The YouTube rap era marked a significant moment in internet culture, where a wave of online creators transitioned into the music scene, often with mixed success.

This period, predominantly between the mid-2010s to the late 2010s, saw YouTubers not only venturing into rap but also creating viral moments through diss tracks, leading to their eventual categorization as “YouTube rappers.”

This transformation of the YouTube landscape and its ripple effect in the broader music industry is the subject of exploration, as we dive into the evolution of YouTube rap, the rise and fall of notable figures, and the lasting impact of the era.

The term “YouTube rapper” became synonymous with a particular era of viral content, where creators with massive followings on YouTube leveraged their platform to drop songs, usually for comedic or entertainment purposes.

The golden age of YouTube rap, which flourished particularly between 2016 and 2020, coincided with the rise of viral diss tracks, reaction content, and the ever-growing intersection between YouTube and music.

It was a time when creators like RiceGum, KSI, and even PewDiePie ventured into rap, making a significant mark on the music industry—at least temporarily.

The YouTube rap era can be divided into two key scenes. The first was the world of diss tracks, often playful and exaggerated, where popular YouTubers used rap to call out rivals and engage in public feuds.

Figures like RiceGum, Jake Paul, and KSI became some of the most notable proponents of this movement, releasing viral diss tracks that often gained millions of views.

These tracks were not necessarily about musical artistry but more about spectacle and the drama surrounding the beefs between creators.

The most iconic of these tracks was RiceGum’s “It’s Every Night Sis,” a diss aimed at Jake Paul, which reached over 200 million views, went platinum, and charted on the Billboard Hot 100.

The second scene that emerged involved creators who not only participated in diss tracks but built their entire music careers on the back of their YouTube popularity.

Artists like Dax and Crypt began as YouTubers who built up a following through content creation before turning to rap music, producing songs that appealed to their existing fanbases.

This approach was somewhat different from the diss track-heavy culture, as these creators aspired to make legitimate careers in music, using YouTube as a launching pad for their music careers.

During the height of this era, the sense of community and competition was crucial to its success. As YouTubers engaged in diss track battles, the content felt more like a competition, and the stakes were high.

Creators constantly tried to outdo each other with more elaborate music videos, catchier hooks, and beef-filled lyrics, creating an ecosystem where virality and spectacle mattered more than musical skill.

Music videos were especially crucial to the success of these tracks, as they allowed YouTubers to showcase their creativity in a visual format that further captivated their audience.

The more ridiculous and over-the-top the music video, the better it seemed to perform.

This created an atmosphere where fans were heavily invested in the drama surrounding these tracks, often elevating mediocre content simply because of the personalities behind them.

However, not all YouTube rappers were solely reliant on diss tracks for their fame.

Some, like Dax and Crypt, took their craft more seriously, honing their rapping skills and building up substantial followings through their YouTube channels before attempting to break into the mainstream.

These artists often struggled with the stigma of being a “YouTube rapper,” a label that was viewed with some disdain by the broader music community.

The term “YouTube rapper” became a bit of a double-edged sword: it gave creators a platform to break into music, but it also trapped them in a category that was often dismissed by the wider music industry.

For example, Dax and Crypt both managed to achieve success within the YouTube rap scene, but their efforts to transcend the YouTube world and gain recognition as legitimate artists were met with mixed reactions.

Their efforts highlighted the challenge of being taken seriously as an artist when one’s fame originates on a platform known more for entertainment than musical talent.

One of the most interesting aspects of the YouTube rap era was the paradox it created between public perception and artistic merit.

For many of these YouTubers, their music was seen as secondary to their online personas.

RiceGum, for example, became a symbol of the YouTube rap scene, not because of his musical talent but due to his ability to stir up controversy and generate views.

His diss tracks, particularly his infamous “It’s Every Night Sis,” played off the drama surrounding YouTubers like Jake Paul and garnered millions of views, but the music itself was not known for its lyrical depth or innovation.

Instead, it was RiceGum’s ability to tap into the viral nature of the YouTube ecosystem that made him successful. In fact, RiceGum’s success in the music industry was more a result of his existing fame than his musical prowess.

Despite this, the term “YouTube rapper” was not necessarily a death sentence for an artist’s career. Some, like KSI, managed to escape the confines of the label and successfully transition into the mainstream.

KSI, who began his career on YouTube as a comedic FIFA player, used his platform to release music early on, but it wasn’t until he dropped his song “Lamborghini” in 2015 that he began to gain traction as a serious musician.

Over time, KSI evolved into a multifaceted entertainment figure, using his YouTube fame as a stepping stone to expand into boxing and business ventures.

His music career also progressed, culminating in the release of his debut album, which received positive reviews and commercial success.

KSI’s success showed that it was possible for a YouTube rapper to break out of the bubble and be accepted by the mainstream music industry, though it required much more effort and maturity than the typical YouTube rap antics.

However, not every YouTube rapper had a similar trajectory. The YouTube rap era was also marked by its inevitable decline.

As the novelty of diss tracks wore off, and the audiences began to demand more from these artists, many YouTube rappers struggled to maintain relevance.

RiceGum, for example, found himself embroiled in controversy after controversy, which led to a decline in his popularity.

After a particularly damaging feud with KSI, which exposed the fact that RiceGum didn’t write most of his music, his career took a downturn.

He attempted to release non-diss track songs, but they failed to make a significant impact. Ultimately, he seemed to leave the music scene behind, focusing more on streaming and content creation.

The YouTube rap era also coincided with the rise of platforms like TikTok, which shifted the focus of viral music towards shorter, more digestible formats.

As TikTok exploded in popularity, it became the new breeding ground for viral music trends, further pushing YouTube rap into the background.

The rapid pace of online trends and the shift in platform focus made it harder for YouTube rappers to maintain their relevance, and many found themselves struggling to adapt.

In recent years, many of the most prominent YouTube rappers have either retired from music or shifted to other forms of content creation.

RiceGum, after a series of personal and professional setbacks, has largely disappeared from the music scene.

KSI, however, remains an anomaly, successfully balancing his music career with his ventures in boxing, gaming, and entrepreneurship.

Others, like Dax and Crypt, continue to release music, though they no longer occupy the same cultural space that they once did.

The YouTube rap era, while brief, left a lasting impact on both the music and internet cultures. It demonstrated the power of social media and the ways in which platforms like YouTube could be used to launch music careers.

It also highlighted the challenges that come with being a YouTube rapper, particularly in terms of credibility and longevity.

For some, the YouTube rap era provided a launchpad for greater success, while for others, it was a fleeting moment of viral fame that quickly faded away.

Regardless of how each artist’s career panned out, the era remains an important chapter in the evolution of both YouTube and hip-hop culture.

It showcased the intersection of internet fame and music, creating a unique and often chaotic space where entertainment and artistry collided.