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How Instagram and YouTube help underground hip-hop artists and tastemakers find huge audiences

How Instagram and YouTube help underground hip-hop artists and tastemakers find huge audiences
04 Jul
10:02

“My rapping is great, my singing and production are immaculate, but that’s not what these kids want to hear about. They’re like, ‘That’s the guy who does all the funny stuff,’ ” Greedo says. “Social media controls the music game now, but it also allows us to show the differences between people’s sounds and looks. In L.A., it’s allowed us reveal our real identities — the vigilantes, graffiti writers and gangbangers who are authentic and never follow the rules.”

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