Kids are bored. Their steady diets of radiology, twitter trends and overly padded athletic events is creating a generation of Avatar risk takers.
So let me introduce OddFuture (Odd Future Wolf Gang Crew Kill em All) a group of California misfits who have capitalized on the status of the crippled recording industry to kick down the doors using nothing, but free social media platforms to galvanize an audience of indoor kids across the world.
The band, which is the brainchild of the aptly named Tyler The Creator has creating a wild feeding frenzy among record companies, based off of little more than a series of mixtapes and no budget music videos that are more disturbing than a Sarah Palin White House bid. A group of rowdy, unruly, punk/skate/rap/minimilist grime/ musician/entertainer/filmmaker/web developer/ conundrum from Odd Future have literally ignited the internet with disturbing images of teenagers doing excessive amounts of drugs while brandishing fire arms and threatening to dress like Nazis. In recent weeks, they have appeared in the Guardian (UK), The Fader, The NY Times, Village Voice and an unfathomable amount of blogs across the WORLD, which have lead to sold out shows in LA, New York, London to name just the last month.
And all of this from a basement.
The hustle is impressive, but what’s shocking is how effective their model for success has been. By attacking the status quo directly, through channels like interactive blogs and websites, they were able to garner such an intense amount of support within months. The group has literally created a small media empire that is completly self-sustainable and synergistic. They have literally proven that record labels are useless to them, which is why labels have all begged to sit down with the crew.
Love it or Hate it, the ability to successfully create an underdog/rebel with the potential to win will always make people pay attention.