DDG

Much like that of other Gen-Zers, DDG's internet-breaking music is an extension of his well-established social-media presence. Darryl Dwayne Granberry Jr. was born in 1997 in Pontiac, Michigan, a city whose rap history was based on underground traditionalist hip-hop. Valedictorian honours in school earned him a university scholarship, but he did most of his learning outside the classroom: he became a prominent YouTuber, posting viral vlogs and skits that garnered him a loyal fanbase and gave him the confidence to consider other endeavours. DDG eventually dropped out of school to move to Hollywood after making upwards of $30,000 per month online. When videos of his freestyles and a playful Lil Yachty diss began to rack up views, he abandoned his early interest in acting to pursue music full-time. His exuberant 2017 song "Givenchy" and the get-money anthem "Lettuce" with Famous Dex not only showcased his penchant for catchy cadences and turn-up tunes but also helped him earn his spot in rap. After the indie release of his 2018 album, Take Me Serious—titled to signify that his music wasn't a fly-by-night endeavour—he landed a deal with Epic Records. The following year, on his major-label debut, VALEDICTORIAN, he introduced new talents: "PUSH" interpolates Salt-N-Pepa's classic "Push It" for a minimal, bass-heavy dance number, while "HOLD UP" finds him Auto-Tune-crooning with fellow YouTuber-turned-artist Queen Naija. While DDG has years of artistic experimentation ahead, it’s proven that his legion of fans will grow with him—whether he’s sharing on screens or blaring from speakers.