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The Story of Opium by Playboi Carti

Jun 1, 2024

The Story of Opium by Playboi Carti

Early Life and Beginnings

  • Valedictorian in High School

    • School was easy for Carti
    • Often skipped classes and smoked
    • Friends encouraged him to rap
    • Started with GarageBand app
    • Graduated high school despite absenteeism
  • SoundCloud Era

    • Posted music on SoundCloud
    • Met producer Ethereal; important collaboration
    • Signed to Awful Records, which expanded his connections
    • Partnered with producer Mexico Dro, resulting in significant SoundCloud growth
  • Move to New York

    • Left Atlanta to further music career
    • Met manager Ian Connor, who introduced him to ASAP Rocky
    • Cultivated a friendship with ASAP Rocky
    • Released substantial singles "Vogue Boy" and "Fetty"
    • Became a face of 2016-2017 SoundCloud era
    • Signed to ASAP Mob leading to mainstream success
    • Worked closely with artists like Lil Uzi Vert

Career Milestones and Developments

  • Interscope Signing

    • Left ASAP Mob for Interscope's greater resources
    • Met Pierre Bourne; iconic track "Woke Up Like This"
    • Released "Self Titled" project in April 2017, stepping into mainstream
  • "Dilett" Album and Following Success

    • Released "Dilett" with extensive collaborations
    • Announced "Whole Lotta Red" and disappeared from public for a year
    • Faced a significant amount of music leaks

Transition and New Image

  • New Style and Aesthetic
    • In 2020, transitioned to a darker, punk, high-pitched style
    • Released "Whole Lotta Red" on Christmas Day 2020 with raw, punk melodies
    • Developed a cult-like fanbase through unique image and performances

Formation of Opium Label

  • Ken Carson

    • Discovered for raw, grungy sound
    • Friends with Lil 88; connections to TM88
    • Cardi recognized him during a concert and began mentorship
    • Signed as Opium's first artist, transforming sound and image
    • Released successful projects like "Teen X"
  • Destroy Lonely

    • Influenced by a family background in music
    • Noticed by Cardi's A&R post "Oh Yeah" song release
    • Shifted sound in studio sessions with Cardi
    • Released impactful projects like "No Stylist"
  • Homicide Gang

    • Duo from Atlanta, hard rock and murder-themed music
    • Fit perfectly under Opium’s punk image
    • Released successful projects (e.g., "Homicide Lifestyle", "Snot or Not")

Strategic Marketing and Success

  • Opium's Cult-Like Image and Concerts
    • Artists dressed in a dark punk aesthetic
    • Concerts were a spectacle, reinforcing the collective image
    • Carefully planned releases, often paired with visuals (e.g., "If Looks Kill" short film)

Summary

  • Building the Empire
    • Carti strategically built Opium since 2019
    • Focused on creating a cult following
    • Developed a unique aesthetic for large-scale influence and success