The Flygod Westside Gunn took to Twitter on Sunday (May 17) to announce a youthful new addition to the Griselda squad, YN Billy. Though he didn’t name the 19-year-old directly, only adding #BILLY at the end of the Tweet, he shared a portion of his latest video “Bullseye” — along with some glowing praise.
“I got the hardest young bull period,” he wrote. “Resume realer than these fake rappers everybody love we’re gonna have fun. I would never sign somebody from NY who sound like they from ATL when I can sign the hardest bull out of ATL.”
Billy first garnering buzz in 2017, bubbling over when he dropped the video for his single “Bud.” Discovered by producer Digital Nas (Yachty, Sheck Wes, Comethazine and more), he almost landed himself a deal with Yachty and Quality Control before inking with Nas’ III Records imprint (distributed via Warner Records). He has since released two projects, the most recent of which Redville includes his biggest records “O Man” and “Red Rag.”
Westside Gunn is a notorious post deleter on Instagram. Still, he had once shared the Digital Nas-produced “Red Rag” video on his profile, so for anyone paying close attention, this was a chess move he’s been eying for a while.
However — much to his frustration — a sect of his followers had a hard time wrapping their minds around how Billy could fit into the fold. To put it mildly, they were confused.
“That’s the problem,” he wrote in a subsequent Tweet. “All these so-called in the box supporters only think one way and discredit a 19-year-old out of ATL that’s getting out the mud, that came up like me … how else he supposed to sound, like 95 WU?”
The disconnect is real.
This is an impasse that was bound to rear its head at some point. Niche audiences tend to resist change; in the case of Griselda, West and the core foursome have effectively created a commercially viable brand based on positioning themselves as an alternative to the trap wave that’s now pushing excessive numbers in younger circles.
But any true fan who fully understands what makes Griselda so unique should also be able to understand how potentially unsustainable it is at the same time. What they bring to the table isn’t inherently original in that other players were and are bubbling in the pot as well. However, there is something about their formula, unified sound, deep roots, and backstory that make them alluring.
Not unlike 50 Cent, or even Eminem.
The problem becomes that they aren’t necessarily young. While they all have a lot more music in them, there are perhaps ceilings to how far they can take their specific brand of Hip Hop. West isn’t oblivious to this. He’s begun to open up his sound — something evident on his latest LP Pray for Paris. He’s also (for those paying attention) immensely intertwined with the business side of his brand. From wrestling to art, he’s diversifying while the iron is hot.
Which brings us to his new crop of artists; fans initially had some pushback to Armani Caeser when her Griselda signing was announced in March, as she feels like an outlier to the brand. Sonically, YN Billy is almost the opposite of Griselda. But that’s the genius of it.
There’s an adage that you can’t do the same thing forever and expect different results. That West has managed to shift culture the way he has — in such a strategic way — shows the business mind he possesses beneath his scorpion fitted caps. The fact that he can recognize the other waves in the ocean (and pivot his blueprint to allow his brand to capitalize and cultivate those waves) only further adds credibility to the longevity the label is looking to achieve.
“When I was doing HWH1 even my ppl thought I was buggin for wanting to do hard boom-bap when ATL was winning,” West tweeted. “I had to show and prove now look at GRISELDA … y’all talking to somebody that love that pressure and bets on himself.”
West went all-in on a sub-genre that had commercially flatlined during an era when Atlanta had become the epicenter of modern urban music — using Hitler imagery no less. He’s since become the first Hip Hop act from his city to ever sign to the majors. He is currently signed to Shady/Interscope and signed to a management deal with Roc Nation. He also turned a love of wrestling into the partial ownership of HOG Wrestling — and started a brand that designs the merch for the league.
His foresight, artistic vision, and strategic mind have proven to be the special sauce of the whole operation.
He isn’t doing anything that will hurt the brand. Conway, Benny, and Gunn himself have a pipeline of fire, and newer associates like Boldy James fit the jigsaw puzzle seamlessly. YN Billy is just a symbol of the evolution of urban culture; a real influencer recognizes where things are heading, and steers business accordingly.
Evolve or die, as they say.
Damn dude weak as hell!!!! Smh, Griselda still gone do numbers doh. Coldest niggas in the game!! Look out for Hillian 3 doh!! #cbf4life
So basically you sold out already ??
I have to say… This is trash and nothing worth signing. I thought Griselda would ink a new sound or a young cat with real throwback flow. This is disappoinment.
Told y’all suckers. Once again. Pussys.
I love westside as a memeber of griselda. His voice fits w theirs perfect..but his solo shit boyyyyyy is it hard 2 listen2
So this is yall new sacrifice. Please help guide the youth. This was his dumbest decision. Trash can rapper.
Knew this was going to happen. Shady records will be the death of them. Shady is a pop label with a million dollar budget. Therefore, they must put out a lot of records or sell out to reach the budget, imo. It’s just that simple.
POP , Name Shady records Artists , I will wait ?
Lil kid, most of these artists are straight wack. Who the hell is Yelawolf? I would be embarrassed to be associated.
The disconnect is real.
I think if it means he will be replacing some of westside gunn’s verses then anything is a bonus. However, this is how G-Unit fell, this is how empires fall as well. Not happy with what they got, they want more and more until they cant handle it and it all comes crashing down. Spread yourself too thin and start doing things that aren’t “you”.. it generally leads to bad results. I hope it works out for them.
?? HALF OF YOU FUCK N…. DONT EVEN OWN YOUR OWN HOUSE AND YOU TALKEN LIKE THIS?
Hip hop music sucks right now, and the myth always been it’s a young mans sport, but it’s not, it’s a whoever’s crafty and skilled sport. I understand the climate of hip hop has changed, but the skill set just isn’t there. You should reallly appreciate these guys. They put the energy back into a dead horse.There age shouldn’t play a factor because poets live forever, would you niggas tell the great”Maya Angelou” to stop doing poetry because she was getting older, she did it to death. Wyclef said it the best you always got a fan as long as somebody’s listening.
I understand why he signed YN Billy
So their other talent is signing ? ..Got it..Points for being incredibly unoriginal and signing a mumble mouth wtf is a GED asking on the same trap BS everyone from 2014 on has been on and another hoe who raps about how many dicks she has on stash..The disconnect is real
Griselda is a joke, Westside Gunn is a bum. These boys are just clowns.
U must be joking!!
I get why he signed him but his music is ass
Westside Gunn is not a fool. He is not signing all these artists in vain (YN Billy). Look how much he contributed to the Griselda foundation; he is the master of consistency and image. Everything from the off-kilter yet gritty production, to the Limited Vinyl drops. For years, he’s been building the Griselda imprint, brick by brick. He obviously sees something in this kid, this is why he was signed. One point I will make: Did the old SE Gang albums hold any torch to the consistency of the Griselda Catalogue? Think back to when Westside Gunn, Benny, and Conway were rapping like whatever the popular rap style was back then; buffalo had no signature sound. They didn’t always come into this rap shit sounding like Rae and Ghost. YN Billy is in a similar predicament, he’s just rapping in the same likeness as everyone else. It takes a figure like Westside Gunn to straighten this kid out and let his true talents shine.
“…discredit a 19-year-old out of ATL that’s getting out the mud, that came up like me … how else he supposed to sound, like 95 WU?”
With Westside Gunn’s impeccable ear for beats and artistic vision, this kid might make a solid contribution to the Griselda imprint; only time will tell. Gunn’s days rapping might be dated, but his vision will live on in all these new artists. He needs new blood to continue his legacy. He didn’t sign this kid for his sound, he signed him because of his upbringing. It is almost like Westside Gunn wants to prove something to all you diehard fans: That he can make anyone dope.
Wasted your time. Nobody is reading all that. I’m sure it was good though
That kid is trash PERIOD
He looks like he has Downs
Your typing would leave me thinking the same thing about you.