Rap
Mac Miller’s estate has finally gifted fans with Balloonerism, a posthumous album that has been the subject of speculation for years.
Released on Jan. 17, the album arrives days ahead with what would have been Miller’s 33rd birthday. The Pittsburgh rapper died in 2018 at age 26 of an accidental overdose.
Balloonerism is a 14-track journey that showcases Miller’s experimental side, blending neo-soul and jazz elements. The album kicks off with “Tambourine Dream” and features standout tracks like “5 Dollar Pony Rides,” “Friendly Hallucinations,” “Mrs. Deborah Downer,” “Stoned,” “Manakins,” and “Rick’s Piano.” Notably, the album includes collaborations with artists such as Thundercat, SZA, and Ashley All Day.
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The origins of Balloonerism trace back to 2014, a prolific period for Miller during which he was also working on projects like Faces. Despite its significance, the album was shelved in favor of other releases, leaving fans to piece together unofficial versions circulating online.
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Following the circulation of leaked songs amongst fan communities, the record’s official release was teased with a trailer at November’s Camp Flog Gnaw festival.
Miller’s family previously shared a statement on his Instagram explaining why they’ve decided to release the project. “Many of Malcolm’s fans are aware of Balloonerism, a full length album that Malcolm created around the time of the release of Faces in 2014,” they wrote.
“It is a project that was of great importance to Malcolm — to the extent that he commissioned artwork for it and discussions concerning when it should be released were had regularly, though ultimately GO:OD AM and subsequent albums ended up taking precedence.”
They added, “We believe the project showcases both the breadth of his musical talents and fearlessness as an artist. Given that unofficial versions of the album have been circulating online for years and that releasing Balloonerism was something that Malcolm frequently expressed being important to him, we felt it most appropriate to present an official version of the project to the world.”
Based on the lyrics and music of Miller, and directed by Samuel Jerome Mason, the animated Balloonerism “follows a group of school friends who are transfigured by the music of a chord organ and launched into a shadow world”, a synopsis of the film reads. “Swallowed by the turtle of time, they must plod through the underbelly of adulthood.”
The film was released on Jan. 15 throughout the U.S., with international fans receiving it one day later. A series of “One Night Only” advance theater screenings were scheduled around the world, including in New York City and Miller’s native Pittsburgh, as well as Australia, New Zealand, Germany, Ireland, France, Canada, and the U.K.
Miller’s debut studio album, Blue Slide Park, topped the Billboard 200 upon its release in back in 2011, the first independently distributed debut album to do so since 1995. Over the course of five studio albums, Miller evolved into one of the most eclectic artists of the 2010s, delving into alt-rap, soul and R&B with equal fervor.
Following Miller’s untimely death in September 2018, his music saw renewed interest on the charts. His album “Swimming” re-entered the top 10 of the Billboard 200, jumping from number 71 to number 6.
Fans can cop a physical version of the album, which includes a limited-edition deluxe two-LP pressing that features a rainbow foil-wrapped slipcase with white splatter cloud vinyl and a 32-page color booklet featuring photos and lyrics, as well as a limited one-time pressing that features clear vinyl available now on balloonerism.com.
Stream Balloonerism below.
Jimmy Kimmel Live! resumed its broadcast on Jan. 13, following a brief hiatus caused by the devastating Los Angeles wildfires.
Opening the show, Kimmel delivered a heartfelt monologue reflecting on the tragedy that has displaced thousands and destroyed countless homes, including those of his own colleagues. He lauded the bravery of first responders, firefighters, and volunteers who have stepped up in the city’s time of need.
Amid the heavy atmosphere, Kimmel turned to a figure synonymous with resilience and community, introducing his guest Snoop Dogg as “an icon of Los Angeles and a beacon of positivity.” The legendary rapper, known for his enduring ties to his hometown, didn’t hold back as he spoke candidly about the disaster’s impact and his personal efforts to assist those affected.
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“The family’s good, but I know people I consider family who lost everything,” Snoop shared. “So we did what we do—we came together, pulled our troops together, and made sure they had what they needed.”
Reflecting on the unity he’s seen in the face of disaster, Snoop said, “California, this is like our first time dealing with [wildfires], and the way the world is helping us—that’s the important thing. People aren’t looking at differences; they’re just looking at trying to make a difference.”
Snoop’s reverence for firefighters took center stage, with the rapper calling their work “the toughest job” and emphasizing the often-overlooked heroism they display.
“They don’t get enough credit. They show up, do what’s best, and when it’s over, it’s like they’re forgotten about,” he said. “We need to give them a lot of praise right now. I give them a lot.”
Snoop described his hands-on approach to disaster relief, ensuring donations reach those in need. “A lot of times when we put these donations together, certain people don’t get it,” he explained. “What my team does is go on the ground, make direct connects, and make sure we’re not missing anybody. That’s what we do—it’s about love, man.”
While the conversation centered on the seriousness of the fires, Snoop’s trademark humor provided moments of levity. Reflecting on a false evacuation alert, he recalled, “I got three phones, and they all blew up. I started running, started packing, and then it was like, ‘It’s not real.’ See, now y’all playing games.”
Kimmel seized the moment to ask if the rapper still sets off smoke alarms wherever he goes. Snoop’s response, delivered with a grin, left the audience in stitches: “Not anymore. We have a shower cap technique that we use.” To demonstrate, Snoop stood up and mimed placing a shower cap over a smoke detector, humorously acting out the move by climbing onto Kimmel’s couch, drawing roaring laughter from the audience.
Kimmel quipped, “Especially at this time, that is very bad advice from Snoop Dogg!”
Amid the weighty topics of wildfires and community resilience, Snoop shared an anecdote about meeting Paul McCartney, describing it as a surreal and deeply respectful moment.
“It was about just respect and love,” he said, recalling the encounter. “He really knew who I was musically—that blew my mind. I’m telling him about all the records I like from him, but then he’s telling me about who I am and how he liked me. It’s just appreciation. I call that mutual love, fan appreciation.”
When Kimmel asked if the two had smoked together, Snoop laughed and clarified, “Oh no, no—but I smoked around him.”
Later in the chat, the host praised Snoop’s ongoing community contributions, from organizing relief efforts to his long-standing youth football league, which has helped countless kids achieve their dreams, including NFL stardom.
The Doggfather, ever humble, turned the spotlight back on the collective effort. “There was talks about concerts to raise money for the victims and the people that have lost in this situation,” he said.
“So I think that’s more of the angle that I would be leaning towards—to do a concert and not, you know, be paid, and take my proceeds and the proceeds from the tickets and make sure that the people got something.”
Watch Snoop Dogg’s latest appearance on Jimmy Kimmel Live! here.
Billboard Hot 100 hits and Coachella sets were never part of BigXthaPlug’s plans for himself. Growing up in Dallas, the 26-year-old with the deep, bellowing voice had gridiron dreams of playing in the NFL — and even at his Billboard photo shoot, he throws a football around and speaks of his success in the game’s terms.
BigX compares his industry journey to that of former quarterback Cam Newton, who starred at a junior college before becoming a Heisman Trophy winner at Auburn University and, eventually, an NFL MVP. “I basically just pulled a Cam Newton,” he states. “Instead of going through all the steps, I just went crazy at that [junior college] and could’ve damn near went to the league.”
Raymond Alva
This digital cover story is part of Billboard’s Genre Now package, highlighting the artists pushing their musical genres forward — and even creating their own new ones.
To rap fans, BigX’s story — his path from drug dealer to artist — isn’t foreign. “Pops” — the 6-foot-7 man with a massive frame just like BigX’s, who’s with his son in Los Angeles today — “had a trap house, and in the middle of that spot was a round wooden table and a mic,” BigX recalls of his first time in front of a microphone. “[Pops] was like, ‘Y’all n—s can’t rap. My son got more than y’all got.’ I was scoring on ’em, and I guess it was sounding good. He was like, ‘You good. You need to rap for real.’ ”
Four years ago, BigX signed with UnitedMasters, which he still calls the “best thing I could’ve did.” He credits his first manager — an uncle who essentially ran off after BigX paid him $20,000 upfront — for steering him toward maintaining his independence with the distributor.
BigX has stood out among hip-hop’s melodic-leaning mainstream with his soulful production and booming chopped-and-screwed flows that have drawn comparisons to The Notorious B.I.G. — and the past 12 months have been particularly crucial in his ascent. He earned his first Hot 100 entry in December 2023 when the groovy “Mmhmm” reached No. 63. In October, he opened up about his insecurities, pain and triumphs on his second album, Take Care, which reached No. 8 on the Billboard 200.
“I feel like for the past decade it’s been a lot of mumble rap. People not talking about nothing,” he says. “I’m talking about something. A lot of the older people who love music, that’s what they grew up on — actual substance. Here’s this young dude that sound old, but he on these young-old beats. I literally mixed everything up so everybody could love it.”
BigXthaPlug photographed December 4, 2024 at Electric Pony Studios in Los Angeles.
Raymond Alva
Raymond Alva
BigX’s in-house producer, Tony Coles, adds, “He has this sort of Martin Luther King Jr. element to him where it’s [a] preacher almost and his voice is very powerful, and you got the badass production behind it.”
Next up, BigX — who Shaboozey tapped for a feature on his 2024 album, Where I’ve Been, Isn’t Where I’m Going — will connect with his Texas roots for a country mixtape slated to arrive in 2025 and feature a star-studded guest lineup including Jelly Roll, Morgan Wallen, Luke Combs and Post Malone. “Post Malone, Luke Combs, all those guys,” BigX says. “They claim I’m their favorite rapper.”
This story appears in the Jan. 11, 2025, issue of Billboard.
From being a virtually unknown mariachi singer, Deyra Barrera has gone on to headline international news as the surprise Spanish voice that opens Kendrick Lamar‘s GNX album. “Siento aquí tu presencia/ La noche de anoche/ Y nos ponemos a llorar,” she sings soulfully at the beginning of “Wacced Out Murals,” reappearing again in the middle of the song.
And her sweet, penetrating voice resonates in two more tracks: “Reincarnated,” a tribute to the late Tupac Shakur, and the closing song “Gloria,” with SZA. The LP has been No. 1 on the Top Rap Albums, Top R&B/Hip-Hop Albums and all-genre Billboard 200 charts for last three weeks.
“I didn’t expect it because I didn’t know what was going to happen,” Barrera tells Billboard Español about her appearance on the album after what had already been reported: in late October, she was invited to sing at the Dodger Stadium in tribute to her late friend, the Mexican baseball player Fernando Valenzuela. Lamar — “or his team,” she’s not sure — heard her, and a few days later they contacted her.
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Everything happened very quickly, and the interest in the artist has grown in ways previously unimaginable for her, but Deyra Barrera is not a rookie. Originally from Villa Juárez, Sonora, Mexico, the singer — who arrived in Los Angeles at the age of 17 and has spent more than half her life in the U.S. — has been trying to make her way in music for decades on both sides of the border.
“I was first in [the singing competition] La Academia in Mexico City in 2010. And then I was in La Reina de la Canción on Univision,” she shares. “I also returned to La Voz México in Mexico City in 2021, during the pandemic. It was tough. As I tell you, I’ve been knocking on doors for many years.”
“It’s a very difficult career but well, this is what I love to do. Since I live here, I live off music,” she adds, detailing that she has been in various regional Mexican female bands, including Las Adelitas and Mariachi Divas. More than 10 years ago she formed the quartet Corazón de México, which was reduced to the current Trío Corazón, made up with her sister Verónica and Cynthia Reifler Flores. “We work a lot at parties,” Barrera says.
Now that she’s the talk of the town — far beyond Mexican or Latin music — she reflects that what she is experiencing at this moment is owed to her great friend Valenzuela.
“I was always joking with him and telling him, ‘Oh, take me to sing at Dodgers,’ and finally he took me when they retired his number in August 2023,” she explains. “Thanks to that, they called me after [he died] to sing at the tribute along with my friend Julián Torres, who is another ranchera music singer whom I admire very much and who is the one who always sings at the stadium.”
Barrera confessed to Billboard Español that up until now she didn’t follow rap music, and spoke about her newfound appreciation for Lamar and his work, her gratitude for the cultural bridges he has built by inviting her to be part of his project, and her own future plans and prospects.
To start, what did you feel when you hit play and the first thing you heard was your voice on Kendrick Lamar‘s album?
I got goosebumps. It was a surprise for me. I didn’t expect it, because I didn’t know what was going to happen. Then I got a call from Rolling Stone magazine, and that’s how I found out.
And you’re not on just one song, you’re on three! What DID you know when you recorded your parts?
I’m not allowed to talk much about it. The only thing, and what everyone already knows, is that I was at a baseball game where they invited me to sing in a tribute to Fernando Valenzuela. He [Lamar] was there, or his team. Then they contacted me. I went and recorded without thinking it was going to be something so big. I didn’t imagine it.
Did you get to meet Kendrick in the studio?
Yes, he came quickly and left. But it was something magical, like a dream.
Have you spoken to him since his album came out?
No.
Have you thought about the possibility that he might take you on his next tour with him?
Well, I have all my prayers. I have it well visualized in my mind; whatever comes next for me, then let it be. I have many years in this music career looking for opportunities, throwing in the towel, picking it up again. So God’s timing is perfect. A moment in my life that I never expected — always wanting to collaborate with artists of my own genre, I never imagined that I would collaborate with the No. 1 American rapper in the world. I mean, rap music! And that it would take me to something so big.
Did you listened to rap music or followed Kendrick Lamar’s career before?
No, I honestly don’t listen to much rap music. Obviously, I knew who he was, he has many hits. And yes, I like the music… but I am 100% Mexican. I’m always listening to mariachi music, regional Mexican music.
Have you heard more of Kendrick’s discography as a result of this collaboration?
Yes, of course. I have looked at everything he has done and wow, he is so great. Everything he does — I understand why, on this new album, he put his genius mark, like putting my voice on three of the songs as an introduction.
Why do you think he did it?
He loves giving those surprises, from what I’ve read. But more than anything to unite cultures, and that is what I appreciate the most. I’m super happy that he loves our music and wants to unite our cultures, our music with his.
Did he tell you anything about Mexican music?
No, I didn’t talk [about that] with him. It was just “Hello, thank you, goodbye.” That was all. But I thank him for that, for uniting us. I never imagined that I would now have so many fans of rap music. I mean, the little bit that I sang, they tell me so many beautiful things, they flatter me. They say, “What a beautiful voice.” It’s wonderful that we have united our cultures.
It’s exciting to see a female regional Mexican music singer being highlighted in this way, as they are a minority in a genre traditionally dominated by men.
Yes, believe me, I have also been so emotional and also in carrying the name of so many women, raising the Mexican flag in representation of so many women of our mariachi music. There is so much talent, so many beautiful voices, and I feel blessed to have been the one chosen to be here at this moment.
What did your Trio Corazón bandmates say when they found out about this?
They couldn’t believe it. I couldn’t say anything until it came out. And wow, they are super proud. Now I have to work hard to make the most of this moment and let people know who Deyra Barrera is.
What doors has this experience opened for you? Have any record labels contacted you?
We’re working on that, yes. But imagine, it’s the Anglo-Saxon people, the American people, everyone is talking! Sometimes I listen to myself in the car and I hear [on the radio] that they are still talking about this. Then I see reaction videos of people who listen to pure rap music and they’re like, “What? What is this?” And yes, I feel that many doors have been opened and that’s why I want to keep working, fighting for my dreams. What life is giving me now, what I always asked God for, he sent it to me like this.
What are you hoping for in 2025?
¿Qué esperas para el 2025? ¿En qué estás trabajando?
I want to record.
Do you write your own music?
Unfortunately, that hasn’t happened for me. Although the parts I sang for Kendrick, I wrote them. I’m already enrolled to record songs. Why not!
If you had Kendrick Lamar in front of you today, what would you say to him?
Thank you. Thank you for respecting our music. For listening. For inviting me to this new album. And may God bless him and may we unite more. Music is universal. Music can unite so much in everything, it can unite cultures.
With “Luther,” Lamar notches his seventh No. 1 on Hot R&B/Hip-Hop Songs. Here’s a review of his chart-topping collection:
“HUMBLE.,” two weeks at No. 1, beginning May 22, 2017“Mona Lisa,” Lil Wayne featuring Kendrick Lamar, one, Oct. 13, 2018“Like That,” with Future and Metro Boomin, five, April 6, 2024“Not Like Us,” 21, May 1, 2024“Squabble Up,” one, Dec. 7, 2024“TV Off,” featuring Lefty Gunplay, one, Dec. 14, 2024“Luther,” with SZA, one (to date), Dec. 21, 2024
For SZA, “Luther” gives the singer-songwriter her fourth champ. Her roster is now:
“I Hate U,” one week, Dec. 18, 2021“Kill Bill,” 21, beginning Dec. 24, 2022“Slime You Out,” Drake featuring SZA, Sept. 30, 2023“Luther,” with Kendrick Lamar, one (to date), Dec. 21, 2024
Notably, the “Luther” performers share custody of one of the most impressive distinctions on the chart. Both “Kill Bill” and “Not Like Us” reigned for 21 weeks, the most of any title in the chart’s history, dating to its consolidation into an all-encompassing genre chart in 1958.
The most listened-to artist in Italy in 2024 (according to Luminate) does not, exactly, rap in Italian. Naples’ own Geolier raps in his native dialect — the very musical language spoken on the streets of his neighborhood, Rione Gescal, and now spoken by kids in every corner of Italy who, through Geolier, have learned it.
For the 24-year-old artist born Emanuele Palumbo, that devotion has added up, in the past year alone, to three consecutive sold-out shows at Naples’ Maradona Stadium; a historic appearance bringing the Neapolitan dialect for the first time to the Sanremo Festival, the most important music event in Italy; and triple-platinum certification for his song “Dio Lo Sa,” released in June. Five years after his debut album, Emanuele, Geolier is clearly still taking in this success — as is evident in the way he pauses to reflect on his words in conversation, in his broad smiles in response to compliments and in his lyrics portraying a young man who takes everything (except himself) seriously. He spoke to Billboard Italia about how he arrived here.
Geolier
Vittorio Cioffi
Geolier
Vittorio Cioffi
Did you always know you would be a rapper?
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I didn’t always know this because as kids you can’t predict the future. Obviously I hoped so and imagining myself onstage was the only thing possible, because I didn’t know how to do anything else and I did poorly at school. But I would never have bet on myself. I started working in a factory at a very young age, I continued to rap in my free time, but I saw that [acceptance for the genre was] really far away in Italy. Only pop songs were on the radio back then. I loved rap because I looked up to America, but the maximum that was played in Italy was “In Da Club” on MTV. I admired 50 Cent; I felt close to him.
What did you think you had in common with him?
I saw the film about his life [the semi-autobiographical Get Rich or Die Tryin’], where it is clear that he had taken all the responsibility of the family on his shoulders. He sold crack on the streets of Queens; I never did it, but I started working very young. I found an extraordinary maturity in him and this fascinated me.
When did your own personal turning point come, realizing this could potentially be your career?
I realized I could do this job when they paid me for my first live show. It was about 250 euros but for me it was a lot of money — I was 18 years old. However, I couldn’t say when I reached what can be defined as a milestone.
Geolier
Vittorio Cioffi
Why is this incredible boom in Neapolitan rap happening today?
I come from the ghetto of the ghetto. I think there is a unique realness here; perhaps it’s only possible to find it [elsewhere] in the United States. I think rappers in this city put what they see into their lyrics. The culture of Southern Italy is more known internationally than that of Italy as a whole, also, thanks to TV series such as The Sopranos.
2024 was an incredible year for you, but you experienced some tougher moments as well. At the Sanremo Festival you won the covers night, but the live audience booed you and your guests.
We were there and just tried to defend ourselves. That same night they immediately told me to be careful of potential criticism. I believe that the Sanremo Festival was not ready for rap music; we brought an iconic song for Italy, “Brivido” by Guè featuring Marracash, and the audience booed. Incredible.
Your mother was also in the audience. Did this make it especially painful?
It made me smile, actually. She was furious because she couldn’t do anything, and she wouldn’t even talk to me about it. Even today, when we talk about Sanremo, she has bad memories — but my mother is a normal person and absolutely doesn’t want to be part of the star system.
Were those three sold-out concerts at Maradona Stadium the peak of 2024 for you, or was it something else?
Sure, but I’d say a moment in particular [was] when before the first [of those shows], in the afternoon, I looked through a crack and saw the stadium full. At that moment I thought: “What am I doing?” It was neither a positive nor negative emotion, I had simply never felt it. And I can’t explain it.
Geolier
Vittorio Cioffi
Geolier
Vittorio Cioffi
How do you still stay connected to your roots in your old neighborhood?
I think I do simply because I tell what I see in Naples. I’ll continue to do so even if I have to move away from the city, which is very unlikely. I don’t live that differently now: I continue to see my friends and talk to people. I feel the need also because I want to [be true] with my lyrics. Do you know what normal people tell me the most? Not to take selfies but to remain myself.
If you could choose an American artist to collaborate with, who would they be?
50 Cent. I started making music because of him. But right now I’m also listening to Kendrick Lamar’s new album and I like it a lot.
What do you have coming in 2025?
I just want to do the arena tour, which will start in March, and the two dates at Ippodromo di Agnano in Naples. I don’t think I’ll release new music, apart from some collaborations. I would like to slow down a bit. I think I’ve done a lot, [and] I want to experience this as a game. Because with all the numbers and deadlines, sometimes it seems to have become a routine job. And I surely don’t want that.
As Billboard Japan unveiled its 2024 year-end charts, the hip-hop duo Creepy Nuts — rapper R-Shitei (also known as R-rated) and DJ Matsunaga — land the No. 1 song of the year for the country, with their mega-hit “Bling-Bang-Bang-Born” taking the top spot on the all-genre Japan Hot 100 chart (which applies six metrics to songs: physical sales, downloads, streaming, airplay, video views and karaoke). The high-octane track also tops the year-end Global Japan Songs Excl. Japan ranking by a huge margin after holding the No. 1 position for 24 weeks, the longest ever in the history of the chart that ranks songs from Japan that are listened to internationally. In total, “Bling-Bang-Bang-Born” has dominated 12 year-end Billboard Japan roundups.
Amid the song’s success, Creepy Nuts have stayed extremely busy, traveling the world for festival performance dates while working on their new album. Billboard Japan caught up with the two artists as they wrapped their whirlwind year.
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How do you feel about the success of “Bling-Bang-Bang-Born” on the year-end charts?
DJ Matsunaga: It kind of hasn’t really sunk in yet.
R-Shitei: Yeah, it’s like my brain hasn’t been able to keep up at this stage. I’m like, “Oh… Awesome…” (Laughs.) … Compared to the first half of the year, the reaction to our shows [helps bring it into perspective]… But I think we’re a lot more confused about it all than people might think.
DJ Matsunaga: It’s still hard to believe we’re at the top of any kind of ranking. (Looks at R-Shitei.) Right?
Still, after “Bling-Bang-Bang-Born” became a global hit, your follow-up track, “Otonoke,” continues to do well: On Billboard’s World Digital Song Sales chart, it reached No. 1 five times (on the charts dated Oct. 19, Nov. 2, Nov. 16, Nov. 23 and Dec. 14). You’ve been on a roll in 2024.
DJ Matsunaga: Wow…
R-Shitei: That’s amazing. Both “Otonoke” and “Bling-Bang-Bang-Born” were written around the same time. We were working on the former when we had no idea that the latter would become such a hit. “Bling-Bang-Bang-Born” is a work we’re really proud of, but when we were making those songs, “Otonoke” was the one we felt the most confidence in. So when the year started and “Bling-Bang-Bang-Born” became pretty popular, I was like, “So people seem to like this a lot,” and “Well, we’re really proud of ‘Otonoke,’ too” when we released it. So I’m genuinely happy to see that people seem to accept “Otonoke” as well.
DJ Matsunaga: [The chart results are] too much of a blessing, so I don’t think it’s right to use it as a precedent…
R-Shitei: That’s true. It’s hard, isn’t it? Rankings can be both a source of encouragement and poison for artists.
DJ Matsunaga: For real.
R-Shitei: We’re happy and grateful, but don’t want to focus too much on that… Our goal isn’t to do well on the charts. It’s to keep updating our own definition of “good.” We’re making new songs with that in mind, too.
“How do you interpret chart rankings?” is a question we often ask various artists. In a recent interview, Ayase from YOASOBI said he’s now working with “a really fresh feeling” after becoming the No. 1 Artist of the Year on Billboard Japan’s Artist 100 ranking in 2023 with “Idol,” because a weight has been lifted from his shoulders.
R-Shitei and DJ Matsunaga: What?!
DJ Matsunaga: The way he approaches music is completely different. When I first started out, it felt like the notion of making enough money to get by by doing hip-hop was just a pipe dream, so being able to make a living from hip-hop and quitting my part-time job was a huge weight off my shoulders. (Laughs.) Like, I don’t have to be chasing my dream while working part-time in my 30s, you know?
R-Shitei: That’s normal, and I’d still like it regardless, so I was vaguely thinking that I’d be doing hip-hop [like that in my 30s] when I first got started.
DJ Matsunaga: Yeah, we have proper respect for those who keep at it while working part-time jobs in their 30s.
R-Shitei: When I was able to make a living doing music, I thought I was really lucky… Now when you look around, [many hip-hop artists in Japan] are making a living and there are even hit songs… all of this, including the fact that hip-hop is so popular in Japan, makes me really happy.
DJ Matsunaga: I really agree.
R-Shitei: We never planned to make songs that would be listened to around the world. It’s really just about expressing what we want to get out and releasing the pent-up [feelings] we’ve been holding in, basically.
Tell us a bit more about “Otonoke.” How did you go about making it?
R-Shitei: Usually, I get the beat from Matsunaga and add my rap to it, but this time, because we made it around the same time as “Bling-Bang-Bang-Born,” I was like, “I’ll go to a completely different place by extension of the same mindset.” I was in a period where I wanted to make songs using a fundamental rhythm as the key, rather than language. And I thought that a non-verbal rhythm like “Bling-Bang-Bang-Born” would be good. It was going to be the theme song for [the anime series] Dandadan, so I thought I’d try making it by using “Dandadan” as the starting rhythm, and decided to use the same rhyme as “Dandadan Dandadan” [in the intro] for the verse. I recorded something like scat that wasn’t really a language, sent it to Matsunaga and had him flesh out the track.
I see! So the rhyme came first.
R-Shitei: Right. So the sound that was going “Dandadan Dandadan” a cappella became more and more like language, and then it became a slightly slower melody, and then a more bouncy melody, and so on. The rhythm stays the same, but the flavor changes. I’d only imagined it as a straight line climbing up, but Matsunaga expanded it horizontally with the track. The scenery changes suddenly when you get to the bridge that goes “Haireta Haireta,” and it’s because he really opened it up there during the scat stage, adding that completely different development. And the lyrics changed to “Haireta” (“I’m in”) at that point. I thought, “This feels like I’ve ‘gone in.’ ” Like, if I were a “specter of sound (oto no ke),” a music monster, I’d probably enter people’s brains through their ears at the moment when the scenery changes suddenly. So, words also appear during our back-and-forth.
DJ Matsunaga: What was good about this time was that I had the a cappella version, where R had already gone the distance with the same rhymes and prosody, so I was able to add crazy development to the track. No matter how much I changed it, the rap maintains the same groove as it develops, so the song doesn’t fall apart at all. He’d given me that kind of guarantee first, so I was able to make bold developments that wouldn’t ordinarily have been possible. I mean, it’s possible to make [tracks like that] at any time, but it’s not easy to make something that works beautifully after it’s done, even if you intend to make it that way.
You appeared at festivals in the United States, South Korea and Taiwan this year. What was the response like?
R-Shitei: There were moments when I could tell people knew our songs and were responding to them, and that made me really happy. And of course I feel it when people are really grooving and partying. But I think we’re only starting to understand how people really feel about us.
DJ Matsunaga: The main reason is that we haven’t done any tours. We’ve only appeared in events so far. Each country is completely different, and the audience in each country is also completely different, so it’s not like we can compare them…
R-Shitei: We don’t have enough data yet inside ourselves, right?
DJ Matsunaga: It feels like we’re still at the entry level. Even if we were talking about Japan, festivals that you’re invited to perform in are irregular spaces.
R-Shitei: Yeah.
DJ Matsunaga: So we can only get a real feel for it by doing our own tours while performing in those invited events, then adding up and dividing them.
What is your vision for the future?
R-Shitei: To make things feel good to me from the end of this year and on to the next, I need to focus on the things that are right in front of me… I’m in the middle of making an album, so my mind’s still on that. Rather than any kind of vision, I’m thinking about what I should do with the next bar or the next line, you know? I mean, just now…
DJ Matsunaga: Yeah, we were talking about it for a long time just now [before the interview].
R-Shitei: Yeah! We were coming up with themes and ideas nonstop, so I guess that’s the biggest thing occupying my mind right now. That’s exactly my vision for the future.
DJ Matsunaga: Me too. Ninety percent of my private life is like that. (Laughs.)
R-Shitei: Also, my way of thinking might have reverted to the way it was before. While the content of our songs has evolved a lot and we’ve grown from around 2013 to 2014 when Creepy Nuts began, it’s like… I can’t find the right words to describe it. But if you listen to the album, you might understand.
DJ Matsunaga: It’s like we’ve gone back a decade. We’ll lose our social position.
Lose your what?
R-Shitei: (Laughs.)
DJ Matsunaga: Our social position will go down. (Laughs.) I mean, when you do work and stand in front of people and appear in the media and advertising… When you branch out from just making music and become involved with people in companies, you inevitably have to take on social responsibilities. Now that we’ve returned to a lifestyle focusing on music, it feels like the irresponsibleness that I had before is back.
R-Shitei: If the stages in our career had continued to visibly rise in an easy-to-understand way like from 2020 to 2022, and we’d kept busy, constantly appearing in the media and so on, I probably would have felt that I should only say proper things. I might have just ended up trying to say good things in my songs. But we stopped doing that and just focused on the music and our expression and the things we like. As a result, I figured I might be able to express the bad and ugly parts of myself in an irresponsible way, which is something I used to think about when I first started rapping. Because the thing that makes hip-hop interesting to me is how it allows you to express the dirty stuff in its raw form.
DJ Matsunaga: That’s true. Express bad stuff like it is.
R-Shitei: As a listener you go, “Dude shouldn’t be saying that!” but the way it’s so bad and crazy makes it exciting as hip-hop. And then there’s “Dude says some good stuff once in a while, doesn’t he?” (Laughs.) So it’s a balance. It’s hard to express succinctly, but we’ve evolved in certain ways while still being like, “No way, we’re no good at all to begin with as human beings.” It’s about being able to go, “So what?” and expressing that as well next time.
DJ Matsunaga: It feels like we’ve regained the courage to do that.
R-Shitei: Feels like we got it back, doesn’t it?
DJ Matsunaga: That’s so true! We got it back and somehow… I’ve found a balance. It’s more natural and I actually feel more level-headed now.
A 67-year-old billionaire adopting a pop culture catchphrase should be cringe-worthy — but for Drake, it was a reminder of the ubiquity of Kendrick Lamar.
After Drake disparaged NBA star DeMar DeRozan, who had previously played for his beloved Toronto Raptors, Vivek Ranadivé (the owner of DeRozan’s current team, the Sacramento Kings) fired back at Drake in defense of his forward. While sitting courtside for a November contest between the Kings and the Raptors, Ranadivé donned a black T-shirt with four words emblazoned across his chest: “They Not Like Us.”
Count Ranadivé among the Lamar fans who have puffed out their chests since the Compton, Calif., rapper served up “Not Like Us,” the game-winning shot in his feud with Drake, on May 6. And while hip-hop purists would’ve bet on Drake as the one to walk away from a battle with a hit record, it was K. Dot who flipped the script on the Toronto rap deity.
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The OVO honcho attempted to land a direct hit of his own with the three-part blitz “Family Matters,” but Lamar didn’t even give the track a chance to breathe as he followed up 30 minutes later with the diabolical “Meet the Grahams.” Smothering “Family Matters” shrewdly allowed K. Dot to clear the lane and counter with “Not Like Us.” On the latter track, Lamar used producer Mustard’s Cali bounce to peel back the layers of Drake’s cultural identity while repeatedly accusing him of pedophilia.
In response, Drake could only muster up an addition to Lamar’s “The Heart” song series with “The Heart Pt. 6,” which found him losing his footing and backpedaling to the defensive. And when the dust settled, the consensus was clear: Lamar had emerged as the champ. Not only was “Not Like Us” a knockout blow, but a pro-Black Los Angeles anthem that is now cemented into rap battle lore alongside classic West Coast dis tracks like Ice Cube’s “No Vaseline” and 2Pac’s “Hit Em Up.”
“When I was growing up, I watched 2Pac, ‘California Love,’ Dr. Dre, Snoop [Dogg], the Death Row days,” Mustard told Billboard in October. “It’s like being a part of that again, but in this day and age.”
While Drake has been one of pop music’s architects — collecting 338 Billboard Hot 100 entries to Lamar’s 87 — K. Dot won the rap charts battle when “Euphoria” (No. 3) and “Not Like Us” (No. 1) became the only dis tracks in the feud to reach the Hot 100’s top five. “Not Like Us” not only debuted atop the chart but also set a record on Hot Rap Songs: 25 weeks at No. 1 through Nov. 23.
“That’s hard to ignore, especially when you’re evaluating an artist who’s taken pride in being so much bigger than everyone else based on his numbers,” Spotify head of urban music/creative director Carl Chery says of Lamar besting Drake. “There were moments where it felt like Drake had the advantage, but in hindsight, Kendrick was ahead every step of the way and his win feels more decisive every day.”
In retrospect, March 29, 2024, was a seminal date in rap history. Lamar chose violence with a show-stealing assist on “Like That,” the centerpiece of Future and Metro Boomin’s collaborative album We Don’t Trust You. On the track, Lamar responds to a line from J. Cole and Drake’s 2023 collaboration, “First Person Shooter,” on which Cole questions who’s leading rap’s “Big Three”: “Is it K. Dot? Is it Aubrey? Or me?” On “Like That,” Lamar defiantly replies: “Motherf–k the Big Three, n—a, it’s just big me.”
“Like That” launched at No. 1 on the Hot 100, and Lamar’s guest verse shook the tectonic plates of hip-hop. Cole dipped his toes into the feud before bowing out with a public apology onstage at his Dreamville Festival in May — leaving Drake to fight for himself.
Far before Lamar and Drake were ever dubbed part of rap’s Big Three, their paths were intertwined near the start of their careers. The titans traded verses on each other’s Take Care and good kid, m.A.A.d city albums, and Drizzy brought Lamar on the road as an opener on his 2012 Club Paradise Tour. Things turned icy the next year when Lamar put the entire rap game on blast with his maniacal verse on Big Sean’s “Control.” And while their feud was mostly dormant ever since, “First Person Shooter” poked the bear — and Lamar returned battle-ready.
Through the first weekend of May alone, Drake and Lamar exchanged haymakers at a relentless pace, dropping a collective eight dis tracks in total — all of which highlight their opposite backgrounds. Drake, who is biracial and from Toronto, was a child actor before becoming rap’s pop-leaning hit-maker. K. Dot, a Compton native with a Dr. Dre co-sign, quickly emerged as one of rap’s storytelling savants, with a penchant for illustrating the distressing Black experience in America.
“A lot of fans assumed that Kendrick is a slow writer because he took a five-year break between [2017 album] DAMN. and [2022’s] Mr. Morale & The Big Steppers, so I think people were shocked to see him release four songs in five days,” Chery says. “I don’t think we’ll ever see such a high-stakes battle unfold this way ever again.”
50 Cent, an artist well-versed in rap beef, thinks the back-and-forth was “good for hip-hop” by forcing both artists to become more prolific. “It was about the lyrics, but that s–t was on a different level,” he said in an October Billboard interview. “The f–king [good kid, m.A.A.d city] car in the [“Family Matters”] video — that shit was a mystery. Everything was tied to something.”
Chery also credits Lamar’s shrewd strategy and instincts as what got the better of Drake. “I think Kendrick won because his strategy was arguably better than his music,” he says. “[Lamar] predicted the way the battle was going to play out on ‘Euphoria’ and ‘6:16 in L.A.’ He also gave Drake a taste of his own medicine [by releasing] back-to-back dis songs twice.”
And not only was his strategy better, but it was built to last. Lamar’s music zeitgeist has carried momentum all year long: In September, it was announced that he would headline the Super Bowl LIX halftime show in February 2025. By November, “Not Like Us” had yet to depart the Hot 100’s top 20 since its release, Lamar scored five Grammy nominations for the upcoming 67th annual awards ceremony and he capped off his banner campaign with the surprise release of his GNX album on Nov. 22. Just days later, Billboard reported that Drake filed legal documents alleging Universal Music Group and Spotify had conspired to “artificially inflate the popularity” of “Not Like Us.”
But consumption aside, “Not Like Us” has transcended traditional popularity: Snoop credited Lamar with unifying the West Coast during Lamar’s The Pop Out: Ken & Friends concert on Juneteenth at the Kia Forum in Inglewood, Calif. The hit even permeated different alleys of pop culture, adopted by the Los Angeles Dodgers on their journey to winning the 2024 World Series.
“The song took on a life of its own beyond the battle,” Chery says. “You saw viral clips of kids dancing to it at bat mitzvahs. The U.S. basketball team played it after every win during the Summer Olympics. It’s weirdly become universal. Almost everyone can identify with representing a specific idea and feeling like someone else represents the antithesis of who they are.”
This story appears in the Dec. 14, 2024, issue of Billboard.
For the first time in Boxscore history, four female rappers land among the year’s top 100 touring artists. Further, women rappers outnumber male rappers for the first time on the all-genre list. Nicki Minaj (No. 30), Doja Cat (No. 61), Missy Elliott (No. 70), and Megan Thee Stallion (No. 76) finish on the year-end Top Tours chart, while closing at Nos. 2, 5, 6, and 7, respectively, on Top Rap Tours.
This year marks the first year with more than one female rapper among the top 100, let alone four. In fact, there had only been four instances of women in hip-hop ever making the all-genre list, dating back to the first year-end roundup in 1991.
Salt-N-Pepa did it first, at No. 53 in 1994 with a gross of $3.9 million, according to figures reported to Billboard Boxscore.
Five years later, fresh off five Grammy wins for her R&B-rap-hybrid The Miseducation of Lauryn Hill, the titular rapper was No. 43 with $7.1 million.
Then, two of this year’s group made their debuts: Missy Elliott in 2004, as a co-headliner alongside Beyoncé and Alicia Keys on the Verizon Ladies First Tour ($21.8 million), and Nicki Minaj in 2015 on The Pinkprint Tour ($15.5 million).
That means that representation for female rappers across 34 year-end editions has doubled with just this year’s tally. This count excludes year-end appearances by pop and R&B acts who occasionally rap, such as Beyoncé, Lizzo or SZA.
2024 goes down as a banner year for the touring industry overall, with record grosses surpassing $9 billion among the top 100 artists. And amid that enormous success, rap makes up a bigger piece of the pie than ever before, responsible for 5.7% of those dollars, up from 2.7% last year. The genre’s seven tours in the top 100 matches 2019’s high and improves upon last year’s count of three. Nicki, Doja, Missy and Megan made that possible, not only disrupting hip-hop’s gender monopoly — it’s been nine years since a woman was among rap’s top-100 finalists — but taking over and pushing hip-hop over the edge, outnumbering male rappers for the first time on the all-genre list. Travis Scott (No. 15), $uicideboy$ (No. 48) and 50 Cent (No. 49) round out rap’s representation on the chart.
Minaj is No. 30 on Top Tours with $99.8 million and 712,000 tickets, marking all-time highs for year-end rank, gross and attendance among female rappers, barely outdoing the No. 31 finish for Elliott’s Verizon co-headline 20 years ago. Notably, the Pink Friday 2 World Tour continued beyond the confines of the 2024 tracking period (Oct. 1, 2023 – Sept. 30, 2024), finishing in mid-October with a final gross of $108.9 million from 788,000 tickets, making it the first tour by a female rapper to cross the nine-figure milestone.
Doja Cat and Megan Thee Stallion each made their mark on their debut arena tours. Both acts experienced major breakthroughs in 2020 while concert venues were closed due to the COVID-19 pandemic. They scored their first No. 1s on the Billboard Hot 100 just two weeks apart, as “Say So,” hot off a remix with fellow arena titan Nicki Minaj, topped the chart dated May 16, 2020, and “Savage,” boosted by a re-up with rare rap verses by Beyoncé, hit the summit on May 30.
Doja and Megan’s tours reported earnings of $46 million and $40.2 million, respectively, both primarily in the U.S. and Canada, with a sprinkle of European headline shows.
This year also marked the first solo headline tour for Missy Elliott, though it comes nearly 30 years after her debut studio album. Though she wasn’t a road warrior, she amassed major chart success, with six top 20 albums on the Billboard 200 and 10 top 10s on the Hot 100 from 1997-2005.
Beyond hip-hop’s year-end elite, a small handful of female rappers provide promise for the years to come. Ice Spice sold thousands of tickets in Boston, Oakland, and Washington, D.C., while Sexyy Red graduated from clubs last fall (972 tickets in Boston; 1,580 in Richmond, Va.) to arenas, approaching 10,000 tickets in Fort Worth, Texas (9,703 at Dickies Arena on Aug. 30), and Brooklyn (9,631 at Barclays Center on Sept. 17). GloRilla, with eight Hot 100 hits this year, spent hot girl summer as direct support on Megan Thee Stallion’s sold-out trek.
Nicki Minaj, Doja Cat, Missy Elliott and Megan Thee Stallion grossed a combined $227.8 million from 1.7 million tickets across 148 shows in the 2024 tracking window.
Kendrick Lamar punches his ticket into a select club on Billboard’s Hot R&B/Hip-Hop Songs chart by replacing himself at No. 1. The rapper’s “TV Off,” featuring Lefty Gunplay, advances 2-1 to lead the list dated Dec. 14 and in the process, evicts Lamar’s “Squabble Up” from the summit to No. 3. Both songs are from Lamar’s new album, GNX, which posts a second week at No. 1 on the Top R&B/Hip-Hop Albums chart.
“TV Off” ascends to No. 1 on the multi-metric Hot R&B/Hip-Hop Songs thanks to a combination of 34.6 million official U.S. streams, 2,000 purchased digital downloads and 6.6 million in radio airplay audience in the tracking week of Nov. 29 – Dec. 5, according to Luminate. Although the song drops 26% in streams (from 46.9 million last week), it is the week’s most-streamed R&B/hip-hop title and climbs 2-1 to lead the R&B/Hip-Hop Streaming Songs chart. It repeats at No. 2 on R&B/Hip-Hop Digital Song Sales (behind “Squabble Up”) and is the week’s top debut, at No. 25, on R&B/Hip-Hop Airplay.
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While “Squabble Up” was the main GNX focus for the surprise album’s first week, “TV Off” emerged as a fan favorite, with Lamar’s extended shout of producer Mustard’s name becoming a viral meme. In addition to its Hot R&B/Hip-Hop Songs coronation, “TV Off” likewise takes the top spot from “Squabble Up” on Hot Rap Songs and slides 2-3 on the Billboard Hot 100. Despite the drop, it’s the highest non-holiday hit on the flagship chart, as Mariah Carey’s “All I Want for Christmas Is You” and Brenda Lee’s “Rockin’ Around the Christmas Tree” vault to Nos. 1 and 2, respectively.
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In all, “TV Off” is Lamar’s sixth No. 1 on Hot R&B/Hip-Hop Songs and notably, his first to not debut at the summit. Here’s a review of his chart-topping collection:
“HUMBLE.,” two weeks at No. 1, beginning May 22, 2017“Mona Lisa,” Lil Wayne featuring Kendrick Lamar, one, Oct. 13, 2018“Like That,” with Future and Metro Boomin, five, April 6, 2024“Not Like Us,” 21, May 1, 2024“Squabble Up,” one, Dec. 7, 2024“TV Off,” featuring Lefty Gunplay, one, Dec. 14, 2014
Featured artist Lefty Gunplay, meanwhile, lands his first No. 1 on Hot R&B/Hip-Hop Songs, a week after the premiere of “TV Off” gave the West Coast rapper his first Billboard chart appearances.
With “TV Off” succeeding “Squabble Up,” Lamar becomes the 17th artist to complete a self-replacement atop Hot R&B/Hip-Hop Songs. He enters the list just a month after Tyler, The Creator, whose Daniel Caesar-featured “St. Chroma” yielded to “Sticky,” featuring GloRilla, Sexyy Red and Lil Wayne.
Lamar nearly joined the club earlier this year, missing it only by a single week. After a five-week stint at the top, “Like That,” Lamar’s collaboration with Future and Metro Boomin, fell to Tommy Richman’s “Million Dollar Baby.” The singer’s breakout hit enjoyed one week in the lead before Lamar’s “Not Like Us” stormed onto the list, the start of a record-tying 21-week domination.