Image via Complex Original
The music world runs on a "what have you done for me lately?" mentality. We’re obsessed with something one minute and couldn’t care less the next. That here today gone tomorrow dynamic has always existed, but it went up a notch for hip-hop in 2014. It seemed like every week a new it artists suddenly appeared—especially in the second half of the year—riding the impact of one popping song all the way to stardom. In the past, people deemed an “overnight celebrity” often had years of hard work behind them. But nowadays, thanks to YouTube, Vine, SoundCloud, and Internet in general, people do actually go from struggle to stardom in mere days. Just look at the way a complete unknown like Bobby Shmurda Shmoney Danced right into our hearts.
2014 was the year of the hip-hop one-hit wonder. This year wasn’t just a weak year in rap releases, it was a rebuilding year—just like 2009 was. Maybe that's why there were more overnight success stories than usual. All of a sudden it felt like the most popular songs of the year were one-off hits from artists none of us knew last year, and few (if any) of them had full length projects worthy of their breakout hits.
Most times, one hit wonders have their careers end before they even really got going because they let their first song, and its ensuing fame, define them. So as 2014 comes to a close we felt it was the perfect time to run through all the artists who went viral this year and offer our thoughts on what their future could be. Who will end up among rap’s elite? Who is the new Trinidad James? Only time will tell, but we hope you enjoy our predictions.
[Ed. Note—Rae Sremmurd is not a one-hit wonder as they had two songs reach Top 40, plus "No Type" is actually a bigger hit than "No Flex Zone." Meanwhile, acts like Raury, Goldlink, and others were notable newcomers, but they didn't have the breakout songs to hit this list. Either way, we look forward to all of them in 2015.]
Max Goldberg is a writer living in New York. You can follow him on Twitter.
Dej Loaf “Try Me”
Vital statistics: Over 24 million plays for “Try Me” on SoundCloud, over 11 million plays on YouTube, and the song peaked at No. 46 on Billboard.
Few artists had a better end of 2014 than Detroit’s Dej Loaf. She posted her soon to be hit song “Try Me” back in July and, despite the fact that Dej’s effortless rapping/singing makes the grimiest acts sound like the work for an angel, the song went relatively unnoticed for months. That is, until early September when it blew up at a speed only “Hot N***a” could match. Suddenly, it was everywhere and everyone from rap superstars to NBA players to your friends who know nothing about music were talking about it.
Social media allowed the infectious song to get off the ground and gain the always valuable cool factor, but it was rap’s elite that helped make the song huge. First, Wiz Khalifa teased his remix and posted a picture of the two together. However, the hype train really picked up when the Drake, the current king of the cosign, instagrammed a picture with one of the song’s lyrics as a caption. From there, it was game over.
In rapid succession, Dej Loaf signed to Columbia Records, “Try Me” received so many remixes we had to start a “This Week in ‘Try Me’ Remixes” feature, and she released her first major project, Sell Sole. The mixtape easily showed she had so much more to offer than one song. Tracks like “Bird Call,” “Blood,” and “Me U and Henessy” showed off skill and versatility, as Dej switched from softly cooing R&B songstress to legitimately spitting her ass off even if none of the songs took off.
In the months since “Try Me,” Dej Loaf has capitalized on her spotlight. She’s entrenched herself with rap’s big names, and even managed to nab a spot on “Detroit vs. Everyone” with all of her hometown’s hip-hop heavyweights, including Eminem. A testament to how far she’s come in such a short time. Before September few even knew who she was, now she’s a major label artist with all the right connections. The sky is truly the limit.
Bobby Shmurda “Hot Nigga”
Vital statistics: Over 51 million views for “Hot Nigga” on YouTube, over 4.7 million loops of the hat toss on Vine, and a $2 million dollar bail posted by Epic Records.
For better or worse, although hopefully for better, Bobby Shmurda is the artist we will always associate with summer 2014. Six seconds was all it took to take Shmurda from nobody to a star. In the abstract, the success of Shmurda makes little sense. Why does an anonymous rapper’s rework of a forgotten Lloyd Banks track go unnoticed for months but then go on to become a gold song that charted at No. 6 on the Billboard Hot 100? While much of the credit for this miraculous come-up rests with Shmurda himself, the now iconic Vine of him carelessly tossing his hat in the air, never to return back to planet earth, certainly did it’s part.
Most people, including Complex, got put on to Shmurda through Vine in late June. However, those paying attention quickly realized there was more to this than a six second gimmick. As more people started actually watching the full video and got swept up in its raw, tractor-beam like energy the major cosigns started flowing in. DJ Mustard, Meek Mill, French Montana, Jay-Z, and Beyonce all in one way or another showed their support and contributed to the hype storm that was forming around young Bobby.
The buzz manifested itself in a hotly debated record deal with Epic Records, which opened up an entire conversation over how hip-hop handles young black artists, especially those with just one song under their belts. Quickly, comparisons were thrown out to other one hit wonders like Trinidad James. While there were similarities (“About a week ago” was definitely this years “Popped a molly I’m sweating”), Shmurda showed more legitimate talent in one track that James ever did.
After July, Shmurda’s name never really left the news. In the fall he released the EP Shmurda She Wrote containing the excellent “Bobby Bitch.” Though “Bobby Bitch” failed to chart above No. 92, it seemed like Shmurda had sustained enough interest to carry him into 2015. That all came crashing down last week, when the NYPD arrested Bobby and the GS9 crew and charged them with a list crimes ranging from murder to weapons possession. His career is on hold as is he now fights to just maintain his freedom.
iLoveMakonnen “Club Going Up”
Vital statistics: Over 31 million views for “Club Going Up” on YouTube, over 6 million plays on Soundcloud, the song peaked at No. 12 on Billboard.
As Drake has become the most important rapper in rap, the power of his cosign has reached mythic proportions. People are quick to claim that him simply hopping on a remix is responsible for the Migos’ rise to stardom or that no one would care about PartyNextDoor if it wasn’t for OVO. Unfortunately, that same accusation plagues ILoveMakonnen. While Drake’s cosign is obviously responsible for putting Makonnen in the headphones of millions across the nation and getting him nominated for a Grammy, Makonnen made waves long before Drake decided to go up with him. Although he entered this year as a relative unknown, he had an entire catalog of material and as the weather got warmer Makonnen gained more and more recognition, culminating in the early summer release of his self-titled EP, I LOVE MAKONNEN.
The record was packed with the hits that are most responsible for his rapid rise to fame (“Club Going Up” and “I Don’t Sell Molly No More”) along with other tracks that provided the best possible introduction to such an unique artist. With a who’s who of Atlanta’s super producers providing the backdrop, Makonnen floated all over the seven-track EP. Jumping from the booming boasts of “Too Much” to the opera-esque heartbreak of “Meant to Be,” the collection of songs was perfectly weird yet incredibly polished, sounding simultaneously like nothing else in hip-hop but also exactly what the genre needed. As 2014 winds down, there’s no doubt that Makonnen is officially on. There are certainly haters who refuse to accept Makonnen’s sound or are immaturely put off by his aesthetic but, despite them, he has already carved out a clear space for himself. While the Drake cosign might not last forever, we hope Makonnen is here to stay.
O.T. Genasis “Coco”
Vital statistics: Over 31 million views for “CoCo” on YouTube, over 13 million plays on Soundcloud, over 1.7 million views for a compilation of “CoCo” vines on YouTube.
In a year with cocaine anthems a plenty, O.T. Genasis’ “CoCo” is the sure-fire stand out. Seated at a kitchen table with mountains of cocaine in front of him, O.T. Genasis launches into one of the most heartfelt love songs we’ve heard all year, repeatedly and emphatically proclaiming his love for the CoCo.
Released back in October, the song got a huge helping hand in reaching a wide audience from two unlikely parties: The Golden State Warriors and the electronic music community. Throughout their 16 game winning streak, the Warriors continually Instagrammed videos of themselves turning up to the song on the team plane with reckless joy and Leandro Barbosa’s ridiculous adlibs. At the same time artist after artist remixed the song’s booming beat, exposing it to an audience who otherwise might’ve never heard of the track.
Now signed to Busta Rhyme’s Conglomerate Records, O.T. Genasis’ time is now. However, Genasis is ripe for one hit wonder status, especially considering people seem to love saying “I’m in love with the coco!” but hardly care about the rest of the song.
OG Maco “U Guessed It!”
Vital statistics: Over 16 million plays for “U Guessed It” on YouTube, over 9 million loops of camel “U Guessed It” on Vine, and nearly seven million plays on SoundCloud.
Over the summer, OG Maco burst onto the scene with his hit “Bitch U Guessed It,” a song overflowing with raw, visceral energy. Because the song’s stand out refrain (“Bitch you guessed it!) was so soundbite ready, it immediately became fodder for vine after vine after vine. While his first hit being curtailed into six-second clips might’ve been helpful in getting his name out, it became detrimentally limiting.
Although the song provided a fine introduction to OG Maco, it doesn’t come close to painting the whole picture. In the months since the song blew, Maco has signed with Quality Control Records and released multiple EPs. Although Maco’s recently released EP Breathe is just three songs, it’s more than enough to prove his talent. The energy from “U Guessed It” is still there, but rather than angry squawks and adlibs, Maco channels the intensity into passionate bars about social strife, softly sung hooks, and poetic spoken word. The brief EP is one of the better responses to the racial strife that’s characterized the end of 2014 that hip-hop has to offer.
Maco’s next challenge is getting his newer, more nuanced music in front of the same number of eyes and ears that the vines of his first hit did. He’s even acknowledged this, recently tweeting “Yes. I played stupid to get the worlds attention. ‘U Guessed It’ was a trap.” If he is to have a lengthy career ahead of him, it will likely be defined by his ability to move out of the shadow cast by his biggest song.
Que “OG Bobby Johnson”
Vital statistics: Nearly 10 million views of “OG Bobby Johnson” on YouTube, over 230K likes on LeBron James's Instagram post calling it his new theme song.
Admit it: You probably forgot this song even existed until just now. But few songs banged harder in 2014 than Que’s “OG Bobby Johnson.” The song’s brain rattling bass and all-star level tough talk ruled the early part of the year. The track received a huge assist from none other than Lebron James. Back in December 2013, Bron Bron posted a clip of him geeking out to the song on Instragram, calling it his “theme song.” The King’s cosign went a long way, and the track quickly became one of the bigger smashes of early 2014.
Though Que tried to capitalized on his buzz, nothing he did came close to matching the omnipresence of “OG Bobby Johnson.” Songs like “Work In” and the DJ Mustard produced “Vato” failed to catch on and his Can You Digg It mixtape was largely ignored. It just goes to show you that in 2014 you’re buzz can still evaporate quicker than LeBron on a fast break.
Stitches “Brick In Yo Face”
Vital statistics: Over three million views for “Brick In Yo Face” on YouTube, over 12 million views on WSHH, one tattoo of an AK-47 on Stitches' face.
As the old saying goes, first impressions last the longest. That certainly holds true for Miami rapper/insane person Stitches, whose video for the song “Brick In Yo Face” made as strong of an impression as possible. The video is three minutes and twelve seconds of pure lunacy, during which Stitches, who looks like a customized character from Saints Row, shows off his face tattoos, dons a Hellraiser mask, and becomes increasingly more turnt and terrifying.
Because the Internet is the Internet, Stitches and the video absolutely blew up. He’s racked up over three million views on YouTube and, according to him, received serious interest from record companies. The Internet awaited a follow up, and a week later Stitches delivered “Mail,” a relatively mellow track about dealing drugs which failed to generate even a fraction of “Brick In Yo Face’s” buzz.
He did however, score himself some coverage in the New York Times and his live shows have been known to feature loads of (fake) cocaine. Perhaps Stitches has a future as a niche crunk artist, but his spotlight has disappeared and he’ll have to do something as insane as his first effort to get it back.
Spooky Black “Without You”
Vital statistics: Over two million views for “Without You” on YouTube, over 2 million plays for it on Soundcloud.
When the video for the absolutely stunning “Without You”, first came to our attention back in April we, and everybody else, had about a million questions. Who was this durag and Fubu wearing, ghostly white R&B singer with the voice of an angel from Minnesota named Spooky Black? Was this supposed to be a joke? Could that really be his voice? These were all valid questions that made an amazing song that much more interesting and as we learned more about him we got some answers. Yes, that was is his real voice and no it was no joke.
In the coming months, Spooky Black started to move past “Without You.” In August he released his Leaving EP, giving us more of the hauntingly beautiful voice and spacey sounds that got us hooked in the first place. He then linked up with Allan Kingdom to form the group the stand4rd with Bobby Raps and Psymun. The group had a strong fall, headling a New York show at SOB’s and releasing their experimental self-titled debut. Along the way, Spooky Black and the stand4rd jump started their own movement sans radio, co-signs, or a major label. Just look at the DJ-Khaled-featuring promo for their album. It feels like a bunch of goofy teenagers made it without any of the formulaic cliches we’ve come to expect from the music industry.
In terms of predicting Spooky’s future success it’s helpful to look at Yung Lean, another young white kid who came out of an area seemingly far removed from hip-hop to take the Internet by storm. Is Yung Lean going to become a superstar? Probably not. But he has gained a rabid fanbase. While it’s similarly unlikely that Spooky Black becomes an R&B mainstay, he may have already created a fan base, which is what a musician really needs. The good news is, he recently changed his name from Spooky Black to the less offensive, Corbin.
Snootie Wild f/ Yo Gotti “Yayo”
Vital statistics: Over nine million views for “Yayo” on YouTube, over three million plays for the “Yayo” remix on Soundcloud.
If there’s one thing to glean from “Yayo,” it’s that Memphis’ Snootie Wild has the ability to make bangers. The song’s snapping trap drums perfectly complement Wild’s mush mouthed melodies, combining for an anthemic and infectious ode to the dope game. As a song that very much sounds like a product of Southern hip-hop, “Yayo’s” eventual nationwide popularity was somewhat surprising simply because the South produces so much music that never receives nationwide acclaim. However, once the song received a high profile remix featuring French Montana, Fabolous, YG, and Jadakiss it’s status as one of the bigger rap hits of the year was cemented.
He followed up “Yayo” with the K-Camp featuring “Made Me,” which is technically a bigger Billboard hit, yet “Yayo” is still the song rap fans know best. While it might be tempting to say that Snootie’s future success might be more regional than national, it’s helpful to remember that in 2010 many thought Future’s career would end with “Tony Montana.” The two artists are obviously very different, but Snootie Wild would be well advised to follow the blueprint Future laid out in terms of becoming a national superstar.
K Camp f/ 2 Chainz “Cut Her Off”
Vital statistics: Over 31 million plays for “Cut Her Off” on YouTube.
The strength of K Camp’s hits are undeniable. While the radio friendly “Money Baby” helped him end 2013 strong, “Cut Her Off” became an absolutely infectious smash. The song’s video, despite its questionable views on women, has racked up over 30 million views and received remixes from basically everybody capable of stringing together a few rhymes. With those mega-songs under his belt, K Camp inked a deal with Interscope and released his debut EP In Due Time. Despite a proven skill for making big songs, the EP failed to produce any more hits.
K Camp, like many other artists on this list, enters 2015 at a cross roads. The list of Atlanta artists who are one-hit wonders grows every year. Some end up becoming true stars like Future, others fade away entirely like Unk, and some are able to maintain a high level of regional popularity in the always insular South without making much of an impact elsewhere. If K Camp wants to fall into the first category he will have to string together a cohesive body of work that does more than deliver radio singles, something he hasn’t proven the ability to do yet.
Father f/ iLoveMakonnen & Key! “Look At Wrist”
Vital statistics: Over 800,000 views for “Wrist” on YouTube, over one million plays on SoundCloud, over 200,000 likes on Drake's Instagram caption of “Wrist wrist wrist wrist wrist.”
When Father dropped “Wrist” back in July, he introduced himself to the world as a creative, laid-back weirdo. As soon as you heard the mind-numbingly repetitive catchiness of “Wrist” chorus, you knew the song and its artist brought something new to the table.
The song caught on and became something of a cult hit. Father received the always crucial subtle Drake Instagram shout out and seemingly everyone chanted “wrist, wrist, wrist, wrist, wrist, wrist, wrist” in their best monotone. He followed up on “Wrist’s” success with Young Hot Ebony, a 10-track project that gave us more of the methodic deadpan bars over amazingly minimalist beats that made “Wrist” so excellent. His raps drift between funny punchlines and menacing bars about drugs and girls, always delivered with an cool nonchalance that make him inherently likeable.
By following a hit with a extremely solid project, Father proved that he has a consistently enjoyable sound, and the humor, skill, and ambitious goals that make comparisons to Odd Future not farfetched. His success combined with the fact that he’s already signed to hip-hop super agent Cara Lewis are more than enough to leave you confident that positive things are coming Father's way.