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Why Is Juice WRLD So Popular?

Juice WRLD is arguably one of hip-hop's modern-day pioneers. With a career that has been nothing short of meteoric, he currently stands as one of the most listened to rappers in the game and finds himself nominated for "Best New Artist" at the 2019 BET Awards. Poised to take home the same honor that has been awarded to the likes of Kendrick Lamar and Kanye West, we revisit our 2018 piece that posed the question on all of our minds - why is Juice WRLD so popular?

Juice WRLD, born Jarad Higgins, released his debut album Goodbye & Good Riddance in May of 2018, and in less than two months since its release, he is the 50th most-listened-to artist in the world. Fusing together elements of distorted hip-hop and late-stage emo, Juice WRLD is being championed as the pinnacle of the next generation of hip-hop. But why, exactly?

The Illinois-based rapper first found his start in late high-school, releasing music under the name of JuicetheKidd to SoundCloud. A fitting beginning for an artist who is often talked about under the umbrella of "SoundCloud" rap, yet whose meteoric rise to fame has shattered any associated preconceptions of the umbrella genre term. A large part of Juice WRLD's early success can be accredited to Cole Bennet who is the visionary multimedia director behind the Lyrical Lemonade YouTube channel. The innovative director has been touted as shaping the look of 2017 rap and beyond, often being the go-to-person for nearly every Soundcloud rapper's music video. From Lil Xan, Lil Skies, Lil Pump, to Juice WRLD, Bennet has become a guidepost to what is bound to break in today's rap landscape.


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