“Gummo,” powered by the bizarre, unforgettable 6ix9ine image, was a viral sensation that went platinum in just a few months. The “Gummo” video launched Hernandez on three parallel trajectories - one that made him famous one that made him notorious and one that may end his career. But if we showed you the analytics on who writes the hate comments, they’re the ones who go to the shows and buy the T-shirts!” “We look at the data - 80 percent of the comments are hate. “He is the Donald Trump of the music industry,” Elliot Grainge, the CEO of Tekashi’s label, 10K Projects, told me last summer. You didn’t have to like him you just had to have an opinion. It’s a playbook that’s been used before - 50 Cent, for example, dissed his way to rap’s throne in the early 2000s - but the speed at which 6ix9ine found himself with an audience of millions could only have happened in the smartphone era. He became hip-hop’s troll prince, a master at sparking outrage and bottling it into a feverish popularity. In his brief career, Tekashi 6ix9ine captured America’s attention with an escalating series of provocations and controversies.
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