Hip Hop Awards 2022: 4 Times Lil Yachty Pushed Rap Forward
Lil Yachty’s only been in the game for six years, and he’s already established himself as one of the most influential artists of his era.
From debuting with a project like Teenage Emotions — which was a soft pop-rap confessional — to hard-hitting slappers like “Run Down” with Rio Da Yung OG of the Ghetto Boyz and “Hit Bout It” with Kodak Black, Yachty has proven to be a rap chameleon who cannot be boxed in.
We’ve even seen glimpses of the Atlanta native’s talent on our very own BET Hip Hop Awards stage, performing his breakout single, “Broccoli,” in 2016. His resilience to stay himself despite how counter hip-hop culture he is has made him transcendent in a short time.
With the BET Hip Hop Awards 2022 around the corner, here’s a look at all the ways he’s changed the game.
Originality
When Lil Yachty burst onto the scene in 2015 with his viral smash “1Night”, he wasn’t exactly well-received.
Hip hop heads and rap purists were not fans of his melody-driven style and pointed to the Atlanta rapper as proof of hip-hop’s diminishing standards for lyrical skill. It also didn’t help that he admitted to Billboard about not being able to name five songs by Tupac and later telling Pitchfork that Biggie was “overrated.”
Six years later and the self-proclaimed “King of the Teens” is not only ingratiating among rap’s elite but has proven he can do soft pop-inspired tunes like “Minnesota” as well as rap with the best of them too.,
It’s an originality that has undoubtedly spawned others — like Lil Nas X and Lil Uzi Vert — in his stead.
Putting On For Detroit
Before the release of Yachty’s recent project, Birthday Mix 6, he dropped his third commercial mixtape Michigan Boy Boat on April 23, featuring a bevy of Michigan rappers, including Detroit artists Tee Grizzley, Veeze, Baby Smoove, BabyTron, Babyface Ray, and Sada Baby, as well as Flint artists Louie Ray, RMC Mike, and Rio da Yung OG.
So, why Michigan? Why this group of rappers? In a now-deleted Instagram video, Yachty explains:
"I found a love for Michigan... it's just a vibe that's unmatched," Yachty explained, announcing the project. He continued to say his ultimate goal was to "give them a platform that they may not have had before," adding, "It's nothing but love, and I just want to see these guys win."
The move speaks to Yachty’s ear and his heart to help others in the game get on. Legendary stuff.
Business Savvy
After admitting he didn't know who owned or handled his publishing at the start of his career, Lil Yachty has built a brand that hip hop acts twice his age and tenure could only wish for.
In fact, before dropping his studio debut album, Teenage Emotions, in 2017, the then 20-year-old was already securing lucrative marketing deals. He shot a commercial with Carly Rae Jepsen remaking the classic "It Takes Two" for Target; Nautica named him their Creative Director’; and Yachty partnered with Sprite for a dope LeBron ad.
In a Genius interview, Yachty breaks down just how he landed $13 Million in 16 Months strictly through endorsements. It’s a reason why he made the Forbes Under 30 inductee at 19.
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Fingernail Polish
Lil Yachty starting his own nail polish brand (CRETE) is not only a testament to his business prowess but another way he’s pushing the genre forward.
Hetro gender norms and ever homophobia have once had a stronghold on hip hop and, in many ways, especially with recent headlines, still does. That’s why bravery from artists like Lil Yachty, who frequents spaces where the street culture reigns supreme, is essential.
Much like Young Thug wearing a dress or Tyler, The Creator opening up about his sexuality shows that hip-hop has no rules or stipulations on who you can be. Yachty’s CRETE is a progressive step forward that the hip-hop community will ultimately benefit from
