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Kx5, presented by Carnival, will perform at Billboard Presents The Stage at SXSW, on March 18.
The show was going so well. An hour into the set from Kx5 — the electronic music supergroup of genre leaders Kaskade and deadmau5 — it was, as intended, a dazzling feat of light, sound, video and the emotional punch of those elements combined. Then the power went out, and Los Angeles Memorial Coliseum — and the 46,000 fans assembled there on that drizzly night in December — were thrust into silent darkness.
From the front of the house, deadmau5’s longtime manager, Dean Wilson, sprinted backstage — where, he says, he found “everybody running around like headless chickens, screaming, ‘Generator’s on fire!’ ”
The generator was not supposed to be on fire. However, it had turned itself off due to overheating and was emanating smoke. Its programming had then instructed three backup generators to also shut down to avoid igniting the 17,000 gallons of diesel fuel inside. Frantic staffers worked to salvage what had been billed as a landmark live performance — one that cost “almost seven figures to design and over seven figures to execute,” says Kaskade’s manager, Ryan Henderson.
Success seemed unlikely. “When you have a major failure like that, normally something then doesn’t work,” Wilson says. “Something’s not rebooted properly. Some configuration can’t restart because it has crashed so badly.” But when deadmau5 hit the button that would, in theory, restart the show, restart it did. The performance, co-produced by Live Nation affiliate and powerhouse electronic music promoter Insomniac Events alongside both artists’ teams, set a record for the biggest ticketed global headliner dance event of 2022.
“I’ve been working in the electronic/dance space since the early ’90s,” says UTA’s Kevin Gimble, who represents deadmau5, Kaskade and Kx5. “I have been fortunate to have a lot of incredible moments throughout my career. However, nothing — and I mean nothing — can compare to the emotions that were stirred within me seeing [nearly] 50,000 people inside that building singing ‘I Remember’ in unison. Pure f–king magic.”
As Kx5, deadmau5 and Kaskade have formalized a collaborative relationship that began with the aforementioned moody 2008 classic — one of EDM’s first defining tracks, the penultimate song played during the L.A. Coliseum performance and, in dance parlance, an all-time banger. In 2009, they released a follow-up single, “Move for Me.” Now, 14 years later, they are leveling up the partnership with the March 17 arrival of Kx5’s eponymous debut album, which is being released on deadmau5’s independent label, mau5trap Recordings.
The show wasn’t just a full-circle moment for Kx5: It was one for dance music itself. In June 2010, deadmau5 and Kaskade, playing separately, were among the last electronic artists to perform at the L.A. Coliseum during what would be the final Los Angeles iteration of Electric Daisy Carnival. Produced by Insomniac and featuring then-rising acts like Avicii and Swedish House Mafia, the festival created a maelstrom of headlines (and lawsuits) when a 15-year-old girl who had snuck into the event died after overdosing on MDMA. In the aftermath, Los Angeles sent EDC packing to Las Vegas, and the venue became a no-fly zone for electronic music — and, aside from a handful of shows throughout the 2010s, most other genres, too — even as EDM was becoming a major commercial force in the United States.
“We’d heard rumors they were going to start doing more shows at the Coliseum, and I was like, ‘Wouldn’t it be amazing if we were the first electronic act to do a show back in that venue?’ ” Wilson recalls. “We were absolutely the test case.”
“Kaskade kind of straddles the line between electronic and pop music,” says Henderson of why promoters book the producer in venues where dance music might be otherwise verboten. “People don’t associate him with rave culture as much as you’d think.”
On Kaskade (left): Dior jacket and sneakers, Mouty pants, Oscar & Frank eyewear. On deadmau5: Amiri jacket, pants, and sneakers.
Austin Hargrave
With the December show filed as a win, deadmau5 and Kaskade symbolically marked a decade-plus run during which they became two of the genre’s most successful artists. Alongside peers like Swedish House Mafia, Avicii, Calvin Harris and Skrillex, they helped create the superstar DJ template of Vegas residencies, arena shows, festival headlining and massive paychecks. To date, Kaskade’s catalog has aggregated 736 million U.S. streams, according to Luminate, and deadmau5’s has clocked 1.5 billion.
They remain two of the scene’s most elite acts, having influenced a generation of fans and artists alike. John Summit, the 28-year-old dance phenom who opened the Coliseum show, told Wilson that deadmau5’s “Ghosts ‘n’ Stuff” was the reason he started making music. (Later in 2023, Summit will release the first official remix of “I Remember.”)
But while Kx5’s out-of-the-gate success was made possible by each artist’s individual popularity and the near mythological status of their previous collaborative output, the project is more about their own enjoyment than the new creative directions some of their peers have followed as their careers have progressed.
“It was literally a product of us saying, ‘F–k it,’ ” says deadmau5, born Joel Zimmerman, in his pronounced Canadian accent. “I’m not saying we don’t love it, but we don’t need it, financially speaking. It’s just something we want.”
On this Monday afternoon in Los Angeles, deadmau5, who’s based in Toronto, sits alongside Chicago native Kaskade (real name: Ryan Raddon), who is now based in L.A. Deadmau5 makes infrequent eye contact and uses a variation of “f–k” upwards of 40 times during the 45-minute conversation. “Dude” is the interjection of choice for Kaskade, who wears reflective-lensed sunglasses.
As they tell it, Kx5 (pronounced “kay five”; the “x” is silent) is essentially the result of friendship meeting market demand and pandemic downtime. Crowds would still “freak out” when Kaskade dropped “I Remember” in his sets and, he says, “every time I’d see Joel at a festival, I’d be like, ‘Man, we should probably do something together.’ He’d be like, ‘Yeah, we probably should.’ ”
When live events paused, Kaskade called him to make it official, saying, “OK, seriously, I don’t have anything to do. Let’s do something.” They started emailing productions back and forth, with tracks taking shape as the pandemic wore on.
Kaskade photographed on February 6, 2023 in Los Angeles. Givenchy sweater.
Austin Hargrave
Kx5 soft-launched in July 2021 during Kaskade’s headlining set at SoFi Stadium in Inglewood, Calif. Produced by Insomniac and marking the first public concert at the new venue, the show sold 27,000 tickets and grossed $2.6 million, according to Billboard Boxscore. It also featured a surprise opening set from deadmau5, who returned later to play “I Remember” alongside Kaskade. (They didn’t play any Kx5 music, nor did deadmau5 don the plastic mouse helmet he has long worn during solo performances.)
Shortly after the SoFi show, UTA’s Gimble began conversations with Insomniac and Live Nation about a Kx5 play at the Coliseum. Nearly six months later, on Jan. 3, 2022, deadmau5, Kaskade and their managers met in L.A. to strategize Kx5. Discussions around the artists doing something official together had started ahead of the pandemic, when they were offered a back-to-back set at HARD Summer 2020. When that show was canceled amid lockdowns, HARD promoter Insomniac shifted the offer to EDC 2022, where Kaskade and deadmau5 decided to debut the Kx5 live show. But they still needed a lead single.
Wilson, who has managed deadmau5 since the artist launched that persona in 2006, had been sitting on a top-line demo of a song called “Escape” from U.K. songwriters Camden Cox, Will Clarke and Eddie Jenkins. Deadmau5 had been tinkering with the demo’s production but was concerned, Wilson says, that it didn’t sound “new enough” compared with his more recent output.
Nonetheless, at the January 2022 meeting in L.A., Wilson told Kaskade they had a track that might work as Kx5’s first release. “Joel looks at me like, ‘What?’ ” Wilson says. “And I play ‘Escape,’ and Ryan goes, ‘We’ve got to do that.’ ”
Deadmau5 sent parts of the song to Kaskade, who soon completed it. (“Let’s make it radio-ey,” says deadmau5 of their goal for it. “Let’s make it ‘I Remember’-ey. Strip it back, keep some of that early-2000s vibe to it.”) Released in March 2022 — three months before the debut Kx5 performance at EDC — critics and fans hailed “Escape” as a triumphant return to form, a fresh take on the dreamy, sexy yet melancholy slowburn style the duo had forged with “I Remember.”
“Escape” has garnered 47.7 million official U.S. on-demand streams. And by the time the song (featuring British singer Hayla) hit No. 1 on Billboard’s Dance Mix Show/Airplay chart in April 2022, Kaskade and deadmau5’s idea for a Kx5 EP had expanded into plans for an album. “Don’t threaten us with a good time,” the latter jokes about the project’s growth. Kaskade laughs.
In July 2022, Kaskade joined deadmau5 at his home studio in Toronto. “It ended up being a lot of hanging out, wake-surfing, chilling and talking about music,” recalls Kaskade. “We had a songwriting session that went until, like, four in the morning. I couldn’t stay up anymore.”
While they keep different hours, they agree that working together is a more streamlined process than when they record individually. “The benefit of doing it together is you get to bounce ideas off somebody else,” Kaskade says. “Usually when you’re in your own space, it’s like, ‘I think this is the end?’ With somebody else in the mix, I send it over to Joel. Like, ‘I think it’s done. What do you think?’ ” Working together, they agree, also eliminates expectations among their fans. “They don’t know what to think,” says Kaskade. “They’re like, ‘Let’s see what this is about.’ ” The resulting 10-track album is simultaneously sophisticated and tough, featuring complex and inventive progressive house productions that pulse and glow. Lyrics — largely about love and the loss of it — ride achingly pretty, often haunting melodies.
“Ryan excels as a songwriter and in arrangement and structure, where I suppose I excel in mastering, engineering and the more technical components of sound versus the idea,” deadmau5 says. “He’s got his wheelhouse, I’ve got mine, and we don’t overlap a lot. Like, I would sooner shoot myself in the leg before I’m like, ‘Here, Ryan, master this.’ ”
deadmau5 photographed on February 6, 2023 in Los Angeles. Amiri jacket.
Austin Hargrave
Their differences run deeper than their production strengths. While deadmau5 has been known to stay awake for three days straight making music, Kaskade appears to sleep regularly. Deadmau5 smokes cigarettes; Kaskade does not. Deadmau5 drinks Corona. Kaskade, a practicing Mormon, is sober. He remarks that it’s surreal to be doing an interview for the cover of Billboard. Deadmau5 announces he would rather be at home playing video games.
“I call them the odd couple,” says Wilson. “They’re yin and yang, chalk and cheese, completely different ends of the spectrum, but they ultimately have a respect for each other as producers.” And respect from deadmau5 is rare: In EDM’s heyday, he used Twitter to insult everyone from Justin Bieber (“little f–king d-ckhead”) to Disney, which in 2014 sued him over the similarities between his “mau5head” and its Mickey Mouse logo. (“Disney thinks you might confuse an established electronic musician/ performer with a cartoon mouse. That’s how stupid they think you are.”) In 2015, he published a Tumblr post about dealing with depression exacerbated by social media; his team now runs his accounts.
Deadmau5’s prickly (if, by now, predictable) nature makes his creative, and personal, alchemy with Kaskade all the more remarkable. “Joel doesn’t … he has very, very few relationships like that,” Wilson continues. “Joel’s a self-contained machine. His studio is in the middle of the house. He works predominantly on his own. He doesn’t do massive collaborations on a regular basis. But I think he likes Kx5 because it’s so different than it being all about the mouse head. There’s pressure in that, but with the two of them, you can see Joel go, ‘This is a bit of fun.’ It’s much more of the relaxed, funny Joel because he’s got a sparring partner, a foil, someone he can joke with. You can’t do that if you’re doing it on your own.”
The fact remains that Kx5 has an expiration date. The pair is scheduled to play just five more shows beyond South by Southwest, all U.S. festival sets, starting at Miami’s Ultra Music Festival in late March and ending in September at a currently unannounced East Coast event. (Although “nobody’s closing the door on what this could be in the future,” Henderson says. “There’s something special here.”)
“We can show up and crush a big event, but I’m not going to f–king hammer it until we’re both over it,” says deadmau5. “I don’t want to be f–king Siegfried & Roy over here doing 20 shows a night in f–king Vegas. We’ll just do some nice, big, iconic-looking plays, then f–king Ryan’s off Kaskade-ing and deadmau5 is out deadmau5-ing.”
Indeed, as EDM elder statesmen (relatively: Kaskade is 51, and deadmau5 is 42), they can do a one-off super pairing without relying on it for relevancy or income. (That said, the impact of Kx5 “feeds residual revenue streams” like streaming numbers and solo plays for each individual artist, Henderson says, adding that Kaskade just signed a three-year, eight-figure Vegas residency deal. “I’m not saying the Kx5 brand contributed to that,” Henderson adds, “but it definitely didn’t hurt it.”)
Kaskade (left) and deadmau5 of Kx5 photographed on February 6, 2023 in Los Angeles. On Kaskade: Louis Vuitton jacket. On deadmau5: Amiri jacket.
Austin Hargrave
But having come up, says deadmau5, “right at the turning point” when EDM was the world’s most lucrative genre, his and Kaskade’s brands are now foundational to the music’s culture, and their businesses extend well beyond streaming. “The money is in ancillary goods,” deadmau5 says. “Tangible items [like merchandise], appearances, shows, production.” He adds, “I don’t think I’m going to be f–king donning a mau5head in my 50s,” noting he may shift into managing mau5trap acts as he gets older and tours less.
But since they broke through in the EDM golden age, paths to success in the wider industry have become more difficult, making it harder for both emerging and established artists to score crossover hits. By the time Kx5 drops, eight of its singles will already be out because, says Wilson, digital service providers would only support two tracks if they were all released at once — and thus no one would hear most of the music. While deadmau5 has over 10 million fans across Instagram and Facebook, Wilson says the algorithms won’t allow communication with most of them. He also says that despite the success of “Escape” on dance radio and the $300,000 put behind its campaign — “We spent hundreds of thousands working that record. Who else has got that kind of money?” he asks — they couldn’t get the song on Spotify’s Today’s Top Hits playlist. “You break down those playlists, and they’re all predominantly major-owned acts,” says Wilson, who co-founded mau5trap with deadmau5 in 2007. “It’s a closed shop.”
Still, the strength of deadmau5 and Kaskade’s respective brands reduces the need for Kx5 to generate revenue. “They’re definitely investing more than they’re making,” Henderson says. “This whole project is for the fans. This isn’t getting these guys together, throwing them on a stage, exploiting their legacy and bringing in a bunch of money. It’s about making something special for their fans. They 100% sacrifice income to play together.”
Kaskade concedes that since corporate interests entered the mix during the EDM boom, the scene has become “more predictable” — or, as deadmau5 puts it, now “it’s all a bunch of little douche nozzles that know the trends, and how this is going to work, and you have to do it like this, and it homogenizes it all to sh-t.” The optimist of the duo, Kaskade believes there will always be an underground and the unpredictable music it fosters, but “just not like it was 20 years ago or 10 years ago, when the majors got involved.”
But while Wilson says EDM is often treated as the “poor relative” among other more visible genres in the wider industry, it remains “a great multibillion-dollar business with very successful festivals and a fan base that is very deep and that buys our tickets.”
“Is it commercially viable in terms of pop album sales? F–k no,” says deadmau5. “Is it commercially viable? Hell yeah. If it wasn’t, we wouldn’t be doing this. I’d be your stock boy at Bed Bath & Beyond.”
In the end, the L.A. Coliseum show earned $3.7 million. Kx5 didn’t have to cover the cost of a new generator.
Penske Media Corp. is the largest shareholder of SXSW; its brands are official media partners of SXSW.
This story will appear in the March 11, 2023, issue of Billboard.
Feid, presented by Samsung Galaxy, will perform at Billboard Presents The Stage at SXSW on March 17.
A leaked album was the best thing that ever happened to Feid.
In September 2022, the Colombian singer-songwriter was headlining three consecutive sold-out hometown dates at Plaza de Toros La Macarena — Medellín’s famed bullfighting ring and concert venue — where he performed for more than 30,000 people over the course of the three shows. He was due for some much-needed rest the following Monday. But that never happened.
Instead, the artist born Salomón Villada Hoyos, 30, who also goes by the nickname Ferxxo, received an agitated call from his manager, Luis Villamizar, with the news that his album, Feliz Cumpleaños Ferxxo — scheduled for a December release — had, without their knowledge, arrived much earlier, in the form of a 39-minute voice note first leaked as a link on the internet.
“All my spirits dropped,” he recalls today, still sounding disappointed. “It was incomplete. It was a mess, and I felt rage — but that feeling lasted about half an hour. After that, I talked to my mom to see how we could take advantage of the situation and thankfully, we reacted quickly.”
With help from his team, producers and record label, Universal Music Latino (UML), he took matters into his own hands, working relentlessly for 24 hours to release an album that wasn’t even mixed or mastered yet. Because all 15 tracks had been leaked, Feid changed the title to Feliz Cumpleaños Ferxxo Te Pirateamos El Álbum (Happy Birthday Feid We Leaked the Album) and had his sister, who’s also his longtime graphic designer, create new cover art that acknowledged how the songs had ultimately spread: Though Universal quickly took down the initial leaked link, the audio had already been shared to DropBox and then sent wide through a chain of WhatsApp conversations. (Six of the 15 tracks had already been released as singles at the time of the leak.)
On Sept. 14, just two days after it leaked, the album — powered by syncopated perreos, reggaetón swagger and chill house beats — officially came out. Feid remains unsure of who leaked the set and why. But that’s now beside the point: Feliz Cumpleaños Ferxxo earned him his first top 10 entry on Billboard’s Top Latin Albums chart, surging from No. 25 to No. 8 in its second week, on the chart dated Oct. 1, 2022. It concurrently became his first entry on the Billboard 200 and peaked at No. 5 on Latin Rhythm Albums. “Normal,” the set’s fourth single, also became Feid’s first Hot Latin Songs entry as a soloist, following five alongside stars like J Balvin, Nicky Jam and Karol G. The track peaked at No. 1 on the Latin Rhythm Airplay chart on Jan. 21.
To maintain momentum, Feid and his team made another swift change of plans, deciding to rebook a previously in-the-works club tour — his first headlining U.S. run — to theaters to reflect his rapidly growing popularity, and to execute the task, from booking to opening night, in less than a month. Hans Schafer, senior vp of global touring at Live Nation, the tour’s promoter, told Billboard at the time that, like the album’s assembly, “everyone worked really quickly to turn this around.” Tickets to the 14-date stint, which began Oct. 13 in Atlanta and wrapped Nov. 25 in Los Angeles, sold out in 24 hours.
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Devin Christopher
Feid has always had a clear creative vision concerning his music, which laces innovative urban beats with the essence of early-2000s reggaetón and lyrics about love. But his biggest barrier to achieving solo mainstream success for himself was trusting that intuition, rather than worrying about others’ opinions. It took years, but Feid finally realized the importance of being faithful to his core identity. And while the album leak was jarring and unplanned, the foundation he laid over more than a decade of making music allowed him to seize the opportunity and explode in popularity. With the tour, his ability to pivot quickly kept yielding successes.
“It was very special to go to the shows and see people dressed as me with green clothes, white glasses and even a gold tooth,” Feid gushes. “After the first show, I told my team, ‘Look carefully at this stage because, God willing, we will never have people as close as we do now. We will have them further and further away.” In other words, Feid expects to be playing U.S. arenas and stadiums before long.
For a teenage Feid, even playing the theaters of his fall tour would have been unimaginable.
As a seventh grader at Colegio San José de La Salle in Medellín, he discovered his passion for performing during a school talent show. Singing Daddy Yankee’s “Rompe (Remix)” with a group of friends as The Three Fathers, “I liked seeing how people were enjoying something I was doing,” he recalls. “I was shaking with nerves, but when I started to sing it all went away.”
That performance and others like it, known as colegios (school tours), are common for aspiring teen artists in Colombia, and they eventually allowed Feid to connect with Alejandro Ramírez Suárez, who would become Latin Grammy-winning producer Sky Rompiendo — and Feid’s longtime collaborator alongside Mosty, Wain, and Jowan and Rolo of production duo Icon Music.
By their early 20s, both Feid (whose moniker sounds like “faith” when spoken in Spanish) and Sky were making names for themselves in their hometown. Feid had already independently released singles such as “Bailame” and “Morena,” both of which gained traction in Latin America; Sky was the mastermind behind J Balvin’s first No. 1 chart hit, “Ay Vamos,” which peaked in March 2015.
Around then, Feid “unintentionally” fell into songwriting after Colombian artist Shako asked if he could record a song Feid had written for himself, called “Robarte Hoy.” “I was still new in the industry and didn’t even know writing for other artists was a thing,” he recalls (a year later, Shako invited him on the remix). One of the first popular tracks Feid wrote was Reykon’s “Secretos,” which ultimately led him to work with Balvin as a writer on the 2016 hit “Ginza,” nabbing Feid an ASCAP Latin award along the way.
“I started taking him to the studio when we had camps for Balvin because he has always had great chemistry,” Sky remembers. “Yes, he helped us write ‘Ginza,’ but the song where he proved himself as a songwriter was ‘Sigo Extrañándote,’ ” another track for Balvin that showcased Feid’s heartfelt, relatable lyricism. As Balvin tells Billboard, “He always brought something fresh to the table, and I always let him know of his potential.”
Suddenly, Feid’s “reggaetón music with pop lyrics” had made him the hip, on-demand songwriter that artists from Thalía to Ximena Sariñana to CNCO wanted to work with. In 2016, he signed an exclusive worldwide publishing administration deal with Universal Music Publishing Group (UMPG) through management and publishing company Dynasty Music Group, helmed by his then-manager, Daniel Giraldo, and Juan Pablo Piedrahita. Soon after, he signed his first record deal with In-Tu Linea, a label then under the Universal Music Latin Entertainment (UMLE) umbrella that was launched by industry veteran Jorge Pino and his longtime colleague Fidel Hernández as COO. Although “many labels showed their interest,” Feid says, Pino and Hernández were the only ones to make the “very special” gesture of meeting him in person.
Feid made his major-label debut with the Balvin-featuring “Que Raro,” which became his first Billboard chart entry, debuting and peaking at No. 26 on Latin Digital Song Sales and peaking at No. 16 on Latin Rhythm Airplay in 2016.
“Today, I highly value that moment that Balvin gave me — the spotlight in which he put me, the type of song it was,” he says. “It was super cool for my career, for my life, for everything I have been building. There are still people who tell me that they followed me or discovered me with ‘Que Raro.’ ”
Soon after, Feid collaborated with artists such as Maluma and Nacho; released his debut album, Así Como Suena, in 2017; received a Latin Grammy nomination for his next one (2019’s 19); and joined “The Avengers,” a collective of urbano artists that included Dalex, Dímelo Flow, Justin Quiles, Lenny Tavárez and Sech and released club bangers such as “Cuaderno” and “Quizas.” Around then, he also stopped writing music for others.
“I needed to find myself as an artist,” he says. Though Feid was gaining popularity writing for big acts, he hadn’t yet discovered his own strong artistic identity, and admits he was following the standards he observed in the industry by being “an average singer releasing average music.” As other Colombian artists of his generation such as Maluma, Karol G and Balvin skyrocketed to stardom, he wondered, “When will it be my turn?”
Then one day, after more than a decade of work, it clicked.
“I decided to take an arepa with cheese in my hand and say that I was paisa,” he proudly states, referring to the local word for someone from Medellín. “I began to be more faithful to who I am and my Colombian roots. At that moment, I opened the coolest door that I’ve ever opened, which was finding my identity and introducing El Ferxxo. It took me a long time to realize that this was what I had to do to really, really connect with people.”
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Devin Christopher
Putting his new alter ego to the test, Ferxxo (pronounced Fercho) began incorporating local Medallo slang into his lyrics, like mor (love), que chimba (how cool) and parchar (hanging out) and replacing letters in his titles with X’s to pique curiosity.
It worked. The Latin Grammys nominated 2020’s Ferxxo (Vol. 1: M.O.R.) and its Justin Quiles-featuring single “Porfa” for best urban music album and best reggaetón performance, respectively. On the strength of an all-star remix featuring Balvin, Maluma, Nicky Jam and Sech, “Porfa” earned Feid his first No. 1 hit on both the Latin Airplay and Latin Rhythm Airplay charts.
As he established his musical identity, Feid recognized that creating a visual one was similarly important. He adopted the color green (most often, a lime shade) as his trademark, starting in early 2022 with the release of the single “Castigo”: Its cover art features a green monster truck and in the music video, Feid is clad in all green.
“It reminded me of the time when I was a huge fan of artists and wanted all the merch that had to do with them. I try to put myself in the shoes of a fan so that the people who follow me have a better chance of feeling closer to me,” he says. Now, he always finds a way to wear it — the color of growth and new beginnings.
As 2021 progressed, it seemed like everything was falling into place for Feid. He inked a worldwide publishing agreement with UMPG, fully transitioned from In-Tu Linea to UML under president Angel Kaminsky’s team and opened Karol G’s Bichota U.S. arena tour.
Still, it wasn’t all smooth sailing — and in fact, his month on the road with Karol was a tough wake-up call. “I feel that 90% of people saw my show for the first time,” he says. “Coming from being a big deal in Colombia and being at the top of the charts to doing a show in Sacramento [Calif.] and having only five people yell ‘Wooo!’ was challenging for me.”
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Devin Christopher
Then, shortly after returning home, a motorcycle accident left Feid with a severely injured left knee that required a two-month recovery. But instead of wallowing in his pain (or just kicking back to watch Netflix), Feid got to work on his next album.
“There were moments of doubt and complications,” says Jesús López, chairman/CEO of Universal Music Latin America & Iberian Peninsula. “It was bad luck for his leg but good luck for his head because he was able to be calmer for a while and work more on the creativity of his album Feliz Cumpleaños Ferxxo.”
Hunkered down with his leg in a cast, Feid organically started engaging more with fans on TikTok. He would flirtatiously react to viral videos in his suave Medallo, create simple dance challenges for his music, tell jokes and, most importantly, preview tracks he was working on, like “Normal.” On TikTok, he realized, it was easier to promote himself (and go viral) than through an interview with a major news platform, and it became one of his biggest marketing tools, attracting new fans outside Colombia in places such as the United States, Mexico and Spain. (Feid now has more than 7.5 million TikTok followers.)
But it wasn’t until two trips to Mexico in 2022 that Feid truly noticed the effects of his social media presence. When he arrived in May for a festival in Monterrey, thousands of fans greeted him at the InterContinental Presidente hotel in Mexico City, prompting Feid and his team to schedule shows of his own in the country. In August, the three resulting headlining gigs — at Auditorio Nacional (Mexico City), Auditorio Citibanamex (Monterrey) and Auditorio Telmex (Guadalajara) — sold almost 20,000 tickets and grossed nearly $1 million, according to Billboard Boxscore. Previously, Feid had only performed in Mexico as a surprise guest for other artists.
“I feel that everything has been gradual in my career, but this was definitely an alert to us that something was happening,” he says with a laugh. “I still don’t want to realize what’s happening. I just want to keep making my music, be with my family, eat frijolitos (beans) and relax, but I can say that Mexico was that moment when we all wondered, ‘What’s going on?’ ”
Today, speaking with me in Miami’s hip Wynwood neighborhood, fame doesn’t seem to have changed Feid — and he’s embracing his paisa identity more than ever. He’s wearing his laid-back, go-to uniform of shorts, sneakers, baseball cap and graphic T-shirt and proudly rocking the first-ever backpack from his collaboration with Bogotá-based brand Totto. He’s polite and warm, arriving early for his Billboard photo shoot (“People’s time is valuable”) and greeting everyone in the room with a chiseled smile and a tight hug. “Que más mi reina? Todo bien?” he asks me — “All good, my queen?”
While it may have taken some extra time to get here, Feid’s down-to-earth appeal is central to why, finally, he’s prospering. Feid attributes his success to “the perfect timing of God,” but those around him know there’s a bit more to it.
“He is real and authentic,” says his manager, Villamizar. “In his music, what he writes, what he says. The DNA of all this success is him and people notice and feel it.”
“He has a lot of perseverance and a lot of persistence that few have,” says Balvin. “Many [artists] would have gotten out of the way by now, but he was always there. Now he is living his best moment, and I’m sure many more blessings will come his way.”
Feid photographed on January 12, 2023 at Proper Studio in Miami.
Devin Christopher
Late last year, Feid released his second collaboration of 2022 with Yandel, and he’s carried that momentum into 2023, earning his first Hot 100 entry with the Ozuna-assisted “Hey Mor” and embarking on his first proper Latin American trek, the sold-out Ferxxo: Nitro Jam Tour promoted by CMN. He’ll headline Chicago’s Sueños Music Festival in May and tour Europe this summer, all while working on his next album. Its “whole concept has to do with how I went from being in the shadows as a composer to everything I am achieving now [as an artist],” he explains.
Feid is covered in tattoos, but one on the right side of his neck is particularly noticeable. In cursive, it reads: Nunca olvides porque empezaste (never forget why you started) — a reminder to stay grounded. “Fe,” or faith, is at the core of what got him here, and what will keep him going forward.
“From the beginning, it was [my dream] to have a vision that only I could have and could spread to people and also surround myself with a team that understood what I wanted to do,” he says. “I have always had a lot of faith in myself and my career — and that is why Ferxxo is called ‘Feid.’ ”
Penske Media Corp. is the largest shareholder of SXSW; its brands are official media partners of SXSW.
This story will appear in the March 11, 2023, issue of Billboard.
Lil Yachty, presented by Doritos, will perform at Billboard Presents The Stage at SXSW on March 16.
Someone has sparked a blunt in the planetarium.
It may be a school night, but no one has come to the Liberty Science Center in Jersey City, N.J., to learn. Instead, the hundreds of fans packed into the domed theater on Jan. 26 have come to hear Lil Yachty’s latest album as he intended: straight through — and with an open mind. Or, as Yachty says with a mischievous smile: “I hope y’all took some sh-t.”
For the next 57 minutes and 16 seconds, graphics of exploding spaceships, green giraffes and a quiet road through Joshua Tree National Park accompany Yachty’s sonically divergent — and at this point, unreleased — fifth album, Let’s Start Here. For a psychedelic rock project that plays like one long song, the visual aids not only help attendees embrace the bizarre, but also function as a road map for Yachty’s far-out trip, signaling that there is, in fact, a tracklist.
It’s a night the artist has arguably been waiting for his whole career — to finally release an album he feels proud of. An album that was, he says, made “from scratch” with all live instrumentation. An album that opens with a nearly seven-minute opus, “the BLACK seminole.,” that he claims he had to fight most of his collaborative team to keep as one, not two songs. An album that, unlike his others, has few features and is instead rich with co-writers like Mac DeMarco, Nick Hakim, Alex G and members of MGMT, Unknown Mortal Orchestra and Chairlift. An album he believes will finally earn him the respect and recognition he has always sought.
“I did what I really wanted to do, which was create a body of work that reflected me,” says a soft-spoken Yachty the day before his listening event. “My idea was for this album to be a journey: Press play and fall into a void.”
Sitting in a Brooklyn studio in East Williamsburg not far from where he made most of Let’s Start Here in neighboring Greenpoint, it’s clear he has been waiting to talk about this project in depth for some time. Yachty is an open book, willing to answer anything — and share any opinion. (Especially on the slice of pizza he has been brought, which he declares “tastes like ass.”) Perhaps his most controversial take at the moment? “F-ck any of the albums I dropped before this one.”
Lil Yachty photographed on January 25, 2023 at Shio Studio in Brooklyn.
Peter Ash Lee
His desire to move on from his past is understandable. When Yachty entered the industry in his mid-teens with his 2016 major-label debut, the Lil Boat mixtape, featuring the breakout hit “One Night,” he found that along with fame came sailing the internet’s choppy waters. Skeptics often took him to task for not knowing — or caring, maybe — about rap’s roots, and he never shied away from sharing hot takes on Twitter. With his willingness and ability to straddle pop and hip-hop, Yachty produced music he once called “bubble-gum trap” (he has since denounced that phrase) that polarized audiences and critics. Meanwhile, his nonchalant delivery got him labeled as a mumble rapper — another identifier he was never fond of because it felt dismissive of his talent.
“I came into music in a time where rap was real hardcore, it was real street,” he says. “And a bunch of us kids came in with colorful hair and dressing different and basically said, ‘Move out the way, old f-cks. We on some other sh-t.’ I was young and I didn’t really give a f-ck, so I did do things that may have led people to the assumptions that I was a mumble rapper or a SoundCloud kid or I don’t appreciate the history of hip-hop. But to be honest, I’ve always been so much more than just hip-hop.
“There’s a lot of kids who haven’t heard any of my references,” he continues. “They don’t know anything about Bon Iver or Pink Floyd or Black Sabbath or James Brown. I wanted to show people a different side of me — and that I can do anything, most importantly.”
Let’s Start Here is proof. Growing up in Atlanta, the artist born Miles McCollum was heavily influenced by his father, a photographer who introduced him to all kinds of sounds. Yachty, once easily identifiable by his bright red braids, found early success by posting songs like “One Night” to SoundCloud, catching the attention of Kevin “Coach K” Lee, co-founder/COO of Quality Control Music, now home to Migos, Lil Baby and City Girls. In 2015, Coach K began managing Yachty, who in summer 2016 signed a joint-venture deal with Motown, Capitol Records and Quality Control.
“Yachty was me when I was 18 years old, when I signed him. He was actually me,” says Coach K today. (In 2021, Adam Kluger, whose clients include Bhad Bhabie, began co-managing Yachty.) “All the eclectic, different things, we shared that with each other. He had been wanting to make this album from the first day we signed him. But you know — coming as a hip-hop artist, you have to play the game.”
Yachty played it well. To date, he has charted 17 songs on the Billboard Hot 100, including two top 10 hits for his features on DRAM’s melodic 2016 smash “Broccoli” and Kyle’s 2017 pop-rap track “iSpy.” His third-highest-charting entry arrived unexpectedly last year: the 93-second “Poland,” a track Yachty recorded in about 10 minutes where his warbly vocals more closely resemble singing than rapping. (Let’s Start Here collaborator SADPONY saw “Poland” as a temperature check that proved “people are going to like this Yachty.”)
Beginning with 2016’s Lil Boat mixtape, all eight of Yachty’s major-label-released albums and mixtapes have charted on the Billboard 200. Three have entered the top 10, including Let’s Start Here, which debuted and peaked at No. 9. And while Yachty has only scored one No. 1 album before (Teenage Emotions topped Rap Album Sales), Let’s Start Here debuted atop three genre charts: Top Rock & Alternative Albums, Top Rock Albums and Top Alternative Albums.
“It feels good to know that people in that world received this so well,” says Motown Records vp of A&R Gelareh Rouzbehani. “I think it’s a testament to Yachty going in and saying, ‘F-ck what everyone thinks. I’m going to create something that I’ve always wanted to make — and let us hope the world f-cking loves it.’ ”
Yachty says he was already confident about the album, but after playing it for several of his peers and heroes — including Kendrick Lamar, J. Cole, Post Malone, Drake, Cardi B, Kid Cudi, A$AP Rocky and Tyler, The Creator — “their reactions boosted me.”
Yet despite Let’s Start Here’s many high-profile supporters, some longtime detractors and fans alike were quick to criticize certain aspects of it, from its art — Yachty quote-tweeted one remark, succinctly replying, “shut up” — to the music itself. Once again, he found himself facing another tidal wave of discourse. But this time, he was ready to ride it. “This release,” Kluger says, “gave him a lot of confidence.”
“I was always kind of nervous to put out music, but now I’m on some other sh-t,” Yachty says. “It was a lot of self-assessing and being very real about not being happy with where I was musically, knowing I’m better than where I am. Because the sh-t I was making did not add up to the sh-t I listened to.
“I just wanted more,” he continues. “I want to be remembered. I want to be respected.”
Last spring, Lil Yachty gathered his family, collaborators and team at famed Texas studio complex Sonic Ranch.
“I remember I got there at night and drove down because this place is like 30 miles outside El Paso,” Coach K says. “I walked in the room and just saw all these instruments and sh-t, and the vibe was just so ill. And I just started smiling. All the producers were in the room, his assistant, his dad. Yachty comes in, puts the album on. We got to the second song, and I told everybody, ‘Stop the music.’ I walked over to him and just said, ‘Man, give me a hug.’ I was like, ‘Yachty, I am so proud of you.’ He came into the game bold, but [to make] this album, you have to be very bold. And to know that he finally did it, it was overwhelming.”
SADPONY (aka Jeremiah Raisen) — who executive-produced Let’s Start Here and, in doing so, spent nearly eight straight months with Yachty — says the time at Sonic Ranch was the perfect way to cap off the months of tunnel vision required while making the album in Brooklyn. “That was new alone,” says Yachty. “I’ve recorded every album in Atlanta at [Quality Control]. That was the first time I recorded away from home. First time I recorded with a new engineer,” Miles B.A. Robinson, a Saddle Creek artist.
And while they did put the finishing touches on the album in Texas, they also let loose. “We had a f-cking grand old time,” SADPONY says. “We had about 50 people all throughout these houses and were driving in these unregistered trucks, like cartel trucks, around this crazy pecan farm. Obviously, we were all having some fun making this psychedelic record.”
Lil Yachty photographed on January 25, 2023 at Shio Studio in Brooklyn.
Peter Ash Lee
Yachty couldn’t wait to put it out, and says he turned it in “a long time ago. I think it was just label sh-t and trying to figure out the right time to release it.” For Coach K, it was imperative to have the physical product ready on release date, given that Yachty had made “an experience” of an album. And lately, most pressing plants have an average turnaround time of six to eight months.
Fans, however, were impatient. On Christmas, one month before Let’s Start Here would arrive, the album leaked online. It was dubbed Sonic Ranch. “Everyone was home with their families, so no one could pull it off the internet,” recalls Yachty. “That was really depressing and frustrating.”
Then, weeks later, the album art, tracklist and release date also leaked. “My label made a mistake and sent preorders to Amazon too early, and [the site] posted it,” Yachty says. “So I wasn’t able to do the actual rollout for my album that I wanted to. Nothing was a secret anymore. It was all out. I had a whole plan that I had to cancel.” He says the biggest loss was various videos he made to introduce and contextualize the project, all of which “were really weird … [But] I wasn’t introducing it anymore. People already knew.” Only one, called “Department of Mental Tranquility,” made it out, just days before the album.
Yachty says he wasn’t necessarily seeking a mental escape before making Let’s Start Here, but confesses that acid gave him one anyway. “I guess maybe the music went along with it,” he says. The album title changed four or five times, he says, from Momentary Bliss (“It was meant to take you away from reality … where you’re truly listening”) to 180 Degrees (“Because it’s the complete opposite of anything I’ve ever done, but people were like, ‘It’s too on the nose’ ”) to, ultimately, Let’s Start Here — the best way, he decided, to succinctly summarize where he was as an artist: a seven-year veteran, but at 25 years old, still eager to begin a new chapter.
He dug into his less obvious influences: In 2017, he listened to Pink Floyd’s The Dark Side of the Moon for the first time. “I think that was the last time I was like, ‘Whoa.’ You know?” He believes Frank Ocean’s Blonde is “one of the best albums of all time” and cites Tame Impala’s Currents as another project that stopped him in his tracks. All were fuel to his fire.
Taking inspiration from Dark Side, Yachty relied on three women’s voices throughout the album, enlisting Fousheé, Justine Skye and Diana Gordon. Otherwise, guest vocals are spare. Daniel Caesar features on album closer “Reach the Sunshine.,” while the late Bob Ross (of The Joy of Painting fame) has a historic posthumous feature on “We Saw the Sun!”
Rouzbehani tells Billboard that Ross’ estate declined Yachty’s request at first: “I think a big concern of theirs was that Yachty is known as a rapper, and Bob Ross and his brand are very clean. They didn’t want to associate with anything explicit.” But Yachty was adamant, and Rouzbehani played the track for Ross’ team and also sent the entire album’s lyrics to set the group at ease. “With a lot of back-and-forth, we got the call,” she says. “Yachty is the first artist that has gotten a Bob Ross clearance in history.”
Lil Yachty photographed on January 25, 2023 at Shio Studio in Brooklyn.
Peter Ash Lee
From the start, Coach K believed Let’s Start Here would open lots of doors for Yachty — and ultimately, other artists, too. Questlove may have said it best, posting the album art on Instagram with a lengthy caption that read in part: “this lp might be the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop … Sh-t like this (envelope pushing) got me hyped about music’s future.”
“People don’t know where Yachty’s going to go now, and I think that’s the coolest sh-t, artistrywise,” says SADPONY. “That’s some Iggy Pop-, David Bowie-type sh-t. Where the mysteriousness of being an artist is back.”
Recently, Lil Yachty held auditions for an all-women touring band. “It was an experience for like Simon Cowell or Randy [Jackson],” he says, offering a simple explanation for the choice: “In my life, women are superheroes.”
And according to Yachty, pulling off his show will take superhuman strength: “Because the show has to match the album. It has to be big.” As eager as he was to release Let’s Start Here, he’s even more antsy to perform it live — but planning a tour, he says, required gauging the reaction to it. “This is so new for me, and to be quite honest with you, the label [didn’t] know how [the album] would do,” he says. “Also, I haven’t dropped an album in like three years. So we don’t even know how to plan a tour right now because it has been so long and my music is so different.”
While Yachty’s last full-length studio album, Lil Boat 3, arrived in 2020, he released the Michigan Boy Boat mixtape in 2021, a project as reverential of the state’s flourishing hip-hop scenes in Detroit and Flint as Let’s Start Here is of its psych-rock touchstones. And though he claims he doesn’t do much with his days, his recent accomplishments, both musical and beyond, suggest otherwise. He launched his own cryptocurrency, YachtyCoin, at the end of 2020; signed his first artist, Draft Day, to his Concrete Boyz label at the start of 2021; invested in the Jewish dating app Lox Club; and launched his own line of frozen pizza, Yachty’s Pizzeria, last September. (He has famously declared he has never eaten a vegetable; at his Jersey City listening event, there was an abundance of candy, doughnut holes and Frosted Brown Sugar Cinnamon Pop-Tarts.)
But there are only two things that seem to remotely excite him, first and foremost of which is being a father. As proud as he is of Let’s Start Here, he says it comes in second to having his now 1-year-old daughter — though he says with a laugh that she “doesn’t really give a f-ck” about his music yet. “I haven’t played [this album] for her, but her mom plays her my old stuff,” he continues. “The mother of my child is Dominican and Puerto Rican, so she loves Selena — she plays her a lot. [We watch] the Selena movie with Jennifer Lopez a sh-t ton and a lot of Disney movie sh-t, like Frozen, Lion King and that type of vibe.”
Aside from being a dad, he most cares about working with other artists. Recently, he flew eight of his biggest fans — most of whom he has kept in touch with for years — to Atlanta. He had them over, played Let’s Start Here, took them to dinner and bowling, introduced them to his mom and dad, and then showed them a documentary he made for the album. (He’s not sure if he’ll release it.) One of the fans is an aspiring rapper; naturally, the two made a song together.
“I want to be Quincy Jones,” Yachty near whispers. Last year, he co-produced a handful of tracks on the Drake and 21 Savage collaborative album Her Loss. And recently, he features on two Zack Bia tracks, one of which he produced, for Bia’s upcoming album. Six months ago, he started living by himself for the first time. “I wish I did it sooner. I wake up, play video games and then I go to the studio all night until the morning,” he says. “That’s all I want to do.” Since finishing Let’s Start Here, Yachty claims he has made hundreds of songs, some experimenting with “electronic pop sh-t” that he can only describe as “tight.”
Lil Yachty photographed on January 25, 2023 at Shio Studio in Brooklyn.
Peter Ash Lee
Yachty wants to keep working with artists and producers outside of hip-hop, mentioning the Yeah Yeah Yeahs and even sharing his dream of writing a ballad for Elton John. (“I know I could write him a beautiful song.”) With South Korean music company HYBE’s recent purchase of Quality Control — a $300 million deal — Yachty’s realm of possibility is bigger than ever.
But he’s not ruling out his genre roots. Arguably, Let’s Start Here was made for the peers and heroes he played it for first — and was inspired by hip-hop’s chameleons. “I would love to do a project with Tyler [The Creator],” says Yachty. “He’s the reason I made this album. He’s the one who told me to do it, just go for it. He’s so confident and I have so much respect for him because he takes me seriously, and he always has.”
Yachty is now hoping everyone else does, too. “I just want people to understand I love this. This is not a joke to me. And I can stand with my chest out because I’m proud of something I created.”
Penske Media Corp. is the largest shareholder of SXSW; its brands are official media partners of SXSW.
This story will appear in the March 11, 2023, issue of Billboard.
While 26-year-old rapper-singer Baby Tate had her eye on music stardom since she was a little girl, she also had an even more pressing childhood dream: becoming a cheerleader. “I was a huge Bring It On fan,” she says of the 2000 cult classic film. “I wanted to be a cheerleader real bad but I went to a performing arts high school, so we had no sports at all.”
Although she never had the chance to yell “go team!” from the sidelines at a high school football game, she still achieved her pom-pom filled dreams on her own terms when the cheer-tastic “Hey, Mickey!” — her 2016 single interpolating Toni Basil’s 1982 Billboard Hot 100-topper “Mickey,” which itself was a cover of 1979’s “Kitty” by British pop group Racey — began bubbling up on TikTok, seven years after its initial release. “It’s really crazy the things that that app can do,” she says today, biting into an egg roll at Hollywood’s Luv2eat Thai Bistro.
The latest example of the TikTok-virality-to-charts pipeline, “Hey Mickey!” began racking up listens in January, after a few K-pop fans began using the sound on edits of their favorite acts, including Stray Kids and BIBI, and posting to social media. Soon after, Quinn Goydish — who manages Tate alongside LVRN partner/executive vp/GM Amber Grimes — noticed a bump in the song’s daily plays, from dozens of streams to a few thousand. “I feel like for Quinn, checking my Spotify for Artists is his daily newspaper,” jokes Tate. Since, the song has accumulated more than 1.6 million user-created videos on TikTok and grown into her first entry on multiple Billboard charts.
At the time of the song’s inception, she was a budding artist performing as Yung Baby Tate and living in her hometown of Atlanta. She recalls rocking “synthetic wigs,” seeing some SoundCloud success and bringing in a couple hundred dollars per show. “I remember a song doing 300 streams in a day and I was so excited,” she says. “It’s so crazy how [our] perspective of success can change.”
Baby Tate photographed on February 22, 2023 in Los Angeles.
Joelle Grace Taylor
After receiving the beat from a producer who often sent sounds her way, Tate recorded Basil’s famous “Mickey” chant atop the wonky production on a Snowball USB microphone, and it stuck. The lyrics tell the story of an attractive guy named Mickey that Tate meets and goes out with, only to find out that he’s gay. “My whole schooling was in performing arts and I was always surrounded by LGBT culture and community, so for me, the people that I was dating in high school were gay,” she explains with a giggle. “[‘Hey Mickey!’] was the best song of all of my old songs to go viral.”
Since then, she’s dropped the “Yung,” signed a label deal with Warner Records in 2021 and management deal with LVRN in 2022. Warner initially approached Tate in 2019, she says: “I wasn’t ready mentally. I was kind of all over the place as far as where I wanted to go with my music.”
But Tate says she grew a lot during the pandemic, and in December 2020, she released one of her most successful singles “I Am,” through a partnership with Issa Rae’s label Raedio, as part of her EP After the Rain (Tate is no longer affiliated with Raedio). Her monthly Spotify listeners have ballooned to 10.6 million and gone are the days of a few hundred dollars per show.
Baby Tate photographed on February 22, 2023 in Los Angeles.
Joelle Grace Taylor
As soon as Tate’s management team caught wind of “Hey Mickey!” bubbling up, the dynamic pair of Goydish and Grimes — who have known each other for over a decade — kicked things into high gear, meticulously planning TikTok strategy, rereleases and remix ideas. “Tate immediately leaning in on TikTok was the first thing that helped,” says Goydish. “We also decided to invest in a TikTok campaign. The second we saw an opportunity, we put money into outside influencers.”
By early February, “Hey, Mickey!” had reached Nos. 21 and 40 on Billboard‘s Hot Rap Songs and Hot R&B/Hip-Hop Songs charts, respectively, as well as a No. 5 high on the Bubbling Under Hot 100 list.
Tate’s “Hey Mickey!” visual — directed and choreographed by Nicole Kirkland — then amassed nearly two million views in a week, following its Feb. 20 release, and perfectly portrayed the story of Tate’s almost-boyfriend, Mickey. “Jumping on a [music] video as fast as we could made all the difference,” Grimes says. “We were able to capitalize in less than three months off of a visual to keep this going.” The same week, Tate’s team also released Hey, Mickey! — Full Pack, an EP including sped up, bass-boosted and slowed down versions of the song, a new strategy popularized by TikTok.
Two official remixes for the track are also set to release, the first being a Jersey Club mix from the famed DJ Smallz, paying homage to Tate’s East Coast roots, where she spent summers in New Jersey with her mom’s side of the family as a kid, learning the latest dance crazes and sharing Atlanta staples like Dem Franchise Boyz’s “Lean Wit It Rock Wit It” with her cousins. The second remix will arrive with what Tate calls the “official” music video (with a possible cameo from Bring It On star Gabrielle Union) and include one or two surprise features, including a fellow woman rapper. “It’s super cute and fun and girly,” she says. “But if the other person gets on, it’s still gonna be fun but not so girly. It’ll be gworly.”
Ahead of an album on the horizon, which she hopes to release this year, Tate moved to Los Angeles last month. “This is the first project that I’m beginning from scratch with both Warner and LVRN by my side, so I’m really excited to get into the creation of it,” she says, adding that she has yet to make a single song for the album. “There may be some songs that I’ve created throughout my long history of making music that might fit, but for the most part, I want to just start with a clean slate.”
From left: Amber Grimes, Baby Tate, and Quinn Goydish photographed on February 22, 2023 in Los Angeles.
Joelle Grace Taylor
A version of this story will appear in the March 11, 2023, issue of Billboard.
In February, Mimi Webb brought her mother to the 2023 Brit Awards, where she was nominated for best new artist. She lost to Wet Leg, but days later, Webb was still beaming over meeting Harry Styles at the ceremony instead of being fazed by the defeat — as she saw it, she had too much more to look forward to.
On March 3, the charismatic rising pop star released her debut album, Amelia, which includes pop radio hits like “House on Fire” and “Red Flags.” The 12-track project, which juxtaposes power-pop songs with catchy confessionals, is the culmination of a yearslong plan that prioritized career development and patience — and rewarded Webb’s drive.
“I always loved being center stage,” the 22-year-old born Amelia Webb recalls of growing up in Canterbury, England. She started music lessons when she was 12 and became active in her school’s band nights. “That’s where I was able to grow more as a musician and find that love for it. That’s when I decided, ‘Right. I’m going to go for it.’ [There was] no backup plan.”
By 16, Webb moved out to attend Brighton Music College. She didn’t stay long: That same year, she scored a manager in music and tech entrepreneur Rob Ronaldson, who was quick to set up studio time and label meetings in Los Angeles. “I just didn’t have time to do college. I had to drop out,” says Webb, speaking quickly as if to match the pace of her ascent. “I learned so much to the point where I took things into my own hands and went out there and just did it.”
From the start, Ronaldson foresaw Webb’s cross-continental appeal and aimed for a record deal abroad rather than signing in the United Kingdom. The approach aligned with Webb’s own goal: “Break worldwide.”
In 2019, she signed a deal with Epic Records, forming an immediate bond with Ezekiel “Zeke” Lewis, the label’s executive vp of A&R. And in 2020, Best Friends Music’s Brandon Goodman signed on as Webb’s stateside co-manager. Still, she continued to grow her domestic fan base, landing a U.K. hit every year since breaking first on TikTok with the impassioned “Before I Go,” a song Charli D’Amelio used to soundtrack a video on the app. (D’Amelio soon after helped Webb create her own account.)
Coperni jacket, Justine Clenquet earrings.
Rosaline Shahnavaz
And in 2021, “Good Without,” from Webb’s debut EP, Seven Shades of Heartbreak, crossed the pond and became her first entry on Billboard’s Pop Airplay chart, followed by “House on Fire” in 2022. She started 2023 completing a hat trick, as the rousing “Red Flags” became her third entry on the list, peaking at No. 29. The success was steady, but to Webb, who was writing incessantly and building her following on social media, it was a whirlwind. “When I look back, I had no clue what I wanted to really do as an artist — till now.”
On Amelia, Webb introduces the world to her two selves: the chill homebody Amelia and the pop powerhouse Mimi. “With this album, I really wanted to get the mixture of both [my] worlds — get those ballads in, but also get the uptempo, fun songs in there as well,” she says.
Webb officially started working on Amelia last April, finishing the bulk of it in under six months, she estimates. “I had a lot of songs in the bag,” she says, noting that she wrote the wishful “See You Soon” four years ago, while she co-wrote newer songs like “Red Flags,” “Roles Reversed” and “Last Train to London” in one week with Connor and Riley McDonough (who last year scored a Billboard Hot 100 top 10 with Joji’s “Glimpse of Us”).
And even though Webb is embracing her offstage persona, she’s grateful for her foresight in creating a moniker, comparing it to a wall. “I think it was a way of protecting [myself],” she says, “and also feeling that confidence to go onstage and not worry about what’s going to happen.”
She admires peers like Tate McRae, whom she opened for on tour, and praises the dominant onstage presence of Dua Lipa, an artist she has “completely fallen in love with” — and one with whom she shares a milestone. “Red Flags” made Webb the first British female artist since Lipa (who was also a U.K. star before crossing over to the United States) to chart two singles in the top 15 of the U.K. Official Singles Chart before releasing a debut album. “I’ve taken a lot of inspiration from how she has done the steps and built from scratch, doing the small shows to the big arenas,” Webb says.
That slow climb is exactly how Webb and her team have arrived at this moment: a hit single leading into a debut album leading into a U.K. and European headlining tour. What will follow, the artist hopes, is U.S. stardom.
“For the last two-and-a-half years, we have been focused on the recording and artist-development process,” Epic chairman/CEO Sylvia Rhone says. “By releasing music and content consistently, coupled with touring, it has allowed her to mature as an artist and build a loyal and global audience.”
“I’m definitely excited for people to get to know Amelia and to tell the story of growing up and how intense everything feels,” says Webb. “I just want people to really get to know me more as an artist — and as a person.”
Mimi Webb photographed on February 24, 2023 at zēphyr in London.
Rosaline Shahnavaz
This story will appear in the March 11, 2023, issue of Billboard.
U.K.-based electronic producer Mura Masa and rising pop singer-songwriter PinkPantheress have been close collaborators for a couple years now — in both the artistic partnership sense and the more literal one. “She lives 10 minutes down the road,” Mura Masa, 26, tells Billboard with a laugh. “She has a friend who lives right next to me, so we’re always bumping into each other.”
It was that combination of proximity and kinship that led to the two cooking up “Boy’s A Liar” over a couple of hours together last year — a charming synth-pop twinkler born, Mura Masa says, of “borderline-misandrist tendencies” shared by the two artists. A minor chart hit in their country and a modest stateside streaming success, the song blew up earlier this month following the release of its “Pt. 2” remix, which adds a verse from New York rap phenom Ice Spice. After debuting on the Billboard Hot 100 (dated Feb. 18) at No. 14 — an eye-popping arrival for two artists with limited history on the chart — the collaboration leapt to No. 4 the following week and ticks up to No. 3 on this week’s list (dated March 4).
“Ice Spice is the most exciting artist right now, alongside Pink,” says Mura Masa, who adds he only found out about the new version when videos of the two of them filming the NY-set video went viral on TikTok. “I texted [PinkPantheress] straight away and I was like, ‘Yeah, genius, big-brain move. This is gonna be great.’ ”
Below, Mura Masa dives further into the process and inspirations behind the biggest global smash of his and his collaborators’ young careers, how the song’s success could lead to future U.K. hits crossing the pond and more.
You’ve worked with PinkPantheress for a while already. Can you talk about how that relationship started, and how it has developed over time?
I think I first heard Pink’s music around like “Pain” and “Break It Off,” and then I was reaching out to people to try to find out who she was and where she lived because there’s not much information about her online. And it turned out she lived 10 minutes down the road from me. [Laughs.] We started hanging out a lot after that, and it’s really easy for us to pull up on each other.
[The] first time we worked together, I think we made “Just for Me” that day. It was probably the first idea that we worked on, and I think it was very obvious that we have a similar set of influences, and I really see her in a really nice way. We share a lot of the same ideas. Quite often she’ll knock on the door and be at my house, like, “Hey, I was in the area…” There’s a little studio at the bottom of my garden — that’s where we made “Boy’s a liar” and “Just for Me” and countless other things that may or may not be released.
How did “Boy’s A Liar” come about?
We’re oddly not very verbal with our communication. We just kinda hang out and maybe one word or phrase will get tossed around, and then I’ll start a beat. I wish it was a more remarkable story, to be honest, but it was made in a couple of hours, like most things that we do. She took the idea and went away and worked on it by herself, and restructured it, wrote some different parts. But basically, the final record is what we did in those few hours, which I love. I think that’s really important.
She said something in the press release about how you both wanted to write a song about how boys are liars — which she said was a particularly common theme “this time of year.” Do you have any idea what she meant by that?
[Laughs.] Yeah, I think we share similarly borderline-misandrist tendencies. Just like, “Men are often problematic and can’t be trusted” — but I try not to involve myself too much in the lyric-writing with Pink as much as I might do with other artists. She’s so formed already and has such a great idea about what’s going to hit in terms of pop culture. In terms of getting Ice Spice on the record, it was entirely her proactive, genius brain.
So much of the song is about the melody of that title phrase. Did she come up with that? And if so, did you recognize immediately that it was something special?
The first iteration of the song came about very quickly, and then I sent her the instrumental. The whole “boy’s a liar” bit was actually something that she wrote on her own. I think the next week, she had leaked it herself, which she’s prone to doing — that’s the first time I heard that version. I texted her and was like, “Yeah, that’s it! That’s the hook! That’s better.” Full credit to her for that.
I didn’t really notice it until a handful of times listening to it, but the beat does kind of have that Jersey club bounce to it, which is getting to be a prevalent sound in pop music — especially on this side of the pond. Is that something you’re drawing influence from these days, or were listening to while you were making it?
Yeah. It’s really cool what’s happening with Baltimore and Jersey and these really localized American genres that are having moments. “Just Wanna Rock,” the [Lil Uzi Vert] song, is the biggest example of that. If I remember correctly, that is something that we talked about that day, but I really didn’t want to go fully into that and make a pastiche of something that I’m not locally a part of. But yeah, there’s bed squeaks in there, there’s the kick [drum] pattern, things like that.
When me and Pink work together, we’re never trying to make something that’s pastiche-y — it has to fit into her world. It’s interesting that you said you didn’t even notice it until recently, because that’s a good thing in my head.
Basically the song is left as-is on the remix, aside from swapping the second verse for Ice Spice’s verse. Was there any thought about changing it at all?
I left that up to her. She’s a brilliant producer in her own right, and she was able to take the stems of what I did and work it around what Ice Spice did. I’m just happy to even be a remote part of what she’s doing.
What do you think about the remix is lending itself to this kind of success?
I think it’s just the combination of two extremely zeitgeist-y artists. There are interesting through-lines between them as artists: they both have an interesting emotional center to what they do. It’s just a match made in heaven, and the video that makes the chemistry super-obvious. But as far as why it’s doing so well, I just think it’s a brilliant song, and Pink’s a great songwriter.
Is its chart progress something that either you’re monitoring, or your team is keeping you informed about?
No. I wouldn’t say it’s something I don’t care about, but it’s not something that I would normally follow actively. In fact, it was a text from a friend of mine out of New York — it was a tweet from one of these pop chart accounts, like, “Oh, it’s gone in at No. 14!” or whatever. I was like, “Wow, it’s so amazing that it’s ascended to kind of that level.” One of my publishers texted me out of the blue, like, “Well done.” I was like, “Oh, I must be doing something!”
PinkPantheress reacted to the song’s chart success in the U.S. with surprise, and I know a number of U.K.-based artists feel similarly about the challenges of landing that kind of an accomplishment. Why do you think that’s the case?
I could give an hourlong answer about the structure of radio in the U.S., and the need to break certain local markets before you get international success. But for most U.K. artists, it’s just a taste thing, an accent thing, or one [other] thing that’s holding them back. It’s been interesting seeing Central Cee really game the system. He did a whole freestyle about the differences between U.S. and U.K. slang. I love it when someone makes it their mission to break [into] the U.S. [market].
Was breaking the U.S. something you particularly cared about?
It’s a definite milestone for everybody involved. It’s interesting, like, post-Britpop and these kind of historical moments where the U.S. is tuning into what the U.K. is doing. But in the streaming era, it’s becoming more borderless and a lot more possible for international artists to break in the U.S. I don’t tend to see it as divided by territories. I just think a stream is a stream.
Do you think that the success of the song could lead to other opportunities, either for you or for like-minded U.K.-based musicians?
Absolutely. PinkPantheress is a huge example of that, where sounds that originate out of the U.K., like drum’n’bass and U.K. garage, are resonating with U.S. audiences at the moment. Something like this getting a chart position like it has is proof of concept where people really do enjoy this. “Boy’s a liar” is an interesting song because it feels like it has a U.K. sensibility, but ultimately it’s kind of in the shape of a U.S. song. It’s my favorite kind of thing.
A version of this story originally appeared in the Feb. 25, 2023, issue of Billboard.
While the use of magnetic tape to record and play music dates back to the 1930s, it wasn’t until 1963, at the Berlin Radio Show, that Philips introduced the two-spool cassette. Twenty years later, the finicky format passed vinyl as the most popular music medium in the United States, but it was a short-lived victory: The CD soon spun it into the bargain bin of history. But two decades after most music fans pressed the Eject button, cassettes are following vinyl’s comeback in stores and stereos.Reel Love
Operating under the Norelco brand in the United States, Philips launched an “intensified advertising and promotion drive” to get cassettes into American homes,” according to the Sept. 24, 1966, Billboard. “The Norelco success on TV with shavers will hopefully be duplicated with recorders.” By the Nov. 26 issue, Philips predicted that “the market for equipment that can record and play back cassettes will reach 4 million sets” within a few years, citing one advantage the format had over vinyl: the “capability to play in any position, even upside down.”
Hitting Pause on High-End
Over the next decade, cassette sales were on fast-forward — but the format struggled to attract audiophiles, who stuck with vinyl. “A $19 cassette is a difficult sale to make,” mused an ad executive who worked for a chain store in the May 8, 1982, Billboard, referring to high-end cassettes. But electronics company Maxell tried: In that very issue, a pre-fame Geena Davis, leaning on a shelf full of tapes, appeared in a full-page ad targeting audiophiles.
Tapes and Tapes
Big Brother must have carried a Walkman: In 1984, the March 24 issue reported that “cassettes toppled LPs as the dominant prerecorded audio configuration last year, accounting for almost 53% of all album product shipped to trade.” Cassettes were up 30.1% year over year, while vinyl dropped 14.1%. The “portable lifestyle,” Billboard noted, “continues to propel sales to new peaks.”
Find Cassingles Near You
“Is Cassette-Single Format Winding Down Already?” asked the front page of the Dec. 21, 1991, Billboard. Apparently so: “The dollar value of CD sales surpassed that of cassettes,” according to an article in that issue. “Most distribution executives [agree that] the format has passed its peak,” though one Midwest chain store owner blamed “lousy songs,” insisting that the decline was nothing “a couple of hits couldn’t fix.”
Measuring Tapes
By the end of the ’90s, cassette sales were unspooling. “The decline of today’s cassette mirrors the disappearance of the 8-track tape two decades ago,” Billboard reported in its Dec. 28, 2002, issue. A year later, cassette sales had dropped 40.3% while CD sales had dropped just 3%, due to the rise of online piracy. In a Dec. 19, 2009, year-end “Sales by Album Format” graphic, cassettes had been folded into the “other” category. But reports of the format’s death were greatly exaggerated. From 2015 to 2022, the little tape that could saw a 443% increase in U.S. sales, according to Luminate, as marquee names like Taylor Swift, Megan Thee Stallion and Maren Morris cued up the cassette’s comeback.
This story originally appeared in the Feb. 25, 2023, issue of Billboard.
Rushing from elementary school with handwritten raps in her pocket, 10-year-old Alyssa Michelle Stephens would hop in her father’s “old-school cars with [24-inch] rims” and head straight to the recording studio — first in his friends’ homes, but soon enough, in professional spaces. “When we started paying for sessions, he’d say, ‘You ain’t gon’ be in here all day,’ ” the artist now known as Latto recalls. “ ‘You better have that song ready, top to bottom, one take, in and out!’ ” Even then, the Atlanta-raised aspiring MC — today a chart-topping, Grammy-nominated rapper with more than 1 billion on-demand streams in the United States, according to Luminate — was preparing for her destiny, winning high school writing competitions as a fifth grader.
Nurtured by her accountant mother and “hustler” father — both of whom she recalls living off ramen noodles during her early years — the self-proclaimed “daddy’s girl” stayed ahead of the curve, accompanying him to video shoots where rising acts like Dem Franchize Boyz and Ciara used his cars. “I just remember being so mesmerized by the whole process,” she says. “I loved the fast-paced hustle and bustle.” At 16, Latto competed on (and won) the first season of Lifetime’s hip-hop reality show, The Rap Game, under the moniker Miss Mulatto. Already, she had the foresight to recognize a bad career move when she saw one and, citing a less-than-adequate payout, turned down the show’s grand prize — a record deal with Jermaine Dupri’s So So Def Recordings — and remained independent until she signed to RCA Records in 2020, following the success of her breakthrough single, “B–ch From Da Souf.”
Christian Cowan dress and shoes, Sterling King jewelry.
Ssam Kim
Today, studio costs are no object to Latto, 24, who locks herself in the booth, pumping out 10 songs at a time about quarrels with her man or whatever inspires her on a given day. That tireless approach — Latto says she has hundreds of unreleased tracks stockpiled — has paid dividends, most notably with her massive 2021 hit, “Big Energy.” The song established Latto as a mainstream force — even if its mere existence was by no means a foregone conclusion.
“I heard my A&R and management whispering, debating on whether or not to play this beat for me,” Latto recalls. “It was just so different from everything else that I’ve done. They were hesitant on how I would react.” In the end, she loved the beat, despite not recognizing its biggest draw: a snippet of “Genius of Love,” the 1981 Tom Tom Club song famously sampled on Mariah Carey’s “Fantasy.”
“It ended up working in my favor,” she says. “I feel like that’s what kept it so ‘Latto.’ ” Still, the track’s eventual success surprised her. “I could feel the potential of the song and how commercial it was,” she continues, “but I definitely didn’t think it would be Grammy-nominated.”
Latto photographed on January 18, 2023 at The Paramour Estate in Los Angeles. Brandon Blackwood coat, Jessica Rich shoes, Versace eyewear courtesy of Tab Vintage, Sara Shala necklace.
Ssam Kim
For Latto, those wins paled in comparison to another “Big Energy” achievement: Carey herself called Latto’s management and chatted with the rapper for over an hour, leading to her appearance on the track’s March 2022 remix. “She was just embracing me and telling me she loves everything I’m doing,” Latto gushes. “It was a super out-of-body experience.”
Since “Big Energy” and Carey’s assist, Latto has positioned herself as rap’s biggest sweetheart. This year’s Powerhouse exudes warmth as she melts into her seat at Los Angeles’ Paramour Estate for her Billboard interview, flashing a bright white smile that contrasts with her painted-on, fire-engine red pantsuit. “You have to [ask yourself], ‘What am I going to sound like? What am I going to rap about? What will my beats sound like? Where’s my lane in the industry?’ ” she explains of her meticulously planned path. “Once you figure that out, you figure out the business side. Otherwise, you’re going to be high and dry when your 15 minutes are up.”
After breaking with “B–ch From Da Souf,” Latto diligently ensured her career would last. First, she changed her moniker from Mulatto to Latto, following controversy around the word’s connections to colorism. “New crib, new whip, new name/I’m still that b–ch,” she roared on her first single with RCA, “The Biggest,” adding on Instagram that the new name signified “a new chapter” and “good fortune, spiritually and financially.”
Her predictions came true, as “B–ch From Da Souf” became her first entry on the Billboard Hot 100 (peaking at No. 95) and both it and its follow-up, the Gucci Mane-featuring “Muwop,” went platinum. Her second album with RCA, 777, debuted at No. 15 on the Billboard 200, and within two years, she’d hit No. 3 on the Hot 100 with “Big Energy.”
ACT N°1 gown.
Ssam Kim
Since then, the rapper has received widespread support from women artists including Queen Latifah, Trina, City Girls, Cardi B, SZA, Remy Ma and Lizzo, who tapped Latto to support both North American legs of her Special arena tour. “I get a lot of love,” she says with an exuberant smile. “Real recognize real.”
And Latto intends to pay it forward, gushing over other newcomers like Flo Milli, Lola Brooke and GloRilla. “My No. 1 thing has been being a girl’s girl,” she explains. “I utilize my power in uplifting others on my way up. When you see Latto do a feature with an upcoming female rapper, I don’t charge them. The label got to cover the glam, but I don’t profit off that.”
Considering her youth, Latto has also displayed considerable foresight and grace thus far, which she attributes to the “get-it-out-the-mud” mentality she inherited from her teen parents. “[That’s why] I know what I want,” she adds.
Still, her cool under pressure has been tested. Last year, the rapper — like many her age, a fan of Nicki Minaj’s since childhood — became embroiled in a bitter Twitter battle with the rap legend, who had expressed frustration with the Recording Academy following its categorization of “Super Freaky Girl” as a pop song when considering it for the 2023 Grammys. “If [‘Super Freaky Girl’] has 2B moved out RAP then so does Big Energy!” Minaj wrote in a tweet that led to a blowout fight with Latto, who posted a recording of a phone call they’d had.
“It’s difficult navigating through situations like that because there’s a disconnect. I will look at myself as a fan of someone and they will view [me] in a whole different light,” Latto explains today. “It’s disappointing. You just got to take it to the chin and keep pushing.”
Brandon Blackwood coat, Jessica Rich shoes, Versace eyewear courtesy of Tab Vintage, Sara Shala necklace.
Ssam Kim
So when social media drama next reared its head — late last year, more than 100 of Latto’s unreleased songs were leaked without her knowledge, including tracks that would become massive hits for rappers Coi Leray and BIA — she responded with restraint, simply posting a trio of photos captioned “Trending.”
“I had to stop using my age as an excuse, because I [was] like, ‘I’m not nobody momma, I’m not nobody teacher. I’m not raising your kids.’ But unintentionally, you are,” she says now. “They look up to you. So I try to put my best foot forward.”
Now, she’s focused on a new “authentic” chapter in her career. “Because I started rapping so young, I’ve had a lot of other cooks in the kitchen,” she says. “So now I’m taking control back.” That means exploring new sounds, releasing her latest single, the pop-centric “Lottery,” while staying true to her hip-hop roots.
“The content I’m about to roll out is a whole fresh new leaf,” says Latto. “I genuinely love to see the new wave of female rap, and I’m honored to be a part of it.”
Christian Cowan dress, Sterling King jewelry.
Ssam Kim
This story will appear in the Feb. 25, 2023, issue of Billboard.
Lana Del Rey practices “automatic singing.” Using the improvisational songwriting technique, she lets her voice carry over accompaniments, not commandeering where her words or melodies take her, accepting all ideas she has in the moment and editing them later. Lately, her voice has led her home, back to memories of her childhood in Lake Placid, N.Y., and to ruminations on relationships with her family and the divergent paths they’ve taken.
That subject underpins her upcoming ninth album, Did You Know That There’s a Tunnel Under Ocean Blvd (out March 24). Del Rey, 37, says she hesitantly began to unpack this subject matter with her previous album, Blue Banisters — but now, she’s ready to dig deeper. “At first I was so uncomfortable,” she says of the more personal material. “Then, by the grace of God, I just felt completely unburdened.”
Lia Clay Miller
As a singer-songwriter, this year’s Visionary honoree has embodied that word for over a decade. Her 2012 major-label debut, Born To Die, made her a star and defined music’s Tumblr era, as a young Del Rey toyed with both the romantic and the darker sides of the American dream. Her “world building,” as she calls it now, for her early work created a collage of beautiful and disparate images, pairing hip-hop aesthetics with references to the Kennedy family, Elvis Presley with John Wayne, and old Hollywood glamour with biker gang grit.
Since then, Del Rey has pushed musical boundaries — seamlessly peppering an album with features from Stevie Nicks to Playboi Carti (2017’s Lust for Life), reworking a Sublime cover into a contemporary Billboard Hot 100 hit (2019’s “Doin’ Time”), for instance — while achieving both critical acclaim and commercial success. She has earned six Grammy nominations and holds the record for most No. 1s on Billboard’s Alternative Albums chart. And somehow, each week, it seems a new song from her vast catalog gains traction on TikTok. (“West Coast” and “How To Disappear” are two recent breakouts.) Younger artists often cite her as an inspiration — including Billie Eilish, whom Del Rey now calls “my girl. It makes me feel comforted that music is going in such a good direction.”
Lia Clay Miller
Since 2019, you’ve released four albums. Is it fair to say you have more creative energy than ever?
I think it might look like that! It’s funny because I keep telling people, “I haven’t worked in three years,” but really I just haven’t done shows in three years. As soon as I start getting ready for a show, that’s when it feels like work.
How has your process changed since Born To Die came out?
Eleven years ago I wanted it to be so good. Now, I just sing exactly what I’m thinking. I’m thinking a little less big and bombastic. Maybe at some point I can have fun creating a world again, but right now, I would say there’s no world building. This music is about thought processing. It’s very, very wordy. I’m definitely living from the neck up.
Lia Clay Miller
Can you remember what it felt like creatively when you were just starting out?
I think back to the beginning, being in New York. I would just go to a little deli by Grand Central and all you had to do to sit at the table for hours was buy a black coffee. I remember thinking, “I’m doing it. I’m living it.” It was all very thrilling. I was so psyched back then.
You recently featured on Taylor Swift’s “Snow on the Beach.” What was collaborating with her like?
Well, first of all, I had no idea I was the only feature [on that song]. Had I known, I would have sung the entire second verse like she wanted. My job as a feature on a big artist’s album is to make sure I help add to the production of the song, so I was more focused on the production. She was very adamant that she wanted me to be on the album, and I really liked that song. I thought it was nice to be able to bridge that world, since Jack [Antonoff] and I work together and so do Jack and Taylor.
Who do you consider to be a visionary?
Joan Baez. I sang with her recently. She gave me a challenge: She said, “Go down a little road and look for a left turn and find my house [in Northern California]. If you find it and can play ‘Diamonds and Rust’s’ high harmony, I’ll come to Berkeley with you and sing.” So my sister and I rented a car and searched for the house. I was very nervous. I don’t play guitar that well, but I learned the first three chords and sat across from her, [and when] we stopped playing, she was like, “Great, I’ll see you at Berkeley.”
And another visionary to me is Cat Power. I had heard that she would run offstage when she wasn’t feeling it or just turn her back to the [audience] and keep playing. That’s when I knew I could probably do this.
Lia Clay Miller
This story will appear in the Feb. 25, 2023, issue of Billboard.
Ivy Queen arrives in full color-coordinated regalia — a form-fitting, floor-length dress in lemon hues that match her long, yellow-tipped acrylic nails and the curly, beach blonde locks that reach her waist. Standing still and ramrod straight, her eyes surveying the room from under impossibly long lashes, she has the bearing of, well, a queen.
It’s a far cry from nearly 25 years ago, when Martha Ivelisse Pesante Rodríguez, then 25, walked into the San Juan, Puerto Rico, studios of The Noise, the all-male rap collective formed by the pioneering DJ Negro, who sized her up: a country bumpkin from the island’s west side, her tiny frame dwarfed by oversized jeans and a T-shirt, hair tied in “500 braids,” lips painted blue, nails like talons.
“What’s your name?” he asked. “Ivy Queen,” she replied, without hesitation. “I have a song called ‘Somos Raperos, Pero no Delincuentes’ [‘We Are Rappers, Not Delinquents’].” Overcome by shyness, she then flipped the mic around and rapped, facing the wall. But even with her back to him, DJ Negro was impressed. “Welcome to The Noise,” he said. “You know we don’t have girls here, right? You’re the first one.”
Ivy Queen photographed January 20, 2023 in Los Angeles.
Austin Hargrave
It was 1995, a time when the Puerto Rican airwaves were dominated by glamorous, big-voiced pop divas like Ednita Nazario and Yolandita Monge, and when reggaetón and rap were still underground movements dominated by men.
“When I started in this music industry, I didn’t look like I look right now,” says Ivy Queen, noting she was relentlessly criticized for her deep voice, her fashion choices and her staunch refusal to exploit her sexuality.
“Today it’s all about the look, but for me it was all about the music and about what I [could] bring,” she says. “How to be unique and not have a similarity to anyone else. I needed to learn how to fight with words.”
And sure, Ivy could rap, but writing was her secret weapon. “I used to go to a lot of freestyle competitions and study everything around me — the male behavior and how they went at each other with lyrics,” she remembers, “and that’s how I protected myself. I won my own spot. No one gave it to me. I’m notorious because I stomped on the guys.”
Ivy Queen photographed January 20, 2023 in Los Angeles.
Austin Hargrave
It took her nearly a decade, but in December 2003 she entered the Billboard charts for the first time with “Quiero Bailar,” then gained notoriety the following year as one of the 12 essential reggaetón artists, and the only woman, featured on Eddie Dee’s “Los Discípulos” (“The Disciples,” off his 12 Discípulos), where the likes of Vico C, Tego Calderón, Voltio and Daddy Yankee jockeyed for dominance.
Ivy Queen’s lines, written on the spot — “Quítate tu que llegó la caballota, la perra, la diva, la potra, la mami que tiene el tumbao” (“Get out of the way for the caballota, the b–ch, the diva, the mare, the mami with the swagger”) — and later her 2005 Latin Grammys performance of the song as the only woman among the men confirmed her entry into the top echelon of reggaetón.
“The first time I felt empowered in my life was when I learned and sang her verse from ‘Los Discípulos,’ ” says Elena Rose, who has co-written tracks for Rosalía, Bad Bunny and Becky G. “Ivy is the queen, and we have much to thank her for; for all the doors that were shut to her and she broke down for Latinas in urban music.”
In September 2005, “Quiero Bailar” peaked at No. 16 on the Tropical Airplay chart and debuted on Hot Latin Songs and Latin Airplay. Its chorus, describing how arousal and flirtation do not translate to consent, defined Ivy Queen’s ethos and personality, while also changing how women in reggaetón and beyond were perceived.
Ivy Queen photographed January 20, 2023 in Los Angeles.
Austin Hargrave
“In the history of reggaetón, we have to talk about a ‘before and after’ Ivy Queen,” says Puerto Rican attorney Edwin Prado, who has worked with virtually every major reggaetón artist, from Daddy Yankee to Anuel. “Before her, female artists sang poppy tunes focused on erotic dances and physical attributes. After Ivy, the musical conversation changed. Her songs spoke about the reality of the streets, and when she spoke about romance, it wasn’t about exploiting her looks.”
Back then, Ivy Queen didn’t have other women to collaborate with — and few men extended a helping hand. Still, she landed 11 solo entries on Billboard’s Latin Rhythm Albums chart, including eight top 10s and two No. 1s, over the next decade. On Latin Rhythm Airplay, she has 20 entries — the third-most among women, behind Natti Natasha (25) and Karol G (24), both next-gen stars who benefited from the doors she opened. And while she hasn’t cracked the top 10 since 2010, with her chart-topping smash “La Vida Es Así,” the queen, at 50, has endured. Most recently, she hosted Loud, a Spotify podcast on the history of reggaetón. On Feb. 23, she was honored at Univision’s Premios Lo Nuestro with the legacy award in urban music. And in addition to new music, this year’s Icon is working on a memoir, a makeup line and a film based on her life.
Ironically, many of the trademarks the press and even Ivy’s fellow artists once criticized her for — her multicolored braids, the long nails, the deep voice — are now de rigueur among younger urban female artists. But her messages of empowerment, she feels, often get lost.
“Many women think empowerment today is saying, ‘Give it to me here, give it to me there,’ ” she says ruefully. “That the more clothes you take off, the more controversial you are. Empowerment is more than that. You earn your own money; you earn your own spot. I try to maintain my essence, of what reggaetón was, and what reggaetón is. I don’t want to be a puppet.”
Ivy Queen photographed January 20, 2023 in Los Angeles.
Austin Hargrave
Staying true to those core values, adds her manager, Sonia Clavell — the rare female manager in reggaetón — has sometimes meant saying no to opportunities along the way.
“Ivy isn’t swayed by trends or money. Everything has to align with her values and her message,” says Clavell, who adds that she has seen a rise in interest in Ivy Queen since they began working together two years ago.
Notably, Bad Bunny, a fan and admirer, featured her on the remix of his hit “Yo Perreo Sola” (“I Dance Alone”), which he told Billboard that he wrote “as an homage to women and a nod of respect to women in general and to Ivy Queen specifically.”
“He has given me a space that not even the gentlemen I started my career with ever did,” says Ivy Queen, who made guest appearances multiple times on Bad Bunny’s World’s Hottest Tour last year. “To have this young kid, who sings what he wants, does what he wants, give me my place and my honors while I’m alive is huge for me.”
Ivy Queen photographed January 20, 2023 in Los Angeles.
Austin Hargrave
And while some of her reggaetón contemporaries have retired from music or announced plans to do so, Ivy Queen plans to continue getting her due.
“I’m a great writer, I’m a great rapper, I’m a great lyricist, I’m a great chef. I’m great at everything that I do,” she says, matter of factly. “Come on. We have to normalize loving ourselves and praising ourselves. I’ve never thought of retiring. I’m healthy, I’m rolling.”
This story will appear in the Feb. 25, 2023, issue of Billboard.