How Donald Glover’s Golden Globe Speech helped in the PR, Marketing, and Consumption of Rap Group Migos’ Album “Culture”

by Brayon Potillo

Raindrop.

If you know the end of this popular phrase, then you’ve probably heard of the Atlanta rap group known as the Migos and their infectious hit single, Bad and Boujee ft. Lil Uzi Vert, currently ranking No. 1 on the Billboard Hot 100. With this type of success, you would think it would lead to further success from endorsement deals, publishing deals, label traffic, platinum plaques, television performances, etc; however, not for Migos.

Most don’t know this, but while having the No. 1 record in the country, the Migos were denied from performing at every late night show in America; until Donald Glover gave them the most controversial shout out at this year’s Golden Globe Awards. Even while Offset’s catchy hook was the beginning of a new twitter culture with the creation of memes and hashtags, the Migos hadn’t fully capitalized off this eccentric record.

 

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Before Bad and Boujee’s mainstream success, it was only an appetizer being spoon fed to the fans before the main course, Migos’ critically acclaimed album Culture. Generating subtle success on social platforms via meme culture, the song had risen to No. 1 on both Spotify and iTunes; especially, after Donald Glover showed his love for the record in his acceptance speech. During the speech, Glover uttered “I’d like to thank the Migos – not for being on the show, but for making ‘Bad and Boujee.’ Like, that’s the best song… ever.” Later, backstage, he referred to the group as  “the Beatles of this generation.”

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According to Quality Control label CEO, Pierre Thomas, although the song sat at the top of the Hot 100, TV networks were reluctant in having the trio perform on national TV. Furthermore that “they gave all kinds of excuses.” But once Glover said those words, it was a wrap. Migos’ Culture was now a problem in a good way.

Photos: Twitter

Videos: Youtube

Citations:

Migos Were Rejected by Every Late Night Show… Until Donald Glover’s Golden Globes Shout-Out | Pitchfork. N.p., 26 Jan. 2017. Web. 29 Jan. 2017. http://pitchfork.com/news/66871-migos-were-rejected-by-every-late-night-show-until-donald-glovers-golden-globes-shout-out/

Rap Trio Migos Cracks the Code to a No. 1 Hit, One Drop at a Time. N.p., 29 Jan. 2017 https://www.nytimes.com/2017/01/25/arts/music/migos-culture-bad-boujee-interview.html?smid=pl-share

Migos & Memes: How Everything From Strippers to Donald Glover Helped ‘Bad & Boujee’ Explode. Billboard. N.p., n.d. Web. 29 Jan. 2017. http://www.billboard.com/articles/columns/hip-hop/7662485/migos-memes-donald-glover-strippers-hot-100

Donald Glover Golden Globe Speech. N.p., n.d. Web. https://twitter.com/Migos/status/818273206737977344?ref_src=twsrc%5Etfw

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UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism