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The members became viral stars long before they were proven ticket-sellers, let alone record-sellers they built their audience almost entirely through streams and downloads.Īs Odd Future has barged into the hip-hop mainstream, it has charmed listeners by sneering at them. Odd Future is the first major hip-hop movement that is primarily an online phenomenon, and, in that sense, the group’s sudden rise can seem not only inevitable, in retrospect, but overdue.
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In the year since the release of the “Earl” video, Odd Future has made a steady but extraordinarily steep ascent, which has been marked by a series of surreal milestones: the time Snoop Dogg registered his approval, on Twitter the cover story in Billboard, with a headline saying that the group “may just be the future of the music business” the performance on “Late Night with Jimmy Fallon,” which ended with one of the members jumping on Fallon’s back.
Their noxious attitude was seductive, and so, too, was their earnest devotion to the old-fashioned craft of hip-hop: subtle rhythms and unexpected rhyme endings, do-it-yourself beatmaking and engrossing storytelling.
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There were eleven members, and dozens more affiliated skateboarders and scenesters the group had a homemade Web page where fans could download their homemade albums for free, as well as a photography blog, Golf Wang (it’s a spoonerism), and a constellation of Twitter accounts.
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(The full name is Odd Future Wolf Gang Kill Them All Don’t Give a Fuck Loiter Squad-although that’s just one of many full names.) The “Earl” video, which has now been viewed more than three million times, led neophytes into the sprawling but insular world of Odd Future. stands for Odd Future, the hip-hop crew that comprises most of the young people in the music video. Go on, suck it up-but hurry, I got nuts to bust andīutts to fuck and ups to chuck and sluts to fuckin’ uppercut. The song, which is called “Earl,” turns scenes of horror-movie hedonism into tongue-twisting provocations: His voice has a pubescent twang, but he sounds disconcertingly calm and clear, especially given his chosen subject matter. This was, by the way, a rap video, and it’s no small tribute to Earl Sweatshirt to say that his rapping was not in the least upstaged by the images that accompanied it. Earl spits out two teeth and pulls out a fingernail by the end, nearly everyone is catatonic, or foaming at the mouth, or both. They hallucinate, tumble off their boards, fight, convulse, and bleed. After choking down as much as they can, Earl and his friends grab their skateboards and head out into Los Angeles. A prescription-pill bottle is emptied into a blender, along with cough syrup, malt liquor, and something that looks like marijuana the result is a nauseous gray-brown slurry that swiftly proves its efficacy. In the video, he seems to be shorter than most of his friends, who join him on a psychedelic adventure that is certainly-though not obviously-staged. He was sixteen then, with an oblong face, camel-brown skin, and wide lips.
The video that made Earl Sweatshirt a star lasts only two and a half minutes, and when it appeared on the video-sharing site Vimeo, on May 26, 2010, most viewers probably didn’t know what to make of Earl Sweatshirt, or why he was in a hair salon, beneath a dryer hood, especially since his head was shaved nearly bald.