It makes perfect sense that my first introduction to YT was when I was visiting London in August of 2024. I had just met a new friend (a London native) who was putting me on to all the local rising artists I needed to know. When it came to YT, he told me with confidence: “he’s a genius”. Later that day, I dove into my YT research. I started with the “Black & Tan” music video. The 480p LAUZZA-directed video blasted me straight back to my early 2000s childhood. It reminded me of the commercials I’d see in between episodes of my favorite Nickelodeon TV shows. Beyond the visuals, the song itself rocked me with a nostalgia no other current music has made me feel. The song truly felt like it belonged on my middle school playlist right in between “Cat Daddy” and “You’re a Jerk”.
Next, I dove into his #STILLSWAGGIN project, an explosive album with tracks like “Pocket Full Of Money Got My Trousers Falling Down” and “#PURR”. As I had my first listen, I had one of those rare experiences where it feels like you’ve found an artist you’ve been searching for your entire life. I was addicted to the trap and jerk sounds booming through my headphones. Each song that came on was better than the last. I couldn’t help but run certain tracks back over and over again.
In the following months YT remained on constant rotation for me. I enjoyed watching him collaborate with other UK artists I loved. When I listened to Jim Legxacy’s “father” for the first time, I was overjoyed to hear his “OI!” tag on the beat. (I was even more hype when I watched the “father” music video, also directed by LAUZZA and delivering the same early 2000s nostalgia as “Black & Tan”). So many artists today are making their attempt at recreating that Y2K feeling we all grew up with; YT is one of the few doing so in a way that’s tasteful and original. It’s been amazing to watch his influence permeate the larger music landscape.
YT’s newest album OI! released only a few days ago and is already charting, proving that the movement he’s pioneered is booming. Tracks like “Diamonds” and “Money Walk” showcase the best of YT’s production and flows. Listen to these and try your best to not start jerking. This album makes me want to lace up my knee-high Converse and throw on a Diamond snapback.
The UK is giving us SO much incredible music right now, and YT is one of the most exciting artists emerging out of the region. OI! represents YT’s shift from being an underground innovator to being a full-blown rap star. We can’t wait to watch the journey continue!
