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Who Put Ye at the Top of the ‘Hot 100’ Again?
How the rapper found chart success despite a litany of hateful rhetoric.
On a musical level, Ye recognizes the power of featuring Carti, whose mystique has grown exponentially since his pulverizing 2020 album, Whole Lotta Red, and subsequent rise of his record label Opium. Carti has almost become a Ye for Gen Z: an edgy, multi-hyphenate star with a catalogue alchemized for eternal mosh pits and collective misogyny and a taste in fashion that has been endlessly co-opted and mood-boarded. And Ye has materially given himself over to a newer generation, selling everything on his website for an affordable $20, tweaking albums based on reception, and gauging fan interest in his unofficially released music for the first time since the weekly G.O.O.D.
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