Many rappers who achieve fame are lucky to have experienced such a rare opportunity. Being able to make a living through music is a dream that few achieve.
However, when their careers start to decline, the ways they cope with the downturn vary. Some accept the change gracefully, while others live in denial, desperately clinging to the fame and fortune they once enjoyed.
Today, we’re going to look into rappers who struggle to accept that their time in the spotlight has faded, starting with French Montana.
French Montana rose to prominence with hits like “Pop That,” “Lockjaw,” “No Stylist,” and his biggest hit, “Unforgettable.”
His early career featured numerous mixtapes, albums, and collaborations. However, a common theme in French Montana’s big songs was the involvement of high-profile features.
Many fans tuned in not for French himself but for the guest artists like Swae Lee and Drake. Unfortunately, this reliance on features became more apparent as his numbers began to drop.
Instead of cropping him out, Diddy went the extra step to erase him completely, leaving a caption about “three kings.”
In 2019, French’s album Montana sold only 25,000 copies in its first week, a significant drop from his previous releases.
Around this time, French was embroiled in a scandal involving fake streams. Twitter user Carleag exposed how French’s team allegedly hacked Spotify accounts to inflate streams of his song “Writing on the Wall.”
Screenshots from users revealed their accounts randomly playing the song, and discrepancies between Spotify and Apple Music charts further pointed to fraudulent activity.
While Spotify showed the song ranking at 21, it barely made an appearance on Apple Music charts, at 1,192.
Despite this, French’s most notorious moment came in 2020 when he claimed he had more hits than Kendrick Lamar.
In an interview with Complex, he stated, “Honestly, you could put somebody like Kendrick Lamar next to me on the same stage at a festival—I might outshine him.
Not because I’m a better rapper, but because I’ve got more hits.” The internet erupted, ridiculing French for the bold claim.
Even rapper Young Thug joined in mocking him. Statistically and musically, the numbers didn’t support French’s statement.
While French had two top-10 hits, Kendrick had eight, not to mention critically acclaimed albums and a Pulitzer Prize.
The backlash marked a turning point, and a meme began circulating: “For the next game, name five French Montana songs without features.” French himself responded by listing several songs, but the top reply humorously pointed out that only he could name those songs.
In an attempt to shift the narrative, French launched a Twitter tirade lamenting how fans had “amnesia” about his contributions to music. It turned out this meltdown was a promotional stunt for his upcoming album They Got Amnesia.
The album’s release was accompanied by bizarre marketing tactics, including multiple versions of the project and individual releases of its 21 tracks as singles.
Despite these efforts, the album sold only 34,000 copies in its first week. Allegations of manipulating vinyl pre-orders to boost sales further tarnished his reputation.
French’s denial of his declining status and desperate attempts to recapture fame seemed to alienate fans rather than rebuild his legacy.
Another rapper who struggled to come to terms with his decline is Lil Pump. A pioneer of the “SoundCloud rap” era, Pump emerged in 2016 with songs like “D Rose” and “Boss.”
His breakout hit “Gucci Gang” reached number three on the Billboard Hot 100, propelling him to stardom.
Pump’s music, characterized by repetitive hooks and minimal lyricism, resonated with younger audiences. His 2017 self-titled album featured collaborations with artists like Lil Yachty, Chief Keef, and Gucci Mane. However, critics questioned the longevity of his style.
Pump’s antics often overshadowed his music, and his feud with J. Cole became a defining moment.
Pump gained attention by dissing J. Cole, rallying younger fans against the more traditional “lyrical” hip-hop Cole represented.
In response, J. Cole addressed the younger generation of rappers, including Pump, in his 2018 song “1985.” Without naming names, Cole offered a mix of advice and critique, predicting that Pump’s style would soon lose its appeal.
Cole warned that trends fade, fans grow up, and consistent artistry is what sustains a career.
Though Pump dismissed Cole’s message at the time, the prophecy began unfolding. Following his initial success, Pump’s subsequent releases failed to resonate.
Fans grew tired of the same formulaic approach, and his streaming numbers dwindled. By 2020, Pump’s attempts to stay relevant became increasingly desperate.
He even made an appearance at a Trump rally, despite previously dissing Trump in his music. The event was widely mocked, with Trump mistakenly introducing him as “Little Pimp.”
This public misstep exemplified Pump’s decline from a cultural provocateur to a figure of ridicule.
The stories of French Montana and Lil Pump illustrate the pitfalls of relying on fleeting trends and external validation in the music industry.
While both artists experienced meteoric rises, their inability to adapt or acknowledge their decline has left them struggling to maintain relevance.
Instead of evolving their artistry, they clung to outdated strategies and promotional stunts, further alienating fans.
These cautionary tales serve as a reminder of the importance of authenticity, adaptability, and humility in sustaining a career. As the music landscape continues to evolve, those who fail to grow risk fading into obscurity.
