![]() While major labels and radio once cooked up smash hits in cooperation and dictated the trends, the rise of Lil Nas X feels representative of how the music industry has shifted in recent years. ![]() Radio programmers reportedly ripped the track off YouTube in order to get it on air, and labels scrambled to sign the Lithia Springs artist well after he’d already gone viral. A playful spin on country-western meets rap, 2019’s ‘Old Town Road’ samples Nine Inch Nails’ track ‘34 Ghosts IV’ and overlaid it with crisp trap beats and drawling verses about Gucci cowboy hats and tractor rides.Īfter quickly gathering steam on TikTok as part of the yee-haw challenge (in which TikTok-ers swig from a carton of yee-haw juice and transform into Stetson-slinging cowboys), the self-released track eventually crossed over to the Billboard charts four months later. “ I told you long ago on the road / I got what they waiting for ” Lil Nas X sings on the chorus of ‘Industry Baby’, asserting his place in mainstream pop while referencing his break-out single.
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