Soulja Boy is not done being first. The rapper who claims to have pioneered everything from internet rap to gaming wants to create an awards show specifically for rappers who get overlooked by the BETs and Grammys of the world.
The Pitch
Soulja announced his intention to launch an awards ceremony that celebrates artists the mainstream industry ignores. He pointed to countless rappers with millions of streams and devoted fanbases who never get nominated for major awards.
Does It Make Sense
Actually, yes. The BET Awards and Grammys consistently overlook underground and independent hip-hop. An alternative platform that recognizes talent based on impact rather than label politics could fill a real gap in the industry.
Can He Pull It Off
Soulja Boy has a track record of announcing big ideas that do not always materialize. But he also has a track record of being ahead of the curve. If he partners with the right people, this could work.
Bottom Line
The idea is solid. The execution remains to be seen. But Soulja Boy wanting to champion overlooked artists is a better headline than most things he does.
