Tyler named himself quite aptly. The outspoken 22 year old is responsible for the creation of the Odd Future crew, and still stands as the figurehead for the group. Tyler raps, produces, directs, acts, and does artwork for his own projects, as well as the other members of OF. His insistence on keeping the majority of his work contained within his crew has allowed Tyler to essentially market and brand himself. Odd Future's success marked a change in the industry. Tyler proved that in the age of the internet, musicians can make a name for themselves almost single-handedly. This approach has allowed him the artistic freedom to create his own label, and even his own television show. All the while he continues to completely self produce his albums (generally with the exception of one Left Brain beat per album), create his own album art, and direct his own videos. Tyler proved to the industry, that sometimes the artist really does know best, which has led to plenty of musicians getting signed from a single viral hit. Wolf Haley is no one hit wonder however, and continues to take interesting steps in all aspects of his art. Look out for his upcoming album Wolf, as well as the second season of his off-the-wall sketch comedy show Loiter Squad premiering this Sunday March 10 at Midnight ET/PT.
HNHH breaks down the new wave of creative rappers, who are bringing both new sounds and movements to the rap game.
In recent years there has been a movement of emcees who have a new approach to rap. Many are products of the internet, and they differ from past generations in that their style is not dictated by region, but rather their own creation. These rappers are changing the game by throwing it some curve balls, their creativity being an unpredictable force. These newcomers have a tendency to create their own movements, rather than arrive as part of a lineage, and incorporate a certain independent aesthetic when it comes to elements of the industry like videos, artwork and production. This is the new wave of creative rappers.