The Feedback Loop
The images of masculinity and drug use that have been portrayed by SoundCloud Rappers are picked up by a younger and younger audience, who have seen how quickly rappers have risen to fame by selling these images. As a result, younger and younger rap artists are beginning to sell these images back to SoundCloud, to record labels, and to society in an endless "Feedback Loop" that, as of now, seems like will never end.
Matt Ox
One artist who is consistently selling back these images to the world is Matt Ox. Matt Ox is a 13-year-old rapper, who had once prided himself in bringing gang-life back to his hometown in Philadelphia. When he first started to gain prominence at 12 years old, his raps were endless brags about making money and becoming famous. He was extremely boisterous and sold back the image of hyper-aggression and gang life. However, once he started to see SoundCloud rappers capitalize on discussing depression and mental health, the now 13-year-old completely changed his image to a drugged-out kid, who just wants to chill-out like those other rappers who take Xanax and sip on Lean. Below are two interviews of Matt Ox one year a part. Look at how his image and behavior dramatically changes.
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In 2017, Ox is holding up a knife in his music video for "This 'n That," a way to portray his affinity to the gang-life and violence as a 12 year old. In an instagram photo in 2018, Ox is attempting to go for the disheveled look of the emo rappers who pretend as if nothing, including physical appearance matters
Lil Pump
If any rapper is known for his image, it would be Lil Pump (age 18). Although Lil Pump is a bit older than Ox and a little bit more mainstream, he is a perfect representation of the feedback loop. Not only does Lil Pump perpetuate gun violence with his excessive music videos, but he also continuously glorifies Xanax and Lean. He resorts to any type of behavior to order to capture people’s attention and sell his music. His stunts, many of which include gun and drug-related paraphernalia, excessive violence, misogyny, and of course his catchphrase "Eskeetit" (Phonetic version of "Let's Get It"), are simply tactics used to sell his music. Regardless of his overt attempts to try to gain fame and clout, teenagers are continually buying in to the image of ignorance that he sells back.
NSFW Warning
For more info about Lil Pump and his impact, click here to view a case study on Lil Pump by a Williams College student
How does this Feedback Loop impact our Society?
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