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In early 2022, charlieonnafriday had just finished recording the last song for his first project and was about to drive away from the studio. Then his producer Tyler Dopps called. âHe was like, âWait, thereâs one more thing that we have to do before you leave,ââ the 19-year-old artist recalls. Dopps played him a languid loop, and the singer-rapper wrote down the lyrics that ultimately became the hook to his pop-leaning breakup track, âEnough.â
The song wasnât ready at the time to make the project, so he stashed it away in his phone. But months later, ready or not, âEnoughâ took off on social media. While driving to Los Angeles from his native Seattle with a friend last June, charlieonnafriday (born Charlie Finch) played the song and belted along to the chorus â which his friend filmed and posted on TikTok. The clip not only went viral but became charlieonnafridayâs breakthrough hit â two things heâd been building toward since childhood.
He started uploading vlogs to YouTube at eight years old and continued creating content on TikTok with his friends throughout high school. Inspired by his hometown hero Macklemore, he developed an interest in music, and in the eighth grade, after seeing his friendâs older brother producing in a home studio, started making his own. Over the next few years, the two stockpiled âhundreds of songsâ as charlieonnafriday honed his rap skills during their daily sessions. âEvery time I made a song, I felt like I was getting better slowly,â he says. âThatâs what really interested me. I wanted to see how far I could take it and how good I could get.â
After taking a break to focus on school and football, he was motivated by the pandemic lockdown to pick the craft back up â this time on his own. Charlieonafriday started recording with Logic Pro and leaned heavily on YouTube tutorials to show him the ropes, admitting the hardest part was learning how to mix his own vocals. On the production side, he decided to trade in the trap drums that grounded his early music for more melodic beats, creating a pop-rap hybrid. âThe artist always has that vision in their head,â he says, âbut if you know how to do it, then itâs seamless.â
Charlieonnafriday photographed on January 23, 2023 in Los Angeles.
Michelle Genevieve Gonzales
He then âstarted flooding TikTokâ with snippets of new songs â advising viewers to âlive every day like itâs Friday,â inspiring his moniker â in hopes of building a fan base outside of Seattle. At the start of 2021, he made his first significant splash when he teased the intoxicating âAfter Hours.â Months later, the song caught the attention of Geoff Ogunlesi, CEO of The Ogunlesi Group, who signed on to co-manage charlieonnafriday (along with the companyâs Sam Weiss, charlieonnafridayâs day-to-day manager, as well as Anthony and Ameer Brown, CEO and president, respectively, of digital marketing company Breakr). By the end of the year, âAfter Hoursâ surged to a new level of virality, with two live performance clips that have collected more than 13 million views.
Record labels were calling, but Ogunlesi was intent on waiting for the rising artist to release a body of work before committing to a deal. âIt was risky because in this music landscape, moments are fleeting,â he admits. âYouâre rolling the dice where, if and when âAfter Hoursâ dies down, do the labels disappear? Do you lose an opportunity? [But] we felt really strong with our strategy.â
The artistâs debut project, the eight-track Onnafriday, arrived in April 2022 and soon after, he started taking meetings with the labels competing for him. He was immediately sold on Island, saying he was swayed by the labelâs âfamily vibe,â and signed a record deal that summer. âA lot of the labels I met with two or three people, but with Island, I met everybody,â he says. âI knew that Island would put in a lot of effort. Labels are amazing for dumping gas on a flame.â
But âEnoughâ still didnât have more than a refrain at that point â and as it began to take off online, he started feeling the pressure. He recalls with a laugh his teamâs mentality: âGet [co-writer] Club 97, Tyler [Dopps] and Charlie in a room and finish it, [because] there are videos with five million views on a song thatâs not done.â
âEnoughâ was finally released in August, and soon crossed over from social media to streaming services to radio airwaves â which Ogunlesi refers to as âicing on the cakeâ â fueled by a promotional run set up by the label. âAt the end of the day, a lot of life is built on relationships,â says Ogunlesi. âNothing really beats meeting people, winning them over [and] having programmers that are fans.â By November, charlieonnafriday made his debut on Billboardâs Pop Airplay chart, where âEnoughâ has since reached a No. 22 high on charts dated Jan. 28.
Having recently moved to Los Angeles â where he lives in a house âfull of the same homies I started withâ â charlieonnafriday kicked the year off with his new single âThatâs What I Get,â amid a 10-date college tour across the country that wraps in February. Heâll then head overseas, playing to some of the biggest crowds of his career and opening for an artist he calls âone of the greatest performers everâ: Macklemore. And though hesitant on announcing a release date, heâs planning to drop a deluxe version of Onnafriday later this year.
âWeâre not just trying to build a song, weâre trying to build an artist,â says Ogunlesi. âIt has to extend beyond just one moment.â
Charlieonnafriday and Geoff Ogunlesi photographed on January 23, 2023 in Los Angeles.
Michelle Genevieve Gonzales
A version of this story originally appeared in the Feb. 4, 2023, issue of Billboard.
At long last, RAYE is in charge of her artistry. âI feel so free as a creative for the first time,â says the 25-year-old London-born singer-songwriter, who went independent in 2021 following seven years under a record deal with Polydor Records. âItâs probably the happiest Iâve been.â
Now, the growing artist, who has writing credits with BeyoncĂŠ, RosalĂa and Ellie Goulding, is riding the high of her 2022 hit, âEscapism,â with 070 Shake, which first took off on TikTok and continues to build on the Billboard charts. She has no plans of slowing down, either, and will tour throughout the year in support of her recently released debut album, My 21st Century Blues. â[The album] is a different range of feelings and blues within my perspective as a woman in this day and age,â she explains.
RAYE only ever aspired to be a musician: âMake it work, figure it outâ has been her mantra from age 7. Influenced by her musically inclined family â including her Ghanaian-Swiss mother, who sang in church as a child, and her grandfather, a songwriter â she enrolled at South Londonâs BRIT School, home to alumni such as Amy Winehouse, Adele and FKA twigs. But she dropped out after two years, eager to forge her own path. âââI felt like it was important not to be taught how to do âthat thing,â â she says. âItâs something youâve got to learn with your own voice and own way.â
As a teenager, RAYE would take the train after class to songwriting sessions, often âworking with 35-year-old white guys,â she remembers. âIt was important to get my skills up.â She self-released her first mixtape in 2014 and signed to Polydor in the United Kingdom soon after. Within a few years, RAYE scored her breakthrough on London producer Jaxâs âYou Donât Know Me.â But, she says, some of those early wins were bittersweet. âAs soon as the [record] deal was signed, I was ushered down a path sonically that I didnât necessarily intend for myself.â She tweeted her frustrations in 2021, saying the label wouldnât let her release an album, and parted ways with Polydor that year to go independent.
In June 2022, RAYE signed with distribution and artist services company Human Re Sources ahead of her long-awaited debut album, My 21st Century Blues. âEscapism,â a standout dance-rap fusion with 070 Shake, arrived in October and became RAYEâs first Billboard Hot 100 hit, reaching a No. 22 high. The song powers the 13-track set, half of which she co-produced. âSome of these topics, my close friends donât even know about me,â she says, alluding to themes of body dysmorphia, toxic relationships, substance abuse and sexual violence. She began 2023 opening for Lewis Capaldi on his U.K. arena tour and will hit the road with Kali Uchis in April. âI wasnât gunning for big chart success,â she says. âI was putting out music I love, now that Iâm in complete control of my career.â
A version of this story originally appeared in the Feb. 4, 2023, issue of Billboard.
Five years ago, award-winning electronic music DJ-producer Jesse Rose and hit songwriter-producer Jesse Rogg decided to launch a global agency to represent creative directors. âWe just realized that there was no structure to the world of creative direction,â says Rogg. Having previously worked well in the studio together, Rose says they figured they would work just as well as business partners and, in 2018, formed the Original Creative Agency.
Today, OCA represents over 50 creative directors â or âarchitects,â as Rose and Rogg say â with clients including BeyoncĂŠ, Kendrick Lamar, Christina Aguilera, Tame Impala and Steve Lacy. And while the agencyâs creatives work across mediums from music videos to styling to album art, looking at the year ahead, the pair predicts the live space will become a much bigger part of business. âNow people are coming to us and asking us to produce their tours, starting from the creative,â says Rose. âWhich makes sense because our job is to make a story for a show.â
The two are confident that storytelling â both on and offstage â will be key to 2023âs most successful treks. Rose recalls speaking with Tame Impalaâs Kevin Parker ahead of the bandâs Slow Rush tour, initially planned in 2020, about how to make the outing feel fresh in 2022. Their solution was to build an entire campaign around the tour. Creative director Ryder Ripps came up with the idea for Rushium, a fictitious pharmaceutical company pushing ârush pillsâ that appeared on posters, merchandise and the sides of trucks. As for Lamar, the pair praises the way his 2022 Glastonbury headlining set (creative-directed by Mike Carson, along with Lamar and Dave Free) âtold a story through movement rather than over-the-top stage design,â relying on two groups of dancers, says Rose. Most effective, he recalls, was the finale, during which Lamar chanted, âGodspeed for womenâs rights,â as blood dripped from his thorny crown.
At a time when the live space is more competitive than ever, Rogg adds that such effective campaigning and messaging help set a tour apart â and cites a significant return on investment, too. Plus, adds Rose, the approach has recently helped OCA form relationships with nearly every major agency. âArtists and creatives â the great ones, at least â are always the ones coming up with whatâs next,â says Rogg. âSo weâre quite mindful of only representing the folks who are those trendsetters. They understand the bigger picture â and not just over one campaign, but across a whole career.â
This story will appear in the Feb. 4, 2023, issue of Billboard.
In 2020, Trenton Kyle was working as a librarian. Every day, he recalls, âI would come home and just make beats.â One night, he combined searing synthesizers and degraded drums into a bulldozing track and cold-emailed it to rising rapper SoFaygo, who eventually added vocals and put the song out that October as âOff the Map.â âPeople went nuts,â remembers Arshan Jawaid, founder of Kids Take Over, an Instagram page and YouTube channel that interviews rising rappers.
Soon after, Trippie Redd started to tease an incendiary track called âMiss the Rage,â which arrived in May 2021 and also built around a scraping, triumphant synth melody. By the end of that year, âMiss the Rageâ had earned over 200Â million on-demand streams, according to Luminate. And together with âOff the Map,â the song played a key role in popularizing a new hip-hop subgenre: rage.
The list of rappers affiliated with rage has exploded in the subsequent 18 months, and several seem poised to break out in 2023. The most notable example is Yeat, the Oregon native who earned over 2Â billion on-demand streams last year with unruly songs full of laser-gun electronics and eccentric slang. Meanwhile, Destroy Lonelyâs gleaming, synth-slathered title track to his August album, NO STYLIST, has become the Atlanta rapperâs most successful single to date, soundtracking over 165,000 TikTok videos and earning 35Â million on-demand streams.
Established stars have also taken note of rageâs potent sound: YoungBoy Never Broke Again started 2023 with yet another top 10 album, I Rest My Case, that nods to the genreâs gnashing synths and rumbly low end. The rapper âis pushing [rage] even more into the mainstream than it already was,â says Kyle, who produced the new YoungBoy track âNot My Friend.â
While hip-hop producers have been mixing volatile ingredients in beats for years, searching for the most combustible combinations, rage is heavily indebted to the rowdy wing of SoundCloud rap that burst onto the mainstream six years ago. One artist who emerged from that scene is an especially important influence: Playboi Carti. Some of his songs offer a template of sorts for what is now dubbed rage: The bass hits like hurled cinder blocks, while the Day-Glo melodies seem plucked from the Mario Bros. soundtrack. Carti himself appeared with Redd on âMiss the Rage,â which helped give the style a name.
As a subgenre title, rage sounds pretty straightforward â anger, aggression, bricks through windows. But Ben Baker, who manages rage-adjacent rap artist Slump6s and producer Maajins, says the sound can include âheadbanging stuff you mosh to at a concertâ as well as tracks that are âslower and more melodic.â (Importantly, many rappers connected to rage also traffic in multiple styles.) What ties it all together, Maajins says, is âEDM-like synths playing a dark melody, hard-hitting 808s, and some nice percussive drums.â
This production palette helps rage stand out on the short-form video platforms that play an important role in modern music discovery. âToday, youâre scrolling and you see a song and listen for about three seconds to determine, âIs it good enough?â â Jawaid says. âWith the rage beats, the synths always catch your ear right away.â
As a result, âthis community and sound is getting a lot of attention,â says Jordan Weller, head of artist and investor relations at indify, a platform that helps independent acts find investors. (So much so that some rappers are wary of the ârageâ label, fearing that it limits them to a single mode of music-making.) That attention isnât just coming from stars like YoungBoy Never Broke Again; many rappers who release rage singles have forged deals with major labels.
Tana, who scored a record deal in 2021 with Republic in partnership with Galactic Records, says his battering single âAntisocialâ is âone of the pioneer songs for the rage sound.â (Maajins produced âAntisocial,â which has over 100 million streams to date.) Slump6s, who is featured on the hit, also signed with Republic in partnership with Field Trip. And Field Trip inked Yeat in partnership with Geffen Records.
Other labels have gotten involved as well: 10K Projects picked up JELEEL!, who scored on TikTok with the shouty âDIVE IN!â, and Columbia has Cochise, whose boisterous âTell Emâ cracked the Hot 100. âI just give off energy to the point that itâs like, âok, we can have you as an affiliate of the rage community,’â Cochise says. Cartiâs own label, Opium, has signed Ken Carson and Destroy Lonely, both in partnership with Interscope.
Several of these artists will release new projects in the first half of 2023, looking to build on their initial success. âI went to the Destroy Lonely show in L.A. at the Hollywood Palladium [last November], and it was sold out,â Baker says. âHe doesnât yet have a song that has been on the Billboard charts â but he has a much stronger fan base than some artists who do.â
This story will appear in the Feb. 4, 2023, issue of Billboard.
In 2018, the Recording Academy increased the number of nominees in the Big Four Grammy categories â album, song and record of the year and best new artist â from five to eight. Then, three years later, it boosted the pool from eight to 10.
These expansions were made to recognize more music creators and to represent more genres, according to the academy â yet for country artists, the benefits have thus far been nonexistent.
For the five Grammy Award nomination cycles (for ceremonies taking place in 2019-2023) since the first increase, there have been 196 total Big Four nominations, yet only six have gone to mainstream country artists or projects, with only one victory: Kacey Musgravesâ album of the year trophy for Golden Hour in 2019. In the five cycles before the increase (2014-2018), country artists scored seven nominations of the far smaller 125 total nods.
For the 65th Grammys, which will take place Feb. 5 in Los Angeles, country music is completely absent from the Big Four.
Genre classification can be blurry, but for this story, Billboard counted nominations that went to an artist or music that appears on Billboardâs Country Airplay, Hot Country Songs and Top Country Albums charts or is traditionally considered country. For 2023, that means Brandi Carlileâs album and record of the year nods donât count in the country tally (though her 2020 song of the year nomination for co-writing Tanya Tuckerâs âBring Me My Flowers Nowâ did); same with song of the year nominee Taylor Swift, who is now considered a pop artist despite her country start. Best new artist nominee Molly Tuttle plays bluegrass, and while the genre is a branch of country music, her music doesnât appear on those Billboard charts.
Previous years also have not-quite-country outliers: Maren Morrisâ record of the year nomination for appearing with Zedd and Grey on âThe Middleâ didnât count in the 2019-2023 tally since it was a pop hit. Though Sturgill Simpson doesnât receive mainstream country radio play, A Sailorâs Guide to Earth debuted at No. 1 on the Top Country Albums chart and the set won the Grammy for best country album in 2017, so its album of the year nomination counts in the 2014-2018 tally. Similarly, Margo Price, whose albums chart on Top Country Albums, counts for her 2019 best new artist nomination.
Shelly Maree, the Recording Academyâs country awards manager, considers the low recent total cyclical, in part. âRight now, weâre in another lull period where youâre not hearing country played on top 40 [radio], so youâre not really hearing anybody break through like that, [while] rap and hip-hop and dance are having huge moments,â she says. âYou can really kind of plop down into any decade or any five-year period in our top four nominations and youâre going to see reflected what is of the era at that moment.â
But for the country community, the absence of representation in the general field illuminates a bigger concern: that the genre doesnât receive the broader attention it deserves, hurting its chances at nominations for those trophies. While the academy deems all Grammys equal, the four general-field categories carry more prestige and receive greater media attention.
âGenerally speaking, country music remains outside of the large pop music tent, which includes many of the contemporary genres like pop and hip-hop and rock,â says Beverly Keel, Middle Tennessee State University dean of the College of Media and Entertainment and a former MCA Records Nashville executive. âI think a lot of Grammy voters may not even listen to country, and I think there is, in many votersâ minds, still a stigma about country that itâs not as sophisticated, hokey, the music of the conservatives.â
Additionally, despite the notable rise in streaming among younger country artists, the music lacks the global reach some pop-oriented genres enjoy. âMost country stars are not international stars like BeyoncĂŠ, Rihanna, Bruno Mars,â Keel says. âCountry is largely limited to the United States and Canada, so it doesnât have the reach, whereas a pop song may be No. 1 in 20 countries.â
As Mary Hilliard Harrington, manager for Dierks Bentley and Elle King, notes by email: âEven prior to 2019, country has been grossly underrepresented in the main categories. It has always been a problem.â The three mainstream country artists with the most career nominations are Willie Nelson (56), Dolly Parton (53) and Vince Gill (47) â but Nelson and Gill have each landed only one Big Four nomination (in 1983 and 2008, respectively), while Parton has earned two (most recently in 1988).
The current generation of country hit-makers hasnât fared much better. Miranda Lambert, who is nominated in all four country categories this year, has never received a Big Four nomination despite 27 career nods. Only one of Chris Stapletonâs 17 nominations has been in the general field, when Traveller received an album of the year nod for the 2016 Grammys. And one of countryâs biggest new stars, Morgan Wallen, didnât compete at all in 2022: He was shut out from Grammy nominations after his 2021 smash Dangerous: The Double Album was mired in controversy.
Country music has recently fared best in the new artist category, with Price, Luke Combs, Ingrid Andress and Jimmie Allen nabbing nominations since 2019. For the 2023 awards, Zach Bryan, the top new country artist on Billboardâs year-end charts, and rising star Lainey Wilson were both considered leading contenders for best new artist, and their respective labels (Warner Records and BBR Music Group) ran campaigns accordingly. But when nominations were announced in November, neither earned a best new artist nod, nor did anyone else from the genre. Though Wilson made significant press and TV appearances in an effort to reach as broad an audience as possible, Bryan made almost none, which sources say may have limited his exposure to Grammy voters.
Significantly, the overall voting pool lacks enough country advocates to consistently propel the genre into the Big Four without strong support from allies. Of the current 12,000-plus voting members, less than 10% identify with the country genre, according to the academy, compared with pop (23%), jazz (16%), rock (15%), R&B (15%), American roots (13%), alternative (10%) and classical (10%). (Voters can identify with as many genres as they want.) All voting members can cast ballots for the Big Four.
While qualifying creators can still apply to join the academy, following the recommendation of its Task Force on Diversity and Inclusion, in 2018 the academy began inviting creators to join as voting members. The move was meant to make the voting pool more reflective of the diverse creative community and initially focused on women, people of color and those under 40.
In recent years, however, potential new members who identify as country have received fewer invitations than peers in other popular genres. Of the 2,710 invitations extended in 2021, 9% of recipients identified with the country genre, with 13 other genres ranking higher. The highest percentage of invited voters identified as pop (29%), followed by R&B (23%), jazz (18%), alternative (18%), rock (16%) and rap (15%). In 2022, the academy welcomed nearly 2,000 new voting members; 9% cited country as their focus, compared with pop (33%), R&B (22%), alternative (19%) and rap (15%).
The country communityâs easiest way to increase its odds would be by boosting its presence in the voting membership. âA really good place to start is talk to your friends and [ask], âAre you a Recording Academy member?â And then step two is, âAre you voting?,â â Maree says. âThis year, we were really encouraging our active members to fulfill that responsibility and use their voices, especially [since] the first round of voting directly dictates our nominations now that we no longer have nominating committees. âAre they voting?â is the first thing we always ask people when they have any kind of questions about what they see when it comes to nominations day.â
Although Keel says a Grammy is âwhat people grow up dreaming about winning,â for country artists, the conversation doesnât begin and end with one awards ceremony. More so than many other genres, country music has numerous awards shows to fete its own accomplishments, including the Country Music Association Awards, the Academy of Country Music Awards and the CMT Music Awards. Those ample additional opportunities to bring home trophies could help lessen the sting of a Grammy snub, Harrington says.
âAt this point â because itâs nothing new â [the omissions are] more of an eye roll than outrage,â she says. âThe country community is truly the best in terms of supporting its artists, celebrating great music and producing our own network television award shows. Being part of the Grammys is cool and a bucket list dream for a lot of artists, but we have it pretty good in Nashville. If we arenât invited to that party, weâll just throw our own.â
This story will appear in the Feb. 4, 2023, issue of Billboard.

â âLove is the bridge between you and everything,â â Terius Nash reads aloud, gesturing to the words scrawled in the corner of an art piece. âAh!â he claps. âI love it. These quotes are completely amazing.â
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The 45-year-old hit songwriter and artist, better known as The-Dream, sighs wistfully as he plops down on a peach-colored velvet love seat, which sits just beneath the artwork. Hung in an ornate gold frame, the piece depicts a group of people intertwined in collective embrace â a painting style reminiscent of Renaissance-era masterpieces â juxtaposed in front of an urban brick wall thatâs splattered with various phrases written in technicolor graffiti. The artwork consumes an entire wall of the sitting room in The-Dreamâs so-called âcreative houseâ in the upscale Buckhead area of Atlanta. Otherwise, the room is completely bare â nothing but tall ceilings and crisp marble floors.
The-Dream adjusts his powder blue bucket hat and peers around his shoulder, back at the phrase. âI like how the longer you think about it,â he says, âthe more you realize you donât fully know what it means.â Its significance is determined by an individualâs perspective and understanding â just like the artwork itself, which he purchased three years ago at Eden Art Gallery in New York. With its hologram surface, its phrases are obscured when entering the room from the left⌠but from where The-Dream sits on the far right, the portrait shifts, its words clearly revealed.
The-Dream himself has unlocked some of the defining phrases in 21st century popular music, helping to craft smashes like BeyoncĂŠâs âSingle Ladies (Put a Ring on It),â Rihannaâs âUmbrella,â Justin Bieberâs âBabyâ and Mariah Careyâs âObsessed,â among many others. He has been present for studio sessions where the meaning of a word has expanded, then permeated popular culture in a different shape. He laughs when reminiscing about BeyoncĂŠâs 2013 self-love anthem âFlawless,â and how he didnât realize the full impact those eight letters could carry until he saw them needlepointed in scrolling cursive on a throw pillow following its release. âYou donât realize how many people wanted to capture that [feeling] until you see your lyrics on a pillow!â he says.
âThis guy just writes a title that, when you read it, you know you have to listen to the song out of curiosity alone,â explains Christopher âTrickyâ Stewart, The-Dreamâs longtime writing and production partner. âI think he has an unmatched ability to figure out a unique lyrical perspective that can make an artist not only have a hit song, but a song that defines culture and the artistâs career. Something they can build on for the rest of their lives.â
Though The-Dream has been a behind-the-scenes force for the past two decades, he speaks to Billboard on the precipice of a career pinnacle, as evidenced by his presence at the 2023 Grammy Awards. Heâs nominated in three of the Big Four categories â record, song and album of the year â for his work on BeyoncĂŠâs seventh solo full-length, Renaissance, and its smash lead single, âBreak My Soul.â The acclaimed album, along with his contributions to Pusha Tâs Itâs Almost Dry and Brent Faiyazâs Wasteland, also earned The-Dream a nod in the inaugural songwriter of the year, non-classical category, where he will compete against Amy Allen, Nija Charles, Tobias Jesso Jr. and Laura Veltz.
Pusha T (left) and The-Dream attend The-Dream Listening Party at Gold Bar on December 18, 2018 in New York City.
Johnny Nunez/WireImage
âThis means everything,â says Steven Victor â who manages The-Dream in addition to Pusha T, Nigo and others â of the new Grammy category, which he says The-Dream has advocated for for years. To Victor, a great songwriter can embody the points of view of many different types of artists â rap greats like Jay-Z and Pusha T, vocal powerhouses like Carey and Mary J. Blige, pop headliners like Bieber and Britney Spears, four-quadrant superstars like BeyoncĂŠ and Rihanna â and shape-shift into them regardless of their genre or personal identity. The-Dream, he vouches, is the best at this in the whole business.
âNo one is going to think through these songs more than me,â The-Dream declares. Musical ideas often haunt him through the night, he explains, as more concepts, words and melodies flood his consciousness hours after a studio session ends. His creativity gnaws at him: He recently began attending fashion design classes at the Savannah College of Art and Design (SCAD) and pulls out a collection of expert drawings â a sketch of a clementine, another of a skull.
âI drew a lot as a kid,â The-Dream says with a smile. When asked what he likes to draw most, he shrugs and thinks back to his overall creative approach: âI feel like Iâm better when I have an assignment.â
âWe had no idea what was happening at the time,â The-Dream says of growing up during the popularization of Atlantaâs music scene in the 1990s, when Southern rap reached the mainstream and acts like TLC and Usher took over pop. âIt makes more sense to look back and understand it now.â He recalls watching the success of his neighbor and elementary school classmate T.I. and attending night classes with his pal AndrĂŠ 3000 as a teen. âI donât know what he did or why he was there,â he says with a laugh of the OutKast icon, âbut I sure know I was flunking!â
Shortly after some of his acquaintances found musical success in Atlanta, The-Dream signed a publishing deal in 2001 with local mogul Laney Stewart, older brother of Tricky, and scored a writing credit on the B2K song âEverything.â Two years later, The-Dream linked up with Tricky â already producing hits for Mya and Blu Cantrell â and helped create the 2003 Britney Spears-Madonna team-up âMe Against the Music.â âIt was explosive to write with him from the very beginning,â says Tricky. The pair complemented each other: Tricky was the perfectionist producer, and The-Dream was the emotive songwriter.
The pairâs brand of rhythmic pop took off in the second half of the decade, with âUmbrellaâ and âSingle Ladiesâ reaching the top of the Billboard Hot 100 in 2007 and 2008, respectively, and âBabyâ making Bieber a teen superstar in 2010. Meanwhile, The-Dream launched his career as an artist, signing with Def Jam and releasing a trio of R&B albums between 2007 and 2010: Love/Hate, Love vs. Money and Love King have earned a combined 2.25 million equivalent album units, according to Luminate.
Tricky Stewart (left) and The-Dream onstage during the 22nd annual ASCAP Rhythm and Soul Awards held at The Beverly Hilton Hotel on June 26, 2009 in Beverly Hills, California.
Lester Cohen/WireImage
His recording career has been sporadic since then, his focus constantly pulled back to creating hits for other artists. The-Dream says itâs difficult to define why heâs able to write so clearly about the experiences of others, âbut really itâs my job to understand what the artist is going through, even if they donât understand it yet,â he explains. â âUmbrellaâ is a love story, but for some reason, it feels like there is some misery in there too. Like, why do you need to assure this person they can count on you? Maybe, underneath, you know you havenât had anyone to count on in your life, so you know what it means to be in that place.â
By 2018, the songwriter had turned that approach into one of the most bankable blueprints in popular music: over 70 Hot 100 entries as a songwriter, including 14 top 10 hits and five No. 1s, with 21 career Grammy nominations and five wins. That year, he sold 75% of his catalog, including his writing credits and solo releases, to Merck Mercuriadisâ Hipgnosis for a reported $23 million. It was the song fundâs first-ever catalog purchase.
âI wanted him to be the Dr. Dre to my Jimmy Iovine, if you like,â says Mercuriadis with a grin. âWhen we look back on the first 25 years of this millennium, I know his songs are going to be the ones people talk about.â
Throughout the 2010s, The-Dream shared the studio with all kinds of artists, but working with women vocalists was always his penchant. In the past, he has spoken about how the early death of his mother, who died of cancer when he was 15, gave him a âsoft spotâ when interacting with women. âThereâs no such thing as a day with no grieving,â he says now, his eyes softening as he looks down at his sneakers.
After his motherâs death, he was put under the watchful eye of his grandfather, a hardscrabble cement mason who grew up in the Jim Crow South. The-Dream fondly recalls the days of listening to his grandfather talking âactively about how to make things well, looking at [them] from all different angles,â over games of pinochle with fellow masons. Thereâs an invisible throughline, he explains, between the ethos of a master builder, that of an artistic genius like da Vinci, and that of a songwriter like himself.
âWhen thinking about an artist like BeyoncĂŠ, I want to try to consider all the different ways this could reach people,â he says. âI want the song to matter to BeyoncĂŠ standing onstage, the person in the front row of the show and that person whoâs in the rafters, who barely made it in, got a ticket from a friend last minute. I have to write for each one of them.â
The-Dream performs at the 2017 BET Experience on June 24, 2017 in Los Angeles, California.
Harmony Gerber/WireImage
âSingle Ladies,â from BeyoncĂŠâs 2008 album, I Am⌠Sasha Fierce, was the start of a long-term creative partnership and friendship between The-Dream and the superstar, who has tapped the songwriter to help craft at least one song from each of her subsequent albums â âLove on Topâ from 2011âs 4, âPartitionâ from 2013âs BeyoncĂŠ and â6 Inchâ from 2016âs Lemonade. (âBoth Bey and I are Virgos,â The-Dream jokes, alluding to the astrological signâs association with perfectionism.) For her latest release, Renaissance, The-Dream is one of the architects behind all but two of the albumâs 16 tracks.
âBey wanted to bring everyone together â that was the first thing on the board,â explains The-Dream of BeyoncĂŠâs mission for her first solo album in six years. Following a tumultuous global period, he says, âIt doesnât matter who you are, we all know we were hurting,â and that the bounce, funk, house and all-around maximalist dance of Renaissance was intended as collective therapy.
For the albumâs focal point, âBreak My Soul,â The-Dream and Tricky teamed up to sketch out the single and then took it to BeyoncĂŠ, who âtransformed itâ into a No. 1 hit, says Tricky. âDream and Beyâs closeness and attention to detail got us to a place with that song that we couldnât have gotten [to] without that bond.â
Of course, many other collaborators also helped to finalize each Renaissance track â which songwriter Diane Warren questioned following the albumâs July release. She took to Twitter to write, âHow can there be 24 writers on a song?⌠This isnât meant as shade, Iâm just curious.â The-Dream replied in defense, schooling Warren with an explanation of sampling, its ties to Black culture and the lack of economic resources for Black musicians.
âBy the way, I think sheâs one of the greatest,â says The-Dream of Warren a few months after the exchange. âSometimes [songwriters] lose that feeling, that connection to what art was all about in the first place. Really, itâs whatever it takes to give the world something good, so if that takes a whole gang of people⌠so be it.â
The way The-Dream speaks about collectively creating Renaissance mirrors his views on the role of the church as the birthplace of generations of talented Atlanta musicians, some known, many more unknown. âFor us Southern Black folks⌠everybody was musical, everyone singing those hymns from back then,â he says with the fervor of a preacher at the pulpit. âI love hearing the gathering of people, huddled together, humming a song. No time signature. No industry. No three minutes and 30 seconds.â
Incorporating Southern cultureâs sense of collectivism is not new for The-Dream and Houston-born BeyoncĂŠ, but Renaissance stands as their wholehearted embrace of the principle. âWe learned to not be too big to call,â he says, reflecting on the process of inviting others to collaborate on the album. âIf you think Grace Jones would sound great on something? Call. Nile Rodgers would be cool on this? Call.â
As a songwriter, The-Dream doesnât control when artists release the songs he has helped pen â the timing is serendipitous, or âlike lightning in a bottle,â as he puts it. So itâs a bit of kismet that, after his years spent fighting for a songwriting category, one of the biggest projects of his career is nominated in the awardâs inaugural year.
âI keep thinking, âHow is this happening?â â he asks. Win or lose, The-Dream is basking in the recognition. âIt feels good,â he says. âToo good.â
This story will appear in the Feb. 4, 2023, issue of Billboard.
When tickets for Bad Bunnyâs El Ăltimo Tour del Mundo arena tour went on presale in April 2021, his manager, Noah Assad, was cautiously optimistic.
âI thought we would do well, because it was post-pandemic and everyone wanted to go out, but we went on sale without really knowing â and we did it a year out for that very reason,â says Assad.
For Assad, âdoing wellâ has become synonymous with breaking some sort of record. But even he wasnât expecting Bad Bunny to have one of the most historic, record-setting runs for an artist in the history of the Billboard charts. El Ăltimo Tour del Mundoâs presale date became the top sales day for any tour on Ticketmaster since BeyoncĂŠ and Jay-Zâs On the Run II tour went on sale in 2018, and the run sold out 480,000 tickets in less than a week.
Four months after El Ăltimo Tour del Mundo wrapped in April 2022, Bad Bunny embarked on his Worldâs Hottest Tour stadium run, becoming the first artist to ever mount separate $100Â million-plus tours in the same calendar year. Ultimately, his 81 concerts in 2022 grossed $434.9Â million, the highest calendar-year total for an artist since Billboard Boxscore launched in the late 1980s. The tour broke local revenue records in 13 North American markets en route to becoming the biggest Latin tour ever.
Bad Bunnyâs chart dominance made him Billboardâs top artist of the year, by the numbers, the first Latin act and the first artist who records in a language other than English to earn the distinction. His album Un Verano Sin Ti, released in May on Assadâs independent label, Rimas Entertainment, and distributed by The Orchard, became the first non-English set to ever top the year-end Billboard 200 Albums ranking and the first all-Spanish release nominated for album of the year at the Grammy Awards, one of Bad Bunnyâs three nods.
âI was very proud about that one, especially because it was 100% a Spanish-language album,â says Assad. âIt doesnât have even a verse in English.â
On top of that, in April, Bad Bunny will become the first Latin act to headline Coachella. And, Assad, 32, is realizing some milestones of his own, including being named Billboardâs youngest-ever Executive of the Year and the first Latino to secure the honor.
His achievement underscores not only the growing worldwide popularity and profitability of Latin music, but also shines a light on what an upstart independent can do â regardless of genre or the backing of a legacy company â when armed with guts, hustle, deep musical knowledge, loyalty and the confidence to break rules and create new ones.
Bad Bunny is signed to Assadâs label, Rimas Entertainment, which originated in 2014 as a digital marketing and distribution company. It has evolved to become a 100-plus-person operation with distribution from The Orchard, with a roster ranging from veterans (ArcĂĄngel, Jowell & Randy) to promising newcomers (Mora, Eladio CarriĂłn), many of whom are signed to 360 deals. Rimas ended 2022 at No. 7 on Billboardâs year-end Top Labels chart and at No. 1 on the year-end Top Latin Labels chart, with 23 charting albums by seven artists besides Bad Bunny.
Assad also launched RSM Publishing, which is administered by Universal Music Publishing Group and was No. 1 on Billboardâs year-end Hot Latin Songs Publishers list. And while Bad Bunny is his most visible management client, Assad also started managing Karol G 18 months ago with his new management firm, Habibi, with stellar results. Her 2022 $trip Love tour, promoted by AEG Presents, grossed $69.9 million with 410,000 tickets sold across 33 arena shows in North America â the highest-earning U.S tour ever by a female Latin act, according to Billboard Boxscore.
âNoah has an unmatched understanding of his artists,â says Jody Gerson, chairman/CEO of UMPG. âHis instincts about how to market and promote them, as he has done so well with Bad Bunny and Karol G, are among the best Iâve ever seen in the business. As an executive, Noah is loyal, honest, innovative and smart, and these are just some of the many traits that make him a fantastic partner.â
Though only 32, Assad considers himself a âsemi-vet. I may be ânewâ to a lot of people, but Iâve been at this for 12 years,â he says with a laugh. A self-professed reggaetĂłn nerd with long blonde hair that matches his laid-back surfer vibe, Assad â born to a Lebanese father and a mother from St. Croix â grew up in Puerto Rico, and since seventh grade has been âconsumed with reggaetĂłn culture.â By 16, he was promoting house parties, booking the likes of Farruko before he became a big name and cultivating relationships with already established acts like Plan Bâs Chencho Corleone. âChencho was the first established artist to simply say yes to me,â says Assad, a favor that has paid dividends for Corleone; âMe Porto Bonito,â his smash collaboration on Bad Bunnyâs Un Verano Sin Ti, became the first all-Spanish song to top Billboardâs Streaming Songs chart. That full-circle moment highlights Assadâs reputation for cultivating relationships with contacts to whom he stays loyal. âWe work with everybody; we are always coexisting,â he told Billboard last year. Witness his deals with opposing teams at The Orchard and Universal, while his top touring acts â Bad Bunny and Karol G â work with Live Nation and AEG, respectively.
âNoah is similar to Bad Bunny in that heâs also a unicorn,â says Henry CĂĄrdenas, the veteran promoter and founder of CMN, which produced and promoted Bad Bunnyâs last two tours, including the stadium tour in partnership with Live Nation. âThe guyâs going to create an empire, and heâs a man of his word. I compare him to the old managers, where we closed business with a handshake, and heâs appreciative. Where Iâm concerned, he has continued to take me into account, and it harks back to the fact that I worked with him from the very beginning.â
While Assadâs success feels very of the moment â in keeping with his young acts, the relatively recent mainstream success of reggaetĂłn and Bad Bunnyâs fondness for releasing music with little or no notice â heâs actually a planner; like his famous client, he takes a long view on success. It wasnât always this way. As a young promoter, Assad recalls struggling mightily to make a buck (and often getting âhustledâ) in what he half-jokingly refers to as âthe reggaetĂłn depression eraâ of 2009-2016, when the music was largely consumed for free and money came almost solely from live shows.
âYouTube was the outlet that turned it into a commercial business,â says Assad, who says he struck an early deal with the platform to monetize the millions of views the music generated for many independent artists and eventually for his own â including a 22-year-old who called himself Bad Bunny. âI didnât have the privilege to work with an artist who was already established, but I was very fortunate to have Bunny trust me and work with me. Bunny makes me look good,â he says. Alongside his artist, Assad began thinking long term, and even when his actions seem improvised, they are anything but. Take the one-two punch of back-to-back tours with a hit album in between, conceived after ticket prices to Bad Bunnyâs arena tour started soaring just after they went on sale in 2021.
âWe started getting the heat, but we didnât think of stadiums until the summer,â says Assad, pointing out that Bad Bunny already had plans to release a new album when the arena tour wrapped. By October, a plan had been made: arenas in February, an album in May and a stadium tour in June to be announced in January with a series of humorous videos featuring Bad Bunnyâs girlfriend, Gabriela Berlingari, and Spanish actor Mario Casas. âThereâs a lot of pivoting along the way, but we still follow the plan,â says Assad. âAnd everything we do has to make sense. If it doesnât make sense, even if itâs beautiful, we pass.â
âNoah is singular in his sense of the moment, commitment to a vision and fearlessness,â says UTA agent Jbeau Lewis, who books Bad Bunny and Karol G. âNoah understands his artists, he always plays the long game, and heâs unafraid to say no.â
Bad Bunny has said repeatedly that he plans to take a break after Coachella, from both recording and touring. But for Assad, the work of growing his business never slows. Last year, in partnership with The Orchard, he launched Sonar, a label for developing acts that already has deals with over 50 artists from around the world, including non-Latin acts. Assad also began a strategic alliance with Live Nation to develop new businesses outside of touring, including Gekko, the restaurant Bad Bunny opened in Miami in August with hospitality entrepreneur David Grutman. Most recently, he announced the launch of Rimas Sports, a stand-alone management company (name notwithstanding, it is not a division of Rimas Entertainment) whose client list already includes the Toronto Blue Jaysâ Santiago Espinal and Diego Cartaya, a top prospect for the Los Angeles Dodgers.
Assad says his biggest goal for 2023 has nothing to do with business, however. âI want to fly less, enjoy more and spend as much time as I can in Puerto Rico,â he says. âThatâs my goal. People look at me and think that because of the hair Iâm from Mississippi or something. But Iâm just a kid from Carolina, Puerto Rico, who loves reggaetĂłn.â
This story will appear in the Feb. 4, 2023, issue of Billboard.
As Billboard publishes its 135th volume throughout 2023, stay in the know on the magazineâs print schedule for the year, along with each issueâs corresponding theme. This is an updating post, so be sure to check back for any changes.
Issue Date: Feb. 4, 2023Theme: The Billboard Power 100
Issue Date: Feb. 25, 2023Theme: Women in Music
Issue Date: March 11, 2023Theme: SXSW
Issue Date: April 1, 2023Theme: Touring*This issue will include Top Music Lawyers
Issue Date: April 22, 2023Theme: K-Pop*This issue will include International Power Players
Issue Date: May 13, 2023Theme: 40 Under 40
Issue Date: June 3, 2023Theme: Country Power Players
Issue Date: June 10, 2023Theme: Pride*This issue will include Indie Power Players
Issue Date: July 15, 2023Theme: Publicity
Issue Date: Aug. 5, 2023Theme: R&B/Hip-Hop Power Players
Issue Date: Aug. 26, 2023Theme: Tech/Fall Music Preview
Issue Date: Sept. 16, 2023Theme: Latin Music Week
Issue Date: Oct. 7, 2023 (Double Issue)Theme: Grammy Preview*This issue will include Top Music Business Schools
Issue Date: Oct. 28, 2023Theme: Producers/Managers*This issue will include Top Music Business Managers
Issue Date: Nov. 18, 2023Theme: Gaming
Issue Date: Dec. 9, 2023Theme: No. 1âs and Year In Music
Issue Date: Dec. 16, 2023Theme: Grammy Voter Guide
Up a winding mountain road on the edge of Salt Lake City, past snow-dusted pines and freshly shoveled driveways, through a wrought iron gate that opens at the command of an armed guard yawning in a pickup truck, sits a handful of mansions designed like rustic ski resorts â and one that looks like a modernist mall. Another security guard idles at the end of the outlierâs heated driveway, which slopes past a garage where Maybachs and McLarens sit alongside muddy, toddler-sized four-wheelers and a terrarium housing a sleeping bearded dragon. At the front door, an inflatable Santa stands sentry, holding a sign that warns, âNine Days Until Christmas!â
On a clear day like today, you can look out the living roomâs floor-to-ceiling windows, over the icy swimming pool and presently invisible dirt bike track below, and the entirety of the Salt Lake Valley spreads out before you like an overturned snow globe. Inside, the space is all white and sparsely furnished, decorated with a pair of spindly Christmas trees, a half-dozen painted portraits â in one, a smiling young man feeds his daughter a cheeseburger â and an enormous plaque that glints in the sunlight and reads, â100 RIAA Gold/Platinum Certifications,â and, in larger letters, âYoungBoy Never Broke Again.â Its recipient, who introduces himself as Kentrell, sits quietly beneath it as a motherly woman named Quintina, who is not his mother but his financial adviser, paints his fingernails black.
The neighbors have yet to figure out who exactly it is that moved in just over a year ago: a rail-thin 23-year-old with faded face tattoos and a stable of luxury vehicles that never leave the garage. Should they learn that he is signed to Motown Records and makes music as YoungBoy Never Broke Again, itâs likely they would still draw a blank. (A middle-aged blonde from the mansion next door cranes her neck from the window of her SUV to gawk at the camera crew unloading outside for todayâs cover shoot.) And itâs true that the artist born Kentrell DeSean Gaulden, whom fans call YoungBoy or simply YB, has practically zero mainstream presence: Heâs not on the radio, scarcely performs live, regularly deactivates his social media accounts and shies away from the press.
Yet in an extreme and emblematic case of streaming-era stardom, YoungBoy is one of the most popular and prolific rappers on the planet. Since breaking out from his hometown of Baton Rouge, La., at age 15 â already sounding like a world-weary veteran who had absorbed a lifetime of pain â he has landed 96 entries on the Billboard Hot 100 and 26 projects on the Billboard 200. (Of the latter, 12 charted in the top 10, and four went to No. 1.) Of the whopping eight full-length projects he released in 2022 alone, five reached the top 10; his latest, Januaryâs I Rest My Case, debuted at No. 9. YoungBoy was the third most-streamed artist in the United States last year (according to Luminate), behind Drake and Taylor Swift, and currently sits at No. 1 on YouTubeâs Top Artists page, where he has charted for the last 309 weeks. After deducting a presumed 10% management fee, Billboard estimates YoungBoyâs take-home pay from artist and publishing streaming royalties averaged between $8.7 million and $13.4 million annually over the last three years, depending on the structure of his publishing contract and level of artist royalty his recording contract pays out. The NBAâs coolest young team, the Memphis Grizzlies, warms up to his music almost exclusively.
YoungBoy Never Broke Again photographed on December 16, 2022 in Utah.
Diwang Valdez
Heâs known for churning out releases with machine-like efficiency and for the legal battles that have haunted his career from day one, to the extent that both feel like essential components of the art itself. As a public figure, heâs inscrutable, but in song, he comes alive â equal parts outlaw and confidant, commiserating with listenersâ struggles and declaring vendettas in the same breath. And though his path may strike some as counterintuitive, YoungBoyâs perpetual underdog status only galvanizes his die-hard supporters, for whom aggrievement has become a calling card, regularly spamming comment sections in frantic defense of their favorite.
Since moving to Utah, YoungBoy has left his house exactly zero times; an ankle monitor will trigger if he so much as crosses the end of his driveway. After fleeing police, who had stopped him in Los Angeles with a federal warrant stemming from a 2020 arrest â where he was one of 16 people picked up on felony drug and weapons charges at a video shoot â he spent most of 2021 in a Louisiana jail. In October 2021, a judge granted him permission to serve house arrest in Salt Lake City at the request of his lawyers. (Hence the security team, whose presence is to enforce the terms of his incarceration as much as for his protection. Those terms include a limit of three preapproved visitors at a time, turning todayâs shoot into an elaborate exercise in consolidation.) The 2020 arrest was the latest in a string of allegations that began when YoungBoy was 15. Last year, he was found not guilty in one of his two federal gun trials; the other is ongoing.
YoungBoy lives here with Jazlyn Mychelle, whom he quietly married in the first week of 2023, and their two children: a 17-month-old named Alice (after his grandmother) and a newborn boy, Klemenza (named for a character in The Godfather whose loyalty the rapper admires). They are the youngest of the 23-year-old YoungBoyâs 10 children. The other eight live with their seven respective mothers. Most people in his position would be counting down the days until freedom, but besides the fact that his âpurposelessâ car collection is steadily depreciating in value, YoungBoy is in no rush to return to the world. âThis is the best thing that ever happened to me,â he says with an expensive-looking smile, having traded his diamond grill for pearly veneers, as his nail polish dries in the sunlight.
Even inside, YoungBoy rarely hangs out upstairs. He usually stays up until dawn in the basement, playing Xbox or recording songs all night, never touching pen to paper â instead, he freestyles line by line according to whatâs weighing on his mind. By his estimate, over 1,000 unreleased tracks currently sit in the vaults. His nocturnal tendencies are a âprotection thing,â he explains. âIt has been like that since I was 15: Iâve got to be somewhere where I actually know no one is inside the room,â he says in a voice I have to lean in to hear, a near whisper that feels worlds away from the fearless squawk that booms out in his songs, hurling threats at a seemingly endless number of enemies. âI like to just stay in one small space where I donât have to worry about anything thatâs not safe.â
For a while, he had a habit of sleeping in the garage â in the Tesla, where he could turn on the heat without fear of death by carbon monoxide poisoning, and where he and his engineer, XO, would sometimes record. Lately, he stays up smoking cigars in the basement â his last remaining vice, he says. âNighttime, when everybodyâs asleep â itâs the most peaceful time ever inside of life to me,â he whispers. âNighttime, when itâs dark and nothingâs moving but the wildlife and the crooks.â He has seen his share of deer and rabbits scurrying around the property, and though he has yet to spy a bobcat, the security guards have. He watches for intruders, too, a matter of routine. What he likes best is that itâs peaceful here, and that âitâs very far from home.â
Kentrell Gaulden wrote his first song in fourth grade, and he still remembers how it started. He giggles as he launches in: âIt goes, âPây nâs always in my face/Bang, bang, bang, there go the murder case.â And I keep saying it.â Growing up in north Baton Rouge, his mother, an amateur rapper herself under the name Ms. Sherhonda, would bring Kentrell and his older sister to watch her record in a neighborâs home studio. His father was sentenced to 55 years for armed robbery when he was 8. Years later, when a teenage Gaulden was locked up himself for a 2014 robbery charge, he received a letter from another jail â from his father, telling his son about his own musical dabblings. âI never had a Plan B. This is what I was set on becoming,â YoungBoy says, his narrow frame engulfed in a skull-patterned puffer jacket, a tangle of diamonds flashing underneath. His early songs inspired a school friend to write his own, and YoungBoy smiles remembering the two giddily trading rhymes before class. âBut he died,â he adds, barely breaking his gaze. âIf Iâm not mistaken, they was robbing someone, and as he took off, he met his consequence.â
The Baton Rouge in YoungBoyâs raps is rife with mortal danger, a place where death is an old acquaintance and betrayal lurks around every corner. On 2016âs â38Â Baby,â around the time the rapperâs local buzz was going national, YoungBoy half-sang, half-rapped that he âgot the law up on my ass, demons up in my dreams,â claiming to not even step in the recording booth unarmed. It was startling to see who was behind such a nihilistic worldview: a gangly teen whose baby face was marked three times across the forehead with scars from a halo brace he wore after breaking his neck as a toddler. Artist Partner Group CEO Mike Caren (who worked for years with YoungBoyâs former label, Atlantic, and the artistâs own Never Broke Again imprint, and remains his publisher), remembers his first time seeing the â38Â Babyâ video.
âThe intensity was so powerful,â Caren recalls. âHe was youthful and seasoned at the same time. He had presence, a natural sense of melody, and he painted an entire picture of his world.â A bitter brand of authenticity emerged from the contrast of YoungBoyâs boyishness and the obvious trauma that hovered over him like a black cloud. To hear one of his songs was to listen in on the shockingly intimate confessions of someone forced into adulthood against his will, and to witness his expression catch up to his experience in real time.
You could cherry-pick the history of Louisiana hip-hop and cobble together something like a precedent for YoungBoy: the swampy street tales and prolific output of the labels No Limit and Cash Money; the embrace of balladry, bounce and traumatized blues; the pure indifference to industry protocols. YoungBoyâs early releases gestured to 20-odd years of Baton Rouge rap, from Trill Entertainmentâs dark-sided club jams to Kevin Gatesâ warbled bloodletting â music that was sometimes about women or money but mostly, and most profoundly, about pain. In recent years, YoungBoyâs rapping has matured into a style that stands apart from his predecessors, veering off into complicated rhythms and electrifying spoken-word diatribes, as on last yearâs eight-minute missive âThis Not a Song (This for My Supporters),â where he warns listeners not to be fooled by the glamour of gangster rap. Still, the old pain sears through nearly every freestyled verse.
It was his âpain musicâ in particular that first drew the attention of Kyle âMontanaâ Claiborne, a wisecracking 36-year-old Baton Rouge native. YoungBoyâs songs were only available on YouTube in 2016 when the two met, and though Montana was twice YoungBoyâs age, the music hit him hard. âI wasnât a rapper, but I wanted to live like a rapper,â he says, and with no real industry experience, he became the 16-year-oldâs right-hand man, driving him hours to play shows for $500 a pop. YoungBoyâs buzz was steadily building on YouTube and Instagram âback when followers was real and organic,â Montana stresses. Meanwhile, he was recording enough music to drop an album per week, propelled by a private urgency.
The Never Broke Again label was created in Montanaâs name since YoungBoy was a minor; today, they share ownership of the company, which partnered with Motown in 2021, a year ahead of YoungBoyâs solo deal with the label. In late 2016, the pair traveled to New Orleans to meet in a parking lot with Fee Banks, who had helped Lil Wayne launch his Young Money label and managed Gates into stardom. Banks saw in YoungBoy a similar greatness and immediately took over as his manager.
âYoungBoy was moving fast, but he had a lot of drama attached to him,â Banks recalls. âSoon as I got in touch with him, he went to jail. Anything he got into, we got him out, and every time he got out of jail, heâd gotten bigger. Throughout all the trials and tribulations, we kept it moving, kept recording, kept shooting videos and stayed down.â
YoungBoyâs buzz had caught the ear of another Louisiana native: Bryan âBirdmanâ Williams, who co-founded Cash Money Records and mentored a young Lil Wayne, among many others. In his signature twang, Williams recalls flying a teenage YoungBoy to Miami, where they recorded daily for two weeks, working on what eventually became their 2021 collaborative album, From the Bayou. âWatching how fast he do music and the value of the music, I saw a lot of similarities between him and Wayne,â he says. âI seen stardom in him, but I knew it was a process.â
Williams made it a mission to impress upon the teenager that he had a choice: the life he was raised in or the music. âI once was somebody like him and had to gamble my life. I wanted to show him that he could really survive off his talent,â he continues. âYou could go to jail, or you could die, or you could try to be somebody.â As he does with Wayne, he refers to YoungBoy as a son.
Diwang Valdez
By the time labels had entered a bidding war, YoungBoy was a cult hero with eight mixtapes under his belt. He was also a teenage father of three being tried as an adult for attempted murder, facing a life sentence without parole. He had been apprehended before a show in Austin, accused of a nonfatal Baton Rouge shooting that occurred hours after a friendâs murder; after six months awaiting trial in a Louisiana prison, he ultimately took a plea deal. At his 2017 sentencing â by which point he had committed to a $2Â million deal with Atlantic Records â the judge cited his music as a means of ânormalizing violence,â one of many recent instances of rap lyrics being used as evidence in criminal proceedings. With your talent, she lectured, comes responsibility. He received a suspended 10-year prison term with three years of probation. More disturbing allegations emerged in the years to follow, including kidnapping, assault and weapons charges tied to a 2018 incident recorded in a hotel hallway showing the rapper attacking his girlfriend.
One night in prison while YoungBoy was on lockdown (âFor no disciplinary reason â it was because of who I wasâ), he prayed to see his late grandmother one last time. He had lived in her home for much of his childhood, crying on the occasions when he had to return to his momâs house. Her name, Alice Gaulden, frequently appears in his lyrics, and her massive painted portrait hangs by the fireplace; after our interview, I catch him smiling beneath it in silence, one hand resting on the image of her face. âAnd I remember, I ainât crazy â she hugged me. I felt her,â he recalls softly, and despite his serene expression, his legs begin to tremble, at first subtly, then unignorably. âAfter that, I didnât want to go back to sleep. I didnât even care about the situation I was in. I felt like I was secure.â
His grandmother died in 2010, and YoungBoy was sent to a group home. âI used to get beat up inside the group home for no reason,â he continues as the shaking intensifies, though his quiet voice never falters. âThe other boys would put their hands on me, and I would look up like, âWhy are you hitting me, bro? Whatâd I do?â It made me discover another side of me that I never glorified or liked. I found out how to be the person that you donât want to do that with. [Before then], I never understood all the evilness or wrong because I was showered by so much love from this one person.â
By now, YoungBoy is shaking from head to toe with alarming intensity, his jewelry audibly rattling. âItâs not going to stop,â he calmly replies when I suggest we take a break. Quintina, who began as his accountant and now appears to also function as a surrogate mother, kneels beside his chair to hold his hand. âIâm OK,â YoungBoy assures her. Composing himself, though the trembling continues, he focuses his gaze.
âIâm very scared right now,â he confesses. âItâs just natural. Iâm not big on people.â For most of his life, expressing or explaining himself has taken place behind a microphone, alone. âI never knew why once I walked on the stage, I could get it done and leave â but I am terrified of people. People are cruel. This is a cruel place.â He swivels in his seat toward the blue and white panorama behind him. âYouâve got to be thankful for it. Itâs very beautiful, you know? Thereâs so much you can experience inside of it. But it is a very cruel place. And itâs not my home.â The smile he cracks has a strange effect â sweetness embedded in a wince.
âI donât want to know what it means to die â but do we actually die, or do we go on to the real life? What if weâre all just asleep right now?â he wonders aloud as the shaking dies down. âItâs all a big test, I think.â
Diwang Valdez
Perhaps youâre wondering how a Baton Rouge rapper on house arrest finds himself deep in the heart of Mormon country. Those listening closely may have noticed YoungBoy name-dropping Utahâs capital from the beginning: âTake a trip to Salt Lake City, cross the mountain, âcause thatâs called living,â he chirped on âKickin Sh-tâ seven years ago. He first came here as a boy, he explains, as part of a youth outreach group initiative, and became very close with one of its leaders, a Utah native he declines to name, though he mentions she was married at the time to a professional baseball player. Today, he refers to the woman as his mom. âSheâs a wonderful person. Sheâs just there when I need her,â he says softly. âShe christened me, if Iâm not mistaken, and then she brought me back here to meet her family. When I got here, it was always my goal: Iâm going to move here. Iâm going to have a home here. This is where my family is going to be.â Courtroom testimony from his 2021 hearing shows his attorneys reasoning that a permanent move to Utah would keep their client away from trouble; after some initial skepticism, the judge agreed.
The past few months of YoungBoy songs are full of curious Utah-isms, like the Book of Mormon passage that opens his video for âHi Hatersâ â âNow, as my mind caught hold upon this thought, I cried within my heart: O Jesus, thou Son of God, have mercy on me, who am in the gall of bitterness, and am encircled about by the everlasting chains of deathâ â or a recent line mentioning missionaries visiting his home. âIâm surprised they didnât come in the process of this [interview],â he says when I ask about the latter reference. The first time the Mormon missionaries appeared on his doorstep, weeks ago, YoungBoy instinctively sent them away. Then he had second thoughts: âI wanted help very badly. I needed a friend. And it hit me.â
When they returned, he invited them in, explaining the things about himself he was desperate to change. âIt was just cool to see someone with a different mindset that had nothing to do with business or money â just these wonderful souls,â he recounts. He has come to look forward to their daily visits, during which they discuss the Book of Mormon and âmake sure my heart is in the right spaceâ for his official baptism into the Church of Jesus Christ the Latter-day Saints, a rite that forgives past sins through repentance, according to Mormon theology. Heâs saving the ceremony for after his ankle monitor is removed. âEven when my negative thoughts come back, when I do want to tell them, âNot today,â I just donât let nothing stop it,â he says. (Later I learn that during our talk, two carloads of chipper, clean-cut missionaries in their early 20s did, in fact, appear at the propertyâs gate and were turned away only due to the visitor limit.)
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As for whether the missionaries know who he is, YoungBoy doesnât ask; frankly, it could go either way. He epitomizes âinvisible music stardom,â the streaming-era phenomenon in which artists have massive fan bases but relatively minor pop culture footprints, illustrating a disjunction between whatâs promoted and what is truly resonating. His particular success is often attributed to his relentless productivity, in some ways more like that of a âcontent creatorâ than a traditional musician. âI have never heard of a fan saying that their favorite artist is putting out too much music unless the quality goes down,â says Caren, noting YoungBoyâs impressive consistency.
As for his lack of a ubiquitous hit â for all of his chart-topping full-lengths and 96 Hot 100 entries, the highest YoungBoy has charted as a sole lead artist has been No. 28, for 2020âs âLil Topâ and 2021âs âBad Morningâ â Caren argues he has had them, just not in the places youâd expect. âHe moved too fast for the radio. He was always on to the next thing. You canât stick around and promote the same song for five months when youâre making multiple albums in that time period.â And though his numbers are mighty across all streaming platforms (on Spotify, he has over 17 million monthly listeners), his popularity is most closely associated with YouTube, where his fans first found him, and where he can upload new music directly to his 12.1 million subscribers, bypassing the mainstream industry apparatus entirely.
It was YoungBoyâs peerless work ethic that first grabbed the attention of Motown vp of A&R Kenoe Jordan. The Grammy-nominated producer and fellow Baton Rouge native had monitored the rapperâs career from the jump, impressed by what the teenager and his Never Broke Again label had accomplished with limited resources. âIn Louisiana, we have the most talented musicians in the world, but the window of opportunity is very small,â Jordan says from the work-in-progress Never Broke Again headquarters in Houston: half office building, half giant garage full of lethal-looking ATVs and bench press racks. After signing a global joint venture with the Never Broke Again label, Jordan was determined to sign YoungBoy himself, who had voiced frustration with Atlantic in some since-deleted online comments that had some fans petitioning Atlantic to release him from his deal. Jordan announced YoungBoyâs signing with Motown in October 2022, following the completion of his contract with Atlantic.
Jordan calls YoungBoy and company some of the hardest-working people in the industry, known to spring an impromptu album on the label without warning. âHis formula is already there,â Jordan adds. âHe knows what he wants. You just have to make sure youâre able to deliver on the things that he asks you to do.â YoungBoyâs partners have simply learned to trust him whether or not they see the vision. Montana laughs remembering nights spent driving to undisclosed locations: âHe do some of the oddest things, and nobody knows why heâs doing it but him.â
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As strategies go, YoungBoyâs makes sense â flood the market, circumvent the system, keep the fans and the algorithms satiated â but it doesnât entirely explain why he puts out as much music as he does. What analysts would credit to a master plan, YoungBoy describes as a compulsion. âItâs a disease,â he says starkly. âLiterally, I cannot help myself. I tell myself sometimes, âIâm not going to drop until months from now,â but itâs addictive. I wish I knew when I was younger how unhealthy this was for me. Whatever type of energy I had inside me, I wouldâve pushed it toward something else.â From someone whose music seems like his truest form of release, itâs an astonishing claim. âThe music is therapy, but I canât stop it when I want,â he goes on, sounding almost ashamed. âAnd the lifestyle is just a big distraction from your real purpose.â
As if some private dam has broken, YoungBoyâs words now spill out urgently. âIâm at a point now in my life where I just know hurting people is not the way, and I feel very manipulated, even at this moment,â he says, his brown eyes flashing. âI was set on being the greatest at what I did and what I spoke about. Man, I was flooded with millions of dollars from the time I was 16 all the way to this point, and I woke up one morning like, âDamn. They got me. They made me do their dirty work.â Man, look at the sh-t I put in these peopleâs ears.â By âthey,â heâs alluding to the rappers he once looked up to as examples of how to live and those who bankroll them. His voice wavers, then steadies. âI think about how many lives I actually am responsible for when it comes to my music. How many girls I got feeling like if you donât go about a situation that your boyfriendâs bringing on you in his way, youâre wrong? How many people have put this sh-t in their ears and actually went and hurt someone? Or how many kids felt like they needed to tote a gun and walked out the house and toted it the wrong way? Now heâs fixing to sit there and do years of his life that he canât get back.â
A shiver streaks through him again, rattling his knees. âI was brought up around a lot of fâked-up sh-t â thatâs what I knew, and thatâs what I gave back to the world,â YoungBoy continues, spitting out his words like theyâre sour. âI was like, âFâk the world before they fâk you.â I was a child, you know? And now I know better, so it ainât no excuse at all for how I carry on today.â His gaze doesnât flinch. âIt took lots of time to make my music strong enough to get it to where I could captivate you. I promise to clean whatever I can clean, but itâs going to take time, just like it took time for me to get it to that point.â He takes a sharp breath, then whispers: âI was wrong. And Iâm sorry. Iâm sorry.â
YoungBoyâs music is commonly understood as brooding, ruthless and retaliatory. A running meme shows his fans moving through life with comic aggression: belligerently whipping clean laundry into the basket, holding up a rubber duck at gunpoint in the bath. Thatâs an oversimplification of the range of his subject matter â family, betrayal, loyalty, loss â but it isnât entirely off the mark, either; on YouTube, listeners have compiled extensive playlists with titles like â1 Hour of Violent NBA YoungBoy Music (Part 4).â Itâs a specter that looms over the bulk of his catalog, from early videos where his teenage friends wave Glocks at the camera to songs like last yearâs âI Hate YoungBoy,â where he fires warning shots at half the industry and drops ominous bars like âIâm gonâ be rich inside my casket once my time gone.â Itâs tough to imagine what a pacifist YoungBoy song might sound like, much less an entire album of it, and recent attempts at anti-violence messaging havenât landed the way he intended: âAs I start to promote the peace and say, âStop the violence,â I think Iâm inciting a riot,â he rapped on âThis Not a Song (This for My Supporters)â last year.
âPacifist YoungBoyâ isnât fully realized on his latest record, I Rest My Case â his first for Motown, which he dropped with almost no promotion on Jan. 6. (It was the day before his private wedding to Mychelle, a 20-year-old beauty YouTuber who quietly tends to the babies in between posing for a few photos, at his insistence, during the cover shoot.) But it is a step in that direction, an album that mostly traffics in extravagant stunting over buzz-saw synths associated with the EDM/trap hybrid known as rage music. To celebrate its release, YoungBoy invited around 50 giddy fans over for a snowball fight and video shoot, jumping atop his Bentley truck to blast album opener âBlackâ from the court-approved safety of the driveway. The noisy crowd dispersed only when a couple emerged from next door to request they keep it down. âItâs a lot of old people here, really,â a poncho-clad blonde â the same one who had driven curiously past the house weeks before â cheerfully tells a TikTok reporter. âIf he comes and asks, would you spare him a cup of flour?â the TikToker asks. âOf course we would!â she replies.
YoungBoy Never Broke Again photographed on December 16, 2022 in Utah.
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I Rest My Case is an obvious departure, lyrically and aesthetically, from what YoungBoyâs fans are used to, and across the internet, early reactions were mixed: Some praised their favorite rapperâs innovation, others longed for the old days. YoungBoyâs previous album, The Last Slimeto, debuted last August at No. 2 on the Billboard 200 with 108,000 equivalent album units, according to Luminate; just five months later, I Rest My Case debuted at No. 9 with 29,000 equivalent album units. âBe completely honest: Do you want YB back on drugs toting guns if it means we gon get that old YB back?â read one Reddit post.
YoungBoy expected this. âIâm very curious to see how the world goes about me now,â he contemplated weeks before in his living room, adding that he tried to avoid the usual mentions of guns, though there are still a few. He has thought a lot about what attracted people to his music until now: âThey listened because of who I supposedly was or showed I was and what I rapped about. Now itâs nail polish and face paint, and the music is not the same.â (Lately, alongside the black nails, he and Mychelle like to paint their faces like goth Jokers and skulk around the property at night.) âWhat if they donât like me now?â he wonders, fiddling with a diamond pinky ring. âYou canât be on top forever, you know? Because Iâm not changing. I will not be provoked, I will not be broken, and Iâm not going back to who I used to be. Accept it or not â I ainât going back.â YoungBoy breaks into a smile. âIâm only going to get more groovy from here.â Heâs already preparing his next album, which heâs calling Donât Try This at Home.
Only once does YoungBoy remember it snowing in Baton Rouge; here in the mountains this time of year, it sits at least two feet deep daily. After checking briefly on the babies, he lights a cigar and beckons me through the garage and down toward the wooded dirt bike track, yelping for XO to join us. Out here, itâs a postcard: white trees, white mountains, ice blue sky. Everyoneâs up to their knees in snow, and no oneâs more excited about it than YoungBoy, whose ripped white jeans and jacket have now become camouflage. He points animatedly to where the bike path goes, a clearing where you can do doughnuts. âFive K for a snow angel!â he dares XO, who came hardly prepared in a hoodie and slides. âJust fall back! But at least put your hood on.â XO topples backward into a puff of powder and sweeps out an angel silhouette to YoungBoyâs delight, and the two laugh as they tramp back uphill.
As for what will happen when his ankle monitor is removed, YoungBoy would rather not think about it. No date is currently scheduled for his remaining federal trial, according to an email from his lawyer, because âthe government is appealing the courtâs ruling on our motion to suppress evidence, and that matter is pending before the United States Fifth Circuit Court of Appeals.â They declined to comment on his bail conditions. âThe day I walk out this door and am free to do what I want, itâs going to be a lot of doing, or it will be done to me,â YoungBoy says. âSo Iâm not rushing back to that. I have a family.â He doesnât plan to leave Utah anytime soon, though eventually, he would like to buy a place with even more land âwhere no one knows whatâs going on on it.â He has spoken previously about his disinterest in touring but might reconsider if the shows were overseas where he could see some new places â he has always wanted to visit the Eiffel Tower, especially since watching Ratatouille. Asked what he looks forward to most, YoungBoy hesitates for a moment. âChange,â he replies softly. âI am very curious of the person who I shall become.â
This story will appear in the Feb. 4, 2023, issue of Billboard.
In June, the Recording Academy announced five new competitive categories for the 65th annual Grammy Awards on Feb. 5, 2023, hosted by Trevor Noah. The additions spotlight performers, songwriters, video game soundtrack composers and more, with CEO Harvey Mason Jr. telling Billboard at the time, âWeâre doing it in a way to make sure weâre representing music and thatâs ultimately our goal.â
With the music industry always evolving, Billboard asked artists spanning several genres,What category would you like to see the Recording Academy add to the Grammys next and why? See their responses below:
Omar Apollo: Iâd love for the Recording Academy to add an engineer of the year award. Engineers are so important to the musical process and should get as much shine as producers and writers. Thank you to my engineer, Nathan Phillips â he was a big part of the process for my album, Ivory.
Taylor Bennett: I would love to see hip-hop join the Grammy categories. For years now, Iâve seen record stores, digital streaming platforms and awards shows branding âhip-hop/rap.â Although hip-hop and rap can be considered close cousins, I do believe there is great distinction between the two.
Priscilla Block: Best new (genre) artist: As a new artist, it means the entire world to get recognized by an association as prestigious as the [Recording Academy]. There is so much new talent in every genre, so I think it would add a lot to the Grammys to recognize each oneâs best new artist. These are the rising stars that will turn into musicâs next superstars.
Robert Glasper: Best mixed genre album: This category doesnât exist. Itâs for the people who make albums that represent and speak to more than one genre of music!
Gryffin: I would like to see the Recording Academy add best electronic/dance producer. Due to the nature of dance/electronic music, most artists [nominated] are producers, and it would be incredible for the Recording Academy to recognize the producers in the space who are innovating and pushing the genre forward. I believe that there are so many incredible producers who are pushing the boundaries of electronic dance music whose songs may not qualify under the best dance/electronic song or album categories.
Wet Leg: Best lo-fi recording. Our track âAngelicaâ was recorded on the Isle of Wight in our living room on a laptop with just a few mics. It would be great to have a category that highlights other artists who are making music in this way despite not having access to many resources.
Lolo ZouaĂŻ: It would be cool to have a special bilingual album category â not language-specific â to highlight all the multilingual artists out right now mixing English with other languages. Either that or a category awarding independently released albums that doesnât focus on genre necessarily.
Kim Petras: The category I would add to the Grammys would be âthe biggest slay,â of course. Woo-ah!
A version of this story originally appeared in the Dec. 17, 2022, issue of Billboard.