A year ago, rapper Lil Uzi Vert purchased a Bugatti and a chrome Rolex for his birthday. In an Instagram video, Uzi flexed the watch, flipping it around in his fingers to let it catch the light. An up-and-coming rapper and fashion entrepreneur from Atlanta, who goes by Lil Gnar, loved the watch. But instead of merely admiring it, Gnar DM’d Uzi on Instagram, to let him know the watch was sick. Uzi responded immediately. Now, the two rappers are friends and colleagues.
At the time, Gnar was 23 and signed to 10K Projects, an independent record label based in Los Angeles, which features artists like Trippie Redd and Iann Dior. He liked the label well enough, but after befriending Uzi, realized that he could make high-profile connections in the industry on his own. He left 10K Projects and began releasing music independently.
“I’m not opposed to all record deals, but at a certain point, they’re taking a majority of the money from my music without providing connections,” Gnar says. “When I initially signed, I was misled. I thought they’d link me with other artists, but everything I thought was going to happen, didn’t happen.”
Gnar’s story mirrors many trends among young artists, especially those releasing hip-hop: fame can happen fast, labels no longer represent the promise of stardom, and social media is often a more effective means of finding industry connections and an audience. To ensure that artistic production is economically feasible, many of these young artists supplement their music revenue with other entrepreneurial endeavors. For Gnar, this means channeling his love for skate culture and fashion into his brand Gnarcotic.
Gnar actually started designing before producing music. He grew up on the East Side of Atlanta, and fell in love with skate culture after Pharrell Williams released his Ice Cream Skate Video. He looked up to artists like Tyler, the Creator, who infused his visual brand with youthful street style. But there weren’t too many kids in East Atlanta who thought skating was cool — it was a white kid’s pastime. Other kids took to calling him “gnarly,” in reference to his skater identity, which led to the name Lil Gnar.
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In his late teen years, Gnar knew he wanted to turn his love for street culture into a business. But the closest screen-printing shop was across town, and he didn’t have money or a car. He’d carry boxes of clothing on the bus, the MARTA, another train, and for a mile walk, just to reach the shop. Luckily, his perseverance paid off. Artists like Billie Eilish and Juice Wrld sported his designs, and he made enough money to take a break and make music.
Gnar says he loves both businesses equally. “It works out that my music is supported by the clothes, but I love both of them,” he says. “I love designing, and it’s crazy to see someone in the real world wearing something I designed. It’s crazier than seeing someone listen to my song.”
He released music on Soundcloud and was soon snatched up by 10K Projects at 23 years old. He only stayed with the label for a year before leaving, and recently turned 25. Like many young artists working in the Soundcloud space, his journey into fame was accelerated by the streaming ecosystem. And like many young artists, his marketing strategy is social media, where he posts brightly-colored photos featuring nice cars, stacks of cash and meticulously-planned outfits. Instagram is also where he announces upcoming singles. These days, Gnar is teasing singles for his upcoming album, Gnar Life 2. The most recent single, ‘Not the Same’ feat. Lil Skies, released Apr. 2. Other tracks on the album will feature popular names like Iann Dior and Chief Keef.
Under the necessary hip-hop ethos, though, Gnar is a skinny kid from East Atlanta who dances with his feet firmly planted and just wants to make art for a living. He is measured and business-savvy. He does not work on two projects at once, to ensure sufficient focus.
Gnar advises his peers, who also hope to make money doing creative work, to trust their instincts. “People are tuned into a psychic nature: almost always, your initial feeling is the right one,” he says. Trust your instincts, and you’ll make the right decision, most of the time.”