In a year with limited touring, artists like NBA YoungBoy became some of music’s top earners. Their success is largely owed to one of the industry’s most under-recognized platforms: YouTube.
Only two artists have released No. 1 albums in each of the last three years. The first is, who has as many Album of the Year Grammys as any soloist in history. The other is a twenty-two-year-old performer who goes by NBA YoungBoy. His hit records include “AI Youngboy 2,” “Top,” and “Sincerely, Kentrell.” But, despite his achievement, shared with one of the most widely recognized pop artists of all time, YoungBoy remains broadly unknown.
YoungBoy is a disciple of Baton Rouge hip-hop stars such as Boosie Badazz and the late Lil Phat, and his sound isn’t a dramatic departure from the rap music of the moment. His music is trap-adjacent, bounce-heavy, and Auto-Tuned, and his nasally singsong voice intensifies into a snarl. With his professed fervor for retaliation, YoungBoy has earned a rep as a single-minded aggressor, but his more confrontational songs are blunted by a soft side.
YoungBoy is one of the most extreme cases of a recent developing phenomenon: invisible music stardom. It is easier than ever to be a hit by all of the industry’s standard performance metrics and still go unnoticed by the general public—to have an enormous following that barely registers within the wider pop-culture ecosystem.
The music industry has always had its unlikely cult favorites, but only in the streaming age can an artist enjoy similar success to pop stars and have little to no cultural footprint beyond the community that is tuning in. (There are artists putting up smaller numbers than YoungBoy who are considered more in vogue: critical favorites such as
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