How the video platform is attempting to buck the system by putting out records, putting on emerging artists, and avoiding clickbait interviews
was on everyone’s radar as it rose to become one of the internet’s finest purveyors of freestyle videos and interviews, reaching a new high with. Both traded bars at the show’s New York studio, shrouded in its signature green-means-go lights. Beyond producing the best music meme of the season it also produced one of the hottest rap songs of the summer. The internet moves quickly, though — in another life, the song would still be ringing off everywhere, but even On The Radar has kept it moving.
So it started off with us just going into our back catalog of freestyles, seeing who produced some of these records that were our friends, so we could easily get them to sign off on it. And then of course, the artists who we’re friends with that would easily sign off on it. The goal for the year was to drop 300 records on streaming. And we’ve done about maybe, I think I counted the other day, it’s around 125 to 130, but we’ve done a pretty good job of that so far.
Gabe P: And then everybody on my team gets a piece of the pie. Everybody gets a piece from Tobby to John, even Calvin who takes photos to Rob the engineer, which is unheard of in the industry. Everybody on my team gets to eat off of whatever we make for the rest of our lives off the music.Gabe P: There’s no angle. It’s just like what’s next? Because if I set an angle for myself, then I’m limiting myself. You know what I’m saying? Drake was just a stepping stone.
Tobbylola: At the top of the year, I always try to write down things that I want to do. And I really remember in 2022, one of the things that I wrote in my notepad was I really want a role at a big media company where I actually have the responsibility to make changes in the music culture and bring a lot of new things that haven’t been here. I really feel like this is the first role where I was able to really just think, cook up ideas. And the team trusted me to do stuff.
Gabe P: And there’s no one who’s been this young who’s had this much impact on the culture in such a short period of time. You know what I’m saying? I’m not knocking anybody, but I’m saying that there hasn’t been someone who maybe since Angie Martinez or early days of Stretch and Bobbito — they was in college really when they were putting on with Wu-Tang and Biggie and all them, they were the youngest.
Tobbylola: And then we’re super humble on top of that. It’s so many platforms. For me, I personally feel like we have a team that’s so grateful.
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