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2 stories

Nettspend, Gucci, and the moment underground rap became a casting call

An 18-year-old viral rapper from Virginia walked Demna's first Gucci show in lavender snakeskin. The album landed three weeks later. The pipeline from SoundCloud to Milan is now a single hallway.

Music

Jerk Rap Isn't a Meme Anymore — It's the New Club Language

How xaviersobased, 1c34, Yhapojj and a Milwaukee-lowend-fed SoundCloud underground turned a microgenre into the loudest sound in the room.