About a week ago on Elliot Wilson's RapRadar podcast, 21 Savage confirmed to Wilson that he's inking a deal with Epic Records, headed by CEO and rap mogul legend in his own right, L.A. Reid. That's right, the same 21 Savage who brought us the platinum single "No Heart," featuring the line "Fast forward n***a 2016, and I'm screaming f*ck a deal," has finally embraced the industry big league. You can't say it was only for the money though, because 21 Savage has his own reasoning for pairing up with Epic, one which might surprise you.
When Wilson asked what specifically drew him to L.A. Reid as a businessman, the Atlanta rapper put it quite bluntly: "He's black." And who can blame him? It goes beyond the classic example of Jerry Heller pulling shenanigans with NWA, a lot of the hip-hop industry today is still ran by white men. Rappers touch on the issue of under-representation of African-Americans in the business all the time, with a notable example being Jay-Z on Watch The Throne's "Murder to Excellence":
Now please, domino domino
Only spot a few blacks the higher I go
What's up to Will? Shout out to O
That ain't enough, we gonna need a million more
That being said, Epic Records is definitely not lacking in solid hip hop acts, featuring the likes of Future, A Tribe Called Quest, DJ Khaled, Travis Scott and newcomer Jidenna, who is busy blowing up with his single "Classic Man," featuring Kendrick Lamar.
Personally, I've made it no secret that I think Divine Council, straight out of Virginia, are bound to be the next hot thing that isn't from Georgia. With Savage signing to Epic Records, that means we could see a collab between the two. Not that I'm dreaming of it, or anything.
Saving the best for last, the label is also responsible for paying Metro Boomin at the end of the day.
That's right folks, Metro Boomin and 21 Savage are finally on the same label, bringing us one step closer to Savage Mode 2. It's a thing of beauty, isn't it?