“Click the link in my bio.”
“Check out my SoundCloud.”
If you frequent social media often, then you very well may have seen these phrases or some sort of variation of them. If you don’t believe me, go on twitter and scroll through the replies of a viral tweet. At least of those (typically the one directly underneath the tweet) will be advertising someone’s SoundCloud.
Before I go any further, I feel as though I should explain what Sound Cloud is. Soundcloud is an online German-based music sharing platform that not only allows users to stream music but to also upload and promote their original audio.
The prominence of people using SoundCloud to get into the professional music industry has increased so much since Soundcloud’s inception in 2007 that it has given birth to a new subgenre of Urban Music called Soundcloud rap. Soundcloud rap is typically combined with the microgenres of mumble rap and emo rap. According to Jon Caramanica from the New York Times, Soundcloud Rap “has become the most vital and disruptive new movement in hip-hop thanks to rebellious music, volcanic energy and occasional acts of malevolence.”
Soundcloud rap is lo-fi, which is short for low fidelity, meaning that music is low quality. It’s also characterized by a heavily distorted bass. Lyrical wise there are two pretty distinct types. The first being more vulgar, nonsensical with more emphasis on the beat than the words (mumble rap) and the second being more grunge/punk like with the lyrics over a beat (emo rap.) A SoundCloud rapper can be spotted from almost a mile away. Soundcloud rappers typically have an abundance of tattoos (usually some facial ones) and colorful, outlandish hair. They’re edgy but not too edgy. But there’s always the exception.
Personally, I think SoundCloud is a good thing. Although the music may not always be the best, it’s an easy and inexpensive way for aspiring musicians, (especially those in low-income areas) to get their music to an audience larger than just their circle of friends. It’s a great platform for people to develop and perfect their craft. It either helps those with real talent get discovered by the industry’s leaders, or helps them to get a large enough fan base that they can create a name for themselves.
I like Soundcloud rap. I think the underground musicians on the site have a uniquely different way of approaching the genre than the mainstream rappers. Instead of the typical lyricism found in mainstream music, SoundCloud rappers rap about what’s real to them, whether that be their battle with depression, drugs or homelessness.
The power of SoundCloud shouldn’t be doubted. As much as we (okay me) laugh at people’s pitiful attempts at getting people to check out their music, just to be ignored, there are many rappers and singers who got their start on Soundcloud. Post Malone, 21 Savage, and Travis Scott are among some of the artists who found their start on the music sharing platform.
If this post inspired you to listen to some SoundCloud rappers, here are my favorites.