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Latto also added insight from her time as a contestant on a competitive rap show.
In an unfiltered conversation, Ludacris, Latto, and DJ Khaled sat down with VIBE to dish about the current state of artist development, the hustle it takes to make it big, and the lessons they hope aspiring artists will take from the latest season of Netflix’s Rhythm + Flow .
The three stars shared their own insight and hard truths about what separates overnight success from long-term greatness. Touching on the lack of artist development presumed amongst newer artists entering the music industry, Latto didn’t mince words when sharing her take on the issue—pointing the finger at the labels.
“I think it’s not being offered,” she explained. “Labels want quick returns on investment. They’re like, ‘Oh, you’ve got some buzz on social media? Let’s turn you up real quick.’ And as soon as it dies down a little, they’re done with you. But it’s a lot of people that would take it.”
Latto attends Netflix’s Rhythm + Flow Fest at The Eastern on November 19, 2024 in Atlanta, Georgia.
Parrish Lewis for Netflix
The Sugar Honey Iced Tea spitter then reflected on how the fast-paced world of social media has shifted the focus away from the grind and grit. “People don’t see the beauty in the process anymore,” she explained. “They expect you to come out on Beyoncé’s world tour or looking like Luda or Khaled already.” For Latto, the competition show is essential because it highlights the work and pivotal steps it takes to grow as an artist—which can be inspiring to see for aspiring rappers and singers out there.
DJ Khaled jumped in, taking the conversation to another level. “The world is moving so fast, you know what I’m saying? Technology and social media… I think that you’ve got to want to learn and want to know more,” he said. Khaled also emphasized the difference between a “superstar” and an “overnight” sensation as: the hunger to improve.
“I talk to a lot of incredible artists that are big and they will hit me on the side and ask me a question, and I’m like, ‘Oh, this person is focused,’” he revealed. Without naming anyone in particular, he praised those artists for “selling out arenas” and doing numbers. For Khaled, he admitted that even with all of his own success he still seeks knowledge and stays “motivated and inspired.”
DJ Khaled attends Rhythm + Flow Fest (Rhythm + Flow Season 2 Event) at The Eastern on November 19, 2024 in Atlanta, Georgia.
Paras Griffin/Getty Images
Ludacris brought his wisdom to the discussion, offering a different perspective on why artist development might be slipping.
“Sometimes you’ve got to blame the artists,” he said with a laugh. “A lot of them come out knowing exactly what they want, how their music [should sound] and how they want to dress. A lot of these [new] artists already got the whole package all together.”
He then forged the thought that if an artist is already polished and streaming better numbers over another artist that needs more development, then “what the hell is a record label supposed to do?” However, the Disturbing Tha Peace icon made it clear that while some artists might have a fully realized vision, others still need guidance—and that’s where platforms like Rhythm + Flow come in.
Ludacris attends Rhythm + Flow Fest (Rhythm + Flow Season 2 Event) at The Eastern on November 19, 2024 in Atlanta, Georgia.
Paras Griffin/Getty Images
As the conversation shifted to competition, Latto opened up about her own experience on a rap competition show [The Rap Game] and offered Rhythm + Flow contestants the advice: “[Even if] you might have lost the competition, you might end up the real winner.”
Remaining humble and motivational, she continued, “Winning didn’t make me who I am today. The platform launched my career, but it was my hustle and the fact that I didn’t stop or give up.” Big Latto dropped a little flex too as she spoke of other Rap Game winners of other seasons. “It was other winners on other seasons—and I ain’t trying to pop my sh*t, but I’m popping my sh*t. It’s about what you do with the opportunity.”
Her message was clear: whether you win or lose, the grind doesn’t stop.
Latto, Luda, and Khaled then described the second installment of the series in one word—keeping the anticipation for this season high. “Disruptive,” Khaled declared, with his signature passion. “Supercalifragilisticexpialidocious,” Ludacris quipped, only to change his answer to a more fitting word: “ludicrous.” Latto finally settled on “BIG,” after some thought adding, “Big just means so much because there’s so many things I want to say.”
Episodes 1-4 of Rhythm + Flow are streaming now on Netflix, and stay tuned as VIBE also spoke to the contestants of this season. Check out this season’s trailer below and watch Latto, Ludacris, and DJ Khaled speak on artist development above.
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