Odd Future and its eclectic members arrived at the perfect time. The iconic LA-based group's rise coincided with a tidal wave of internet counterculture that begin to seep through the younger generations. The hip-hop collective formed in 2007 around its leader, Tyler, The Creator. Deciding to forego his jobs at Starbucks and FedEx, his rebellious attitude quickly propelled the collective to stardom. Sporting ski masks while strolling down the left side of sidewalks, the group's image was primarily associated with a steadfast desire to go against the status quo.
Behind the chaos is a quiet architect who managed to keep it all together. That man was Christian Clancy, Odd Future's manager. At the time, Clancy had recently departed Interscope Records, where he was working with rappers such as Eminem and The Game. Becoming tired of rinse and repeat nature of major labels, Clancy had planned "to hike the Himalayas, do yoga, chill the f**k out." However, his inspiration was re-vitalized when he watched the music video of Tyler, the Creator's "French." Essentially, the video sees Tyler unleashing mayhem amidst a menacing verse. While the talent was utterly unhinged, Clancy was eventually able to hone in on the potential of Tyler and the collective as a whole.
Odd Future's Impact Went Beyond Music
Music was solely one aspect of the entertainment value of Odd Future's members. Their empire included Loiter Squad, an online radio station, and an iconic line of street fashion. The collective has grown immensely since their respective teenage days. Frank Ocean and Tyler, the Creator would blossom into worldwide superstars, each creating genre-defining records such as Blonde and Igor, respectively. Lyrical virtuoso Earl Sweatshirt forged strong ties with budding underground acts from New York, helping spearhead a new wave of East Coast hip-hop. The comedic minds of Yung Taco, Jasper, and Lionel Boyce have had successful careers on the film screen.
Still, the group's founder, Tyler the Creator, questions the influence of Odd Future. In an interview with Apple Music's Zane Lowe, he stated, "I still don't even know the impact we had on a generation. I just lived in it. We were just doing our thing and being us. I don't think I know how much deeper it goes aside from some people wearing certain shirts." It's a fair point to raise, as a glance back into their influence can sometimes feel more like a fever dream rather than a trend-setting revolution, especially when considering the "riots" they supposedly incited.
The Group Spearheaded a Digital Era Of Sound
The impact of Odd Future's members went beyond influencing fashion or influencing chaos. The group's refusal to fall within certain creative boundaries inspired a generation to be fearless, or express themselves in as authentic a manner as possible. The DIY nature of their work inspired a slew of artists that succeeded them. Lil Uzi Vert and Lil Yachty were no longer waiting to sign a deal as they were blowing up on Soundcloud. Clairo and Kali Uchis were recording their songs on cheap mics at home. Odd Future, in essence, made un-polished creative work cool again.
Their influence was heightened by their innate connection with the digital era of sound. This isn't NWA selling tapes out of the trunk. Rather, this was a technologically sound group of teenagers who had an innate knowledge of how to get their message out to millions. The group was constantly uploading to Tumblr and YouTube, whether producing beats or skateboard videos around Los Angeles. In many ways, Odd Future's marketing inspired many other creatives to outsource their product in a unique manner. Now, musicians weren't just releasing a new single. They were armoring their enterprise with a clothing line or an impromptu chain of YouTube videos.
Odd Future Celebrated Self-Expression
Odd Future's impact challenged surface-level societal interpretations of what Blackness should look like. Each member brought a distinct vibe to the table that managed to be both polarizing and unifying. By being unapologetically themselves, they inspired teenagers and young adults to step out of the societal box they were put in. The group was a prime example of how anyone can still win when they go against the grain.
Similar to many creative ventures, legacy is often the biggest tell of how influential a piece of art really was. In Odd Future's case, their influence clearly goes beyond what Tyler, the Creator may believe. While the group's individual members now distance themselves from their teenage personas, they've influenced a new generation of creatives who still bump tracks such as "Oldie" and "White" to this day. While the likes of Pharrell Williams and Kanye West inspired them, they laid the creative foundation for a more experimental era of hip hop expression.