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How Lil Yachty Got His Second Act

By Jeff Ihaza

Until the pandemic, Lil Yachty never stopped to think about how quickly he became famous. “It was a full year from walking across the stage in high school to then I’m in this penthouse in midtown Atlanta , I got this G-wagon, put my mother in a house,” Yachty explains. “It’s a fast life. You not ever getting the chance to think about a lot of shit.”

Yachty’s 2016 hit “Minnesota,” which had the treacly energy of a nursery rhyme, earned the then-17-year-old the title “King of the Teens.” But since then, he’s become an elder statesman of a certain brand of young superstar — and something like the Gen Z answer to Diddy. He collaborated with brands like Nautica and Target; he appeared in the movie How High 2 ; he signed an endorsement deal with Sprite. Signees to his new label imprint, Concrete Boys, even get an iced-out chain.

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Born Miles Parks McCollum, Yachty embodies many of the ways the music industry has changed in the past decade. He rose to fame on the internet and commands attention with or without new music. Over Zoom in March, he’s calm and reserved, pausing intently before he responds to questions. The youthful exuberance is still there, though. At one point, his mom, who lives nearby, calls to ask what he wants from the grocery store. “I need Pop-Tarts,” he says sweetly. “I really want them cinnamon-bun Pop-Tarts.”

He can afford lots of Pop-Tarts. Yachty reportedly made $13 million on endorsements in 2016 and 2017. (“Work hard, play hard,” he responds when asked about the number.) He spends more than $50,000 a month on various expenses, according to one recent headline. (“If anything I pay a little more. I have many assets and insurance, plus an elaborate payroll.”) He’s working on a Reese’s Puffs cereal collaboration, a film based on the card game Uno, and he was one of the first rappers to hop on the crypto craze, selling something called a “YachtyCoin” last December in an auction on the platform Nifty Gateway. According to a report from Coinbase, the token sold for $16,050. Yachty explains that when he was first discovered by Quality Control records founder Kevin “Coach K” Lee, “one of the biggest things he talked about was being a brand. Being bigger than just an artist — being a mogul.” 

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In fact, collaboration has come to be a useful tool for Yachty as he sheds the King of the Teens title for something more akin to a rap mogul. “I only work with people I have friendships with, who I really admire,” Yachty says. “And I love working with newer artists, up-and-coming artists.”  Within the world of hip-hop, Yachty has found for himself somewhere between a megastar and internet hero, and it would appear that he’s just settling in. “I just fuck with new talent. Not even like, ‘let me sign you, get under my wing,’ ” he explains. “Just ‘hey, I’ve been in this spot before. I know what that’s like, bada bing, bada boom.’ ”

Yachty started Concrete Boys last year. One of the first signees was his childhood friend Draft Day, who offers one of the more exciting features on Lil Boat 3, on the cut “Demon Time.” “I feel old sometimes,” Yachty admits. “I feel old as fuck when someone’s popping and I don’t know who they are. Which is rare, because I be on my shit.”

Yachty is also at the forefront of a new realm of social platforms, namely Twitch and Discord, that engender more direct communication within communities. Yachty frequently talks directly to fans on both platforms, and in April he collaborated with Discord on “sound packs,” which allowed users to replace the app’s normal notifications with sounds he created. 

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I ask Yachty where he sees himself in five years. “Hopefully, a really successful actor,” he responds. “And with a bangin’ eight pack. I’ll probably cut my hair up, maybe a little beard. Real sex-symbol shit, you know what I’m saying?” For Yachty, who opened the door to a new brand of celebrity rapper, it doesn’t register as wishful thinking. His enduring celebrity is proof of what’s possible with a solid flow and internet savvy. “I just want to do everything. Because I’ve realized I can,” Yachty explains. “I’ve learned the power I have. The only thing stopping me is me, for real.”

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