Soulja Boy – Just Did It

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Few songs have had the speedy impression on a style as “Crank That (Soulja Boy),” the debut single from Soulja Boy Inform ‘Em (born DeAndre Means in July 1990 and raised in Atlanta and Mississippi). With its hyper-minimal manufacturing—a steel-drum pattern, finger snaps, a little bit of bass, a drum—and shouted chorus, the music was easy and unforgettable. Rising from snap, the gradual and trebly rap kind that sounded at residence pumping out of a flip-phone’s insect-sized speaker, the self-produced 2007 monitor jumped far past the ringtone chart and topped the Scorching 100 for seven weeks. What makes it an essential second in hip-hop was the triple-platinum music’s virality: Due to its music video and easy-to-mimic dance that turned a teen craze, it set the template for numerous rap hits to return. On this basis, together with a preternatural understanding of the web and rising social media, Soulja Boy constructed an empire, producing tracks for others and veering into video video games and vogue. Just a few hits on main labels adopted—the R&B flip “Kiss Me Via the Telephone,” the hypnotic “Fairly Boy Swag”—however he returned to releasing music independently for his devoted following. Buried in his dozens of mixtapes are oddball pop turns (“Zan With That Lean”), disorienting vocal experiments (“Cotton Sweet”), and collaborations with artists who adopted in his wake, like “I’m Up Now” with Chief Keef. But it surely all comes again to “Crank That”: By turning his originality right into a phenomenon, Soula Boy Inform ‘Em’s lasting impression on hip-hop is really a testomony to what can occur once you seize your second.

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