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Foreign hey, this is Dan Runcy. Welcome to the Traffic podcast. Today's pod is an audio version of the most recent essay from Traffitl, which is all about Tyler the Creator. I think he's one of the most interesting people in hip hop. Not just in his music, not just in his personality, but how he's gone about building his business. It's one of the more unique, unique business models, but I think a lot of the things he has done have now become mainstream in culture, but when he was initially doing them it wasn't perceived that way. So let's get right into it. How Tyler the Creator Built a Cult like following Tyler's greatest creation is the loyal fan base that's been riding with him for over a decade. Tyler the Creator's grammar victory still feels ironic. The the self proclaimed outcast earned the most mainstream award possible. He did it in rap, a genre he's repeatedly distanced himself from. He did it with a history of problematic lyrics and a fuck you try me attitude to cancel culture. But his Best Rap album award was met with widespread praise from both day ones and new fans. The 29 year old's greatest creation isn't his award winning albums, eclectic fashion show or one of a kind music festival. It's his cult like following that makes it all possible. Since he started his career as a teenager, he's been a symbol for those who were ignored by hip hop. Those fans have rewarded him with the utmost support, an addressable market that was ignored in 2007. Tyler the Creator's Odd Future collective was born. In the early days, the group's Tumblr and YouTube pages were its gateways to the world. Fans got a behind the scenes view on the wild antics from Tyler, Frank Ocean, Earl Sweatshirt, Sid Taco and others. Here's a quote from the Face on how Tumblr strengthened Odd future's connection with fans. The genius of Odd Future's Tumblr page was how it made you feel like one of the family. You had a front row seat and got to watch as the group slept on each other's floors, dealt with dodgy promoters and and humbly ate french fries together at a diner. This meant that by the time they did their first TV performance, or when Tyler won a VMA and Frank won a Grammy, the Day one Tumblr followers felt like they had gone on the same journey and each had a personal stake in the success. Backstage content wasn't new to hip hop. Roc, a fella's 2000 backstage documentary is still a revered classic But Odd Future spoke to a different group. Hip hop was always known for its idolized archetypes. Even in the rat blog era, there was a certain type of artist that got covered by sites like nah right and 2 Dope Boyz. And it definitely wasn't Tyler. Odd Future was for the people who watched Aqua Teen Hunger Force and played non sport video games. As Tyler once put it, his brand is for the people who go to Taco Bell or make an illegal deal that they should not be doing. Would that audience get targeted by Vanity Fair? No chance, but it's still a valuable group. Businesses often confuse what's sexy with what's profitable, and it's often the exact opposite. Trends attract competition, so there's less money to go around. The best moves are often where others aren't looking. Tyler has a not everyone is accepted everywhere and that's fine mentality that has served him well in both life and business. The right opportunities, not the biggest ones. As Tyler's profile grew, the opportunities did as well. In 2011, Tyler dropped Yonkers. The wild music video was a breakthrough sensation that took Odd Future to new heights. It caught the attention of Rick Ross, who wanted Tyler on Maybach Music Group. At the time, Crew was on top. The Miami rapper was dead set on growing the squad with the hottest artists possible. But Tyler didn't even take his call. Here's Tyler's friend and Diamond Supply co founder Nick diamond, who told the story to Complex. Rick Ross called me out of nowhere and was like, yo, what's up with Odd Future? I want to talk to that Tyler kid. I want to sign him. It was funny cause when he called me, Tyler was actually in the store standing next to me. So I was like, rick Ross wants to talk to you. Tyler goes, I don't want to talk to Rick Ross. I was like, dude, just fucking talk to him. And he was like, nah, I can't talk right now.