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2021 In Review: 8 Trends That Defined Rap

Polo G

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2021 In Review: 8 Trends That Defined Rap

From TikTok challenges to a rise of the Dirty South, revisit some of the biggest trends that rap's rising stars and heavy hitters brought in 2021

GRAMMYs/Dec 21, 2021 - 06:19 pm

After a social injustice-battling, pandemic-stricken 2020, rap returned this year with a much-needed dose of bangers and star power.

This year was mostly dominated by extravagant albums released by rap's elite, as well as impressive entries from promising up-and-comers. As fans inched toward a place of somewhat-normalcy, rap once again provided the backdrop to our collective moments at concerts, music festivals and get-togethers.

While it may have been easy to get lost in the year's rapid-fire releases, there were a few artists whose songs and albums either started new trends or advanced old ones. Below, find eight lyrical, sonic and cultural trends that appeared in rap this year — and may just continue in 2022.

Surprising Samples

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Florida rappers Yungeen Ace, FastMoney Goon, Spinabenz and Whoppa Wit Da Choppa got fans’ attention with "Who I Smoke." The ruthless diss track went viral for its head-turning sample, Vanessa Carlton's "A Thousand Miles," as well as its golf-inspired music video.

The quintessential 2001 pop song and sunny golf course video are a stark contrast to the song's graphic lyrics, which shed light on longstanding gang beef and gun violence in the rappers' Jacksonville community. Shock value is nothing new to hip-hop, but the song's disruptive juxtaposition, anchored by an admittedly infectious beat, opened new doors.

Foolio, one of the single's targets, continued the trend in his response track, "When I See You," which samples Fantasia's song of the same name. While sampling an R&B hit is a classic rap maneuver, the 2006 song’s contrast with Foolio’s particularly vicious lines made "When I See You" another unexpected offering. 

Melodic Drill

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Beginning as a forceful subgenre in Chicago, New York City and U.K. rap scenes, drill has been steadily creeping its way into the mainstream since the 2010’s.

Polo G, a Windy City native known for his somber, auto-tuned bars, carried drill further into the mainstream this year with his third studio album, Hall of Fame. Unlike its volatile predecessor, Polo uses a more melodic form of drill to wear his heart on his sleeve, making the sound more accessible to mainstream audiences.

Of course, the 22-year-old isn't the only rapper to capitalize on the growing trend. G Herbo's 25 and Sheff G and Sleepy Hallow's Still Sleep? also furthered drill this year, with Migos even dabbling in the subgenre on Culture III.

Domino Remixes

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"Beat Box" by SpotemGottem was already picking up steam in 2020 with a remix by Pooh Shiesty — but in 2021, remixing the bass-heavy track became a full-on trend.

Rappers have long put their own spin on another artist's song, but "Beat Box" snowballed into a frenzy of derivatives like rap fans haven't seen in a while. After its first 2021 remix by DaBaby, "Beat Box 3," the song got new life with versions by Latto, Polo G, Renni Rucci, Lil Yachty, Calboy, Deante' Hitchcock, Dreezy, NLE Choppa and more.

The remix sensation shone a light on up-and-comer SpotemGottem, also giving hip-hop's competitive nature and borrowing culture an opportunity to thrive.

Pop-Rap Crossovers

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Pop-rap crossovers enjoyed chart-topping success this year, one prime example being Lizzo and Cardi B's "Rumors." The larger-than-life collaboration — which arrived with an equally extravagant video — peaked at No. 1 on the Billboard R&B/Hip Hop Songs Chart, proving pop-rap collisions are a trend that is here to stay.

Another genre-blurring hit was "Demeanor" by Pop Smoke and Dua Lipa, which appeared on the former's posthumous album, Faith.

TikTok Domination

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Rap and pop were this year's most popular genres on the app, a trend that doesn't seem to be slowing down going into 2022. Beginning with Erica Banks’ "Buss It" and continuing with fiery tracks like "I Am" by Baby Tate and Flo Milli, rap music once again dominated viral dances and challenges on TikTok.

One artist whose music has become a comfortable fixture on the app is Coi Leray, whose song "TWINNEM" elevated the #MeganKneesChallenge. Though the challenge was initially inspired by Mouse On Tha Track's "Knees Like Megan" (an homage to Megan Thee Stallion's indisputable twerking skills), the pulsing beat of "TWINNEM" helped the tune become the second soundtrack to the challenge.

Old Classics, New Hits

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Recycling old classics into new hits is a typical win-win in hip hop, and it proved to be a successful formula again this year. Several 2021 rap hits were powered by nostalgic samples, such as Polo G's "Bad Man (Smooth Criminal)," borrowing Michael Jackson's "Smooth Criminal"; Drake and Young Thug's "Way 2 Sexy," sampling Right Said Fred's "I'm Too Sexy"; and Moneybagg Yo's "Wockesha," using DeBarge's 1983 track "Stay With Me" — a song famously sampled “Foolish” by Ashanti, who was featured on a remix of "Wockesha."

While City Girls' "Twerkulator" first reached fans as a viral TikTok leak, the Afrika Bambaataa-nodding track emerged as one of the best sampling rap songs this year. Plagued by clearance issues, the song — which samples Afrika Bambaataa's "Planet Rock" and interpolates lyrics from Cajmere's "Percolator" — didn't appear on City Girls' 2020 album, City on Lock. However, its official release in May of 2021, along with a Missy Elliott-directed music video, gave the twerkable anthem potential and served as the Miami duo's comeback hit following the release of their album.

Dirty South

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While Atlanta and Houston have often stolen rap's southern spotlight, Kentucky and Tennessee-born players came through in a major way this year. Gritty street tales told with southern swagger resulted in albums like Moneybagg Yo’s A Gangster's Pain, EST Gee's Bigger Than Life Or Death, Pooh Shiesty's Shiesty Season and more.

A Gangster's Pain by Moneybagg Yo was a particular win for the southeastern region, earning the Memphis native his first-ever platinum-certified and Billboard 200 No. 1 album.

Girl-Powered Collabs

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Women-powered collaborations have been a hip-hop mainstay for decades, but they arguably hit their commercial stride last year with the viral successes of songs like Megan Thee Stallion and Beyoncé's "Savage (Remix)" and Cardi B and Megan Thee Stallion's "WAP."

As female rappers continue to stake out more of their deserved territory in the genre, the trend continued this year, whether through raunchy raps or friendship-celebrating singles. One of these releases was BIA's "Whole Lotta Money (Remix)" featuring Nicki Minaj. Peaking at No. 16 on the Billboard Hot 100, the collaboration showed the potential for when a female rap veteran offers a helping hand to a burgeoning star.

Honorable Mention: Posthumous Albums

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Though posthumous albums are not a flash-in-the-pan hip-hop trend, they were once again a somber necessity this year after the loss of several genre pillars. Always a bittersweet listen, posthumous efforts like Juice WRLD's Fighting Demons, Pop Smoke's Faith and MF DOOM's Super What? were a way for fans to hear what artists were working on and enjoy what they wanted us to enjoy.

One posthumous album that perfectly accomplished this was DMX's Exodus. While some posthumous works have been criticized for lacking completion and content, listeners could tell that Exodus was DMX's vision.

All but one collaboration, "Money Money Money" featuring Moneybagg Yo, were recorded prior to Dark Man X's passing, and the body of work he was so excited to release was pushed forward by his longtime friend and collaborator Swizz Beatz. With Exodus, a truly genre-shaking death was honored by a fitting and respectful tribute, which could influence future posthumous efforts for years to come.

2021 In Review: 8 Trends That Defined R&B

2024 GRAMMYs: Kylie Minogue Wins First-Ever GRAMMY For Best Pop Dance Recording For "Padam Padam"
Kylie Minogue attends the 66th GRAMMY Awards Pre-GRAMMY Gala

Photo: Jeff Kravitz/FilmMagic via Getty Images

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2024 GRAMMYs: Kylie Minogue Wins First-Ever GRAMMY For Best Pop Dance Recording For "Padam Padam"

Kylie Minogue beat out David Guetta, Anne-Marie, and Coi Leray; Calvin Harris featuring Ellie Goulding; Bebe Rexha and David Guetta, and Troye Sivan. This is the first-ever win in this brand-new category.

GRAMMYs/Feb 4, 2024 - 09:02 pm

Kylie Minogue has taken home the golden gramophone for Best Pop Dance Recording — an all-new category — at the 2024 GRAMMYs, for "Padam Padam."

Minogue came ahead of of David Guetta, Anne-Marie and Coi Leray ("Baby Don’t Hurt Me"); Calvin Harris featuring Ellie Goulding ("Miracle"); Bebe Rexha and David Guetta ("One in a Million"); and Troye Sivan ("Rush").

The win marks Minogue’s second GRAMMY win after six career nominations. She had previously won Best Dance Recording for "Come Into My World."

The Australian pop star — along with producer Peter "Lostboy" Rycroft and mixing engineer Guy Massey — are the first-ever winners of the Best Pop/Dance Performance category. It was one of three new categories introduced at the 66th GRAMMYs; the other two are Producer Of The Year, Non-Classical and Best African Music Performance. 

Lostboy took the stage to accept the award on behalf of himself, Minogue, and Massey. 

"Padam Padam" charted at No. 7 on Billboard's Hot Dance/Electronic chart; it was a much bigger hit in the UK, where it was a No. 1 hit. The song was embraced by the LGBTQ+ community on both sides of the Atlantic. 

"It's hugely important to me and so touching," said Minogue of her popularity with LGBTQ+ fans in an interview with GRAMMY.com earlier this year. "I hope that for that community and beyond, I just want to say I am open-minded and I want people to be happy in themselves. That community needed support and still needs support. I'm here. And they padamed for me."

Keep checking this space for more updates from Music’s Biggest Night!

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The Rise Of Ice Spice: How The "Barbie World" Rapper Turned Viral Moments Into A Full-On Franchise
Ice Spice

Photo: Will Heath/NBC via Getty Images

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The Rise Of Ice Spice: How The "Barbie World" Rapper Turned Viral Moments Into A Full-On Franchise

Ice Spice charmed the masses with her flirty rhymes and playful, Bronx-born personality. Now with four nominations at the 2024 GRAMMYs — including Best New Artist — she's solidified her position as Gen Z rap royalty.

GRAMMYs/Jan 31, 2024 - 06:53 pm

From Slick Rick to Cardi B, rap has long been synonymous with exorbitant personalities. But in 2023, Ice Spice showed that you can still make noise with subtle charm.

The 24-year-old charmed the masses with her nonchalant flow and demeanor, paired with boisterous Bronx drill beats. Just two years into her career, Ice Spice was coined the "People's Princess" — a title first given to the late Princess Diana, whose name serves as the title for the rapper's breakthrough single. 

While Ice's Bronx pride, Y2K fashion and relatable disposition contribute to her appeal, a fan noted on Twitter that her most prominent qualities mirror Diana's: "Resilient, determined and blazing their own trail - in [her] own way." Even her mentor (and "Princess Diana" collaborator) Nicki Minaj co-signed the royal title: "Catch it!!" she exclaimed in a March 2023 Instagram Story.

Ice Spice's reign was solidified by countless accolades in 2023, as she scored four top 10 singles on the Billboard Hot 100 and over a billion streams. And when it came to the 2024 GRAMMYs, her impact is apparent: not only did Ice Spice earn her first four nominations, but she's the only rapper up for Best New Artist. (She also earned nods in the Best Rap Song and Best Song Written For Visual Media Categories for her "Barbie World" collaboration with Minaj, as well as Best Pop Duo/Group Performance for her "Karma" collaboration with Taylor Swift.)

2024 GRAMMYs: Explore More & Meet The Nominees

The first inklings of Ice Spice's virality came in 2021, when she began making music with her college friend-turned-producer and fellow Bronx native RIOTUSA. That year, the rapper took part in TikTok's "Buss It" challenge, with her seductive dance moves going viral. She quickly capitalized on the moment, using her growing number of followers to draw attention to her music. She soon released debut songs like "Bully Freestyle" and "Name of Love," but it was the following year that officially ignited her rap takeover.

In the summer of 2022, Ice Spice's independently released "Munch (Feelin' U)" single was virtually inescapable following a Drake co-sign, nearly 120 million Spotify streams and a music video that became a meme (Lil Nas X even donned Ice Spice's video look for Halloween). The song's rapid popularity led to a deal with 10K Projects and Capitol Records shortly after its release. But it also had naysayers questioning if the rapper was an industry plant and doubting her career success.

"Everybody was tryna be like, 'Oh, she a one-hit wonder,'" Ice Spice said of her critics in an episode of Genius' "Verified" series. "But now, it's like, 'What? Two-hit wonder?'"

When it comes to virality, Ice Spice has the Midas Touch — and she's well aware of it. Whether it's her signature phrases "grah" and "like", her passion for twerking ("But I'm still shaking ass in the deli", she exclaims on "Deli"), or self-affirmations that are perfect for Instagram captions ("How can I lose if I'm already chose? Like," she assures on "Bikini Bottom"), her calm, cool and collected confidence has held a tight grip on social media and beyond.

"I wouldn't consider myself a lyricist. Obviously, lyrics go into music and I do think about them, and I do be having bars in my music but they're just super simple," she told Complex in October. "I want them to be digestible, I don't want them to fly over people's heads and they never catch it. I want people to hear it right away and be like, 'OK, that was cute.' But it's also fun at the same time."

Following the release of her Like ..? EP in January 2023, Ice Spice proved her versatility and knack for hit-making with an onslaught of both niche and A-list collaborations. Massive singles like "Boy's a Liar Pt. 2" with fellow Gen Z princess PinkPantheress and the "Princess Diana" remix with Nicki Minaj peaked at No. 3 and 4 on the Billboard Hot 100, respectively.

In fact, "Diana" helped Ice Spice already land a history-making feat: it marked the first time that No. 1 co-billed by two women topped Billboard's Hot Rap Songs chart since its launch 34 years ago. And through that collab, Ice Spice gained a mentor in Minaj.

"She be telling me to learn from her mistakes — just watching her in general, if you pay close enough attention, you gonna see what you should do," Ice shared with The Guardian about Minaj. "I love to talk to her about things that I can't talk about publicly — it just means so much to be able to have somebody like her."

Ice Spice further proved her mainstream appeal last May, propelling into the pop stratosphere alongside Taylor Swift. The two joined forces for a remix of Swift's Midnights track "Karma," which peaked at No. 2 on the Billboard Hot 100, making it the rapper's highest-charting song to date as of press time. 

"I relate to Ice in many ways, but I think her dedication and focus is what blew me away from the very start," Swift, who brought the rapper on stage at the New Jersey stop of her blockbuster Eras Tour, shared with Variety in September. "She's extremely professional without being cold. Playful and fun without ever taking her eye off the prize. 

"She knows what is and isn't 'her' and sets those boundaries with grace," Swift continued. "She studies the industry and other artists' careers but is very clear about charting her own definitive, original path. It's her ability to carefully find that balance that impresses the hell out of me."

Ice Spice kept the momentum going last June, latching on to the summer's biggest pop culture moment — the Barbie movie. And what better way to celebrate the occasion than with the Head Barb herself?

The rapper reunited with Minaj for "Barbie World," which sampled Aqua's 1997 Eurodance smash "Barbie Girl" and soundtracked the closing credits of the blockbuster. The drill-meets-Jersey-club collaboration debuted at No. 7 on the Billboard Hot 100, becoming Ice Spice's fourth top 10 hit in just four months. 

"Where we come from, our borough is often 'judged' — people have a lot of mixed opinions on it. So to be able to have such an iconic song with the type of genre that comes from where we're from is awesome," producer RIOTUSA told Billboard of the track. "[We] get to shed new light on the genre and bring it to a bigger place."

Ice Spice wrapped a momentous year with multiple festival performances including Rolling Loud and Hot 97's Summer Jam, a Best New Artist win at the 2023 MTV Video Music Awards, a brilliant partnership with Dunkin' Donuts (the commercial announcement of the Ice Spice Munchkins Drink featured actor and Dunkin superfan Ben Affleck), a musical guest debut for the season 49 premiere of "Saturday Night Live" in October (Swift made a surprise cameo to introduce her new BFF), and opening for Doja Cat's Scarlet Tour in November.

And just one week into 2024, the rapper spawned her first viral moment of the year, sharing a snippet of a hilariously unserious bar, "Thinking you the s—, bitch you not even the fart." The clip was a preview of her first release of 2024, aptly titled "Think U The S— (Fart)," which racked up eight million views on the teaser alone.

On Jan. 30, Ice Spice confirmed that her forthcoming album (titled Y2K, which alludes both to her style and her January 1, 2000 birth date) is coming this year; though she didn't announce a release date, she did reveal it's "almost finished". On the heels of a massive 2023, there's no doubt Ice Spice is ready to continue her rap domination — one drill anthem at a time.

"I always felt like I could do anything I tried to do, but especially now it feels like anything is possible," she told The Guardian. "Being at award shows, being on magazine covers, getting huge features — all those moments made me feel like, Wow, we're really doing it big."

The Official 2024 GRAMMYs Playlist is Here: Listen To Songs By SZA, Doja Cat, Taylor Swift, Jon Batiste, & More

David Guetta Reveals The "Accidents Of Life" That Birthed Hits With Bebe Rexha, Nicki Minaj & More
David Guetta performs at the 2023 Sziget Festival in Budapest, Hungary.

Photo: Joseph Okpako/WireImage

interview

David Guetta Reveals The "Accidents Of Life" That Birthed Hits With Bebe Rexha, Nicki Minaj & More

With two nominations at the 2024 GRAMMYs, David Guetta is still proving to be one of dance music's stalwarts. Hear from the hit-making producer about how some of his biggest hits with Sia, Kid Cudi and more came to be.

GRAMMYs/Jan 25, 2024 - 07:24 pm

After more than 30 years as a DJ/producer, David Guetta knows the secret to success within dance music.

"What made me famous is to have songs that could be timeless and crossover into the pop world, but are still being played by all the DJs," the French producer says. "It's always a big challenge to do a dance record that every DJ would play, but at the same time would touch the emotions enough so that people that are not in clubs or in festivals would be touched by it. It's that duality that I have to fight every time."

With 14 No. 1 dance hits and two GRAMMYs to his name now — as well as two more nominations at the 2024 GRAMMYs — Guetta flashes a coy smile and says, "I think I've found a few tricks to make it work."

Guetta is one of the inaugural nominees in the new Best Pop Dance Recording Category. He has not one, but two songs in Category: his latest collab with Bebe Rexha, "One In A Million," and his Haddaway-sampling hit with Anne-Marie and Coi Leray, "Baby Don't Hurt Me." 

As the only artist with two nominations in the Category, Guetta's latest GRAMMY nods further solidify his legacy as one of dance music's biggest crossover acts. While he's been making a name for himself since getting his start on the Parisian underground, Guetta broke through to the mainstream U.S. market with his serendipitous collab with Kelly Rowland, "When Love Takes Over," in 2009.

Since then, he's made countless hits for himself and others. He's the in-demand producer behind the Black Eyed Peas' 2009 smash "I Gotta Feeling" who could get Nicki Minaj to sing ("Turn Me On") and Sia to step into the spotlight ("Titanium"), all the while helping to build new talent, such as his frequent collaborator (and current co-nominee) Rexha. 

His latest single is with another pop princess, Kim Petras, a fast-paced dance floor collab titled "When We Were Young" that samples Supertramp's "The Logical Song." Just after making tour stops in South America, Guetta sat down with GRAMMY.com to share the stories behind some of his biggest hits, from his crossover breakthrough with Kelly Rowland to his latest GRAMMY-nominated collab with Bebe Rexha. 

"When Love Takes Over" feat. Kelly Rowland (2009)

Kelly Rowland, I have to give an homage to her because she is the first pop artist that came to me. She was in a club in Cannes where I was playing. All the records I did before that were with this incredible vocalist, Chris Willis. I had some very big dance records, like "Love is Gone" for example. That was really massive in our culture, but I never worked with a big famous pop artist.

So, I'm in Cannes DJing, and I play the instrumental of "When Love Takes Over," and Kelly comes to the DJ booth and asks me, "What is this record?" I said, "It's just a beat I made," and she said, "I really like it. Can I try to write something on it?" 

Crazy, right? I have so much respect for her. I'm grateful to her for life because to go to a DJ that you don't even know, hear a beat and spot that it is a hit? That's big! 

We did this collab, and the record went to No. 1 in the U.K. and charted in 30 countries or something crazy, and this was the first step for me into a big crossover. Right after that, I had "Sexy B—" with Akon, and that was massive and very influential. One of the most influential records I've made, I think. 

"Sexy B—" feat. Akon (2009)

I'm in the U.K. at BBC One radio performing "When Love Takes Over" with Kelly Rowland. Akon is performing after me, and he says "Ah, it's you! You also did 'Love is Gone.' I love those records. Let's do something," so I booked at Metropolis in London that same night. I bring him to the studio, and we did "Sexy B—" that night.

In this industry, it's a lot about "You're only as good as your last hit," so many people basically look at the top 10 say, "Okay, let's work with this guy because it's current." I was never too much like that. I'm just looking for talent, really, and the accidents of life. Because if you look at all my biggest hits, they happen by accident.

Black Eyed Peas' "I Gotta Feeling" (2009)

Dance music is not usually the main leading genre. You have more pop or hip-hop, some moments it was rock, but dance was always more niche. At the same time, it has a huge influence on pop. I've seen an interesting phenomenon, though: Every time there's a major crisis and people are really stressed and suffering, dance music rises.

At the end of the 2008 financial crisis that was so tough on people, I produced "I Gotta Feeling" for Black Eyed Peas, and it was like a revolution at this time. Everyone was like, "What is this?" and then from one day to the other, every radio was playing dance music all day. 

Now, we're in the second time. We've just gotten out of COVID, we have the war in Ukraine and Russia. "I Gotta Feeling" was such a happy song, which is not what I do usually, and again, now, "I'm Good (Blue)" is having the same type of moment. I think dance music has the power to help people forget everything, just live in the moment and feel good. 

"Memories" feat. Kid Cudi (2010)

"Memories" with Kid Cudi is also funny to see how everything is connected — because in the case of "Memories," I'm shooting the video of "I Got A Feeling" with Black Eyed Peas. One of the cameos of the video is Kid Cudi, and I'm also a cameo in the video. I was like, "Oh wow, you're Kid Cudi? I love your work! We should do something together," and boom. We book the studio the day after, and we have "Memories.

"Titanium" feat. Sia (2011)

Titanium was a similar situation. Sia was a very cool and very respected artist, but she was not a big pop artist. Funnily enough, at the time, she decided to stop being an artist and just be a songwriter.

We were working together as a producer and a songwriter for another artist, but when I heard her voice on that record, I was like, "It's impossible. No one is going to be able to sing like this." I literally begged her to stay on the record, and she was like, "Look, I'll do it, but I don't want to do any interviews. I don't want to do a video. I don't want to do tours. I don't want to do any of it." I'm like, "Okay, no problem. Just give me your voice."

After it was released, she became a huge artist. I remember being in the studio with her after "Titanium," and she would receive messages from Rihanna and Beyoncé fighting for her songs. It was really crazy, really incredible. She became one of the most respected artists on the planet. 

"Hey Mama" feat. Nicki Minaj, Bebe Rexha & Afrojack (2015)

I have a long history with Bebe, and we started to work together with "Hey Mama." It's a funny story because I had the sample, and I had Nicki's rap, and I felt the sample was my chorus. It took me two years to understand that the sample needed to be the post, and I needed a real chorus. Imagine spending two years on a record. I was going crazy!*

I knew it was a hit, but it was not totally there. I realized I needed to push the chorus back, make it a post and play some chords.

When you are in the studio, there's studio A, B, C and D — and the door of Studio D was open. I heard this crazy voice, and I come in the door like, "Wow, who's singing?" That was Bebe! She was not an artist yet, but a songwriter. She was writing with a friend of mine and asked, "Can you guys try something on this hook that makes me suffer so much?" In 15 minutes, they wrote the hook. It was insane.

In the middle of the record being released, she asked to feature on the record because she wanted to start an artist career of her own. We changed the credit, then she became a big artist. 

"I'm Good (Blue)" with Bebe Rexha (2022)

Funnily enough, we made this song four years before the release. I was living in London at the time, and Bebe texted me, "I'm going to be in London. Do you want to do something?"

We were writing in the studio, and just for the vibe, we tried that idea. Honestly, I don't use many samples — maybe only three records in my career — but I was like, "Imagine bringing back that happy vibe, it would be so much fun, and those chords are so good." 

So we did it, and honestly, no one believed in it. Still, as a DJ, I try to only play my own productions, so I made a festival version with that exact hook, and I played it at a festival. A few years later, someone sampled it, used it on TikTok, and it was a huge hit. Bebe texted me like, "Do you know what's happening on TikTok?" 

She showed me and she's like, "You got maximum two weeks to finish the record." So I finished the record! 

Two days before it was released, I played it at a festival in the U.K., and everyone was singing all the words. I could not believe it. The record was not out! Usually it's a struggle to build a record, sending it to DJs and to have the support of radio and streaming platforms. Now, it was already a hit before it was out. That's crazy!

"Baby Don't Hurt Me" with Anne-Marie and Coi Leray (2023)

I did this as a follow-up to "I'm Good (Blue)," digging in the classic dance music records from the '90s and 2000s. To be completely honest, I come from house music, and at that time, I would not play Euro dance records. I would be like, "Oh, this is so cheesy." But with life experience, you learn to respect the melodies. I look at it in a very different way, because I'm probably less snobbish with age.

I think a lot of producers are obsessed with technicalities and get caught on "Oh, I found this special way of side-chaining reverb and panning it." At the end of the day, if you have a melody, you can go up against the best-sounding record in the world and always win. 

Those huge Euro records from that time had massive melodies, and "What is Love?" That record is insane! A lot of my ideas for songs come from my DJ sets, and I was playing a mashup of "What Is Love?" and I could see everyone was screaming as much as when I play "Titanium" or those massive records. 

At the same time, Max Lousada, who's the head of Warner Music Group, hooked me up with Ed Sheeran. He also loved "I'm Good." I have this crazy video of him jumping on stage with me when I'm playing it and going absolutely crazy. I was so honored because this guy is such a genius. Ed was like, "Let's have fun," and then we wrote a few songs. I have a few weapons to put out in the year to come, and one of the songs was "Baby Don't Hurt Me." He wrote the verses. 

Anne-Marie is my friend, and she is very good friends with Ed Sheeran. We'd been talking about making a record, the three of us, so I called her. She's one of the most fun people I know, and most down to Earth. So easy to work with, so I had two verses from her. 

Then one day, another crazy accident! I made a remix for Coi Leray of the song "Players" — I was in L.A., and I felt it was cooler to play it for her in the studio where she was recording her album. So I go to the studio and play the remix, and she goes absolutely crazy. She jumps on the table and starts to dance. It was such a vibe, so positive. 

She's like, "David, why don't you stay with us? We have two more days to finish the album." I'm like, "Of course," and there I am making hip-hop beats. We did a few records, one of them being "Make My Day" with a sample of "Pump the Jam" for her album. And we did another one with a sample of James Brown called "Man's World." I really love that record. 

So I produce those two records with Coi, and I'm like, "Can we do a swap? Can you do a verse on my record?" And that's how she did "Don't Hurt Me." If I had asked the record company, it probably would never have happened. You need to give to receive. 

I didn't go to the studio thinking I'm gonna ask her that. I just did it because I thought she was amazing and I was super happy to help her with the album. I'm sure she's going to be a massive artist, and she jumped on my record. 

"One In A Million" with Bebe Rexha (2023)

[Bebe and I] have this special relationship together. I think she's extremely talented. The job I respect the most in our industry is songwriting, and she's a great songwriter. She can sing, but she can write too. That is a different level of looking up to [someone].

"One in a Million" is a little more my traditional style, with a piano arpeggio and a beautiful song. I loved the record from the first second. It has a little bit of a Coldplay vibe that I really love. A lot of people say it feels a little bit like what I did with Kelly Rowland with "When Love Takes Over." It's not the same chords, but it's a feeling, let's say. 

I'm hoping for the best [at the GRAMMYs]. It would be amazing if we could win, for me but also for her. I really want her to win, because I think she's so talented. She deserves the win. 

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Meet The First-Time GRAMMY Nominee: Coi Leray On Why Breakthrough "Players" Was Just The "Icing On The Cake" For Her Multifaceted Career

interview

Meet The First-Time GRAMMY Nominee: Coi Leray On Why Breakthrough "Players" Was Just The "Icing On The Cake" For Her Multifaceted Career

With two GRAMMY nominations in two different Categories at the 2024 GRAMMYs, Coi Leray is already proving to be a versatile artist. But as she promises, she's building a brand much bigger than her music.

GRAMMYs/Jan 24, 2024 - 03:00 pm

Even after a flight and an hours-long photo shoot, Coi Leray exudes brightness and warmth as she discusses her monumental year. She carries a vibrant energy that matches her music — all of which is reminiscent of hip-hop's beginnings and bright future

Leray brought that vitality to "A GRAMMY to 50 Years of Hip Hop," where she held her own among genre legends with a dynamic performance of her smash hit, "Players." Exactly one month prior to the Dec. 10 event, Leray added another milestone to her booming career: her first GRAMMY nominations.

"Players" earned Leray a nod for Best Rap Performance at the 2024 GRAMMYs, where she's also nominated in the new Best Pop Dance Recording Category, for her collaboration with David Guetta and Anne-Marie, "Baby Don't Hurt Me."

"One of the biggest things and accomplishments for me as a artist is for people to know me and admire my versatility," Coi told the Recording Academy. "To be nominated for two of my voices — my melodic, my rap, my singing — it's a dream come true. I wouldn't want it no other way." 

Her versatility expands outside of her music, too. From her signature braided hairstyle to launching her own beauty and haircare products, the New Jersey-raised rapper is also building a name for herself in the fashion and beauty industries. What's more, Leray has entered the philanthropic space as well, with plans to launch her mental-health-focused Camp Courage World Foundation later this year. 

Even just a few years into her career, Leray is steadfast in leaving a multi-faceted legacy for herself — one that takes inspiration from icons like Beyoncé and J.Lo, but feels uniquely hers. And while she sees herself in every business venture, the rapper vows for one thing to remain true: she'll always be having fun. 

Ahead of the 2024 GRAMMYs, Leray sat down with GRAMMY.com to discuss what she learned in 2023 — and how her breakthrough year was the perfect setup for a long career. 

Congratulations on a wonderful year — from receiving your first GRAMMY nominations for "Players" and "Baby Don't Hurt Me" to opening up for Beyoncé at the Renaissance World Tour in Los Angeles. How would you describe 2023 for you?

This year was the icing on the cake to what my future entails. You know with "Players" being nonstop on the radio, getting nominated to all these big award shows, performing on Beyoncé's stage, and getting a written letter from Beyoncé. 

She told me that she's been watching me grow. It shows how hard I have been working. Most importantly, it shows them what to look forward to in the future. I feel like I'm one of those artists that is going to be here for a very, very long time.

As you described, "Players" has maintained a chart-topping position since its release. The single has a sweeter meaning to it because you are paying homage to the rappers, such as The Grandmaster Flash & The Furious Five, who have come before you.  The group has even publicly thanked you for re-introducing them to the younger generation. 

I wanted to ask about your decision to pay homage to them, because we exist in an era where a majority of songs have samples, but few artists go out of their way to pay respect to the pioneering artists.

I feel like it is my job to educate the youth as much as possible.

I'll be 27 in May. As I get older, I remember when I was 16, 13, 10, 18, 21. Everything that you hear now is inspired by so many great artists, such as Busta Rhymes and The Grandmaster Flash & The Furious Five; those icons in hip-hop made a huge statement. What's derived from Busta's creativity, his flows, his music videos and everything — a lot of kids have to understand the music they hear today and the videos they see are inspired by him and that's where it came from.

I remember the moment where I sat down and listened to Sade. She has one of the most beautiful tones in the music industry, and one of my biggest inspirations. When I go to the studio, I try to master my tone, my melodies, and my voice.  Sade helped me grow, and [I] realize how big she is to hip-hop, the industry, and music in general.

All the icons study music. The way in which you spoke about developing your melodies and voice speaks to that, and shows your dedication to the craft. Another icon that you have spoken of in high regard and worked with is Pharrell Williams. 

He's not only an icon in music, but fashion as well. You sat front row at his debut collection for Louis Vuittion and have become a regular attendee for other notable luxury fashion houses. Are you carving out your own path as an entertainer who has one foot in music and the other in fashion?

I have always been into fashion. I have been building my brand. To me, it's bigger than being an artist. It helps me build my brand. 

I've been building my relationship with YSL. When I landed my Fendi by Marc Jacobs campaign, I was on the frontpage of Fendi's website, alongside Kendall Jenner. I have done Fashion weeks and been dressed by amazing designers, like Jeremy Scott at Moschino, Alexander Wang, AREA, Diesel, and more.

As I continue to elevate and and my music continues to grow, "TWINNEM" ended up on the charts, the success of "Players" and to land with Pharrell, then sit front row at Louis Vuitton; it just shows how much I have been progressing. 

It's also a reminder that through all the hate and negativity that I am going through, even my personal tribulations, it's those moments that make me realize, "Yo! You are a star!" and this is happening in real life. Whether it's next week, next month, you're elevating.

The weekend where I sat front row at Louis Vuitton, I was in the studio with Pharrell. We made four records. I learned so much in my 24 hours with him. I built the most amazing relationship. Pharrell is a mastermind not only when it comes to not only fashion, but when it comes to music. 

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In previous interviews, you referred to yourself as a "walking brand." As of late, you have garnered partnerships with brands such as Yves Saint Laurent, Tommy Hilfiger, Ray-Ban, and more. In your interview with Angie Martinez, you mentioned the possibility of a haircare line. I would like to hear more about the business components of your brand and how you are building an empire, adjacent to the music industry?

I have always had braids since I was a kid. When I did my first song, "Huddy," and throughout the beginning of my career, I always wore braids. I always had my baby hairs out.

It was important to me when I signed my deal to make sure that I'm good in the long run. So I sat down and thought about, what is going to help me be a better person? 

Create longevity. Create an asset. 

As much as I did my baby hairs, I ended up inventing a baby hair brush. I'm just getting my first mold. It's been a process because I want this brush to be perfect, and it's crazy because once it's complete, I want to go add something else. It's a learning process, and it feels so good to be able to financially invest into myself, grow my brand, continue to learn, have errors, make mistakes at this age and in my career.

I got my first top 10, but I never got a top five. I'm aiming bigger and everything is on God's timing. With my branding, my music and my YouTube series, "Cooking with Coi Leray," my skincare products, and my nail line products that's coming, it's all going to come in perfect timing because everything's on God's timing.

It brings me joy to hear a young woman artist, especially a Black woman, discuss their plans on building their legacy and ensuring longevity for the duration of their career. I saw this in your decision to have Trendsetter Studios, your creative agency, direct the music video for "Players." Could you walk me through the decision making process to start your agency?

I started Trendsetter Studios because I have always been into content. I've always been the creator behind everything I do. They say that I'm big on TikTok and a lot of these platforms, which I am, and I take pride in it because I'm good at what I do.

I'm great at making content. I'm great in front of the camera. I love the camera. When I signed my deal, I invested in a lot of equipment because I knew this is something. When I want to do a video, I want to be able to just grab the camera whenever I want to. Be able to create my own thing.

There's so many music videos up that Trendsetter Studios produced. I'm very grateful for my team. We're still learning. We're still growing. 

It's still in development. The goal and the key is longevity, having access and being able to build, do what you want, when you want, and how you want it.

**When you look at the projects you have worked on in 2023, such as "Self-Love" on  Spiderman: Across The Spider-Verse soundtrack and your sophomore album, Coi. What are some lessons that you've learned from those projects that you're going to apply in 2024?**

I learned to have fun. This [past] year, I kind of got wrapped up in it. It's hard to not get wrapped up in the political stuff or the numbers or the fans. I don't pay attention to the negative comments and stuff like that. But, it was at a point where I was paying attention to what someone else wanted versus myself.

I realized, in 2024, I'm only catering to what I want to do. I'm going to live in my truth. I'm going to keep growing as a young lady, as a young woman. Do what I want to do, and keep making great music, and just have fun, not get too wrapped up in the other stuff.

I want to have fun. Life is about having fun, and I'm at an age where I need to have fun. In 2024, we're having fun, and I feel like everybody's gonna feel that in my music, in my videos, in my vlogs, and whatever it is I'm doing, they're gonna feel that energy, and I'm gonna make sure of that, because that's the goal.

It seems to be a trend that icons release self-titled albums. 2023 was the 10-year anniversary of Beyoncé's self-titled album. When you look back at Coi, an album that will always be synonymous with you, where do you place that album in your legacy as an artist? 

It's gonna be here forever. It's gonna be one of those records where people are gonna go back and they're going to be like "Yo, what the hell?!"and I know that because it's such an amazing body of work. 

I write through experience, so as I go through new experiences, as I learn new things in the studio or work with more amazing creatives — creatives in all aspects, whether they're producers, engineers, songwriters, videographers, directors, creative directors, labels. As I'm working with all those people. I'm learning and every single time I just end up scoring better.

My next body of work is always my best body of work, but that doesn't mean take away the greatness from that work. It just means that I've been elevating in every single way. Coi is one of those projects where I elevated it, it has amazing music just like Trendsetter.

The more I create and the bigger I get, the more people will go back, listen, and really appreciate the body of work for what it is.  

You have not only achieved success domestically, but internationally with high placements on the Global and K-Pop charts, as well as participating in Paris and Milan fashion weeks. You have crossed over to being a well-known performer across the world. You're a girl from Jersey who has received global recognition. How does that feel for you? 

Recognition is dope. When you go over to places like Australia and Paris, they treat you like a major star. The love over there is immaculate. I get really inspired overseas. There's so many great things.

For example, Paris has so many great music video directors. Their music videos are insane. I had to go out there to really understand that.

It made me want to be the voice that when I come to America, "I'm like, I want to use more videographers so people can see how amazing they are too." It's a blessing to be able to travel.

You mentioned a desire to work with music video directors in Paris and abroad. You have already worked with international talents such as David Guetta and TOMORROW X TOGETHER. It seems you are pivoting yourself as an entertainer who uses music to bridge the gap between these cultures. 

Well, David Guetta is an incredible artist.

He is a mastermind when it comes to the studio, and I want to continue to work with David. We have an incredible relationship, and amazing chemistry in the studio. He's one of the first DJs to bring hip-hop and EDM together. That's another life experience for me that I'm going to remember forever.

You know, being a young Black queen in the music industry and being able to have so much versatility, it allows me to collaborate with so many great artists. David Guetta, he's a mastermind. That's another way to educate the young kids on David Guetta too. I know he's already a major, but they don't know the history.

Some people might not know the history, and I feel like it's important. David Guetta getting nominated with me — I'm getting nominated with my rap song and the pop electronic recording record. It's just a dream come true, I'm telling you. 

**In your music video for "Wasted" with Taylor Hill from Blue Moon, you showed a side of you that is different from your previous works. The video displayed a tender and vulnerable side of you. Can we expect to see more of that from you in 2024?** 

I can admit that I haven't done my best at showing that side. I was under my rock a little bit, but I promised to myself that in 2024 I am going to show more of my process, bring people into my world, my fans, and I think I owe it to my fans 1000%. I think that they want to know Coi Leray outside of Instagram, The Shade Room, social media, and blogs.

I want them to also understand who I am as a woman, as a person. Music is important, but relationships are important. Just as much to me, and I admire that.

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Icons not only inspire us through music, but the way they invest in their community. In 2023, you organized a Thanksgiving Giveback in your hometown. What led you to start doing philanthropy efforts? I think people will always want to root for the girl who made it big and paid it forward.

That's why I started my Camp Courage World Foundation. I'm super excited to launch that at the top of 2024.

It's something I've wanted to do for a long time. I finally thought of an amazing name for it and I'm excited. We're focusing on mental health because I feel like that's something that I've dealt with my entire life, my childhood, growing up and now, and there's so many things that I do that I'm pretty sure that these girls would want to know and learn.

For example, just reading books and waking up every day, praying, finding my spirituality and sticking through it, staying consistent, going to church, even if they're not physical, online every Sunday, speaking to my pastors, my life coach, getting therapists, whatever it is that's going to make me better, that doesn't have me relate to anything that can self harm myself mentally, physically, financially, emotionally.

I'm excited for that launch because that's also going to be the next step in a big part of my career that I feel is one of the most important things. 

Having major records is cute. That's fire. Everybody wants a number one record, but with that number one record, you want to be able to give back and inspire because, at that point, what are you doing it for?

Since your debut, conversations about your body, your image, and your contributions to hip-hop have been a point of contention in the cultural zeitgeist. It seems you have decided to take control of the narrative in the media and the press. Whether it is through the development of your brands or the creation of your talent agency, do you feel as if you are on a path of reclamation? 

I'm taking control of it. I should be able to tell it. It's my life.  

I was sitting down talking to my people. I had told them. I said, "Yo. 2024. The future is so bright that the only thing that can stop me is me."

A lot of people don't know what I go through outside of this stuff. I go through a lot, you know what I mean? But going through what I went through, it taught me a lot about myself. 

I realized this year was all about self-awareness, and it prepped me for 2024. Like I said, I'm the only one that can get in my way. 

It's about just staying focused, staying level-headed, staying consistent. And staying prayed up. 

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