Young Thug has one hand gripping the steering wheel at 12:00; the other hand firmly grasping the gear shift. His Maison Martin Marginal High Tops are flooring the gas pedal of his Corvette ZR1. There is no one is his way. No one is stopping him. Young Thug is taking over.
2016 has been quite the year for 25-year-old Atlanta rapper. With three commercial mixtape releases (I’m Up, Slime Season 3 and Jeffery) and one collaborative studio release with fellow Atlanta Rappers, Bankroll Mafia (album entitled Bankroll Mafia), under his belt, Thugger is eyeing the thrown. Despite his youth, he’s training to go 12-rounds with today’s Hip Hop heavyweights. But there’s been one heavyweight criteria that’s eluded him: owning a record label. With his November 15th announcement, that’s all about to change.
Drake has OVO; Kanye has GOOD; Gucci has 1017; Young Thug now has YSL Records—an imprint of 300 Entertainment. He is entering good company. Thugger revealed the news through his Snapchat story, showing a docile Lyor Cohen proudly rocking a YSL chain, 300 co-founder, Kevin Liles, making a speech congratulating his team and the new YSL Records office space. The video displayed an overwhelmingly positive aura—mirroring everyone’s excitement about this label’s imminent impact.
Jeffery conveyed a genuinely gracious tone throughout his Snap story update narration, signaling his appreciation and poise. He’s broadening his career scope by delegating rapping to just an aspect of his work experience; Record Label CEO now heads his résumé. 300 Entertainment and YouTube Global Music leader, Lyor Cohen, mimicked the euphoric feelings, knowing that his superstar is taking him into the future.
Lyor is a music industry legend. He helped foster Hip Hop’s development by using his deep landscape knowledge and sage instinct to evolve it at crucial junctures. Cohen signed artists like Slick Rick, Eric B. & Rakim and A Tribe Called Quest at only 27-years-old; lead Def Jam and Warner Music Group; started the WMG imprint, 300 Entertainment, home to Young Thug and now YSL Records. Lyor consistently positions himself for success by relentlessly investing in his talent, and always believing in his vision. So far, it’s rewarded him greatly. That doesn’t seem like it’s changing anytime soon.
Thug has received high praise since his 2011 arrival. His distinctly textured voice, efficient music output and embodiment of Hip Hop’s progression have made him a highly coveted commodity, grabbing every major label’s attention. After rolling with Gucci's 1017 Brick Squad Records for a minute, Thug decided that Lyor Cohen’s vision best represented his own, officially signing with 300 Entertainment on June 17, 2014. Again, Cohen found himself in a successful position.
Under 300, Jeffery has released 2015’s Barter 6, in addition to the aforementioned highly acclaimed 2016 projects (I’m Up, Slime Season 3 and Jeffery)—all enjoying a high volume of plays. I’m Up has over 66.7-million Spotify plays, Slime Season 3 broke 106-million and Jeffery’s plays exceed 139-million. Given each successive release’s increased popularity, Thug’s brand is trending upwards and shows zero signs of stagnation.
Younger than all the previously mentioned rappers at their respective label's inception, Thugger possesses strong foresight and confidence. He doesn’t care if you think his almost exclusively female wardrobe is bizarre—it contributes to his overall aesthetic that’s afforded him his ever-growing stature. His snowballing influence is enticing artists across all Rap subsets, boasting a strong future for him, Lyor and YSL. Jefferey best represents his diverse allure by attracting the impassioned voice of Wyclef, to the Atlanta king, Gucci. No matter the lane, Young Thug’s Corvette ZR1 is securely gripping the road.
Details about YSL Record’s roster haven’t been released yet, but smart money bets that he’ll reserve a spot for frequent collaborator, Duke. Regardless of who he signs, Thug will fearlessly and effectively lead this label. With Lyor’s proven vision, Young Thug’s progressive talent and support from 300 Entertainment, YSL will catapult him into that heavyweight conversation.
Young Thug is white-knuckling Hip Hop’s reigns, steering it in his direction. He has control. This is his time.
