The genre capitalizes on cultural flashpoints and lends itself to audacious personalities, making it an ideal match for modern online platforms, which are programmed to prioritize the same qualities. Much like porn, rap-and the people who consume it-has a tradition of driving consumer technology forward. “Now it wasn’t me that was going viral,” Sueco said. For Sueco, the difference between pulling stunts on Instagram and a full-blown rap career was a memeable tune and the right platform to showcase it on. Last week he released a cheeky music video. After what was reportedly a seven-figure bidding war among major labels, Sueco signed with Atlantic in May. Nearly three months later, the song has been used in more than 3.2 million TikTok videos and streamed on Spotify more than 16 million times. Soon enough, other TikTok influencers lifted the track, using the first bass-heavy 15 seconds of the song as the backdrop for lip-syncing, loosely choreographed dance moves, and surprise outfit changes-among many other things. Sueco made an account and posted a video set to his moody trap tune “Fast.” He asked a friend of a friend, a pouty 16-year-old skateboarder named Lukas Daley, to share the song in a video with his hundreds of thousands of followers. It blows up and becomes a meme organically on this app.”Īnd, well, that’s exactly what happened. “They don’t need to make the content, they have other people making the content for them. “When I saw TikTok, I instantly went: This is how it’s done,” Sueco told me on the phone earlier this month. The groundswell of enthusiasm on the social network bled out into the public and eventually launched the song to the top of the Billboard Hot 100 chart. The song’s Wild West imagery struck a chord among its young users, inspiring them to include it in 15-second challenge videos where they cosplayed as cowboys. Y’all asked and we delivered Bird Box is out now with my brother Tag your momma your auntie and ur gramma! Lmk what y’all think link in bioĪ post shared by suecothechild on at 6:11pm PSTīut Sueco’s true ah-ha moment came in April of this year, when he watched Lil Nas X vault to overnight success with his joyful country trap song “ Old Town Road” using the challenge-driven social media platform TikTok. And at the end of each video, he’d slip in a full song or a link to his SoundCloud page, to piggyback on the views. He often sold his creations for cash, leaning on meme aggregators and YouTubers to promote his work. He even made a beat while blindfolded, in honor of the short-lived Bird Box challenge. He made a beat from iPhone recordings of women twerking against keyboards and Pepsi machines. Sueco (née William Schultz) first caught the attention of the internet via stunt music production that doubled as highly shareable video content. Scroll down on the 22-year-old’s Instagram long enough, and you will see the answer. But despite his various musical talents, he began to visualize a career as an artist only a year ago, when he made a crucial decision: asking not what kind of platforms would be the best for his music, but what kind of music would be best for his platforms. And in college, he taught himself how to make beats after downloading the production software Reason. In high school he fronted a local screamo band. As a preteen growing up in Pasadena, the blue-haired rapper learned how to play the drums via the video game Rock Band. Sueco the Child has been making music his whole life.
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