Lil Yachty Says He’s a Brand, Not a Rapper
In a new interview with i-D, Lil Yachty discusses why he's a brand, not a rapper. The 2016 XXL Freshman also talks about how he's always wanted to be famous, how he once worked at McDonald's and more.
Lil Yachty breaks down the distinction, in his view, between a typical rapper and an all-out brand. He says, "I am not a rapper. I'm an artist. Once you start thinking like a brand, like you're a brand, you're not a rapper ... I feel like Diddy's not a rapper. He's an entrepreneur. Jay Z is an entrepreneur. They're brands. That's how I'm trying to be." It's an interesting way of looking at things, for sure. With a major fanbase and a Sprite commercial under his belt with LeBron James, Yachty is certainly on his way to stardom.
Yachty also says he wants to stay positive within the music industry, because he knows he has influence over teenagers who look up to him. Additionally, Lil Boat explains how he's wanted to be in the spotlight since a young age. "I just wanted to be a superstar known everywhere I go. I always wanted to be an idol," he says. "When I was a little kid, I had dreams of walking on a stage and everyone screaming my name."
Finally, the Atlanta artist talks about how he used to be broke working at a McDonald's in his hometown. As a result, he frequented the local thrift store to get fresh, which he says helped him learn how to put outfits together. You can view the Lily Rose Thomas and Stephen Isaac-Wilson-directed clip above via YouTube.
In case you missed it, go back and peep Yachty spit his favorite all-time verse, which happens to be Frank Ocean's first verse from "Futura Free." Lil Boat, sitting beside Burberry Perry, raps, “If I was being honest/I’d say long as I could fuck three times a day and not skip a meal I’m good/I used to work on my feet for 7 dollars a hour/Call my momma like momma/I ain’t making minimum wage momma/I’m on momma/I’m on/Now I’m making 400, 600, 800K momma/To stand on my feet momma/Play these songs, it’s therapy momma.”
Go Behind the Scenes With Lil Yachty at 2016 XXL Freshman Cover Shoot