haven’t gotten the chance to do it yet. I’m going to keep trying to write songs for it or write with them.”
England says the timing hasn’t worked out, adding that Wallen sent a song for his next album to a noncountry artist as a possibility. “The answer was bittersweet,” he says. “It was, ‘Holy sh-t, this sounds like a global No. 1 record, but I just can’t do it right now.’ ”
Wallen says he “would love” to write with more women, but admits he frequently returns to his very successful “little squad” of collaborators “because I’ve just been slammed, and when I’m not on the road, I’m spending time with my son or hunting. I haven’t really wanted to branch out much just because I needed to keep myself sane.”
One new collaborator eager to work with Wallen: Post Malone. The artist, who is recording a country album, wrote with Wallen, ERNEST and Charlie Handsome, among others, when he was in town to perform with Wallen and HARDY at the CMA Awards. But Wallen confesses that Post Malone’s studio hours were hard for him. “[He] likes to write really, really late at night — and I can’t do that three nights in a row. I can do that one night,” he says with a laugh. “I can start about 5 p.m., but starting at 10 p.m. — that’s rough.”
A little while ago, when HARDY was at Wallen’s house, they headed out to his workshop. “Indie was in the bed. Morgan’s out here looking for an outlet to plug in a baby monitor. I was just like, ‘Man, that’s something I didn’t think I would see five years ago,’ ” HARDY says.
In Atlanta, the tow-headed Indie giggled in delight as he ran through the empty stadium concourse before showtime, pushing a toy dump truck and exuberantly honking the horn on a full-size forklift. “Anything about a vehicle or any part of it, that’s all he cares about,” Wallen later says, grinning broadly.
Wallen and Indie’s mother split before he was born and share joint custody. But Wallen says fatherhood happened for him at the right time. “It gives me something to focus on that’s not just all about myself because for a while, I had to be super selfish. I had to mostly focus on myself or [my career] wouldn’t work,” he says. But now, “it’s nice to really think about someone other than yourself and about what you’re passing down. He’s my favorite thing about life.”
And Wallen’s friends say fatherhood changed him. “Having a son really grew him up fast,” Neal says.
Becoming a dad made him look at life differently, Wallen says, including sparking an interest in expanding into businesses outside of music. In addition to buying real estate, he’s working with Plus Capital to find the right investments, including his recent affiliation as investor and brand ambassador with upstart Ryl Tea, which aligned with his desire to partner with health and wellness brands. “I like having a bunch of different things for me to focus on. [Otherwise], I’ll get bored,” he says. “I have a lot of opportunities, so I’ve been trying to take them.” Will one of those opportunities be, as is a rite of passage of sorts for so many country stars, opening a bar in Nashville? England says only: “It has been discussed. Stay tuned.”
But first, Wallen will spend much of 2024 carrying on with the One Night at a Time tour. In addition to continuing to make up this spring’s postponed dates and a headlining show at the Stagecoach festival, Wallen has added 10 more markets, many with multiple nights at stadiums, including three at Nashville’s Nissan Stadium.
Also potentially ahead: a full-blown international tour, perhaps in 2025. After starting 2023’s tour in Australia, Wallen ended the year with a Dec. 3 show at London’s O2 Arena that sold out in one hour. It was his first time in Europe, and Neal is exploring the best way to proceed globally. Wallen is up for the challenge: “I think it would be fun to go try to win people over again,” he says.
Next year, he’ll also return to the studio. Though more singles are coming from One Thing at a Time, Wallen is already writing and reviewing outside songs for his fourth album. Handsome, who co-produces Wallen’s music with Joey Moi, predicts the next one will be his biggest yet. “I’m expecting to see more songs that can go No. 1 at pop radio because I think people have seen that a country singer with a very Southern voice by himself without a feature can still have a No. 1 Billboard hit,” Handsome says. “Morgan’s leading the way for what country music is now and what it’s becoming.”
When England compares Wallen to another artist, it’s not a fellow young country superstar or a legend of the past, but another especially prolific and versatile performer affiliated with Republic: Drake. “Drake can do a hardcore R&B song, a trap rap song or a Caribbean-tinged beat global pop song,” England says. “I think Morgan is that in our genre. His voice is always going to be country even if he’s singing pop melodies, and the verses are likely to have some country imagery. But when it’s time to sing the big runs and melodies, the guy can do it. Even though he’s got a lot of older fans, he’s certainly got the young kids just wrapped around the sound right now. I don’t think that’s just a short-term thing. I think the guy’s got the ability to do that for decades to come.”
This story will appear in the Dec. 9, 2023, issue of Billboard.
The scene at the Chipotle on Ventura Boulevard in the San Fernando Valley at first looked much like any other Friday evening. Six good-looking guys in their early 20s sat around a table eating burritos, laughing and ribbing one another. They had landed at LAX that morning after a 16-hour flight, but despite their jet lag, the vibe was lively.
Then an emergency alert lit up one of their cellphones. Seconds later, a warning buzzed on another device. And then another, and another, and another, and yet one more. It was Oct. 6 — already Oct. 7 on the other side of the world in Israel — and the moment things got very real for as1one, the first-ever boy band comprising Israeli and Palestinian musicians.
The guys had arrived in Los Angeles from Tel Aviv, Israel, to lay down tracks for their forthcoming debut album — a trek made following months of visa coordination and more than a year since the group officially formed, after first being conceived in the United States years prior. The team behind as1one, led by longtime music executives Ken Levitan and James Diener, envisioned a Middle Eastern version of BTS, and in the effort to create it, Israeli and Palestinian casting directors had held auditions in major cities and tiny villages throughout Israel in 2021. (Auditions could not be held in the West Bank or Gaza due to logistical challenges.) A thousand young men auditioned; the six who were glued to their phones at the Sherman Oaks Chipotle had made it in.
There’s Sadik Dogosh, a 20-year-old Palestinian Bedouin Muslim from Rahat, Israel, with a piercing gaze and an acting background. Neta Rozenblat, a Jewish Israeli who’s 22 but looks younger, grew up in Tel Aviv, where he studied computer science before getting into singing, which led to a 2021 performance on the Israeli version of The X Factor. Hailing from Haifa, Palestinian Christian Aseel Farah, 22, is the group’s rapper and its self-proclaimed introvert. Twenty-three-year-old Jewish Israeli Nadav Philips grew up near Tel Aviv, idolizes Mariah Carey and used to perform as a wedding singer. Niv Lin, 22, is a Jewish Israeli from a desert town in southern Israel and played professional basketball before shifting to singing. (He also performed on The X Factor.) And Ohad Attia, also 22 and a Jewish Israeli, grew up in Tel Aviv singing and playing the guitar, a skill he flexes beautifully in the group.
On the surface, the six young men check all the usual boy group boxes: They strike the requisite balance between dreamy and adorable and sing ballads and bangers with heart-melting harmonies about girls, love and “dancing like the whole world is watching,” as one of their songs proclaims. But while each knew they were signing up for a boundary-pushing endeavor simply by joining a group composed of Palestinians and Israelis, they couldn’t have predicted that their message of unity would be so intensely tested before they had even released any music.
When the guys went to sleep at their L.A. rental house on the night of Oct. 6, they weren’t yet sure what to make of the alerts. They had all grown up accustomed to intermittent rocket warnings that often passed without incident. But by morning, it was clear what was happening back at home had little precedent: Hamas operatives had killed about 1,200 people throughout southern Israel in coordinated attacks on villages, kibbutzes and at a music festival. (“Niv lives not far from where that rave was, so he undoubtedly would have been there,” Diener says, adding that the woman Lin had just started dating, along with other friends, was killed in the attack.) Their scheduled sightseeing tour of L.A. was canceled. Instead, the guys spent the day frantically calling and texting with friends and family back home.
As news of the Oct. 7 attacks spread, as1one was given the option to fly back to Israel as soon as possible. But after talking among themselves, they decided to stay. “In the beginning, we really felt bad that we couldn’t do anything, that we couldn’t help our families and friends in Israel,” Attia says. “But then when you think about it, you really realize we’re on a mission and that we can be helpful. We can show the world.”
Ohad Attia
Austin Hargrave
The next day, as1one went to its scheduled studio session and met with songwriter-producers Jenna Andrews and Stephen Kirk, who together have credits on mega-hits like BTS’ “Butter” and “Permission To Dance.” Andrews and Kirk had already joined as1one for writing sessions in Israel, and that familiarity helped the duo channel the group’s intense emotions into music as the horrific news from Israel continued.
“The toughest moments were during the sessions,” Rozenblat says. “I was told about two friends that were killed, Niv was told about friends of his that were killed — a lot of us found out about really awful stuff during that session, not to mention that now there’s a whole war going on.”
But by the end of the session, they had a new song. Two-and-a-half weeks later, in a sun-drenched conference room in Century City, they play it for me through a beat-up Bluetooth speaker.
“What if we just stopped the world/Hold the phone/Faced the hurt/Take me home/We’re not built for this/We’re built for more/Forget the score/Show me what it’s like when we stop the world,” the sextet sings over a pulsing beat. It’s the kind of anthem that’s vocally reminiscent of the Backstreet Boys’ heyday and thematically evocative of — depending on how you’re listening — either a tumultuous romance or the Israeli-Palestinian conflict.
“How crazy is it to get hugs from Palestinian friends when my Israeli friends died?” Lin says. “That’s our story.”
Sadik Dogosh
Austin Hargrave
As1one wasn’t necessarily intended to function as a singing six-man answer to the Israeli-Palestinian conflict.
Seeing how K-pop and Latin music became global forces over the past few years, Levitan and Diener wanted to form a group from outside the Western world that they could build into a superstar act. They had experience with this caliber of artist: Levitan helped develop Kings of Leon, managed Bon Jovi and, as co-founder and president of Nashville-based Vector Management, has worked with Kesha, The B-52s, The Fray and more. Diener launched A&M Octone Records, where he developed acts including Maroon 5, and after the label sold its 50% share to Interscope Geffen A&M, he co-founded the music publishing and management firm Freesolo Entertainment.
Together they looked to Israel, a place, Diener says, where “we felt that what they have to say musically hadn’t really been given a shot on the world stage.” The pair weren’t seeking to create a group made up of Israelis and Palestinians — only to, as Levitan says, “leave no stone unturned” in their search for the country’s very best talent. They began traveling to Israel in late 2021, first to find the Israeli and Palestinian casting directors and consultants who could get them access to local music schools, conservatories and recording studios where they would scout talent. (They’ve been back to the country every two months since the first trip.) Ami Nir, an A&R executive at Universal Music Group in Israel, became their partner in the project and was crucial in creating connections.
Aseel Farah
Austin Hargrave
Even before meeting any prospective singers, the pair — who refer to themselves as the group’s founders and producers — encountered plenty of challenges: raising investment money, working in a foreign market (and during a global pandemic) and, above all, the historic tensions between Israelis and Palestinians. During one meeting, a potential Palestinian talent scout was so opposed to the idea of a mixed band that she flicked her cigarette ashes at Levitan and Diener.
“We were really working from negative one, not even at zero,” Levitan says of the meeting. “She was very pessimistic.” But as the two explained their history in the business and their vision for the group, the scout uncrossed her arms and listened — and, shortly thereafter, joined the team. Such unlikely changes of heart happened again and again at meetings throughout the country. “I think people felt our sincerity,” Diener says. “They didn’t feel like this was in any way a gimmick or a pretext.”
As Diener explains, assembling a group from this part of the world inherently meant being “confronted by the question of, ‘Are you willing to put together a group that may be mixed?’ ” He and Levitan agreed that they were — but that it would require choosing “the right guys who could handle and appreciate that mix of talent within the band,” Diener says.
As they narrowed down the talent pool during auditions, Levitan and Diener met with families of potential members, selling parents, siblings and extended relatives on the idea, often through translators, and many times while sitting around the family’s kitchen table after a meal.
Nadav Philips
Austin Hargrave
By this point, they had also enlisted a documentary crew to film the process; cameras were put in place after people close to Levitan and Diener suggested what they were doing “might just be historic,” Diener recalls. Ultimately, the local Israeli team was replaced with a crew from Paramount+, which has since shot hundreds of hours of footage for a forthcoming five-episode docuseries produced by James Carroll (Waco: American Apocalypse, Night Stalker: The Hunt for a Serial Killer). “It’s in no way a reality series,” Levitan says. “This is something much more thoughtful and cinematic.”
The cameras were rolling during the final phase of the audition process: a May 2022 boy band boot camp in Neve Shalom, an Israeli village founded in 1969 by Israeli Jews and Arabs to demonstrate that the two groups could live together in peace. Here, the guys played instruments, posed for photo shoots, showed off their dexterity with social media and sang together. “You’d be singing to yourself, then someone standing on the other side of the road would be doing a harmony with you,” Attia recalls.
A psychologist was on site as well, not only to ensure potential members were mentally prepared for the demanding work schedule ahead, but also to weigh in on whether they would fit well within the unique mixed-group dynamic. “There were [guys] we really wanted to work with,” Diener says, “but as their community and parents became more aware of what this was going to look like, they couldn’t endorse it in the same way they’d endorsed the audition process, so we lost a few really good prospects.” (Levitan adds that these prospects wouldn’t have necessarily made it into the group.)
A year-and-a-half after starting the scouting process, Levitan and Diener had settled on the right six guys — it was just by circumstance that four were Jewish Israelis and two Palestinian.
When Levitan and Diener Zoomed Dogosh to tell him he had been accepted, the camera crew caught him jumping around so enthusiastically that his microphone broke. “Getting accepted in the band, it was like a fever dream,” says Rozenblat, who had been tracking 25,000 steps a day while pacing around his house waiting for the news.
Neta Rozenblat
Austin Hargrave
Recording started shortly thereafter, with the guys intermittently traveling from their respective homes to a Tel Aviv studio. Philips and Lin say they had never spoken with a Palestinian person until joining as1one — a name that the guys chose from a few options that the team had come up with and that is pronounced “as one.” Over time, camaraderie grew, and by the time they gave their first live performance at a private event for TikTok Israel eight months after their inception, they were looking, sounding, moving and working the room like a band. (Levitan and Diener often use the words “brotherhood” and “unity” when describing the group’s bond.)
The bonding process ramped up in August, when as1one traveled to London to record at Abbey Road Studios with Nile Rodgers, who plays guitar on one of the songs written by Andrews and Kirk. (The session came together after Diener sent Rodgers the group’s cover of Rodgers’ Daft Punk collaboration, “Get Lucky.”) After they wrapped, Rodgers gave his guitar to as1one guitarist Attia, who says he was “literally shaking” and immediately FaceTimed his mother to tell her. (Overjoyed for her son, she cried.)
On Oct. 5, as1one boarded a flight for what was meant to be a monthlong trip to L.A. The scheduling turned out to be prescient: The team had considered flying the guys out a few days later — which, had it happened, would have put the project on perpetual hold amid a war that to date has killed around 1,200 Israelis (and claimed an estimated 240 hostages) and more than 11,000 Palestinians in Gaza, according to reports from Gaza’s Health Ministry (an agency that, as The New York Times has reported, “is part of the Hamas government in Gaza but employs civil servants who predate Hamas’ control of the territory”).
While their families remain in the increasingly precarious situation abroad, as1one is in L.A. indefinitely, living in a rented house in Sherman Oaks with Andrew Berkowitz (the group’s executive in charge of talent who was involved in casting and has more than 30 years’ experience in artist promotion at labels including RCA and Arista) and traveling to various local studios making music. “Our policy with them is whatever they need, including if they need to go home, we will make that happen,” Diener says. “There’s a lot of people keeping their eyes on them.”
The group has recorded seven songs in the four weeks since its arrival, with collaborators including Andrews, Kirk, Danja (Nelly Furtado’s “Say It Right,” Justin Timberlake’s “SexyBack,” Britney Spears’ “Gimme More”), Justin Tranter (a go-to co-writer for Justin Bieber, Selena Gomez, Maroon 5 and Imagine Dragons) and Y2K (Doja Cat’s “Attention”).
Niv Lin
Austin Hargrave
The songs as1one performs for me live in this conference room include a stirring ballad with lyrics fashioned in boilerplate boy band parlance (“I wouldn’t be me without you!”), rendered in gorgeous six-part harmony and delivered with passion. (They close their eyes a lot while singing.) When the guys launch into a peppier, sexier jam about being hot-blooded animals on the dancefloor, it’s easy enough to imagine a stadium full of fans screaming along. The songs are clever and well-constructed, and the melodies stay in my head long after the meeting is over.
The guys, along with Levitan and Diener, are quick to clarify that they’re less a “boy band” and more a “male pop group,” given that they play instruments (Attia is on acoustic and electric guitar, keyboard and drums; Lin plays keys and acoustic guitar; Philips plays keyboard; Rozenblat plays keyboard and acoustic guitar; Farah is on percussion; and Dogosh is learning piano) and don’t plan on performing choreography. And Levitan and Diener expect that the group’s story will attract a wider-than-usual fan base for an act of this kind. Still, as the duo sees it, their core fan base will likely be — in the high-pitched squealing tradition of groups like *NSYNC and Backstreet Boys — what Levitan calls “a very, very excited and active female audience.”
It’s not yet clear when the first as1one single will be released, and the group hasn’t yet announced a label signing. (Levitan and Diener say they can’t disclose details on label negotiations beyond that “there’s real interest in the band.”) They’re backed by a 30-person team and 15 lawyers representing each member individually and collectively across trademarks, music, film and general counsel, and repped by WME, where they also have film and TV representation. That documentary crew lives with them, still capturing their every move — from jam sessions at the house (where there is a “No harmonicas after 11 p.m.” policy) to the much darker and more complex moments of their recent history.
All this infrastructure is being forged with a singular vision: to make as1one the biggest musical group in the world. “I mean, seriously,” Levitan says. “That’s our goal.”
The stakes for as1one were always high, but they’ve of course become significantly higher over the last six weeks. Eight of the group’s friends and family members have been killed in the conflict. It would be overwhelming for anyone, and certainly must be for the six young men now living 7,500 miles from their home, where a brutal war is being fought. But whether through coaching or genuine belief, the guys present a silver-lining attitude.
“There’s no way to describe how bad you feel,” Philips says. “Your first instinct is to go back and be with your friends and family. Then a few days later, you realize there’s no better service to the world than what we’re doing, and it just gives us a bigger purpose.”
“We don’t want to be political,” adds rapper Farah. “We just want to be humanitarian.”
From left: Sadik Dogosh, Ohad Attia, Niv Lin, Nadav Philips, Aseel Farah and Neta Rozenblat of as1one.
Austin Hargrave
They also don’t want to be inextricably linked to the conflict that, like it or not, has defined their formation. “One of the things we’ve told them,” Levitan says, “especially with everything going on now, [is that these events] can be an influence [on the music] but just can’t be directly related, because [the music] has got to be broad enough where everybody can relate to it.”
Right now, though, the inherent message of an Israeli-Palestinian group named as1one may give the act a greater meaning than Diener and Levitan could have ever imagined, regardless of what the guys are singing about. Conversations now aren’t just about being the biggest band in the world, but about the Nobel Peace Prize.
“You may say it’s a pie-in-the-sky kind of goal,” says Levitan. “But what this has become is that important.”
This story originally appeared in the Nov. 18, 2023, issue of Billboard.
The scene at the Chipotle on Ventura Boulevard in the San Fernando Valley at first looked much like any other Friday evening. Six good-looking guys in their early 20s sat around a table eating burritos, laughing and ribbing one another. They had landed at LAX that morning after a 16-hour flight, but despite their jet […]
Tate McRae was recently scrolling TikTok when an old interview she did at 16 came across the screen. “I was the most awkward person ever, and I was like, ‘There’s no chance that this is the same person,’ ” she says with a grimace. “You evolve so much, and not only am I seeing it, but I’m documenting it in my music in real time.”
Now 20 and living in Los Angeles, the native of Calgary, Alberta (which she calls “the Texas of Canada”), has spent much of her life thus far on screens — both her own, while navigating TikTok like a promotional pro, and others, whether on network TV or YouTube. As a teen, McRae placed third on the 2016 season of So You Think You Can Dance and soon after, in fall 2017, launched the weekly YouTube series Create With Tate, which she used to share new choreography and music covers. She thought she would go on to become a backup dancer, but she felt equally drawn to songwriting, covering her bedroom walls with lyrics, quotes and poems that her mother has since painted over in a shade she describes as “serial killer white.”
Tate McRae will perform at the 2023 Billboard Music Awards on Nov. 19. Watch on BBMAs.watch, @BBMAs and @billboard socials.
One of the first videos she posted was a song that proved she wasn’t destined to be anyone’s backup — and could very much hold pop’s center stage on her own. The lovelorn piano ballad “One Day” (which McRae wrote herself) gained traction online, and by early 2018, she and her parents were flying to New York for label meetings (accompanied by McRae’s dance manager at the time); just a year later, it was announced that she had signed a record deal with RCA and a management deal with Hard 8 Working Group. As her high school graduation in Calgary neared, McRae was splitting her time between midterms and awards shows.
“She was so young then, obviously, but so determined and really in some ways sort of moved like a competitive athlete, which makes a lot of sense, given her dance background,” RCA COO John Fleckenstein says. “But still, even at that age, she was so clear on where she wanted to go and what was important to her.”
And while those in McRae’s inner circle agree she has always wanted to steer her own ship — and has proved more than capable — she says that it took her until now to learn how to sail full speed ahead and in only one direction: her own. When she got her start in the industry, she was straddling two different worlds. “Now a lot of my time revolves around music in some way: thinking about music, playing music, driving and listening to music,” McRae says. “It’s all one world.” But merging the two didn’t happen without some friction.
Vintage Junya Watanabe top, MM6 Maison Margiela jeans.
By 2020, McRae was well positioned for a major year, with a proper team assembled. Then came the pandemic; still, she stuck with the plan, releasing what became her breakout hit, “You Broke Me First,” that April despite being homebound — unable to promote it or fully enjoy its success. Like “One Day,” “You Broke Me First” is a tender, midtempo pop song, and together they contributed to McRae’s early classification as a “sad pop” songwriter, drawing comparisons as Canada’s answer to Billie Eilish. But “You Broke Me First” has a bit more bite than its predecessor. It took off on TikTok within a month, ultimately peaking at No. 17 on the Billboard Hot 100, and performances at the MTV European Music Awards and on Jimmy Kimmel Live! followed — all as McRae prepared to graduate and move to Los Angeles.
McRae recalls spending a month in the city in April 2021, renting a house with her parents to “test it out,” during which they read Donald S. Passman’s industry bible, All You Need To Know About the Music Business. “We read this book together because we were like, ‘What are we walking into right now?’ ” At the end of their stay, McRae got her own apartment and has lived solo since. Though she admits she spends lots of time “inside on my couch,” she has found comfort and community in “a really awesome girl group” and fellow artist friends (like pal Olivia Rodrigo, whose “bad idea right?” video includes a McRae cameo) “because we’re private in our personal lives, but then our innermost, darkest, most intense fears are the things we’re putting on display, which is so weird.”
In the following years, McRae released music at a steady pace, including two EPs (All the Things I Never Said and Too Young To Be Sad) and a string of collaborations with artists such as Troye Sivan and Regard (“You”) and Khalid (“Working”), both of which became Hot 100 hits. Her 2022 debut album, I Used To Think I Could Fly, debuted at No. 13 on the Billboard 200 and yielded two more Hot 100 entries while also supporting her headlining tour of clubs and small theaters. All of which should have been cause for celebration — but what McRae remembers most is feeling lost.
“[That] album was a very big internal battle for me. I was so confused with who I was as a person,” she says. “I remember releasing it when I was still on tour, and it felt so overwhelming. I was just like, ‘Oh, wow. I just released my first album. It’s here, it’s happening. I am now an artist.’ And I think as much as it was a relief, I also was just like, ‘Is this right?’ ”
Ottolinger dress, Brandon Hurtado Sandler ring.
As she put together the album, McRae had felt like she “was working with every producer on the planet” and struggled with her “people-pleasing” tendencies while trying to make everyone involved happy. “It took a lot of time after that to be like, ‘OK, let me not look at any other person for a really long time and just figure out who the f–k I am and what I want to do with my life for real.’ ”
By the end of 2022, McRae knew something had to change. She trusted her gut. “I had to figure out who [in the industry] was actually on my side and who wasn’t … so a lot was shifting behind the scenes.” The biggest shift came when she signed a new management deal with Full Stop’s Tom Skoglund, Jeffrey Azoff and Tommy Bruce (all of whom also manage Harry Styles), along with Sali Kharazi and Ali Saunders.
“I was lost in the whirlwind of it all, and it got to a point where I was like, ‘I don’t feel like I’m being respected as a young woman, and I don’t think I’m being heard in the ways that I want to be,’ ” she says. “What I take a lot of pride in is being a genuine, good person. I’m always going to give out that energy, and if the people who are representing you and on your team aren’t reciprocating that, that’s just not the type of people you want on your side. I was just feeling like I was stuck in a spot I had been in for like, five years, and I was like, ‘I feel like I’m going crazy.’ ”
At such a time, she was thankful for her young artist and producer friends, whom she says were “so transparent with me on how things [looked] from the outside.” And now, she couldn’t be more grateful for her new management team and the relationship they’ve built — and the many successes they have already shared. “They look at me and they don’t question me making decisions,” she says. “I want to be a businesswoman. I’m 20 now and I’m still young, but I know what I want.”
Tate McRae photographed on October 31, 2023 in Los Angeles. Masha Popova top, Givenchy skirt, pants and shoes.
Simultaneously, McRae’s creative process shifted as she finally found a consistent co-writing crew in Ryan Tedder, Amy Allen and Jasper Harris. She says the way they made her forthcoming second album, Think Later (out Dec. 8 on RCA), was how she always imagined her idols made albums, with a sense of togetherness. “My last album wasn’t like that at all … I was getting songs from 10 different people and being like, ‘OK, here’s an album.’ And this time it was written by the same core group of people,” she says. “That’s what made the process so fun for me, because it actually felt like a project that I was working on.”
Already, the new process is yielding results. Sultry lead single “Greedy” has become McRae’s highest-charting hit to date, peaking at No. 11 on the Hot 100, driven by 104.2 million on-demand streams, according to Luminate, and its usage in 1.3 million TikTok videos. But arguably, its biggest accomplishment has been reintroducing McRae to the masses — as an artist who, this time, knows exactly who she is.
While McRae says fans shouldn’t expect the entire album to sound like “Greedy,” she thinks the song represents a stylistic through line of “straight pop. It’s also pretty savage.” She credits the shift to her alter ego, Tatiana, McRae’s tour persona whom she describes as “ballsy, so loud and obnoxious.”
Vassia Kostara suit, Givenchy shoes.
In the studio, “I was like, ‘I don’t really give a f–k. I just want to say what I want to say and I want to be 20 years old,’ ” she says. “Sometimes you just want to go out and have a good time and just live life and be present and follow your intuition and not think too hard about it — and I just didn’t feel like thinking too hard about a lot of these songs. I don’t think people are going to expect me to say the stuff that I’m saying.”
In other words, as Fleckenstein puts it: “Some of these records, you’re going to stop in your tracks and go, ‘I didn’t realize she could do that.’ ”
When we talk in early November, McRae tells me her last few weeks have felt like “a bit of a dream.” “Greedy” blasted off; she announced her second album along with a world tour, during which she’ll play her first hometown show and end at Madison Square Garden; and she started prepping for her Saturday Night Live musical guest debut. But, perhaps most impressively, she got her collaborator Tedder to work on a Sunday.
“She’s the first artist to get me to [do that] in close to 10 years!” exclaims Tedder, who executive-produced Think Later. “I don’t care how much I love you, who you are, how many Grammys or how high the stakes are, I don’t work on weekends. Weekends and late-night rap sessions are two things I’ve officially graduated from. But she got me to do it because the song was that good.”
Ottolinger dress, Cult Gaia shoes.
The song came together in one weekend — and after she had technically finished her album. The two had started working at 10 a.m., going through sequences and punching vocals, with the goal of wrapping by 7 p.m. About an hour in, McRae revealed she felt that one box had yet to be checked, sonically speaking, on the album. “We had already sent the tracklist to the label, and at 6 p.m., we walked out with a song completely written, recorded, vocaled and produced,” Tedder says. “It’s the fastest, craziest Hail Mary of my entire life.” The next day, a Sunday, they listened with what he calls “tomorrow ears” and finished the track with enough time for it to make it on Think Later.
McRae and Tedder first met over a Zoom session in 2020, after being connected by mutual friend and songwriter-producer J Kash. As they both recently recalled to each other, they wrote a “trash” song that day and didn’t work together again until late last year, on Tiësto’s thumping dance-pop track “10:35” (on which McRae features). It was clear to Tedder then that McRae had “started to definitively put up guideposts.”
That became even more apparent during their first session together late last year for Think Later, when they wrote one of Tedder’s favorite songs on the album. “That session started with her walking in, opening up a playlist that she made that had 21 to 22 songs on it, and [saying], ‘These are the songs that shaped [me]. I want to figure out the through line and attempt to beat some of these,’ ” he recalls. “She had words and phrases and endless amounts of topics and real-life stories to write from, and that just doesn’t happen. I can count on one hand the artists I’ve worked with in 20 years that have pulled that on day one. And it was the most refreshing thing in the world. Otherwise, you’re playing pin the tail on the donkey in the dark.” (As further proof, he adds that McRae’s mix notes are so detailed “you’d think Quincy Jones wrote them.”)
That session led to many more with the same tight-knit team — just how McRae had always envisioned making an album — including the one for “Greedy.” Earlier this year, Tedder had posted on Instagram a few early-2000s songs he was revisiting, including some by Nelly Furtado, to which McRae replied that she had been listening to the same material. “There was a discussion like, ‘Would it work now?’ ” Tedder says. “I said, ‘One hundred percent it will.’ I’m just old enough where I know cycles, and this cycle is going to happen.”
Vassia Kostara suit, Givenchy shoes.
McRae calls “Greedy” a “wild pass” on which they tried a totally new sound and beat — and just as Tedder predicted, it worked big time. She remembers debuting the single during her Philadelphia tour stop: “No one knew it was coming, and I remember feeling it that first night, like, ‘Holy sh-t, what’s going to happen with this song?’ ”
And while fans may not have known when to expect the song, they knew something was coming thanks to McRae’s TikTok, where she boasts 5.5 million followers (the most of her social media accounts) and had been teasing the song in a series of clips. (Within days of finishing her last song created with Tedder, she had already started teasing that on the app, too.)
“She is not scared or shy about playing music for fans and talking about what she’s doing, and she is driving that conversation every step of the way,” Fleckenstein says. “It’s not a record label ta-da! that you’re seeing around her where there’s some orchestrated marketing promotional shtick. This is about her making something, delivering it to her fans and saying, ‘This is what I care about, and I hope you do, too.’ And then we, as her partners and label, are making it as big as we can possibly make it.”
Tedder says he always tells McRae that, when it comes to social media savvy, “you’re the female [Lil] Nas [X] and he’s the male Tate,” adding that, “Understanding that the world lives on the internet and understanding what people want to hear, how they want to hear it and how they want it to be presented, that is its own art form now that I didn’t have to contend with when I started. I played a gig last night and was with Kygo and The Chainsmokers, and [The Chainsmokers’] Alex [Pall] and Drew [Taggart] cornered me to talk about Tate, and Drew said, ‘Man, I’ve been watching what’s going on with that song. She gets the internet.’ ”
Which is why McRae was well aware that the “Greedy” music video — in which she heats up an ice rink with her impressive dance moves, which she worked on with choreographer-to-the-stars Sean Bankhead — would land so well. “I’m really particular with my taste, and that hasn’t always translated through what the internet has seen of me, even with what I’m wearing and how I’m performing and the choreography,” she says. “I’m so proud of [the “Greedy” video] because I got to actually be a dancer and make a video that I was like, ‘This is sick. I want to show my friends.’ I never ever used to feel that way.”
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Now she’s thinking of how to translate this previously untapped swagger to the stage. On her most recent tour, which wrapped in October, McRae wanted to push herself as a vocalist rather than relying on her dance background to carry the show. And yet, those roots are what so many in McRae’s inner circle call her “magic.” As Tedder says, “She can outdance any pop star and it’s something she rarely flexes — and she flexed in [the “Greedy”] video.”
“The truth is, she is winning because she is singular,” Fleckenstein adds. “And particularly in a pop landscape — which is often a fickle and very difficult place to be successful — you need to be that good.”
And no one understands that better than McRae herself. When she names the artists she most admires, they’re a reflection of her own ambition — and many are former dancers who translated that foundation into global pop superstardom. “When I look at my favorite icons or videos or performances, it’s always the biggest pop stars, so I think that’s always a goal,” she says. “I think what defines a pop star is how iconic [they are]: Madonna, Britney [Spears], Christina [Aguilera]; they would put on these shows and blow everybody away and make timeless art. And that’s what I want to do: make timeless art and timeless performances — and strive to keep on doing that.”
This story will appear in the Nov. 18, 2023, issue of Billboard.
Earlier this year — on a warm day in May, Asian American and Pacific Islander Heritage Month — a septet of young women fought nerves backstage at Forest Hills Stadium in Queens. Just over a year after its official debut, the group XG was in town for Head in the Clouds, a music festival celebrating Asian and Pacific Islander culture, creativity and art organized by record label 88rising. But the gig held broader significance: It was the act’s first international performance outside of Japan, and in New York, no less.
Despite its early-afternoon billing, the stadium was packed — and chanting, “XG! XG! XG!” — when the group took the stage in glitter-emblazoned suits. The warm welcome made it difficult to believe that this was XG’s first time in New York, and after kicking off the set with its debut track, “Tippy Toes,” the crowd’s chants reached a fever pitch as the members segued into their viral hit, “Left Right.” Fans and casual festivalgoers alike danced freely to the beat, some even singing along to the song’s catchy chorus.
Reflecting today on that Head in the Clouds performance and XG’s subsequent appearance at the festival’s Los Angeles iteration, the group — whose members range in age from 17 to 21 — exudes gratitude. “New York was our first international performance, and the ‘XG! XG!’ chants were really touching,” XG’s Cocona says. In Los Angeles, she says, she even saw some fans wearing makeup inspired by the music video for “GRL GVNG,” XG’s prerelease single from its debut mini-album, NEW DNA. “And it was just really, really cool to see all of that!”
XG will headline Billboard the Stage at South by Southwest Sydney at the Hordern Pavilion on Oct. 20. Click here for more information.
Just six months prior, in November 2022, a set of cypher clips — or, in XG’s parlance, a “Galz Xypher” — had gone viral on social media. Taking turns, XG’s Cocona, Maya, Harvey and Jurin delivered crisp solo bars — effortlessly weaving among English, Japanese and Korean — over the instrumentals for J.I.D’s “Surround Sound”; Dreamville’s “Down Bad”; Ty Dolla $ign, Jack Harlow and 24kGoldn’s “I WON”; and Rosalía’s “SAOKO,” respectively. These pieces of content marked a turning point for XG, as new listeners outside of its core K-pop-adjacent fan base began to tune in. At press time, the cypher clips had amassed over 26 million YouTube views and over 16 million TikTok views.
Those four rappers, along with vocalists Juria, Chisa and Hinata, make up XG (short for Xtraordinary Girls). Though trained in K-pop’s sensibilities and practices, XG’s members are all Japanese, and their music, amalgamating R&B, hip-hop and dance, is sung entirely in English. The group is the first act on the label XGALX (its name plays on the XX chromosome pairing denoting female), a project of Tokyo-based entertainment conglomerate Avex, which has previously produced K-pop acts like BoA, TVXQ and BIGBANG. As Avex’s CEO, Katsumi Kuroiwa, told Billboard Japan in September, it launched XGALX in 2017 “with the aim of creating global hits” — and it hoped XG would be the “breakthrough artist” leading a long-term effort toward helping Japanese acts “thrive in the mainstream music world.” The septet was selected in 2017 out of 13,000 candidates, and it trained for five years before making its March 2022 debut.
On their first track, “Tippy Toes,” the girls declared, “Understand that we didn’t come to play.” In less than two years, XG has lived up to that claim, amassing over 637 million views on its YouTube channel; launching an official fan club, ALPHAZ; performing at the Singapore Formula 1 Grand Prix following the aforementioned festivals; and releasing NEW DNA in September.
Chisa
Ssam Kim
Cocona
Ssam Kim
At first glance, XG has the hallmarks of a K-pop group: It was trained under the tenets of that genre’s system while also learning the language, its music videos are highly stylized and made with K-pop production teams, it has performed on Korean music programs like Mnet’s M Countdown, and its creative team includes artist-producers like Chancellor (who has featured on tracks by veteran Korean artists Epik High, BoA and Younha and has written for K-pop artist Kang Daniel). Yet XG classifies its music in an entirely new category that it says transcends current paradigms: X-pop.
“The letter ‘X’ is often used to show something special or unknown,” Jurin explains. And it’s true that XG challenges standards both lyrically and visually. For instance, on NEW DNA’s lead single, “Puppet Show,” the group takes on outdated gender norms, singing, “Imagine a world where we could play different roles, where girls be taking control.” The song’s video matches its message: In an icy, dystopian landscape, faceless, uniformed figures surround XG until the members take literal leaps of faith to dance and sing the chorus on a stage in the center of this alternate universe. Even the album title, NEW DNA, refers to how the members view themselves as a “new species free from all conventions and limitations,” as the group says on its website.
XG’s executive producer, Park “Simon” Junho (also known by his producer moniker, JAKOPS), has been with XG since its earliest stages — down to its selection process and training, as detailed in the group’s ongoing docuseries, Xtra Xtra, uploaded to its YouTube channel. As the Seattle-born son of a Japanese mother and Korean father, Simon grew up absorbing both of those cultures, and he later moved to Korea to train and debut as a K-pop artist. (He was a member of the group DMTN, which was active from 2009 to 2013.)
For XG’s training — which, he says, “was conducted in an unprecedented manner” — Simon fused his own background and artistic style with “the foundation of the Korean [music] that is proven through global success.” Together with XG’s producers, he worked to ensure no two songs on the six-track NEW DNA have the same genre classification. X-pop is the result.
“XG’s ambition is to show music and performances that are not limited to the musical characteristics of a certain country, but can be enjoyed by people from all over the world,” Simon says. (The group has 625 million on-demand official global streams, according to Luminate.) “Current K-pop celebrities are also making ceaseless efforts to transcend the initial ‘K,’ and as a result, they are gradually breaking down boundaries. This is why I call [XG’s music] ‘X-pop,’ in the sense that XG also wants to break down boundaries together and deliver a message that everyone can relate to through music.”
Harvey
Ssam Kim
Hinata
Ssam Kim
To build as global an audience as possible, XG’s team approached making music in ways that diverge from K-pop acts’ traditional methods. Many groups based in Asia start out performing music in their native language with the goal of first building a local fan base, only releasing English-language music later as part of an effort to expand globally. But XG has only released music in English, despite it not being the members’ first language. Even as they converse among themselves in our Zoom interview, they naturally speak to one another in Japanese. And as of September, Avex’s Kuroiwa said that roughly 30% of XG’s listeners were Japanese, with 20% in the United States and 50% in other countries — what he called “an ideal distribution.”
It’s a manifestation of an ongoing K-pop debate: Is the genre defined by its language or by its sensibilities and cultural resonance? What constitutes K-pop — singing in Korean or embodying the elements pioneered by the Korean music business while respecting the genre’s cultural origins? Does language choice matter, or is it simply a tool to expand and reach more fans as a greater cultural movement evolves?
Simon says that XG’s team is intentionally fusing multiple influences — while still honoring their origins. He says that XG and its producers “want to add new color and continue to play the role of unfolding a new world” while still “respecting the legacy of various senior musicians.” In an effort to write lyrics that use expressions “actually used in America,” he notes that the group collaborated with American lyricists and composers, even as it also paired with Korean photographer-director Cho Gi-Seok and Rigend Film to “create innovative visuals” — all part of its intent to “present a novel group that had never been seen before in K-pop, with new sounds, new member compositions and even new visuals.”
From left: Harvey, Juria, Hinata, Jurin, Chisa, Cocona, Maya of XG.
Ssam Kim
Such cross-continental musical collaborations are becoming increasingly common as music globalizes, making previously unthinkable partnerships possible. With X-pop, XG’s team has coined a phrase that reflects this rapidly rising transference of cultures among markets. Yet XG’s collaborations feel unique: not simply partnering for collaboration’s sake, but genuine and organic, drawing on the multicultural experiences of the executive helping to shape the act’s direction.
Simon points out that creating new things in any preexisting environment has its challenges. The notion of “newness” is, to him, not only about working with “talented people with diverse backgrounds, but also with new artists with unique and fresh ideas. ‘Newness’ often raises concerns simply because it is unfamiliar: ‘Will it fit us well? Will our fans like it?’ ” Yet he and XG’s team remain committed to exploring new directions as the group forges ahead. References to evolution are ever present in its visuals, whether in imagery resembling splitting cells or nods to the “X-GENE,” the title of one mini-album track.
When asked about what inspires this kind of creative output, XG shows deep curiosity about the spaces it physically occupies. “Inspiration can come from anything, however small,” Cocona says. “We really try to feel the present. There’s a lot that you can receive if you just have the right antenna pointing in the right direction.
“XG has this motto or slogan, ‘Enjoy the moment,’ and we try to cherish every single moment that we’re alive because there’s a lot of deeper meaning in everything that surrounds you,” she continues. “So I have this photograph folder and anything that gives me inspiration, I’ll save for later. I’ll open up my memo pad and write down words that come to me.” Recently, she recalls being particularly inspired by the Studio Ghibli animated film How Do You Live? (soon to be released in the United States as The Boy and the Heron).
“I watched it once with my family and then again about three days later with the girls and Simon-san. Each time I watched it, different scenes and lines really resonated with me.”
Juria
Ssam Kim
Jurin
Ssam Kim
But ultimately, the members of XG are most inspired by one another and their shared dream. During our conversation, they encourage one another to take the mic, and that’s mirrored in how they approach their work. In fact, before they take the stage or ahead of important events, they shout the word hesonoo, which means “umbilical cord” in Japanese. According to Simon, they see themselves as seven members who share “united hearts and faith, as if they were connected by an umbilical cord.”
“What makes us extraordinary,” Jurin says, “is that I feel we are able to break free from all these norms and borders that tend to bind us. By that same token, there is a bond between us that transcends a lot of types of challenges, and it’s really amazing to have that.”
Cocona agrees. “Everyone is so genuine, it feels like we’re just being our true ‘animal’ selves,” she says. “We live life as it comes and follow our hearts. The moments where we have relaxed conversations with everyone and Simon are when I’m happiest. We always say, ‘Let’s definitely go to [outer] space someday!’ ” (Her groupmates nod agreeably to that ambition.) Harvey adds, “Everyone is just bursting with passion, and our love for each other is so strong! We make sure we communicate well and respect and understand each other, so this forms a really tight bond.”
As Hinata notes, they are motivated by their potential to “give people the courage to move forward,” crediting their ALPHAZ fan base as their main source of energy. “If I had to create a metaphor with this entire ecosystem as a body, [the ALPHAZ would] really be the heart, almost pumping oxygen throughout our whole body,” Jurin says. “The relationship between ALPHAZ and XG is really like family, like we’re coexisting, and whenever we decide that we want to take on some kind of new challenge, [they will be] the first ones to support us and back us up. They really understand us on a different level.”
Maya
Ssam Kim
From left: Harvey, Hinata, Juria, Jurin, Chisa, Cocona and Maya of XG photographed August 9, 2023 in Los Angeles.
Ssam Kim
A few days after NEW DNA arrives, the members reconnect to share early thoughts and reactions to its release. Two physical versions — an “X” version and a “G” version — came out with the same six tracks, a 78-page photo book, stickers and photo cards. “Our ALPHAZ got their hands on [the album] before we did. They said it wasn’t a ‘mini-album’ but a ‘mega-album,’ ” Chisa says with a laugh. “And when I actually held the album, I felt its weight and thought, ‘Yeah it’s not mini, it’s mega.’ ” Both Chisa and Juria say they’ve noticed fans engaging creatively with the photo cards, personalizing and decorating them with stickers, sharing them with one another online.
Though NEW DNA only has six tracks, XG captures a different theme in each of their music videos. In “GRL GVNG” (pronounced “girl gang”), the act performs in dark, moto-inspired clothing in a futuristic setting, whereas in “New Dance,” it wears bright, colorful clothing and dances against everyday scenery like a bowling alley, city alleyways and the beach. “It was so exciting to show a powerful version of ourselves, like in ‘GRL GVNG,’ and then switch to a new persona as in ‘New Dance,’ ” Juria says.
And with the album out and performances in New York, Los Angeles and Singapore under its belt, XG is preparing for yet another momentous event: an upcoming headlining performance at South by Southwest in Sydney. There, Jurin promises, fans can expect to find an even further evolved, “brand-new XG.”
“I don’t want to spoil anything,” Maya adds, “but my members and I are all thinking of something new and exciting for all of you. All I can say is that we want you all to look forward to what we’re preparing and hope you all are ready to have fun with us.”
Billboard’s parent company PMC is the largest shareholder of SXSW and its brands are official media partners of SXSW.
This story will appear in the Oct. 21, 2023, issue of Billboard.
Most people on Manuel Turizo’s team thought releasing “La Bachata” was going to be a big mistake.
“They were scared,” says the 23-year-old Colombian artist. “They told me that I was neither a bachata singer nor Dominican and that I was going to confuse my audience. But that didn’t matter to me because I’m a singer. Music is universal and these are the influences Dominican music left in me.”
Trusting his gut, Turizo released his first-ever bachata track in May 2022, backed by urban beats and weeping string melodies a la Aventura in the 2000s. Not only did it prove his team wrong — it became his biggest hit to date and relaunched one of the most promising careers in Latin music.
“La Bachata” landed in August 2022 at No. 1 on Billboard’s Tropical Airplay chart, where it ruled for 14 weeks, and rose to No. 1 on the overall Latin Airplay chart last October. It also granted Turizo his only top 10 on both of Billboard’s global charts. It reached No. 6 on the Billboard Global 200, becoming the first bachata song to enter the top 10 since the chart’s inception in 2020, and No. 3 on the Global Excl. U.S. chart. Further, it earned the Colombian his highest-ranking title on the all-genre Billboard Hot 100, peaking at No. 67 in October 2022.
The song also scored three trophies at the 2023 Billboard Latin Music Awards, including Global 200 Latin song of the year, Latin airplay song of the year and tropical song of the year.
“Who was waiting for me to release a bachata? No one,” he says with a smile, “but it worked.”
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The attitude may seem nonchalant, but it hides a steely determination. Turizo rose to fame at 16 years old and has trusted his gut ever since.
“I wasn’t going to let this opportunity end ni pa’l carajo! (the hell no!)” he says of achieving fame as a teen. “Everything is going to last, no matter what. I am going to do whatever it takes to make this last. If you notice, I have always focused a lot on my music, not on fame or attention. Fame is just a tool for my music and it’s a side effect of when my music works too.”
At the same time, he reflects on what he sacrificed at a young age, including “quality time with my loved ones” and “having time for myself.” But he’s aware that it’s a decision he made, and he loves what he’s doing.
On the heels of the success of “La Bachata,” Turizo — an artist essentially known for his feel-good urban-pop songs — has become a go-to collaborator for artists across the genre spectrum, sought out for a universal sound that’s equally appealing to Generation Z, millennials and even baby boomers, who find Turizo’s slow, shy smile and his music irresistible on the dancefloor.
AMIRI top, pants and shoes.
Mary Beth Koeth
In the past year, Turizo has joined forces with Shakira (“Copa Vacía”), Grupo Frontera (“De Lunes a Lunes”) and Marshmello, with whom he released “El Merengue” earlier this year. The electro-merengue fusion not only earned the famed EDM DJ-producer his first No. 1 on both the Latin Airplay and Tropical Airplay charts (spending 13 weeks atop the latter) but also the crossover artist of the year honor at the 2023 Billboard Latin Music Awards and a nomination for best tropical song at the 2023 Latin Grammys.
“Manuel and I have never met. He just came to the studio and we winged it,” Marshmello recalls. “Nothing was ready. We just sat there and from the ground up made ‘El Merengue’ happen. I never thought I would top a Latin chart.”
“If he wanted to do something with a 100% Latin flavor, this is one of the most iconic genres we have in our music, and we ended up producing merengue,” Turizo adds of the rhythmic hit. “I knew it was a song that had a lot of energy, but I didn’t know how far it was going to go.”
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Indeed, both “La Bachata” and “El Merengue” gained rapid virality, mainly fueled by Turizo’s dancing stunts on the internet with close friends, industry colleagues and fans at his concerts.
On social media, where he boasts over 20 million combined followers between TikTok and Instagram, Turizo flaunts his sexy, flirtatious and playful side, mostly in videos where he’s hanging out with his friends on a yacht or at the studio. But in person, he’s far more reserved, serious and focused.
He arrives at Billboard’s photoshoot at a local Miami restaurant 10 minutes before 1 p.m. on a hot summer Wednesday wearing a pale green T-shirt and black jeans. He’s in a good mood, greeting the photographer and his team with hugs and kisses. “¿Qué más? ¿Todo bien?” he asks me, but then finishes mingling and goes straight to work.
Turizo is now a Miami local. He has been residing in Florida since 2019 to further expand his music career and opportunities, but mostly because “Miami opened my mind a little to see beyond my ceiling,” he says, “to know that there are many more markets.”
Even though a newfound audience is just discovering his charm and chameleon-like talent, as well as his ability to blend many different genres into a global sound, his journey began 11 years ago in his native Montería, a small town in northern Colombia primarily known for its porro and fandango (two types of folk music).
“I was 12 when I started to feel like I really wanted to try something in music,” he says, crediting his parents and brother for instilling his love for music at an early age. “That’s where it all started, when I took vocal education classes and started writing songs not thinking that they would be possible hits, but because I liked it.”
Ferragamo jacket, pants and shoes.
Mary Beth Koeth
As teenagers, Manuel and his older brother, Julián Turizo, began creating music in their room. The former would write songs and sing them, and the latter would help in the composition, handle backup vocals and play the ukulele. At one point, they even considered becoming a duo, but Julián had other plans.
“I knew from the very beginning, when it was simply all a dream, that Manuel sang amazingly and that I didn’t want to sing next to him,” Julián explains. “I only wanted to contribute to the project, and from then on, my brother told me: ‘Well, let’s always work together, please. Let’s do this project together,’ and that’s how we began. My first objective will always be Manuel Turizo.” To this day, Julián plays a key role in his brother’s career, overseeing the creative process of his music and audiovisuals, among other duties.
In 2016, Manuel, then 16, and Julián, then 19, released their first song, “Una Lady Como Tú.” Produced with the help of their friend and music producer Zenzei, they released the track on digital platforms without any assistance — beyond using a cousin’s credit card to pay the $9 it cost to upload the song.
They struck gold instantly.
Introducing Manuel’s deep baritone vocal range to the world, the sweet, pop-reggaetón fusion “refreshed” the music industry, says Manuel, at a time when the Latin trap movement was building momentum with the rise of artists such as Bad Bunny, Anuel AA and Bryant Myers.
“I started with a song very different from what was happening and trending at the time I released it,” he says. “A [new] guy comes out that no one has any idea who he is, singing very romantic and with a sound that no one knows if it’s pop, if it’s a ballad, if it’s reggaetón, but it was like it refreshed people’s ears. It was like a different meal.”
“Una Lady Como Tú” peaked at No. 10 on the Latin Digital Song Sales chart in September 2017, becoming Turizo’s first Billboard chart entry.
“That was the beginning, where the gates of heaven opened,” he says with a laugh. “It was what confirmed to us that we were not wrong with all those dreams. That it is worth it, it is possible, and you can achieve it.”
Manuel Turizo photographed September 6, 2023 at Calle Dragones in Miami. KidSuper jacket and pants.
Mary Beth Koeth
Amid the song’s success and fresh out of high school, Manuel signed his first (and to this day only) record deal with La Industria, helmed by artist manager Juan Diego Medina. He was the label’s second signee after Puerto Rican reggaetón star Nicky Jam. At the time, Turizo says he was offered all sorts of deals but none of them clicked, until Medina arrived.
“He was very transparent from the beginning because he wasn’t like, ‘I want to sign you. I’m going to make you famous,’ ” Manuel recalls. “Rather, his proposition was, ‘You have a song that is No. 1 right now in Colombia. I believe that I can help you make that song become No. 1 in all Latin America. We’re going to try to see what happens.’ And everything has been step by step.”
Just two months after Manuel signed with La Industria, Medina presented the project to Sony Music U.S. Latin for a distribution deal.
Since “Una Lady Como Tú,” Manuel has remained a force on the Billboard charts, earning 26 entries on Hot Latin Songs and 30 on Latin Airplay, 12 of which hit the top 10, with seven reaching No. 1. And his three albums: ADN (2019), Dopamina (2021) and 2000 (2023), have charted high on the Top Latin Albums list.
Manuel’s first No. 1 hit arrived in 2018 on the Tropical Airplay chart when he appeared on Piso 21’s “Déjala Que Vuelva.” That same year, he landed his first major collaboration, with Ozuna, on “Vaina Loca,” which earned Manuel his first and highest-ranking title on Hot Latin Songs at No. 4.
“I always tell my artists that being No. 1 is not sustainable and has a price, that it’s better to be one of the best,” Medina says. “Manuel’s career has not stagnated. He has always been there. Maybe not always No. 1, but he is among the best because he is still on the charts. He is versatile. Sometimes he has that touch of rebellion when it comes to working together and expressing his ideas. And as he says, he always swims against the current. He is real. That’s his success. Success is being in your corner, defending it, defending your flag, defending your message and continuing to do so until you achieve the goal you set for yourself.”
His collaborators, who now include Shakira, Maria Becerra, Nicky Jam, Feid, Maluma, Sebastián Yatra, Myke Towers, Rauw Alejandro and Luis Fonsi, have also been fundamental to his growth. “It’s important [to collaborate] and it’s cool, but I also feel that what you are going to offer alone is very important. You. Your proposal,” Manuel says.
“He isn’t afraid to venture out of his comfort zone and work with artists outside of his genre,” says Maykol Sanchez, Spotify’s head of artist and label partnerships for Latin America and the U.S. Latin market, highlighting that Manuel is “one of Spotify’s biggest Latin artists, with 33.9 million monthly listeners.”
And that’s precisely his strategy: “Nadar contra la corriente.” Swim against the current.
“It took me time to gain my team’s confidence because for them this is also a bet; it’s a business and they don’t want to make mistakes,” Manuel says of his diverse sound. “You have to prove to them that it’s possible and that it works so that they give you their vote of confidence. As that continued to happen with several of my songs, they are finally understanding it. They know that tomorrow I will be able to come up with any crazy idea, any strange sound, and I think they won’t be afraid.”
“He has always had a clear vision for his career and releases, which makes a difference in setting up any project,” says Micheline Medina, director of artist relations and marketing at Sony Music Latin. “He’s not only creative, passionate and innovative, but he’s also involved in every aspect of his releases and is receptive to new ideas that will help him achieve the goals we have set.”
Manuel Turizo photographed September 6, 2023 at Florida Leather Supply in Miami. MM6 Maison Margiela shirt, sweater, jacket and pants.
Mary Beth Koeth
But according to his manager, he’s still the same Manuel, working with the same desire and dedication as on day one.
At the photoshoot, Manuel is now wearing a sparkly, colorful suit. Piercing through the camera lens are his pensive, chocolate brown eyes and seductive smirk. He takes control of the playlist to set the vibe and plays Mora’s latest studio album, Estrella.
“I like what he does. He’s very talented,” he says while striking a pose. “I still like to listen to albums, and right now, I’m studying him and listening to what he did. I like to see the musical vision of my colleagues.”
With that mentality, Turizo fearlessly entered the música mexicana realm, collaborating with Texas-based Grupo Frontera for his latest single, “De Lunes a Lunes.”
The downtempo norteño song — which was originally meant to be a vallenato — was produced and written by Mexican hit-maker Edgar Barrera and finds the singer and sextet chanting about a heartbreak so severe and unfair that it has them drinking for a week straight.
“When I create, I like to try different things,” Manuel explains. “I feel like each song brings something different. The numbers are nice, obviously, but there are songs that don’t necessarily give you that; instead, they help you reach another market and other people discover you. I realized that people also enjoyed it and connected with it. I realized that this was my identity — that is me and these are my true [musical] tastes. I perceived that people received my songs well when I changed genres. And for me, it’s important to continue doing it. I can’t stay in the same box… I have to continue experimenting.”
AMIRI top and pants.
Mary Beth Koeth
And while he keeps experimenting and diversifying his sound to maintain his global momentum, he remains focused and grounded.
“The people around me nurture a large part of who I am,” he says. “There’s a reason I surround myself with them, because I like what they inspire in me, what they share with me and the similar personalities we may have, but what keeps me firmly on the ground is myself and what I think.”
Manuel is on the road with his 2000 tour, produced by Cárdenas Marketing Network, which will wrap Oct. 29 in El Paso. He also hopes to release his fourth studio album, 201 (named after his apartment number in Montería), before the year ends. As expected, it will be charged with different sounds and colors, including a collaboration with Yandel called “Mamasota.”
“201 represents all those dreams I had since I was a child, all those young desires,” Manuel says. “There is no career, no specialization that prepared me, that taught me about this industry. I learned all this on the street, on the road, and it has been a freaking cool dream. I have enjoyed my journey so much and I have lived this dream as I wanted.”
“OK — now Ghostwriter is ready for us.”
For almost three hours, I have been driving an airport rental car to an undisclosed location — accompanied by an artist manager whose name I only know in confidence — outside the U.S. city we both just flew into. I came here because, after weeks of back-and-forth email negotiations, the manager has promised that I can meet his client, whom I’ve interviewed once off-camera over Zoom, in person. In good traffic, the town we’re headed toward is about an hour from the airport, but it’s Friday rush hour, so we watch as my Google Maps ETA gets later and later with each passing minute. To fill the time, we chat about TikTok trends, our respective careers and the future of artificial intelligence.
AI is, after all, the reason we’re in this car in the first place. The mysterious man I’ve come to meet is a “well-known” professional songwriter-producer, his manager says — at least when he’s using his real name. But under his pseudonym, Ghostwriter, he is best known for creating “Heart on My Sleeve,” a song that employed AI voice filters to imitate Drake and The Weeknd’s voices with shocking precision — and without their consent. When it was posted to TikTok in the spring, it became one of the biggest music stories of the year, as well as one of the most controversial.
At the time of its release, many listeners believed that Ghost’s use of AI to make the song meant that a computer also generated the beat, lyrics or melodies, but as Ghost later explains to me, “It is definitely my songwriting, my production and my voice.” Still, “Heart on My Sleeve” posed pressing ethical questions: For one, how could an artist maintain control over their vocal likeness in this new age of AI? But as Ghost and his manager see it, AI poses a new opportunity for artists to license their voices for additional income and marketing reach, as well as for songwriters like Ghost to share their skills, improve their pitches to artists and even earn extra income.
As we finally pull into the sleepy town where we’re already late to meet with Ghost, his manager asks if I can stall. “Ghost isn’t quite ready,” he says, which I assume means he’s not yet wearing the disguise he dons in all his TikTok videos: a white bedsheet and black sunglasses. (Both the manager and Ghost agreed to this meeting under condition of total anonymity.) As I weave the car through residential streets at random, passing a few front yards already adorned in Halloween decor, I laugh to myself — it feels like an apropos precursor to our meeting.
But fifteen minutes later, when we enter Ghost’s “friend’s house,” I find him sitting at the back of an open-concept living space, at a dining room table, dressed head to toe in black: black hoodie, black sweatpants, black ski mask, black gloves and ski goggles. Not an inch of skin is visible, apart from short glimpses of the peach-colored nape of his neck when he turns his head a certain way.
Though he appears a little nervous to be talking to a reporter for the first time, Ghost is friendly, standing up from his chair to give me a hug and to greet his manager. When I decide to address the elephant in the room — “I know this is weird for all of us” — everyone laughs, maybe a little too hard.
Over the course of our first virtual conversation and, now, this face-to-masked-face one, Ghost and his manager openly discuss their last six months for the first time, from their decision to release “Heart on My Sleeve” to more recent events. Just weeks ago, Ghost returned with a second single, “Whiplash,” posted to TikTok using the voices of 21 Savage and Travis Scott — and with the ambition to get his music on the Grammy Awards ballot.
In a Sept. 5 New York Times story, Recording Academy CEO Harvey Mason Jr. said “Heart on My Sleeve” was “absolutely [Grammy-]eligible because it was written by a human,” making it the first song employing AI voices to be permitted on the ballot. Three days later, however, he appeared to walk back his comments in a video posted to his personal social media, saying, “This version of ‘Heart on My Sleeve’ using the AI voice modeling that sounds like Drake and The Weeknd, it’s not eligible for Grammy consideration.”
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In conversation, Ghost and his manager maintain (and a Recording Academy representative later confirms) that “Heart on My Sleeve” will, in fact, be on the ballot because they quietly uploaded a new version of the song (without any AI voice filters) to streaming services on Sept. 8, just days before Grammy eligibility cutoff and the same day as Mason’s statement.
When the interview concludes, Ghost’s manager asks if we will stay for the takeout barbecue the owner of the house ordered for everyone before the manager and I arrived. At this, Ghost stands up, saying his outfit is too hot and that he ate earlier anyway — or maybe he just realizes that eating would require taking his ski mask off in front of me.
When did Ghostwriter first approach you with this idea, and what were your initial thoughts?
Manager: We first discussed this not long before the first song dropped. He had just started getting into AI. We wanted to do something that could spark much needed conversation and prep us so that we can start moving toward building an environment where this can exist in an ethical and equitable way. What better way to move culture forward around AI than to create some examples of how it can be used and show how the demand and interest is there?
As the person in charge of Ghostwriter’s business affairs, what hurdles did you see to executing his idea?
Manager: When anything new happens, people don’t know how to react. I see a lot of parallels between this moment and the advent of sampling. There was an outcry [about] thievery in 1989 when De La Soul was sued for an uncleared sample. Fast-forward to now, and artist estates are jumping at the opportunity to be sampled and interpolated in the next big hit. All it took was for the industry to define an equitable arrangement for all stakeholders in order for people to see the value in that new form of creativity. I think we agreed that we had an opportunity to show people the value in AI and music here.
Ghostwriter’s songs weren’t created with the consent of Drake, The Weeknd, Travis Scott or 21 Savage. How do you justify using artists’ voices without their consent?
Manager: I like to say that everything starts somewhere, like Spotify wouldn’t exist without Napster. Nothing is perfect in the beginning. That’s just the reality of things. Hopefully, people will see all the value that lies here.
How did you get in touch with the Recording Academy?
Manager: Harvey reached out to Ghostwriter over DM. He was just curious and interested. It’s his job to keep the industry moving forward and to understand what new things are happening. I think he’s still wrapping his head around it, but I thought it was really cool that he put together an industry roundtable with some of the brightest minds — including people in the Copyright Office, legal departments at labels, Spotify, Ghostwriter. We had an open conversation.
I don’t know if Harvey has the answers — and I don’t want to put words in his mouth — but I think he sees that this is a cool tool to help people create great music. [Ultimately,] we just have to figure out the business model so that all stakeholders feel like they have control and are being taken care of.
I think in the near future, we’re going to have infrastructure that allows artists to not only license their voice, but do so with permissions. Like, say I’m artist X. I want to license my voice out, but I want to take 50% of the revenue that’s generated. Plus users can’t use my voice for hate speech or politics. It is possible to create tech that can have permissions like that. I think that’s where we are headed.
“Heart on My Sleeve” is Grammy-eligible after all, but only the version without AI voice filters. Why was it so important to keep trying for Grammy eligibility?
Manager: Our thought process was, it’s a dope record, and it resonated with people. It was a human creator who created this piece of art that made the entire music industry stop and pay attention. We aren’t worried about whether we win or not — this is about planting the seed, the idea that this is a creative tool for songwriters.
Do you still think it pushes the envelope in the same way, given that what is eligible now doesn’t have any AI filter on it?
Manager: Absolutely, because we’re just trying to highlight the fact that this song was created by a human. AI voice filters were just a tool. We haven’t changed the moment around the song that it had. I think it’s still as impactful because all of this is part of the story, the vision we are casting.
Tell me a little about yourself, Ghostwriter. What’s your background?
Ghostwriter: I’ve always been a songwriter-producer. Over time, I started to realize — as I started to get into different rooms and connect with different artists — that the business of songwriting was off. Songwriters get paid close to nothing. It caused me to think: “What can I do as a songwriter who just loves creating to maybe create another revenue stream? How do I get my voice heard as a songwriter?” That was the seed that later grew into becoming Ghostwriter.
I’ve been thinking about it for two years, honestly. The idea at first was to create music that feels like other artists and release it as Ghostwriter. Then when the AI tech came out, things just clicked. I realized, “Wait — people wouldn’t have to guess who this song was meant to sound like anymore,” now that we have this.
I did write and produce “Heart on My Sleeve” thinking that maybe this would be the one where I tried AI to add in voice filters, but the overall idea for Ghostwriter has been a piece of me for some time.
Why did you decide to take “Heart on My Sleeve” from just a fun experiment to a formal rollout?
Ghost: Up until this point, all of the AI voice stuff was jokes. Like, what if SpongeBob [SquarePants] sang this? I think it was exciting for me to try using this as a tool for actual songwriters.
When “Heart on My Sleeve” went viral, it became one of the biggest news stories at the time. Did you anticipate that?
Ghost: There was a piece of me that knew it was really special, but you just can’t predict what happens. I tried to stay realistic. When working in music, you have to remind yourself that even though you think you wrote an incredible song, there’s still a good chance the song is not going to come out or it won’t do well.
Do you think that age played a factor in how people responded to this song?
Manager: For sure. I think the older generations are more purists; it’s a tougher pill for them to swallow. I think younger generations obviously have grown up in an environment where tech moves quickly. They are more open to change and progression. I would absolutely attribute the good response on TikTok to that.
Are you still writing for other people now under your real name while you work on the Ghostwriter project, or are you solely focused on Ghostwriter right now?
Ghost: I am, but I have been placing a large amount of focus [on] Ghostwriter. For me, it’s a place that is so refreshing. Like, I love seeing that an artist is looking for pitch records and I have to figure out how to fit their sound. It’s a beautiful challenge.
This is one of the reasons I’m so passionate about Ghostwriter. There are so many talented songwriters that are able to chameleon themselves in the studio to fit the artist they are writing for. Even their vocal delivery, their timbre, where the artist is in their life story. That skill is what I get to showcase with Ghostwriter.
You’ve said songwriters aren’t treated fairly in today’s music industry. Was there a moment when you had this revelation?
Ghost: It was more of a progression…
Manager: I think the fact that Ghost’s songs feel so much like the real thing and resonate so much with those fan bases, despite the artists not actually being involved, proves how important songwriters are to the success of artists’ projects. We’re in no way trying to diminish the hard work and deserving nature of the artists and the labels that support them. We’re just trying to shine a light on the value that songwriters bring and that their compensation currently doesn’t match that contribution. We owe it to songwriters to find solutions for the new reality. Maybe this is the solution.
Ghost: How many incredible songs are sitting on songwriters and producers’ desktops that will never be heard by the world? It almost hurts me to think about that. The Ghostwriter project — if people will hopefully support it — is about not throwing art in the trash. I think there’s a way for artists to help provide that beauty to the world without having to put in work themselves. They just have to license their voices.
The counterpoint to that, though, is that artists want to curate their discographies. They make a lot of songs, but they might toss some of them so that they can present a singular vision — and many would say songs using AI to replicate an artist’s voice would confuse that vision. What do you say to that?
Ghost: I think this may be a simple solution, but the songs could be labeled as clearly separate from the artist.
Manager: That’s something we have done since the beginning. We have always clearly labeled everything as AI.
Ideally, where should these AI songs live? Do they belong on traditional streaming services?
Manager: One way that this can play out is that [digital service providers] eventually create sort of an AI section where the artist who licenses their voice can determine how much of the AI songs they want monetarily and how they want their voices to be used.
Ghost: These songs are going to live somewhere because the fans want them. We’ve experienced that with Ghostwriter. The song is not available anymore by us, but I was just out in my area and heard someone playing “Heart on My Sleeve” in their car as they drove by. One way or another, we as the music industry need to come to terms with the fact that good music is always going to win. The consumer and the listener are always in the seat of power.
There’s 100,000 songs added to Spotify every day, and the scale of music creation is unprecedented. Does your vision of the future contribute to a scale problem?
Manager: We don’t really see it as a problem. Because no matter how many people are releasing music, you know, there’s only going to be so many people in the world that can write hit songs. The cream always rises to the top.
Ghost: My concern is that a lot of that cream-of-the-crop music is just sitting on someone’s desktop because an artist moved in a different direction or something beyond their control. My hope is we’ll see incredible new music become available and then we can watch as democracy pushes it to the top.
Can you explain how you think AI voice filters serve as a possible new revenue stream for artists?
Manager: Imagine singing a karaoke song in the artist’s voice; a personalized birthday message from your favorite artist; a hit record that is clearly labeled and categorized as AI. It’s also a marketing driver. I compare this to fan fiction — a fan-generated genre of music. Some might feel this creates competition or steals attention away from an artist’s own music, but I would disagree.
We shouldn’t forget that in the early days of YouTube, artists and labels fought to remove every piece of fan-generated content [that used] copyrighted material that they could. Now a decade or so later, almost every music marketing effort centers around encouraging [user-generated content]: TikTok trends, lyric videos, dance choreography, covers, etcetera. There’s inherent value in empowering fans to create content that uses your image and likeness. I think AI voice filters are another iteration of UGC.
Timbaland recently wrote a song and used an AI voice filter to map The Notorious B.I.G.’s voice on top of it, essentially bringing Biggie back from the dead. That raises more ethical questions. Do you think using the voice of someone who is dead requires different consideration?
Manager: It’s an interesting thought. Obviously, there’s a lot of value here for companies that purchase catalogs. I think this all ties back to fan fiction. I love The Doors, and I know there are people who, like me, study exactly how they wrote and performed their songs. I’d love to hear a song from them I haven’t heard before personally, as long as it’s labeled [as a fan-made AI song]. As a music fan, it would be fun for me to consume. It’s like if you watch a film franchise and the fourth film isn’t directed by the same person as before. It’s not the same, but I’m still interested.
When Ghostwriter introduced “Whiplash,” he noted that he’s down to collaborate with and send royalties to Travis Scott and 21 Savage. Have you gotten in touch with them, or Drake or The Weeknd, yet?
Manager: No, we have not been in contact with anyone.
“Heart on My Sleeve” was taken down immediately from streaming services. Are you going about the release of “Whiplash” differently?
Manager: We will not release a song on streaming platforms again without getting the artists on board. That last time was an experiment to prove the market was there, but we are not here to agitate or cause problems.
You’ve said that other artists have reached out to your team about working together and using their voices through AI. Have you started that collaboration process?
Manager: We’re still having conversations with artists we are excited about that have reached out, but they probably won’t create the sort of moment that we want to keep consistently with this project. There’s nothing I can confirm with you right now, but hopefully soon.
Why are you not interested in collaborating with who has reached out so far? Is it because of the artist’s audience size or their genre?
Manager: It’s more like every moment we have has to add a point and purpose. There hasn’t been anyone yet that feels like they could drive things forward in a meaningful way. I mean, size for sure, and relevancy. We ask ourselves: What does doing a song with that person or act say about the utility and the value of this technology?
Ghost: We’re just always concerned with the bigger picture. When “Whiplash” happened, we all felt like it was right. It was part of a statement I wanted to make about where we were headed. This project is about messaging.
After all this back-and-forth about the eligibility of “Heart on My Sleeve,” do you both feel you’re still in a good place with Harvey Mason Jr. and the Recording Academy?
Manager: For sure, we have nothing but love for Harvey … We have a lot of respect for him, the academy and, ultimately, a lot of respect for all the opinions and arguments out there being made about this. We hear them all and are thinking deeply about it.
Ghostwriter, you’ve opted to not reveal your identity in this interview, but does any part of you wish you could shout from the rooftops that you’re the one behind this project?
Ghost: Maybe it sounds cheesy, but this is a lot bigger than me and Ghostwriter. It’s the future of music. I want to push the needle forward, and if I get to play a significant part in that, then there’s nothing cooler than that to me. I think that’s enough for me.
A version of this story originally appeared in the Oct. 7, 2023, issue of Billboard.
“We all must make a choice — to be a hero or a villain.”
The familiarity of Morgan Freeman’s commanding voice couldn’t calm down the fans — 80,000 of them, reportedly — standing around Coachella’s Sahara Tent. The perilous tone of his monologue, paired with producer Mike Dean’s sinister synths, stressed the festival’s need for a hero. And comic book animations projected on either side of the stage illustrated there was only one man for the job.
Wearing a custom black Chrome Hearts suit, a masked Metro Boomin emerged from beneath the stage, his purple cross-embroidered cape fluttering in the desert wind. But regardless of the Academy Award-winning actor’s resounding introduction, it was the usually soft-spoken producer’s booming voice that caught festivalgoers — and one of his many guest performers — by surprise when he greeted the crowd.
“When we was done, Future kept telling me, ‘Bro, I ain’t know who the f–k was talking!’ ” Metro recalls. “ ‘I ain’t know you could do that! You be in a room and just be so quiet.’ ”
Future’s description of our hero’s usual alter-ego is true today as Metro sits at his own Boominati Studios in North Hollywood. He isn’t cloaked in his luxe costume; instead, he’s wearing a black Barriers hoodie with the image of Michael Jackson’s moonwalking silhouette highlighted by a baby blue spotlight. One of the studio’s ceiling lights floods him in the same blue as the bandanna wrapped around his tri-colored dreads.
He has gotten more comfortable in the spotlight lately. Over the last decade, Metro, 30, has transformed from a behind-the-scenes trap beat-maker to one of rap’s most in-demand producers. He has managed to take over pop music, too, and without compromising his signature sound, which is characterized by eerie synth loops, 808s, soulful samples and orchestral finishes and branded by his notorious producer tags. (“Metro Boomin want some more, n—a!”) So far, he has produced 115 Billboard Hot 100 songs, including 10 top 10 hits, among them Post Malone’s Quavo-featuring “Congratulations” and Future’s “Mask Off,” and two No. 1s, Migos’ “Bad and Boujee” (featuring Lil Uzi Vert) and The Weeknd’s “Heartless.”
But Metro’s latest solo album, Heroes & Villains — which he released Dec. 2, 2022, on Republic Records and his own label, Boominati Worldwide — continued his ascent into rarefied air: the producer-turned-successful artist. The sequel to his 2018 debut album, Not All Heroes Wear Capes, which topped the Billboard 200, and the second installment of an ongoing trilogy, Heroes & Villains built on Metro’s own cinematic universe, adding depth to his sound with more live instrumentation, like the horns on “Superhero (Heroes & Villains)” or the choral vocals on “Umbrella,” and assembling hip-hop Avengers like 21 Savage, Young Thug, Travis Scott and Don Toliver to perform their melodic and slick-tongued superpowers.
Heroes & Villains became Metro’s third No. 1 album, earning his biggest opening week yet, with 185,000 equivalent album units (according to Luminate), and its lead single, “Creepin’,” with The Weeknd and 21 Savage — a remake of Mario Winans’ 2004 R&B smash “I Don’t Wanna Know” (featuring Diddy and Enya) — spent the first half of 2023 in the Hot 100’s top 10, peaking at No. 3. Between Heroes & Villains’ No. 1 debut and Lil Uzi Vert’s Pink Tape, which topped the Billboard 200 in July, no other rap album reached No. 1 on the list, making it the longest wait in a calendar year for a rap album to lead the chart since 1993 (the year Metro was born).
Amiri sweater and jacket.
Sami Drasin
The album’s success was unsurprising to those paying attention to Metro’s creative promotion strategy for Heroes & Villains. He tapped Freeman, who narrated Metro and 21’s chart-topping album, Savage Mode II, to star alongside him in an action-packed short film directed by Gibson Hazard that also featured actor LaKeith Stanfield, Young Thug and Gunna. The clip kicked off his extensive rollout, which also involved an on-the-nose way to reveal the album’s featured artists.
A$AP Rocky had texted him one day about “this artist on Instagram that was doing all these comic book covers for hip-hop artists. And I was like, ‘Damn, this sh-t looks crazy,’ ” he recalls. “I DM’d [the artist, Alejandro Torrecilla], and I was like, ‘Yo, I’m finna start rolling my album out in three, four weeks. What if you did a cover for every artist on here and I just roll out the features that way?’ ”
The promotional efforts didn’t stop once the album was out: Metro embarked on a four-city in-store CD signing tour, debuted a live beat-making hologram of himself in Los Angeles and Miami, and projected his Heroes signal (from the cover of Not All Heroes Wear Capes) around the world (literally). “He was more in people’s face,” says Republic vp of marketing strategy Xiarra-Diamond Nimrod, who has worked with Metro since 2017. “[With Not All Heroes Wear Capes], we didn’t have as many in-store components. But this time around, we wanted him to have that interaction with [fans] and bring them into his world.”
The heightened visibility around Metro allowed the superproducer to transform into a superstar, separate from the ones with whom he regularly records. And more public-facing opportunities outside of music helped turn him into a household name: Earlier this year, he starred in and produced the music for Budweiser’s Super Bowl LVII ad and teamed up with the MLB Network for its Opening Day video, which was soundtracked by “On Time” and “Trance” from Heroes & Villains.
“That’s one of the things we discussed when we first met: Do you want to be that low-key producer who you know some of their songs but you can walk right past them today and not know who they were? Or do you want to be out and known, like Swizz Beatz, Timbaland or Pharrell [Williams]?” says his manager, Ryan Ramsey. “The numbers he’s doing on his own albums show he’s at that level where people are going to see him and say, ‘Hey, that’s Metro Boomin.’ ” Ramsey, who also manages Brandy, has represented Metro for the last two years under SALXCO, alongside the management company’s founder and CEO, Wassim “Sal” Slaiby; SALXCO vp of A&R Rahsaan “Shake” Phelps; and Amir “Cash” Esmailian through his own YCFU management company.
And while his No. 1 rap album set a high bar, getting a prime-time slot at Coachella served as the perfect climax for his rollout. “We had every intention of stealing the weekend,” Metro confidently says in retrospect.
Junya Watanabe jacket, Fendi pants, Louis Vuitton shoes.
Sami Drasin
In order to pull it off, he recruited a superstar-trained team: creative director La Mar C. Taylor, who works closely with The Weeknd; show director Ian Valentine, whose creative studio Human Person (which counts Billie Eilish and Post Malone as clients) was also responsible for animation, staging, lighting and content; choreographer Charm La’Donna, who works alongside major acts from Kendrick Lamar to Dua Lipa; and his longtime recording and mixing engineer Ethan Stevens, who helped him curate the setlist. He even passed on using Coachella’s designated livestreaming crew and hired his own to ensure the quality of the video and flow of the performance for folks at home.
“There was so many people advising me, ‘Don’t spend your money on that show.’ But I was like, ‘Nah, n—s have to get this,’ ” says Metro, who remains mum about how much Coachella paid him to perform but reveals he spent “over four times” that amount to ensure it happened just as he envisioned. “People were already hearing me different with this album. But they needed to see me different now.”
While his albums have established Metro as a masterful curator, “Trochella” confirmed he was an equally skillful showman. And much like his albums, he brought out his all-star collaborators, including The Weeknd, 21 Savage and Diddy for the first live performance of “Creepin’,’’ to perform the hits they share. While he mostly flexed his superproducer muscles from behind the DJ booth, he made sure to bask in his glory from the stage, too.
As Metro’s biggest risks — like dropping an album during the holiday season or investing a small fortune in an impressive Coachella set — have continued to pay off, he credits his unwavering dedication to the art. “Over time, [I’ve] established trust between me and my listeners, [so they know] that whatever I have to offer as far as music or anything, I’m definitely putting 1,000% into it,” he says. “It’s not about, ‘Oh, look at me like a star!’ Look at me like I care.”
Growing up in St. Louis, the producer born Leland Tyler Wayne looked up to hometown hero Nelly. Country Grammar was the first explicit CD he bought, and it inspired then-literally young Metro to become a rapper. But rapping requires beats, and since he couldn’t afford any, he decided to make his own. Producing turned into a bigger passion and came with added benefits, like not having to compete with so many other aspiring rappers — and sounding like a more legitimate profession to his mother, Leslie Wayne.
Leslie played an instrumental role in getting his career off the ground: When Metro was 13, she bought him his first laptop, where he downloaded the popular music production software FL Studio. And when he was in high school, she made 17-hour round-trip drives from St. Louis to Atlanta nearly every weekend so he could work with artists he connected with over social media, like OJ Da Juiceman and Gucci Mane — while still returning home before school on Monday morning. (Leslie died in June 2022, and Metro pays tribute to her often on social media and during live performances.)
He moved to Atlanta in 2012 to attend Morehouse College but dropped out after one semester to pursue music: In 2013, he got his big break when he produced Future’s acclaimed “Karate Chop” (featuring Lil Wayne). And Metro seemed to take over hip-hop in 2015: He joined the Rodeo Tour with Travis Scott and Young Thug as a supporting act and the latter’s touring DJ; produced most of Future’s DS2 album; worked on Scott’s debut album, Rodeo; and executive-produced Drake and Future’s joint mixtape, What a Time To Be Alive.
But he experienced a career-defining moment in February 2016 when Kanye West dropped The Life of Pablo. Right before premiering it during his Yeezy 3 fashion show at New York’s Madison Square Garden, West called Metro about one of the songs he had produced, “Father Stretch My Hands, Pt. 1.” “I didn’t put that tag on that beat. It’s Kanye’s sh-t,” Metro explains. “He asked for it like, ‘I’m finna play the album, but I need the tag on the song.’ And he just threw it in there real quick.” In a now viral clip, West is seen screaming and embracing a raccoon fur trapper hat-wearing Kid Cudi before “If Young Metro don’t trust you, I’m gon’ shoot you” blasts throughout the arena’s speakers. Metro’s tag catapulted him into the pop culture zeitgeist, from the numerous memes that flooded the internet immediately after to the hype it still creates whenever a DJ plays the song at a party. “That just took it to a whole ’nother stratosphere,” he reflects.
Amiri sweater, jacket, and pants.
Sami Drasin
From there, Metro continued building relationships with other rappers and elevating their music while reinforcing his reputation as the genre’s go-to producer. “A lot of times an artist will say, ‘I want to work with you, but send me beats.’ With Metro, it’s the opposite. He wants to create with you at a very intentional level,” says Vladimir “V Live” Samedi, who began working as Metro’s tour bus driver in 2016 before he was promoted to Boominati’s head of A&R. Metro dropped collaborative projects with Big Sean, Nav and 21 Savage, the lattermost of whom Metro has worked with on three full-lengths: Savage Mode, Without Warning (with Offset) and Savage Mode II. “Metro is the greatest producer of all time. I wouldn’t be where I am today without the help of my brother,” 21 Savage tells Billboard.
With prestige, a star-studded network and a stacked production discography, Metro had all the tools he needed to fly high on his own. He launched his Boominati Worldwide label in partnership with Republic in 2017 and, the following year, released his first solo album, Not All Heroes Wear Capes, a cohesive, superstar-filled set that plays out like a movie soundtrack. His hero motif stems from a family tradition: He, his mother and his four younger siblings used to “always go see every single Marvel movie together. We done followed the whole timeline on some nerd sh-t,” he reflects. “It has always been an interest to me.”
Sony Pictures Animation, which produced 2018’s Spider-Man: Into the Spider-Verse in association with Marvel, took notice. The studio worked with Republic on the first Spider-Verse soundtrack (which yielded Post Malone and Swae Lee’s mega-smash, “Sunflower”). When the time came to work on its follow-up, Sony Pictures Motion Picture Group president of music Spring Aspers says it “was just pure luck in terms of timing” that the label had just finished working on Metro’s Heroes & Villains campaign and decided he was its “ideal partner.”
“It started off with him doing a couple songs, and then it just got to the point where I went to him and was like, ‘Yo, do you want to executive-produce this whole thing? Because it looks like I’m going to have that conversation,’ ” Ramsey recalls. “He said, ‘Man, that would be dope!’ ”
Martine Rose suit.
Sami Drasin
Metro started working on the Spider-Verse soundtrack at the end of December — the same month he released Heroes & Villains. “We’re already on a roll; might as well keep it going,” says Stevens, who also served as executive producer. Compared with the two-and-a-half years they spent working on Metro’s solo album, the duo knocked out the Spider-Verse soundtrack in six months. Metro Boomin Presents Spider-Man: Across the Spider-Verse taps a diverse web of artists — Don Toliver, Nas, Lil Wayne, James Blake, Myke Towers, Mora and more — to deliver an ingenious mix of hip-hop, pop, Latin and Afrobeats that nods to the film’s protagonist Miles Morales’ African American and Puerto Rican heritage.
“He once texted us a line that a string quartet had played,” says Phil Lord, one of the film’s co-writers and co-producers, of what became the opening sequence of “Am I Dreaming” with A$AP Rocky and Roisee, an up-and-coming St. Louis artist whom Metro discovered on YouTube years ago. “Then he had [Mike Dean] come over and do this really wild synth stuff. That became the song that’s on the end credits of the movie. And now that’s going to be the official Oscar submission for the film.”
When the time came to promote the soundtrack, Lord and Chris Miller, another one of the film’s co-writers and co-producers, took a page out of Metro’s playbook. “In the first movie, there was this phenomenon where people were making their own ‘Spidersonas,’ ” Miller says. When they saw what he did with Heroes & Villains, they tapped the film’s character designer, Kris Anka, to create Spidersonas for each of the featured artists on his soundtrack.
But they had a special plan for Metro’s own caricature. The day before Metro attended one of the Spider-Verse film screenings, Lord and Miller asked him to swing by the studio an hour early to test out some lines they had written for him. “The Republic team, our team, the music executives from Sony and the editors were crammed into another booth,” Lord recalls. When everyone cracked up after he recited, “My bad, everybody! There was somewhere to run,” Miller says they knew “that was the winner.”
Now his Spidersona — and his voice — actually appear in the film as Metro Spider-Man, but Nimrod wanted to ensure that fans would see him off the silver screen, too. “We made these cool cutouts of his character and were hanging them from light poles, and there were decals on the sidewalks and walls,” she says. “People were fully stealing these cutouts and tagging me on social like, ‘I got my Metro Spider-Man hanging in my room!’ That’s when I was like, ‘OK, now this is fire.’ ”
Amiri sweater, jacket, pants, and shoes.
Sami Drasin
Metro Boomin Presents Spider-Man: Across the Spider-Verse reached No. 1 on both the Soundtracks and Top R&B/Hip-Hop Albums charts — matching, and outperforming, respectively, the performance of the first Spider-Verse soundtrack, which also received a Grammy nomination for best compilation soundtrack for visual media. Ramsey hopes Metro’s Spider-Verse contribution can score the same distinction, and given the success of Heroes & Villains and “Creepin,’ ” next year could well be Metro’s long-awaited Grammy breakthrough. Incredibly, he has been nominated only once, and not for a project one would have expected him to have worked on: He co-produced Coldplay’s “Let Somebody Go” with Selena Gomez, from the band’s Music of the Spheres, an album of the year nominee. “[Frontman Chris Martin is] a good friend of mine. Sometimes we work on ideas; sometimes we just go walk outside,” Metro explains casually.
But with so much music to make, industry accolades are far from his mind. He’s currently wrapping up his long-awaited joint album with Future and still working on his project with J.I.D that the two teased earlier this year. Metro is also working on A$AP Rocky’s highly anticipated album, Don’t Be Dumb, and is one of a few trusted producers working on The Weeknd’s final album.
Nonetheless, there are a few other artists he dreams of collaborating with in the future. “I still really want to do something with Justin Timberlake,” he says. “I need to work with Miguel. I still haven’t worked with Jay-Z.”
But while Metro will always make time for the music, he plans to spend the next decade focused more on his businesses. Since he launched Boominati, “a lot of the business was focused on Metro and our producers that we work with: Chris XZ, Doughboy and David x Eli,” Samedi says. Now Metro is transferring his artist discovery and development skills to the executive side so he can start signing artists. And, he teases, he has already started his own production company that will allow him “to do stuff for screen.”
“The amount of grind and effort I put in my 20s into the music, I’mma put into the business aspect through these 30s,” he says. “I watched my music seeds grow from 20 to 30. I can watch the rest of these grow from 30 to 40.”
This story will appear in the Oct. 7, 2023, issue of Billboard.