When Epic Records signed him in 2013, they were fully aware of his influence. Reid see my vision, that mean Sylvia Rhone / Creating a better way to put my people on.” In reality, the rapper gaining notoriety and his fortune in the streets has allowed him to give back to his community. “What if I sell a million records, would that change the culture? / Would my n-as try to betray me ‘cause I know they vultures? / Would L.A. “I’m the hustler’s constitution,” he opens the song, later contemplating whether things would be different if he sold a ton of albums and got hot through that lane. On the title track, Yo Gotti educates up-and-comers on how to break into the rap game with their own set of laws. Some rappers have the charts, Yo Gotti has the streets. On “My City,” he raps, “It’s goin’ down in the DM / Nah, n-a, it’s goin’ down when I see him / Biggest record of my career, I’m becomin’ a star / And I’m shootin’ an AR at the car, just look at your favorite rapper.” It’s this type of duality that has made him an elder statesman in rap, where he’s able to walk the line without sounding fake. He also reflects on how Memphis raised him to never leave the streets behind. The Art of Hustle is Yo Gotti’s way of reaffirming the notion that listeners are going to support your music if you’re authentic. Consistency is one of his best traits and he’s presented songs that range from introspective (“Momma”) to potential club smashes (“Law”). or Jeezy has done in the past, but his method of churning out music at a fast rate has given him opportunities to maneuver among hip-hop’s popular stars, some of them even appearing on The Art of Hustle - Lil Wayne, Timbaland, E-40, Future, Pusha T and 2 Chainz to name a few. Yo Gotti doesn’t necessarily have the pop instincts to draw the attention like T.I.
There have been a variety of pieces that feature Yo Gotti breaking down the rules to getting down in the DMs, a fun and cheeky way to introduce the Memphis-bred rapper to listeners who are unfamiliar. Since the release of “Down in the DM” last October, Yo Gotti has found success in maintaining his street credibility while crossing over commercially.
1 for “Down in the DM” during its twelfth charting week last month. On Billboard’s Mainstream R&B/Hip-Hop chart, Yo Gotti landed his first No. Between 20, the 34-year-old rapper has broken into the Billboard Hot 100 with his street singles: the Jeezy and YG-featured “Act Right,” his The Art of Hustle warm-up “Errybody,” and his ode to flirting in Instagram private convos, “Down in the DM,” which got two lascivious verses by Nicki Minaj on the remix.
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