Odd Future Wolf Gang Kill Them All (OFWGKTA) is turning heads in the hip-hop community. This juvenile rap collective from South Central Los Angeles has been blowing up. The collective includes a dozen talented rappers and producers. 'Tyler The Creator' is the founder and the most popular of the group. Kanye West tweeted that the up-and-coming Los Angeles rapper has the video of 2011. He was referring to Tyler The Creator’s video for his hit single 'Yonkers.' Its lyrics may be sickening to some, but teenagers around the world are eating it up.
OFWGKTA releases all of its albums online, making them free for download. Kids today love anything free. This hip-hop group knows exactly what the kids want, because they are kids themselves (the members range in age between 17 and 24).
The collective rebels against the values every mother pushes upon their teenager. OFWGKTA is punk rock reincarnated in hip-hop. We can expect big things from this talented up-and-coming group.
New Age Rap Collectives
'OFWGKTA' and 'Tyler The Creator' May be the New Wu-Tang
Trend Themes
1. Youth-led Music Collectives - The rise of rap collectives like OFWGKTA highlights the power and influence of youth-led music groups in the industry.
2. Online Album Releases - OFWGKTA's strategy of releasing albums online for free download showcases the potential for disruptive innovation in the music industry's distribution methods.
3. Rebellion Against Mainstream Values - OFWGKTA's punk rock-inspired approach to hip-hop demonstrates the opportunity for disruptive innovation in challenging societal norms and appealing to niche audiences.
Industry Implications
1. Music - The rise of youth-led music collectives like OFWGKTA indicates potential disruption in the rap and hip-hop genres, as well as the overall music industry.
2. Digital Distribution - OFWGKTA's online album releases point to potential disruptive innovation opportunities in the digital distribution sector of the music industry.
3. Youth Culture - OFWGKTA's rebellion against mainstream values presents disruptive innovation opportunities in catering to a niche audience within the youth culture market.