How YouTube helped RoddyRicch and TheBox rocket to No. 1
. But Ricch’s demeanor is stoic, and it’s not until I finish rattling off that list of accomplishments that he slowly opens up.
“I always tell people where I grew up,” he says of the Los Angeles neighborhood of Compton. “I went to sleep to two things: a mariachi band for a quinceañera or gunshots. I never want to go back to that, and I never want the people around me ever to have to go through that continuously. It’s so much bigger than a trophy. It’s like, ‘Yeah, we won, but what did weThat brutal candor, which suffuses his unflinching lyrics, is one reason Ricch is the No.
Ricch has been using YouTube since he was an unsigned artist eager for a breakthrough. His first music video, for “” in 2017, depicted his strained relationship with his stepfather and was filmed in the heart of Compton. “Back then, we had such a naked mind,” recalls Ricch. “We were showing off our realities. Like, ‘This is what happened when I was 15.’ I couldn’t make this shit up. This is my real-life story.
Dallas Martin, senior vp A&R at Atlantic Records, Ricch’s label, says Ricch’s impulse to show his everyday reality on film is the reason fans gravitated to his YouTube videos in those early days. “He’s so attached to his team and his hood,” explains Martin. “He always wanted to make sure he let everybody know how important where he came from was to him. [And] from ‘
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