Aural History: How the Peak of SoundCloud Rap Revolutionized Hip-Hop

During its peak, the SoundCloud rap era was a force in Hip-hop, with gritty lo-fi production, multi-genre lyricism, and DIY bedroom productions. However, rappers often reinforced misogyny in their lyrics and downplayed the severity of accusations of sexual violence. 

Written by Ricardo Lopez

Photo courtesy of Virgil Abloh

Content Warning: This article mentions addiction, suicide, death, and sexual violence.

When Lil Uzi Vert’s "XO Tour Lif3" peaked at number seven on the Billboard Hot 100 chart in 2017, it signaled a significant shift in mainstream Hip-hop. The emo-rap song, which was famously produced in a hotel in Atlanta using a Beats Pill speaker and a laptop, delves into themes of heartbreak, struggles with Xanax addiction, and suicidal ideation.

Before the release of this monumental song, SoundCloud rap was characterized by a culture of rappers sporting face tattoos and dyed hair, and a musical style dominated by booming 808s and catchy melodies. These artists often created larger-than-life personas through viral stunts, social media beefs, and fake skits aimed at grabbing attention. Music videos extended the era, with some rappers filming on the run. While accusations of promoting violence and misogyny arose, SoundCloud rap provided a platform for young artists to gain exposure and connect with Generation Z.

The arrival of “XO Tour Lif3” signaled a major shift in SoundCloud rap music and culture. With its emotionally charged production and melancholic lyrics, the song helped introduce a new sonic direction, paving the way for a different aesthetic to be at the forefront. The shift in sound was both musical and cultural, as it signaled a departure from the exaggerated personas and viral antics that once defined SoundCloud rap. Artists shifted their focus towards authentic expression and emotional depth in their music, resonating with audiences beyond the confines of the internet. Rappers embraced a raw, unfiltered approach, often drawing from personal experiences of hardship in their music. As a result, SoundCloud rap evolved into a more introspective genre, challenging traditional norms and cementing its place in the broader landscape of Hip-hop.

Even though some critics criticized the new sound as "mumble rap," SoundCloud provided a platform for the younger generation to make their mark in mainstream music by leveraging the power of the internet with a rebellious spirit. Its bite-sized music discovery propelled its popularity, representing a space for innovation and defiance against traditional norms.

By early 2015, SoundCloud emerged as a pivotal platform, propelling prominent rappers into the spotlight and redefining what topped the Hip-hop charts. Post Malone harnessed SoundCloud’s reach to connect with audiences on a deeply personal level. His breakthrough track, “White Iverson,” an homage to NBA star Allen Iverson, showcased his distinctive style and smooth lyricism. Post Malone cultivated a clean public image to appeal to major labels seeking the next commercially viable act, positioning him for rapid ascension to superstardom. 

Similarly, other SoundCloud artists, like Lil Peep, found similar success using SoundCloud to upload music. Peep, who often addressed his opioid addiction in his music, dropped “Star Shopping” in 2015. Born from his opioid-fueled creativity, the track samples "Never Mess with Sunday" and delves into his longing for a crumbling relationship. In the chorus, he passionately sings, "Look at the sky tonight, all of the stars have a reason / A reason to shine, a reason like mine, and I'm fallin' to pieces." His approach differed from Malone’s. Lil Peep’s raw authenticity struck a chord with fans, solidifying his status as a SoundCloud legend.

The summer of 2016 marked a turning point for SoundCloud rap, as the XXL Freshman Class introduced a roster of rising stars to the mainstream. With Lil Uzi Vert’s eccentric fashion sense and emotionally charged delivery, 21 Savage’s rugged lyricism depicting street life, and Kodak Black’s nonsensical lyricism, these artists not only captivated audiences but inspired a new wave of creativity and experimentation in Hip-Hop. Their inclusion in the XXL Freshman Class signaled a massive shift in the industry, with labels recognizing the platform’s role as a breeding ground for future superstars in the increasingly digital world.

In the evolving SoundCloud landscape, punchy and auto-tune melodic beats became viral sensations on the SoundCloud landscape. “One Night” by Lil Yachty gained overnight sensation after a viral comedy sketch used the song in late December 2015. The song became a rap mainstay for its catchy melody, upbeat production, and lyrics of Yachty’s infatuation with ice-out jewelry and fleeting romantic encounters.

The sound shifted in 2016 to darker, experimental themes of addiction, heartbreak, and mental illness, replacing the previous happy and goofy melodies with goth, rock, and punk elements. South Floridian rapper XXXTentacion (X) gained prominence in the SoundCloud community with his seamless ability to transition to different sounds. Frequently describing his struggles with mental health and violence in his music, X drew an audience of teenagers who resonated with his message despite the various controversies that stained his career. X, whose real name was Jahseh Onfroy, was arrested in 2016 on charges of aggravated battery on a pregnant woman, domestic battery, and false imprisonment. He pleaded not guilty to all charges, and the trial was subsequently delayed and dropped after his death.

Controversies plagued the SoundCloud era, with many artists facing legal troubles and accusations of misconduct. Throughout Hip-hop’s history, misogyny has always been apparent in lyricism, and rap in the digital age has unfortunately been no different. The arrests of SoundCloud’s most prominent figures attracted younger fans due to the sensational nature of the events, capturing the attention of internet users. Their naive, easily impressionable, and ignorance inadvertently contributed to the growth of these rappers’ platforms despite the severity of the allegations they faced. Fans adopted a simplistic rhetoric: “Music is fire; therefore, I will listen,” reflecting a mindset that separates the art from the artist and prioritizes enjoyment over ethical considerations. The impact of allegations faced by rappers in the scene was a minor stain in their careers and was mainly shrugged off by labels eager to cash in with lucrative contracts. X’s self-reflective lo-fi rap delved into his desire for redemption from his controversies, creating an authenticity that many fans found relatable. His music showcased his talent through its versatility, complemented by poignant and emotionally charged introspective songwriting. X became a symbol for artists who were unafraid to experiment with different sounds, were not confined by traditional labels, and were bold enough to push the boundaries of mainstream music.

Playboi Carti’s self-titled album arrived in April 2017 at the height of the SoundCloud era. The rapper had been arrested earlier that year on domestic battery charges, which cast a shadow over his career but did not prevent his rise to rap stardom. “Location” encapsulated the genre’s experimental spirit. A minimalistic beat with a simple piano riff and atmospheric elements served as a canvas for Carti’s rapping: “You cannot hop in my car (yeah) / Bentley coupe ridin’ with stars (yeah).”

In June, Juice WRLD released “Lucid Dreams,” which interpolated Sting’s iconic 1993 track “Shape of My Heart.” The track explored Juice’s emotional state following a breakup with the chorus, “I still see your shadows in my room / Can’t take back the love that I gave you.” Juice WRLD’s success with “Lucid Dreams” helped popularize heartbreak themes within mainstream Hip-hop, a shift from the genre’s previous focus on themes often associated with toxic masculinity. The song became a headstone in pop culture and marked one of the most influential years in recent Hip-hop memory. 

The SoundCloud rap era’s peak was disrupted by the deaths of prominent figures like Lil Peep in November 2017 from an accidental overdose and XXXTentacion in June 2018 after a botched robbery. At the time, both rappers were poised to break into the mainstream with their unique sounds, and their tragic deaths sent shockwaves through the music industry.

Soundcloud rap pioneered the raw, emotional style and experimental sounds that continue to resonate within Hip-hop today, especially in the work of many underground artists. While some rappers, like Trippie Redd, Lil Skies, and Ski Mask The Slump God,  struggled to maintain relevance beyond the era’s peak, others, like Playboi Carti, successfully transitioned to a different sound and achieved mainstream success. Legal trouble and controversies surrounding the most famous artists tarnished SoundCloud’s reputation, but its legacy lies in organic music discovery. It empowered teenagers to create music from their bedrooms and share it with the world. SoundCloud cultivated the next generation of rappers poised to disrupt contemporary sound before its reign ended with the deaths of its brightest stars.