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How Lil Yachty Got His Second Act

By Jeff Ihaza

Until the pandemic, Lil Yachty never stopped to think about how quickly he became famous. “It was a full year from walking across the stage in high school to then I’m in this penthouse in midtown Atlanta , I got this G-wagon, put my mother in a house,” Yachty explains. “It’s a fast life. You not ever getting the chance to think about a lot of shit.”

Yachty’s 2016 hit “Minnesota,” which had the treacly energy of a nursery rhyme, earned the then-17-year-old the title “King of the Teens.” But since then, he’s become an elder statesman of a certain brand of young superstar — and something like the Gen Z answer to Diddy. He collaborated with brands like Nautica and Target; he appeared in the movie How High 2 ; he signed an endorsement deal with Sprite. Signees to his new label imprint, Concrete Boys, even get an iced-out chain.

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Born Miles Parks McCollum, Yachty embodies many of the ways the music industry has changed in the past decade. He rose to fame on the internet and commands attention with or without new music. Over Zoom in March, he’s calm and reserved, pausing intently before he responds to questions. The youthful exuberance is still there, though. At one point, his mom, who lives nearby, calls to ask what he wants from the grocery store. “I need Pop-Tarts,” he says sweetly. “I really want them cinnamon-bun Pop-Tarts.”

He can afford lots of Pop-Tarts. Yachty reportedly made $13 million on endorsements in 2016 and 2017. (“Work hard, play hard,” he responds when asked about the number.) He spends more than $50,000 a month on various expenses, according to one recent headline. (“If anything I pay a little more. I have many assets and insurance, plus an elaborate payroll.”) He’s working on a Reese’s Puffs cereal collaboration, a film based on the card game Uno, and he was one of the first rappers to hop on the crypto craze, selling something called a “YachtyCoin” last December in an auction on the platform Nifty Gateway. According to a report from Coinbase, the token sold for $16,050. Yachty explains that when he was first discovered by Quality Control records founder Kevin “Coach K” Lee, “one of the biggest things he talked about was being a brand. Being bigger than just an artist — being a mogul.” 

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In fact, collaboration has come to be a useful tool for Yachty as he sheds the King of the Teens title for something more akin to a rap mogul. “I only work with people I have friendships with, who I really admire,” Yachty says. “And I love working with newer artists, up-and-coming artists.”  Within the world of hip-hop, Yachty has found for himself somewhere between a megastar and internet hero, and it would appear that he’s just settling in. “I just fuck with new talent. Not even like, ‘let me sign you, get under my wing,’ ” he explains. “Just ‘hey, I’ve been in this spot before. I know what that’s like, bada bing, bada boom.’ ”

Yachty started Concrete Boys last year. One of the first signees was his childhood friend Draft Day, who offers one of the more exciting features on Lil Boat 3, on the cut “Demon Time.” “I feel old sometimes,” Yachty admits. “I feel old as fuck when someone’s popping and I don’t know who they are. Which is rare, because I be on my shit.”

Yachty is also at the forefront of a new realm of social platforms, namely Twitch and Discord, that engender more direct communication within communities. Yachty frequently talks directly to fans on both platforms, and in April he collaborated with Discord on “sound packs,” which allowed users to replace the app’s normal notifications with sounds he created. 

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I ask Yachty where he sees himself in five years. “Hopefully, a really successful actor,” he responds. “And with a bangin’ eight pack. I’ll probably cut my hair up, maybe a little beard. Real sex-symbol shit, you know what I’m saying?” For Yachty, who opened the door to a new brand of celebrity rapper, it doesn’t register as wishful thinking. His enduring celebrity is proof of what’s possible with a solid flow and internet savvy. “I just want to do everything. Because I’ve realized I can,” Yachty explains. “I’ve learned the power I have. The only thing stopping me is me, for real.”

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rd - TIP TOE

rd - TIP TOE

Lil yachty, rd, lil boat.

DIS SHIT OLD BUT FUCK IT

Lil Yachty, RD, Lil Boat

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pedski

2024 and still bangs

MrDbrO Jackson aka:DoT:.

MrDbrO Jackson aka:DoT:.

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in luv wit them big tatas 🗣️🔥🔥

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Music Features

Lil yachty's delightfully absurd path to 'let's start here'.

Matthew Ramirez

lil yachty rd

LOS ANGELES, CA - OCTOBER 29: Lil Yachty performs on the Stage during day 2 of Camp Flog Gnaw Carnival 2017 at Exposition Park on October 29, 2017 in Los Angeles, California. Rich Fury/Getty Images hide caption

LOS ANGELES, CA - OCTOBER 29: Lil Yachty performs on the Stage during day 2 of Camp Flog Gnaw Carnival 2017 at Exposition Park on October 29, 2017 in Los Angeles, California.

Lil Yachty often worked better as an idea than a rapper. The late-decade morass of grifters like Lil Pump, amidst the self-serious reign of Future and Drake (eventual Yachty collaborators, for what it's worth), created a demand for something lighter, someone charismatic, a throwback to a time in the culture when characters like Biz Markie could score a hit or Kool Keith could sustain a career in one hyper-specific lane of rap fandom. Yachty fulfilled the role: His introduction to many was through a comedy skit soundtracked by his viral breakout "1 Night," which tapped into the song's deadpan delivery and was the perfect complement for its sleepy charm. The casual fan knows him best for a pair of collaborations in 2016: as one-half of the zeitgeist-defining single "Broccoli" with oddity D.R.A.M., or "iSpy," a top-five pop hit with backpack rapper Kyle. Yachty embodied the rapper as larger-than-life character — from his candy-colored braids to his winning smile — and while the songs themselves were interesting, you could be forgiven for wondering if there was anything substantial behind the fun, the grounds for the start of a long career.

As if to supplement his résumé, Yachty seemed to emerge as a multimedia star. Perhaps you remember him in a Target commercial; heard him during the credits for the Saved by the Bell reboot; spotted him on a cereal box; saw him co-starring in the ill-fated 2019 sequel to How High . TikTok microcelebrity followed. Then the sentences got more and more absurd: Chef Boyardee jingle with Donny Osmond; nine-minute video cosplaying as Oprah; lead actor in an UNO card game movie. Somewhere in a cross-section of pop-culture detritus and genuine hit-making talent is where Yachty resides. That he didn't fade away immediately is a testament to his charm as a cultural figure; Yachty satisfied a need, and in his refreshingly low-stakes appeal, you could imagine him as an MTV star in an alternate universe. Move the yardstick of cultural cachet from album sales to likes and he emerges as a generation-defining persona, if not musician.

Early success and exposure can threaten anyone's career, none so much as those connected to the precarious phenomenon of SoundCloud rap. Yachty's initial peak perhaps seeded his desire years later to sincerely pursue artistry with Let's Start Here , an album fit for his peculiar trajectory, because throughout the checks from Sprite and scolding Ebro interviews he never stopped releasing music, seemingly to satisfy no one other than himself and the generation of misfits that he seemed to be speaking for.

But to oversell him as a personality belittles his substantial catalog. Early mixtapes like Lil Boat and Summer Songs 2 , which prophetically brought rap tropes and pop sounds into harmony, were sustained by the teenage artist's commitment to selling the vibe of a track as he warbled its memorable hook. It was perhaps his insistence to demonstrate that he could rap, too, that most consistently pockmarked his output during this period. These misses were the necessary growing pains of a kid still finding his footing, and through time and persistence, a perceived weakness became a strength. Where his peers Lil Uzi Vert and Playboi Carti found new ways to express themselves in music, Yachty dug in his heels and became Quality Control's oddball representative, acquitting himself on guest appearances and graduating from punchline rapper to respectable vet culminating in the dense and rewarding Lil Boat 3 from 2020, Yachty's last official album.

Which is why the buzzy, viral "Poland" from the end of 2022 hit different — Yachty tapped back into the same lively tenor of his early breakthroughs. The vibrato was on ten, the beat menaced and hummed like a broken heater, he rapped about taking cough syrup in Poland, it was over in under two minutes and endlessly replayable. Yachty has already lived a full career arc in seven years — from the 2016 king of the teens, to budding superstar, to pitchman, to regional ambassador. But following "Poland" with self-aware attempts at similar virality would be a mistake, and you can't pivot your way to radio stardom after a hit like that, unless you're a marketing genius like Lil Nas X. How does he follow up his improbable second chance to grab the zeitgeist?

Lil Yachty, 'Poland'

#NowPlaying

Lil yachty, 'poland'.

Let's Start Here is Lil Yachty's reinvention, a born-again Artist's Statement with no rapping. It's billed as psychedelic rock but has a decidedly accessible sound — the sun-kissed warmth of an agreeable Tame Impala song, with bounce-house rhythms and woozy guitars in the mode of Magdalena Bay and Mac DeMarco (both of whom guest on the album) — something that's not quite challenging but satisfying nonetheless. Contrast with 2021's Michigan Boy Boat , where Yachty performed as tour guide through Michigan rap: His presence was auxiliary by function on that tape, as he ceded the floor to Babyface Ray, Sada Baby and Rio Da Yung OG; it was tantalizing curation, if not a work of his own personal artistry. It's tempting to cast Let's Start Here as another act of roleplay, but what holds this album together is Yachty's magnetic pull. Whether or not you're someone who voluntarily listens to the Urban Outfitters-approved slate of artists he's drawing upon, his star presence is what keeps you engaged here.

Yachty has been in the studio recording this album since 2021, and the effort is tangible. He didn't chase "Poland" with more goofy novelties, but he also didn't spit this record out in a month. Opener (and highlight) "The Black Seminole" alternates between Pink Floyd and Jimi Hendrix-lite references. It's definitely a gauntlet thrown even if halfway through you start to wonder where Yachty is. The album's production team mostly consists of Patrick Wemberly (formerly of Chairlift), Jacob Portrait (of Unknown Mortal Orchestra), Jeremiah Raisen (who's produced for Charli XCX, Sky Ferreira and Drake) and Yachty himself, who's established himself as a talented producer since his early days. (MGMT's Ben Goldwasser also contributed.) The group does a formidable job composing music that is dense and layered enough to register as formally unconventional, if not exactly boundary-pushing. Yachty frequently reaches for his "Poland"-inspired uber-vibrato, which adds a bewitching texture to the songs, placing him in the center of the track. Other moments that work: the spoken-word interlude "Failure," thanks to contemplative strumming from Alex G, and "The Ride," a warm slow-burn that coasts on a Jam City beat, giving the album a lustrous Night Slugs moment. "I've Officially Lost Vision" thrashes like Yves Tumor.

Yet the best songs on Let's Start Here push Yachty's knack for hooks and snaking melodies to the fore and rely less on studio fireworks — the laid-back groove of "Running Out of Time," the mournful post-punk of "Should I B?" and the slow burn of "Pretty," which features a bombastic turn from vocalist Foushee. That Yachty's vaunted indie collaborators were able to work in simpatico with him proves his left-of-center bonafides. It's a reminder that he's often lined his projects with successful non-rap songs, curios like "Love Me Forever" from Lil Boat 2 and "Worth It" from Nuthin' 2 Prove . That renders Let's Start Here a less startling turn than it may appear at first glance, and also underlines his recurring talent for making off-kilter pop music, a gift no matter the perceived genre.

At a listening event for the record, Yachty stated: "I created [this] because I really wanted to be taken seriously as an artist. Not just some SoundCloud rapper, not some mumble rapper. Not some guy that just made one hit," seemingly aware of the culture war within his own genre and his place along the spectrum of low- to highbrow. To be sure, whether conscious of it or not, this kind of mentality is dismissive of rap music as an artform, and also undermines the good music Yachty has made in the past. Holing up in the studio to make digestibly "weird" indie-rock with a cast of talented white people isn't intrinsically more artistic or valid than viral hits or a one-off like "Poland." But this statement scans less as self-loathing and more as a renewed confidence, a tribute to the album's collective vision. And people like Joe Budden have been saying "I don't think Yachty is hip-hop " since he started. So what if he wants to break rank now?

Lil Yachty entered the cultural stage at 18, and has grown up in public. It adds up that, now 25, he would internalize all the scrutiny he's received and wish to cement his artistry after a few thankless years rewriting the rules for young, emerging rappers. Let's Start Here may not be the transcendent psychedelic rock album that he seeks, but it is reflective of an era of genreless "vibes" music. Many young listeners likely embraced Yachty and Tame Impala simultaneously; it tracks he would want to bring these sounds together in a genuine attempt to reach a wider audience. Nothing about this album is cynical, but it is opportunistic, a creation in line with both a shameless mixed-media existence and his everchanging pop alchemy. The "genre" tag in streaming metadata means less than it ever has. Credit to Yachty for putting that knowledge to use.

Lil Yachty returns to his old sound with “Rain” ft. RD & Lil Boat

Lil yachty drops new song "rain" ft. rd and lil boat.

Lil Yachty Returns To His Old Sound With &Quot;Rain&Quot; Ft. Rd &Amp; Lil Boat 1

Lil Yachty makes a return to his famous old sound with “Rain” featuring RD and Lil Boat.

If you’re a fan of Lil Yachty who followed his debut to the music scene then you know what his music sounded like. Starting out, he had a distinct sound which his growing fans loved about him. It featured a lot of auto tune in a really entertaining manner.

While many thought he would still continue with it on his followup songs, he didn’t. Although the talented artist is known to explore various sounds and styles, it would be nice to hear him make a return to his very sappy style.

Fortunately, we’re in luck because the talented hit maker just dropped a new joint that sounds exactly like what he started with. He calls it “Rain” and it features RD, and the impressive Lil Boat (who you’ve got to hear sometime).

We have no idea if this will be featured on his upcoming project. Since he dropped it on Soundcloud , we doubt that it will.

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  1. *FREE* dedwrite x dannyxgesko x kaystrueno type beat “Fortune” (prod.dannyxgesko)

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COMMENTS

  1. Lil Yachty

    Miles Parks McCollum (born August 23, 1997), known professionally as Lil Yachty, is an American rapper, singer, songwriter, record producer, and actor.He first gained recognition in August 2015 for his viral hit "One Night" from his debut EP Summer Songs.He then released his debut mixtape Lil Boat in March 2016, and signed a joint venture record deal with Motown, Capitol Records, and Quality ...

  2. What is Lil Yachty/Boat's other name, RD? : r/LilYachty

    On his SoundCloud, the name is listed as "Lil Yachty, RD, Lil Boat". If you go far back in his catalogue, he's also credited as "rd" on a few tracks. In the song "Water in My Face" he says "Bitches they love RD". I never see anyone referring to him as RD - what's up with this? he used to have several different meanings for it, now if you ask ...

  3. Lil Yachty Lyrics, Songs, and Albums

    About Lil Yachty. Miles Parks McCollum (born August 23, 1997, in Mableton, Georgia), popularly known as Lil Yachty, is an American rapper and singer from Atlanta, Georgia. He's known for his ...

  4. rd

    toot shot it i edited it.twitter/instagram - lilyachty

  5. Lil Yachty discography

    Singles. 32. Mixtapes. 3. The discography of American rapper Lil Yachty consists of five studio albums, three mixtapes, one collaborative mixtape, ten extended plays, ten music videos, thirteen guest appearances and thirty-two singles (including eighteen singles as a featured artist).

  6. Lil Yachty: How Rapper Got His Second Act

    How Lil Yachty Got His Second Act. As a youth, the rapper garnered the title 'King of the Teens' — and a lot of criticism. Today, he's a mentor and a mogul. By Jeff Ihaza. April 12, 2021 ...

  7. Lil Yachty

    Lil Yachty 's debut commercial mixtape Lil Boat through label Quality Control tells the story of Yachty and his alter ego Lil Boat, essentially two sides of the same red-headed coin, as they are ...

  8. Stream rd

    Stream rd - TIP TOE by Lil Yachty, RD, Lil Boat on desktop and mobile. Play over 320 million tracks for free on SoundCloud. Sign in Listen in app. rd - TIP TOE Lil Yachty, RD, Lil Boat. 9.1M. 2:37. May 6, 2015. 132.1K. 1020. 9569. DIS SHIT OLD BUT FUCK IT # naz# skt# yc# tip# toe ...

  9. Lil Yachty

    Music video by Lil Yachty performing SOLO STEPPIN CRETE BOY. Quality Control Music/Motown Records; © 2023 Quality Control Music, LLC, under exclusive license...

  10. Lil Yachty's delightfully absurd path to 'Let's Start Here'

    Lil Yachty entered the cultural stage at 18, and has grown up in public. It adds up that, now 25, he would internalize all the scrutiny he's received and wish to cement his artistry after a few ...

  11. LilYachtyVEVO

    Share your videos with friends, family, and the world

  12. Lil Yachty

    Lil Yachty makes a return to his famous old sound with "Rain" featuring RD and Lil Boat. If you're a fan of Lil Yachty who followed his debut to the music scene then you know what his music sounded like. Starting out, he had a distinct sound which his growing fans loved about him.

  13. Why is Lil yachty called RD? : r/rap

    Old. Q&A. faygocafe. •. it was his first rap name before he blew up. it stands for Roger Dame no clue where it's from though. Reply reply. true.

  14. Lil Yachty

    GHINI Lyrics. [Verse] I pick the 'Rari over the 'Ghini, uh (Blatt) I got a bitch late night, pick her up black tint, ain't want 'em to see me (Yeah) I got a devils intense 'bout swappin' that spit ...

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