The Birth Of Atlanta's Drill Wave
Over the last two decades, the city of Atlanta has been at the forefront of Hip-Hop and R&B being the catalyst for most popular trends we are now accustomed to within the genre. From Outkast hit single “Ms Jackson” soulful production samples to lyrical wordplay within Ludacris single “ What’s Your Fantasy” utilizing southern exclusive slang and terminology, early pioneers of the city's hip-hop scene like T.I, Kilo Ali, Goodie Mob and more infused the essence of southern culture within their music.
The inclusion of aspects of southern culture within rap and hip-hop allowed for the genre to grow past two dominant forces at the time, New York and Los Angeles. The new sound not only gravitated to resident’s of the south but gave the south a voice to showcase a new perspective and culture to a new audience across the country. With critical acclaim at the helm the city's musical landscape stepped into an era of innovation, crafting new sounds with an even more ground breaking perspective. Leading into the early 2010s artists like Waka Flocka, Jeezy, and Gucci Mane utilized a new sound that utilized 808 beats, all while depicting the lifestyle and environment of Atlanta through the perspective of hustlers trying to get by by any means necessary creating a new genre we know as Trap music.
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​The new sound provided infectious beats, catchy hooks and verses that dominated airwaves and skating rinks alike. Today at the forefront of Hip Hop and Trap music as a whole are artists 21 Savage and Young Nudy, whose raw lyricism and unapologetic portrayal of street life have paved the way for a new generation of musicians exploring themes of violence, struggle, and survival. But how did we get here?
BY SANIFALLS
The Old Atlanta Sound
Atlanta's musical identity in the early 2000s was characterized by a fusion of Southern hospitality and feel good music. Acts like OutKast broke new ground with their genre-defying sound, blending elements of funk, soul, and hip-hop to create a sonic tapestry uniquely their own. Ludacris brought humor and wit to the forefront with his infectious charisma and comical punch-lines, while T.I. emerged as a streetwise storyteller, chronicling life in Atlanta's Bankhead neighborhood with unparalleled authenticity.
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The city's music became synonymous with celebration, its infectious beats and catchy hooks serving as a soundtrack for countless college parties and club gatherings. From the bounce of crunk anthems from acts such as Lil Jon, The Ying Yang Twins, Jermaine Dupree and Crime Mob to the smooth melodies of R&B-infused ballads from Ciara, Lloyd and Usher, Atlanta's sound captured the hearts and minds of listeners around the world, earning it a place at the forefront of the hip-hop and R&B pantheon.
But around 2010 something shifted. The decline of crunk music marked a significant turning point in Atlanta's musical evolution, signaling a shift away from the high-energy, party-centric sound that had dominated the city's hip-hop scene for years.
The genre began to lose its luster as audiences grew weary of its watered down formulas and predictable tropes, the market became saturated with imitators, diluting the impact of crunk's once revolutionary sound. Additionally, changing tastes and cultural shifts contributed to its decline, as listeners gravitated towards more diverse and nuanced forms of hip-hop with artists like J.Cole, Kendrick Lamar, Wale and Drake rising in stature.
Simultaneously, the rise of trap music, characterized by its gritty realism and stark portrayals of street life, provided an alternative to the party-centric ethos of crunk. Artists like Shawty Lo, Young Jeezy, Waka Flocka and Gucci Mane brought trap music to the forefront of Atlanta's hip-hop scene, drawing inspiration from the city's storied history of drug trafficking and the struggles that come with the lifestyle.
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​As trap music gained momentum, it gradually eclipsed crunk as the dominant sound in Atlanta, reflecting the city's evolving cultural landscape and the changing realities of life in the streets. By the late 2000s, crunk had largely faded from the mainstream, relegated to nostalgic throwbacks and occasional appearances in club playlists. But through the ashes of crunk collapsing and trap music rising to new heights came what would become 2 of Hip-Hop’s most influential superstars.
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The Emergence of Future and Young Thug:
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As the 2010s dawned, a new wave of artists emerged, each bringing their own unique perspective to Atlanta's burgeoning hip-hop scene. Chief among them were Future and Young Thug, whose experimental approach to rap challenged conventional norms and pushed the boundaries of creativity. Hailing from Kirkwood, Future's upbringing was marked by both hardship and musical inspiration. His cousin, Rico Wade, was a founding member of the legendary and renowned Atlanta-based hip-hop collective Dungeon Family, which included iconic acts like OutKast and Goodie Mob.
This familial connection exposed Future to the inner workings of the music industry from an early age, laying the foundation for his future career. His early projects, such as "Dirty Sprite" and "FBG The Movie" introduced listeners to a world of auto-tuned hedonism and excess, his melodic delivery and hypnotic production laying the groundwork for a new generation of artists to follow while also earning him features early on from artist like Lil Wayne, Kanye West and more.
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Meanwhile, Young Thug's unorthodox style and flamboyant persona captivated audiences with its audacious blend of melody and chaos. Partnered with Rich Homie Quan, their 2014 Birdman hosted mixtape “Rich Gang The Tour Part 1” was everywhere, with the single “Lifestyle” going viral before viral was even a thing due to Young Thug’s charismatic hook and witty bars. He followed up his newfound recognition with a run of classic mixtapes, including "Barter 6" and "Slime Season" showcasing his versatility and fearlessness, earning him not only a devoted fan base but critical acclaim and co-signs from rap legends. It was against this backdrop of innovation and experimentation provided by Thug and Future that 21 Savage emerged as a new voice of authenticity and raw emotion to Atlanta's rap scene.
The Rise of 21 Savage:
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Born in London and raised in Atlanta's gritty Zone 6, 21 Savage emerged as a prominent figure in the city's rap scene with his distinct blend of trap beats and ominous storytelling in 2015.
He broke out with songs like “Dip Dip” and “Red Opps” making waves around Atlanta night clubs and high school parties following that up with his breakthrough collaborative mixtape with Metro Boomin “Savage Mode”, which showcased his unflinching portrayal of life in the streets of Atlanta, increasing his dedicated following, critical acclaim, and earning him a spot on XXL’s 2016 Freshman List.
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21 Savage's influence extended beyond his music, as his persona and experiences became emblematic of Atlanta's urban landscape he captured the attention of superstars such as Drake, Post Malone, J. Cole and more.
His authenticity resonated with a generation disillusioned by the glitz and glamor often associated with mainstream rap, providing a voice for those navigating the harsh realities of poverty, crime, and losing friends to violence paving the way for his cousin Young Nudy.
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Nudy's Impact
Hailing from the same Zone 6 neighborhood as 21 Savage, Young Nudy emerged as a vital force in Atlanta's underground scene, blending menacing and lighthearted Pi’erre Bourne beats with stark imagery drawn from his own experiences.
His breakout single “EA” featuring 21 Savage had a similar effect in Atlanta’s underground scene becoming virtually inescapable at every event during Summer/Fall 2017 strengthening Zone 6’s hold on the Atlanta sound. His mixtapes, such as "Slimeball" and "Nudy Land," gained traction for their uncompromising portrayal of street life, earning him a dedicated following in Atlanta and even a grammy nod with his contributions to J.Cole’s Dreamville label’s Collaborative project “Revenge Of The Dreamers 3”.
Nudy's influence can be felt in the wave of emerging artists who have embraced a darker, more confrontational style. Together, 21 Savage and Young Nudy catalyzed a seismic shift in Atlanta's music scene, inspiring a new generation of artists to explore the darker aspects of their own realities. Gone were the days of carefree party anthems; in their place arose a wave of introspection, violence and vulnerability, as artists grappled with the harsh truths of life in the streets.
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The Ripple Effect:
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While it can be argued that the likes of Chief Keef , Youngboy, and Kodak have also had an impact on Atlanta's darker musical landscape lately, One thing for certain is that the influence of Future, Young Thug, 21 Savage, and Young Nudy on Atlanta's music scene in 2024 cannot be overstated.
Their willingness to push boundaries and challenge conventional norms has sparked a wave of innovation, leading to a proliferation of artists exploring darker themes and experimenting with new sounds.
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Artists like Babydrill, Anti Da Menace, L5, Lil Harold, Yung Sinn, 2FeetBino, LAZER DIM 700, Hunxcho, Lil Tony and Baby Kia have emerged as notable figures in this new wave, drawing inspiration from the raw authenticity of their predecessors while carving out their own unique identities. Their music reflects the harsh realities of life in Atlanta's streets, offering a glimpse into a world often overlooked by mainstream media.
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In a city known for its musical innovation, these artists stand as trailblazers, unafraid to explore the darkest corners of their own realities in pursuit of artistic truth. As Atlanta's musical landscape continues to evolve, the influence of Thug, Future, 21 Savage and Young Nudy remains the same.
Their contributions have not only shaped the sound of the city but have also provided a platform for a diverse array of voices to be heard. In a genre often criticized for its lack of authenticity, they stand as beacons of truth, unafraid to confront the darkness that lurks beneath the surface.
From the gritty streets of Zone 6, Cleveland Ave, and Kirkwood to the hallowed halls of hip-hop history, their voices will echo for generations to come, a testament to the resilience and creativity of Atlanta's vibrant music scene.
@CONNOR.FILMS