Hope You Know
Anointing herself a frontrunner of the latest era of feminine MCs and on the cusp of megastardom, Latto is taking her roles very severely.
Interview: Vanessa Satten
Photographs: Ahmed Klink
Editor’s Be aware: This story seems within the Winter 2023 concern of XXL Journal, on stands in December.
“I’m at all times hopping in any individual DM [with] hearth emojis or liking their posts and commenting, simply letting them know that you simply see them and assist them,” Latto says of propping up her fellow feminine MCs throughout a Zoom name in October. “I search for that kind of stuff, and I wish to present love again. It’s like, we already on this shit collectively. All of us getting grilled collectively. All of us below the microscope collectively.”
It’s that angle and eagerness to assist others that prompted Latto, 24, to wish to curate an all-women cypher with XXL. And there’s no rap artist at the moment on the market that may have served extra completely because the ringleader.
Latto is a vocal character who’s heat and personable. She says what’s on her thoughts and often places the whole lot on the road. That mentality has usually labored in her favor and makes her endearing to a rising fanbase, who wish to root for her as she climbs the ladder to success.
Alyssa Stephens’ profession aspirations had been first made clear on the age of 8 after she began rapping. Issues obtained critical in 2016, when the Columbus, Ohio-born, Atlanta-raised go-getter joined the forged of Lifetime’s The Rap Recreation, which she finally received. Over the following 4 years, the aspiring hip-hop star launched an assortment of EPs and initiatives, and the hit track “B***h From Da Souf” earlier than touchdown a take care of RCA Data in 2020. Later that yr, Latto dropped her debut album, Queen of Da Souf, to optimistic critiques. As her momentum was constructing, the rapstress launched her greatest report thus far, 2021’s “Massive Vitality,” the lead single off her second album, 777. The report’s remix options Mariah Carey and DJ Khaled.
This yr has been necessary for Latto. She was nominated for the 2023 Grammy Awards Greatest New Artist and received BET Awards’ Greatest Feminine Hip-Hop Artist. She additionally dropped an enormous track, “Put It On Da Flooring,” which she carried out for the primary time throughout a big Coachella present wherein Teyana Taylor was her inventive director. “Put It On Da Flooring Once more,” the track’s remix, was much more of a smash with a particular characteristic from Cardi B. Latto additionally obtained a model take care of Wing Cease and made her performing debut on the TV present Grown-ish. She then turned the primary hip-hop artist of the yr (and one of many few) to land on the prime of the Billboard Sizzling 100 chart along with her look on BTS star Jung Kook’s solo monster hit “Seven.” The report has since racked up over a billion streams on Spotify—quicker than any track in historical past.
On a fall night, simply after getting back from an extended overdue trip on a tropical island, Latto talks about her journey, the struggles of being a feminine in hip-hop, her need to assist different women and being greater than music.
XXL: What did you consider the ladies’s cypher?
Latto: I appreciated that I obtained to curate it, in order that I knew all of the personalities would mix effectively and had been mates earlier than the cypher. I believe that created a very good setting. I’m a fan of all the ladies. I simply selected those who I like in actual life and take heed to they music. Monaleo, she [has] standout punchlines that simply say the wildest s**t. Flo Milli is simply so versatile. I like her sassy, mean-girl aesthetic. Maiya The Don, I really like her uncooked, true-to-hip-hop New York swag. Mello Buckzz, she’s simply uncooked as f**ok, only a diamond within the tough.
Why did you assume curating and taking part in an all-women’s cypher was necessary?
The state of the place feminine rap is true now, it’s so entrance and heart. It’s loopy that it hasn’t been finished earlier than. It’s super-necessary. Tremendous-urgent. Girls are working rap proper now. All the pieces about hip-hop is centered round girls, in my view. We what the individuals wanna see. So, it’s rattling close to essential, pressing.
What are the most important challenges you may have confronted as a lady in hip-hop?
I believe we be below this microscope. We’re closely analyzed by blogs, followers and commentators. We gotta go like, 10 instances as arduous as males do for simply equal recognition. As an example, all people find out about my scenario [of me] attempting to clear the verse on my album. We simply undergo much more on the again finish that individuals don’t find out about.
What did occur with that? It was reported {that a} male rapper tried to get you to change intercourse for the clearance of a verse.
Let me tiptoe. I believe being like, the feminine rapper entertainer would possibly include sexual lyrics, risqué garments and no matter. However that, to me, is just like the leisure of feminine rap. And I believe typically individuals—my friends, our friends within the business, our male friends—take that as an invite. Like, “Oh, yeah, she like that. I’m open to speaking to you exterior of music or like, no matter.” I believe they don’t actually know how you can preserve it enterprise, in order that’s how we’ll clarify that scenario.
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You simply used the time period “tiptoe.” Do you discover it essential to tiptoe? Clearly, you don’t wish to identify any names. Is that to be political in holding your relationships from getting broken sooner or later?
You saying like, why don’t I simply say, “F**ok you,” and say who it’s?
There’s a really not tiptoe facet of you at different instances, so how do you determine when to tiptoe?
That’s a very good query. I’d be wanting to simply soar on the market. However I see the larger image, and I’m on this for the long term. I do know on the finish of the day, that is the leisure business. And you’ll’t expose an excessive amount of. I’m attempting to determine how you can phrase this.
You don’t wish to burn bridges you would possibly want later?
It’s not even about needing them later. It’s identical to burning bridges with different individuals as a result of it’s also like cliquey. Like, “Oh, she stated this, so now I don’t wish to work along with her.” It might simply depart a nasty style in different individuals’s mouth whenever you don’t know the entire story and also you’re not in my sneakers. Lots of people had been saying I used to be clout-chasing. I believe the reality coming from feminine rappers goes to be picked aside, so I’d quite simply steer clear of it.
You introduced up cliquey. Hip-hop could be very cliquey. Have you ever came upon that alongside the way in which greater than you anticipated?
It’s important to tiptoe round like, who’s cool with who. If I’m posting with this particular person, then I can’t be round this particular person within the beef world. That’s what I imply by cliquey. It’s important to watch if you happen to work with this particular person, then you may’t work with this particular person. And if you happen to do a track with this particular person, then you may’t do a track with that particular person.
Are you want that if somebody works with somebody you don’t like? And do you maintain a grudge?
I don’t. And that sounds so cliché or pretend, however I actually don’t. I [was] backstage with Lola Brooke at Summer time Jam, and I advised her, “Keep out the bulls**t. Don’t let the followers and the blogs attempt to make you beef with this particular person.” It’s arduous. It’s simpler stated than finished. However I used to be simply telling her, like, from somebody who fell sufferer to feedback, and Stans, and blogs and commentators usually, I used to be like, “Don’t fall for that s**t. Simply keep impartial.” I might encourage individuals… Like bitch, I don’t give a f**ok. It’s enterprise. Go get your cash. I’m cool with you till you do one thing to me.
You stated that with being a feminine rapper, there is perhaps numerous sexual lyrics and risqué garments. There’s additionally numerous twerking and over-the-top pictures on Instagram. Is that one thing that you simply really feel is a necessity to point out off to get consideration? Or is it to share who you’re and have a very good time within the prime of your life?
Once I’m taking my footage or like, sure poses, sexual poses or onstage the place I’d flip round and begin twerking or no matter, it’s no thought into it. I believe it’s simply I’m younger, and I’m advantageous. I do know I’m not gonna have the ability to do that as soon as I’ve my 5 children and I’m a married lady. It’s simply me embracing my youth and my horny physique at this age. I’m simply dwelling within the second proper now.
You’re very quiet about your private life. Do you are feeling like that’s one other wrestle that girls in hip-hop should take care of or simply being a star usually, having to maintain your private life on the low?
Maintaining your private life as a feminine persona is unquestionably arduous. They wish to know who you f**kin’, who you go together with? That goes again to the under-the-microscope factor I preserve saying. All the pieces prime to backside, begin to end, a couple of lady is simply overanalyzed. They positively be in our private life an excessive amount of. How do I preserve them out the non-public life? I simply shield issues which might be true to me, like actually imply one thing to me. My relationship. My household. I’m not tremendous vocal in public with these kind of issues ’trigger that half to me shouldn’t be part of the leisure business. That’s not up for promotion. That’s not up for exploitation. It’s close to and expensive to me. Like, Alyssa other than Latto.
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Do you are feeling like persons are keen to offer credit score usually or would quite tear you down? Do you see extra optimistic than adverse feedback?
I’ve been attempting to do higher in simply staying out the feedback as an entire. However I’m younger and I’m nonetheless rising up. Like I stated, I don’t have children or a husband but. I’m not 100% mature. So, yeah, once in a while, one thing is gonna hassle me and I’m gonna say what I wish to say. However for probably the most half, I attempt to simply keep out of it. As a result of if you happen to search for negativity, it’s going to devour you. You gon’ really feel like the whole lot is at all times adverse as a result of that’s what you’re seeking to clap again at these individuals.
I’m attempting to be extra receptive to the love and simply ignore the hate as a result of I do have far more optimistic than adverse feedback. However whenever you caught up in that black gap, you gon’ really feel prefer it’s far more adverse, and also you gon’ really feel like it’s a must to show your self to an entire bunch of people that don’t f**kin’ matter on the finish of the day.
It’s so humorous as a result of I solely give a f**ok after I’m on the app. If I shut my cellphone, lock my cellphone or get out of them f**kin’ apps, I not give a f**ok. Crimson f**ok, blue f**ok, one f**ok, two f**ks. I don’t even care anymore ’trigger it’s like, my life is so lit exterior of Twitter that I don’t even be giving a f**ok what they should say. That’s why I simply want a lock my cellphone typically and preserve it pushing.
You’ve had your beefs in hip-hop. Do you are feeling like that’s simply part of being a rapper? Are girls as supportive of one another as they preach, or that there’s much more competitors and selecting sides behind the scenes?
I believe it actually don’t be an issue till we let followers, Stans, no matter you wish to name them, just like the outsiders as soon as they get within the combine. I believe that’s what stirs the pot. As a result of it’s like, we’ll all be followers of one another and commenting and following one another, no matter, however then as soon as they get to evaluating, they may flip us in opposition to one another, which could be very weak-minded of us as feminine rappers. I’ll take that accountability. I don’t assume really, at coronary heart, it’s us. As soon as persons are infiltrating your thoughts and obtained you considering this, and now you are feeling one of these approach with out even addressing the particular person, now you addressing followers. I believe we be falling for these traps that they placed on feminine rappers.
While you first got here within the sport, you stated you needed to be the First Woman of Atlanta. Are you that now? Have you ever achieved that purpose but? Do you wish to be greater than the First Woman of Atlanta? What does that imply to you?
Am I the First Woman of Atlanta? I do really feel like I’m the frontrunner for feminine rap in Atlanta. I’ll say that. I agree with it. Yeah, I believe I’m. I believe there’s much more work to be finished for it to be cemented. There’s positively much more work. Generations after this can know who Latto is and can respect Latto as First Woman of Atlanta. Proper now, I believe I obtained within the bag. However I’m by no means content material with the second. I’m at all times a what’s-gon’-to-happen-in-the- long-run kind of particular person.
What’s your subsequent purpose?
I wish to have my very own report label. I believe I’ve a very good eye and ear for brand new expertise as a result of I constructed my profession from the bottom up, like printing out mixtapes, posting bodily fliers across the metropolis. I caught the tail finish of the pre-social media come up. I believe as a result of I caught that, I’ve a very good eye and ear. I might be a very good CEO with my very own label. I see myself being extra enterprise savvy. Music is how I obtained my foot within the door, however I believe I’m approach greater than music.
Being the First Woman of Atlanta, for me, is deeper than simply, Oh, I’m like the most important feminine artist of Atlanta. That performs the most important position, however much more true than that, Atlanta helps me due to what I do for the town. They’ve seen me develop up and acting at these highschool pep rallies and opening up for two Chainz, or Gucci Mane, or T.I., or Jeezy, Younger Thug, 21 Savage, all these artists which have made it big-time in Atlanta. They seen me develop up and pay my dues. And I throw numerous charity occasions. I’m pulling up at my previous highschool, donating cash. Town genuinely helps me.
You’re one of many few rappers to get a Billboard Sizzling 100 chart No. 1 spot this yr. What did that imply for you?
I misplaced my greatest good friend this yr [Monta]. I believe that was God and Monta with me as a result of that was simply so surprising. And it was simply unexplainable. I obtained a cellphone name like, “Hey, Jung Kook desires you on this track. It’s referred to as ‘Seven,’ like your model is 777.” I’m like, “BTS Jung Kook?” I’m like, “Alright, I already know what that is gonna do for me.” So, it was clearly a no brainer, however I felt like I had a better energy watching me, protecting me. I be feeling like that rather a lot, however that one for positive. It was like, that’s Monta. That’s God.
What are a number of the regrets you’ve had so removed from actions you’ve taken in your profession alongside the way in which?
I like that query. I’ve had numerous regrets, and I believe it’s as a result of I’ve been rapping since a child. I needed to develop up, determine myself out and study myself alongside the way in which. Clearly, at 8 years previous, you’re not gonna have all of it collectively. I’ve numerous regrets. Mixing household and enterprise, that’s like, one in every of my greatest regrets. I used to be launched to everybody with my dad as my supervisor, and now we don’t even communicate, so it’s like, I hate that.
What occurred? Why don’t you and your father communicate anymore?
Cash. Trade s**t. Ego shit infiltrated by business bulls**t. They be saying [your parent as your manager] by no means works out anyway, so I want I might have simply by no means even did it. So, that may be one remorse. Falling for them traps that I used to be speaking about earlier, like with the meat and stuff. I want I might simply not let commentators hassle me to even infiltrate my thoughts or make me really feel some kind of option to anyone… I remorse any beef I’ve ever been in as a result of I don’t wish to be recognized for something however my music. I’m too gifted for that shit. It’s a distraction and a waste of my time and power…
I do be the primary one saying the whole lot occurs for a motive. However I do really feel on the similar time, we could be accountable for our actions. I do assume the whole lot occurred for a motive, however I nonetheless might have did this higher. I might’ve averted that. I be caught on the fence of like, was this a lesson?
What’s happening in 2024 for you?
I’m dropping a undertaking subsequent yr. I’m taking the remainder of this yr to concentrate on me and reboot and be ready for 2024. I wish to put my greatest foot ahead and hit the fuel continuous. I wish to go the toughest I’ve ever gone in my profession. So, I’m sort of in preparation mode proper now for that. Positively initiatives. Larger visuals. Higher branding. Ensuring it’s my imaginative and prescient. I’ve had like numerous cooks within the kitchen, however this proper now, this temperature on my profession could be very centered round my imaginative and prescient, and what I would like, the kind of music I wish to make, how I would like my music movies to look. I’m like excited for the personalization of 2024 with my profession.
Who can be a dream to collaborate with?
Who do I actually wish to collaborate with proper now? You wish to know who I’ve been saying these days? I wish to carry André 3000 out of retirement. I obtained a track for André proper now that may go so f**kin’ loopy. And I’m actually simply attempting to tug all strings, so hopefully, this could attain André in some way. I would like André on my album.
Something is feasible for me. I believe individuals will likely be having an entire completely different respect when my identify is introduced up like, different artists, just like the OGs. I obtained a track with Mariah Carey. I obtained a track with Lil Wayne. I obtained a track with Infantile Gambino. J. Cole f**ok with me. I be getting DMs from all varieties of individuals the place I be like, Oh, rattling. However I believe they know that, like how I used to be saying earlier, l’m actually keen about this s**t. They know I’m not like play, play about music. They know I’m actually right here to remain.
latto xxl journal cowl winter 2023
Learn Latto’s cowl story within the Winter 2023 concern of XXL Journal, on newsstands Dec. 5. The brand new concern additionally presents conversations with Killer Mike, Sexyy Crimson, Flo Milli, DD Osama, Monaleo, Maiya The Don, Mello Buckzz, BigXthaPlug, Scar Lip and extra. Moreover, there’s an unique interview with Fetty Wap, High quality Management Music’s Coach Okay and P focus on 10 years into the label’s development, and in-depth tales on the recognition of sampling in hip-hop in 2023, the state of hip-hop touring and one of the best moments of hip-hop’s year-long fiftieth anniversary celebration.
