The King of The Teens

At first glance, up-and-coming rapper Lil Yachty (sometimes known as Lil Boat) seems to be just another average Millenial overly indulged in modern pop, rap, and hip-hop culture. To many, particularly those who may not be as used to the genre, the lyrics to his music may appear shallow and even offensive. His songs may appear to carry the same messages as countless other rap and hip-hop songs - getting women and money, partying, etc. Many people who have heard his music have promptly written him off as just another self-absorbed rapper, but his recent success is undeniable, and part of the reason for his success is his genuine sense of creativity.

Lil Yachty, originally named Miles Parks McCollum, was born August 23rd, 1997 in a town outside Atlanta, Georgia called Mapleton. His father was a photographer who worked with some of Atlanta's most popular music artists, and he introduced young Miles to many different artists, genres, and songs. Lil Yachty grew up listening to a diverse range of music, from Coldplay to Soulja Boy, and was particularly inspired by artists that tended to deviate from the norm and explore their own unique sound. He was intrigued by the instant success stories of some artists as well as the sheer creativity and artistry of others, and his exploration in the world of music eventually led him to pursue his own interests and explore his creative talent.

Lil Yachty’s nautical aesthetic actually derives from a small group of aspiring rappers and artists he and a few of his coworkers formed during high school. The group called themselves “The Yacht Club” and later “The Sailing Team”, and this inspired him to take on a kind of nautical persona. It was around this time that he also opted for his signature bright red hairstyle, profoundly expressing his individuality. His eccentric nature actually inadvertently led to a rough start to his career – after getting relentlessly made fun of in his first few months of college, he decided to drop out and pursue his dream of making music once and for all. However, the time he spent alone in his dorm room was well spent as he worked tirelessly perfecting his music and his image. Upon leaving college, he decided he was going to be true to himself despite the fact that he knew he didn’t necessarily “fit in”. He was eventually noticed by his current manager, Coach K, who noted his originality and genuine confidence in himself, saying, “[he’s] got this freakish look, but he’s not scared of who he is. He’s wearing it with pride. Instantly I said, ‘This is it.’”

The rest is history. Lil Yachty’s success happened seemingly overnight following the release of his hit “One Night” as well as his collaboration with D.R.AM. in “Broccoli”. His musical style is unique - softer and more “chill” than most other popular rap songs – but is still relatable to most of today’s youth. Lil Yachty’s ability to relate to people his age allows him to maintain a larger audience and following, and his creative and original spin on this popular genre allow him to stand out from his competitors. These two factors have largely contributed to his popularity. Even other successful groups have expressed interest in collaborating with him, particularly the clothing company Nautica, who were understandably interested in his nautical moniker and named him a creative designer for the company earlier in 2017. Not only does he use his popularity to model and promote the clothing brand, he uses his creative talents to contribute to the designing of products that will be sold to people around the world.

Through his perseverance and confidence, Lil Yachty is a classic example of a creative individual not letting the conventional expectations of others stand in the way of finding success through staying true to oneself. He shows that creativity isn’t just about coming up with completely new ideas, but also using one’s talents to add diversity and originality to things people already enjoy, such as music in his case. Though many people may be hesitant to give him credit, Lil Yachty has undoubtedly prospered through his ability to connect to his target audience in a way that not many artists have done before.

References:

https://www.nytimes.com/2016/12/09/fashion/mens-style/lil-yachty-rap-atlanta.html

http://michaelmccrudden.com/before-they-were-famous/lil-yachty-famous/

https://www.spin.com/2017/01/lil-yachty-is-named-creative-designer-for-nautica-for-2017/

http://www.highsnobiety.com/2017/03/22/lil-yachty-urban-outfitters-nautica-spring-2017/