Because many of drift phonk’s most successful producers are based thousands of miles from the source of the samples that animate their work, they may have little understanding of Memphis hip-hop lineage — or of the lines they are sampling. As for Kordhell, he recently became one of the 500 most popular artists on Spotify, a first for a phonk producer. Word spread in the drift phonk community that there was an avenue to officially release songs with Memphis samples — and actually make money. Most Popular And in May, Spotify launched its official phonk playlist.They nod to lo-fi Memphis rap mixtapes — creeping basslines, caffeinated hi-hats, eerie, pitch-shifted electronic cowbells — and incorporate samples of drilling, rat-tat-tat lines from rappers like Kingpin Skinny Pimp and DJ Paul, founder of Three 6 Mafia.“Scary Garry” started to gain attention on Spotify, and after that, Blatchley says, “I found more of these phonk songs and started playing middleman, clearing the samples and putting them on Spotify.” Black 17 now works with more than 300 phonk acts.Drift phonk hits like Pharmacist’s “North Memphis” and Kaito Shoma’s “Scary Garry” are icy and volatile.Yokai, a “phonk connoisseur” who chronicles its artists and subgenres on YouTube, used to “not even bother trying to explain to most people what the music was,” figuring he’d only elicit blank stares.The U.K.-born, Los Angeles-based producer had a background in black metal; Evil Aesthetic specializes in phonk — a style indebted to ’90s Memphis hip-hop.As for Kordhell, he recently became one of the 500 most popular artists on Spotify, a first for a phonk producer.Now, he says, the genre “has grown to a point where most people have at least a passing familiarity with it.” By the end of 2022, Black 17’s roster of phonk signings is on track to earn over 4 billion Spotify streams. While phonk encompasses a slew of subgenres, one macho variant known as drift phonk has become most popular. Yokai, a “phonk connoisseur” who chronicles its artists and subgenres on YouTube, used to “not even bother trying to explain to most people what the music was,” figuring he’d only elicit blank stares. “Scary Garry” started to gain attention on Spotify, and after that, Blatchley says, “I found more of these phonk songs and started playing middleman, clearing the samples and putting them on Spotify.” Black 17 now works with more than 300 phonk acts. Zayn Is Just Happy Fans ‘Still Give a Sh–‘ About His Music: Watch Exclusive Preview of ‘Call Her Daddy’ Sit-Down (APG has worked on multiple installments of the Fast and Furious soundtrack.) “We wanted to use a lot of fun music and really lean into the genre,” says Olly Shepard, APG’s vp of A&R and soundtracks. Blatchley estimates that 60% of his signings have been brought to him by another act he was already working with; as a result, Black 17 pays an A&R fee out of its profits to any artist that brings a future signing to the label’s attention. They nod to lo-fi Memphis rap mixtapes — creeping basslines, caffeinated hi-hats, eerie, pitch-shifted electronic cowbells — and incorporate samples of drilling, rat-tat-tat lines from rappers like Kingpin Skinny Pimp and DJ Paul, founder of Three 6 Mafia. Black Metal Drift phonk hits like Pharmacist’s “North Memphis” and Kaito Shoma’s “Scary Garry” are icy and volatile. Phonk fandom had primarily been underground, but starting in 2020, it became increasingly popular on TikTok, popping up in clips of car racing, weight lifting and more. From inspiring the latest 'Fast and Furious' mixtape to the launch of an official phonk Spotify playlist that's collected over 3 millions likes, it's time to get phonky. Blatchley estimates that 60% of his signings have been brought to him by another act he was already working with; as a result, Black 17 pays an A&R fee out of its profits to any artist that brings a future signing to the label’s attention.Yokai, a “phonk connoisseur” who chronicles its artists and subgenres on YouTube, used to “not even bother trying to explain to most people what the music was,” figuring he’d only elicit blank stares.(APG has worked on multiple installments of the Fast and Furious soundtrack.) “We wanted to use a lot of fun music and really lean into the genre,” says Olly Shepard, APG’s vp of A&R and soundtracks.But this tumultuous backdrop hasn’t slowed phonk’s rise.Because many of drift phonk’s most successful producers are based thousands of miles from the source of the samples that animate their work, they may have little understanding of Memphis hip-hop lineage — or of the lines they are sampling.From inspiring the latest 'Fast and Furious' mixtape to the launch of an official phonk Spotify playlist that's collected over 3 millions likes, it's time to get phonky.Phonk fandom had primarily been underground, but starting in 2020, it became increasingly popular on TikTok, popping up in clips of car racing, weight lifting and more.A daily briefing on what matters in the music industry Expand music menu But this tumultuous backdrop hasn’t slowed phonk’s rise.Black 17 co-founder Jake Houstle led an effort to establish exclusive relationships with a number of TikTok pages that were active in the phonk scene, which helped drive attention to the label’s new releases.Phonk fandom had primarily been underground, but starting in 2020, it became increasingly popular on TikTok, popping up in clips of car racing, weight lifting and more.While phonk encompasses a slew of subgenres, one macho variant known as drift phonk has become most popular.(APG has worked on multiple installments of the Fast and Furious soundtrack.) “We wanted to use a lot of fun music and really lean into the genre,” says Olly Shepard, APG’s vp of A&R and soundtracks.Blatchley estimates that 60% of his signings have been brought to him by another act he was already working with; as a result, Black 17 pays an A&R fee out of its profits to any artist that brings a future signing to the label’s attention.Because many of drift phonk’s most successful producers are based thousands of miles from the source of the samples that animate their work, they may have little understanding of Memphis hip-hop lineage — or of the lines they are sampling.Yokai, a “phonk connoisseur” who chronicles its artists and subgenres on YouTube, used to “not even bother trying to explain to most people what the music was,” figuring he’d only elicit blank stares.A daily briefing on what matters in the music industry The U.K.-born, Los Angeles-based producer had a background in black metal; Evil Aesthetic specializes in phonk — a style indebted to ’90s Memphis hip-hop. But this tumultuous backdrop hasn’t slowed phonk’s rise. Black 17 co-founder Jake Houstle led an effort to establish exclusive relationships with a number of TikTok pages that were active in the phonk scene, which helped drive attention to the label’s new releases. The producer decided to try his hand at phonk, and since then, the genre’s profile and Kordhell’s have risen together. Want to know what everyone in the music business is talking about? A daily briefing on what matters in the music industry Now, he says, the genre “has grown to a point where most people have at least a passing familiarity with it.” By the end of 2022, Black 17’s roster of phonk signings is on track to earn over 4 billion Spotify streams. And in May, Spotify launched its official phonk playlist. From inspiring the latest 'Fast and Furious' mixtape to the launch of an official phonk Spotify playlist that's collected over 3 millions likes, it's time to get phonky.A daily briefing on what matters in the music industryNow, he says, the genre “has grown to a point where most people have at least a passing familiarity with it.” By the end of 2022, Black 17’s roster of phonk signings is on track to earn over 4 billion Spotify streams.Phonk fandom had primarily been underground, but starting in 2020, it became increasingly popular on TikTok, popping up in clips of car racing, weight lifting and more.Blatchley estimates that 60% of his signings have been brought to him by another act he was already working with; as a result, Black 17 pays an A&R fee out of its profits to any artist that brings a future signing to the label’s attention.Because many of drift phonk’s most successful producers are based thousands of miles from the source of the samples that animate their work, they may have little understanding of Memphis hip-hop lineage — or of the lines they are sampling.(APG has worked on multiple installments of the Fast and Furious soundtrack.) “We wanted to use a lot of fun music and really lean into the genre,” says Olly Shepard, APG’s vp of A&R and soundtracks.