Trapital Podcast Summary: "Tyler, The Creator's Cult-Like Following"

Host: Dan Runcie
Date: August 17, 2020

Brief Overview

In this episode, Dan Runcie explores how Tyler, The Creator has built an unusually loyal, “cult-like” following over the past decade. Rather than focusing solely on Tyler’s musical achievements, Runcie unpacks Tyler’s unique approach to business, brand, and community-building—highlighting the calculated decisions that have driven his enduring influence in hip-hop, fashion, and culture at large.

Key Discussion Points & Insights

1. Tyler’s Unique Path and Audience (00:40–03:00)

• Main Idea: Tyler’s greatest achievement is not just his Grammy win, but the ultra-loyal fan community he has cultivated since his teenage years.
• Tyler has repeatedly distanced himself from hip-hop archetypes and the mainstream, attracting an audience of self-described outcasts who didn’t feel represented by the scene’s typical power structures.
• Quote, Dan Runcie (01:12):
  "Tyler the Creator'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."

2. Early Days: Odd Future & Direct Fan Engagement (02:15–03:53)

• Tyler and Odd Future’s use of Tumblr and YouTube set them apart by giving fans direct backstage access, building a sense of kinship.
• The community felt deeply involved—“like one of the family”—as they watched the collective’s day-to-day lives.
• Memorable Quotation from The Face, cited by Dan (02:45): "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 humbly ate french fries together at a diner..."

3. Targeting the Overlooked Market (03:53–04:50)

• Odd Future spoke to a previously ignored market: those uninterested in hip-hop's mainstream image, “people who watched Aqua Teen Hunger Force and played non-sport video games.”
• Brands often confuse what’s “sexy” with what’s profitable; Tyler succeeds by focusing on the right, not the biggest, opportunities.

4. Strategic Business Moves & Brand Building (04:50–06:00)

• Turning Down Major Labels: Tyler refused to meet with Rick Ross about joining Maybach Music Group, choosing to maintain creative control.

  • Quote from Nick Diamond recounting the moment (Rick Ross call):
    "Rick Ross called me out of nowhere and was like, yo, what's up with Odd Future?...Tyler goes, I don't want to talk to Rick Ross...He was like, nah, I can't talk right now." (04:50)

• Partnerships: Chose a distribution deal with Columbia that preserved his independence.

• Golf Wang & Brand Philosophy:

  • Tyler rejects giving away clothes to celebrities, aiming to avoid becoming a thinning trend like Ed Hardy or Von Dutch.
  • Quote, Tyler (05:41):
    "I don't want it to be like fucking Rockawear or...a lot of things that come and go. That's why I don't give out free clothes to famous people. That actually could be the worst thing possible if famous people wore Golf Wang."
  • 2018: Golf Wang hit $17 million in revenue.

5. Building a Community and a Lifestyle Brand (06:00–08:30)

• Tyler extended his brand through multiple channels:
  • Loiter Squad (Adult Swim show)
  • Camp Flog Gnaw Carnival (music festival)
  • Collaborations with Vans, Supreme relationships
• He’s hands-on with all aspects: music, clothing, event curation.
  • Quote, Tyler in LA Magazine (07:23):
    "Rap is so limiting...I'm interested in everything."
• Despite slow initial growth (the first festival drew just 2,000 fans), the patience paid off: attendance eventually neared 50,000.

6. The Power of an Engaged, Self-Selecting Community (08:30–09:50)

• Tyler’s festival is a case study in organic growth: start with a small, passionate core and nurture it.
• Example: In 2019, fans famously booed Drake offstage—not out of malice, but out of intense community expectation (they wanted Frank Ocean), underscoring their unique devotion.

7. Evolving Artist-Fan Relationships & Handling Backlash (09:50–11:00)

• Tyler faced criticism from early fans upset at his evolutions in musical style; he responded thoughtfully, affirming growth but respecting their nostalgia.
  • Quote, Tyler response to fan (10:12):
    "When you have a favorite artist, you tend to grasp onto an era...I also know they grow and see things and change and mature and all of that. I'm sorry I'm not in the same place to talk about those things."
• Rather than attack his critics, he addressed them directly, bridging generational gaps within the fanbase.

8. From Outcast to Mainstream, Staying True (11:00–12:00)

• Despite his embrace by the mainstream—Grammy wins, Wall Street Journal honors—Tyler still feels responsible for reaching those overlooked younger fans.

  • Quote, Tyler (GQ, 2018, 11:08):
    "It's probably some 11 year old in the middle of fucking nowhere who might hear a song, look me up, and get introduced to a whole world. And that could change everything he's into for the rest of his life."

• Tyler models himself on his own adolescent heroes (Pharrell, Andre 3000), intent on paying it forward.

• Tyler’s fans don’t have a cutesy label, but their collective identity and sense of belonging are uniquely real and powerful.

Notable Quotes & Memorable Moments (with Timestamps)

• Dan Runcie (01:12):
  "Tyler the Creator's greatest creation isn't his award-winning albums...It's his cult-like following that makes it all possible."

• From The Face, quoted by Dan (02:45):
  "The genius of Odd Future's Tumblr page was how it made you feel like one of the family..."

• Nick Diamond recalling Rick Ross (04:50):* "Rick Ross called me out of nowhere...Tyler goes, I don't want to talk to Rick Ross...He was like, nah, I can't talk right now."

• Tyler on Golf Wang, Billboard interview (05:41):
  "I don't want it to be like fucking Rockawear...That's why I don't give out free clothes to famous people. That actually could be the worst thing possible if famous people wore Golf Wang."

• Tyler in Vogue (05:55): "I'd rather sell 20 T-shirts to people who actually want it...I don't ever want people over my brand like Ed Hardy or Von Dutch."

• Tyler, LA Magazine (07:23):
  "Rap is so limiting...I'm interested in everything."

• Fan criticism response (10:12): "When you have a favorite artist, you tend to grasp onto an era...I'm sorry I'm not in the same place to talk about those things."

• Tyler, GQ interview (11:08): "It's probably some 11 year old in the middle of fucking nowhere who might hear a song, look me up and get introduced to a whole world. And that could change everything he's into for the rest of his life."

Important Segments & Timestamps

• 00:40: Introduction to Tyler’s cult-like following and his unique trajectory
• 02:15: Early Odd Future days, Tumblr influence, building community
• 04:50: Declining Rick Ross/MMG opportunity, major label independence
• 05:41–05:55: Tyler on Golf Wang philosophy and sustainable branding
• 06:00–08:30: Expansion into TV, festivals, fashion; community-first ethos
• 08:30: Camp Flog Gnaw growth; Drake incident as a community marker
• 09:50: Tyler's direct response to fan criticism on changing artistic direction
• 11:00–12:00: Tyler’s evolving mainstream presence; focus on inspiring outcasts

Conclusion

Dan Runcie presents Tyler, The Creator as a paragon of how to build a meaningful, lasting brand and community in music and beyond. Tyler’s success comes from staying true to his ethos, focusing on the ignored audience, making patient long-term plays, and valuing authentic connection over transient trends. His impact is not just in music or fashion, but in the loyal community he’s assembled—an inspiration for creators and fans alike.