“Sauce is your swag, like your individuality. So I am “saucin’ on you” means “this is me, I’m in your face, this is me.” That’s really it – it’s very simple.” – Post Malone (2017).
In the past two years, a lot of us have seen American rapper Post Malone grow into a chart-topping successful artist. With songs such as “Rockstar” and “I Fall Apart”, his catchy lyrics, productions and eccentric persona has captured fans all around the world. As soon as you look at any of the mediums for listening to music, his music is featured – YouTube, Spotify, Apple Music, and more.
I have become a Post Malone fan because of those exact reasons; by being a part of a media audience. To become a fan, there needs to be a response to the content given to you, that may be subconscious due to the emotions it gives you – and Post Malone has reached a point in the contemporary music scene that has seen him find multiple active connections through media with fans.
I remember in mid 2016, when I watched the music video for “White Iverson” the first time. After going on a suggested thread of videos on YouTube when I came across a video interview with Charlamagne Tha God and Post – where he was grilled for being a ‘white rapper’. What I noticed was the character of Post Malone – humble, funny, shy but very confident in his ambitions – the interviewer received so much backlash, that Post Malone’s music started to gain an ocean of traction, and now I was a part of that wave.
I remember listening to the song, infamous for bringing Post into the limelight and really enjoying it – it took obvious influence from the new sounding hip-hop tracks in terms of production, the way Post uses his vocals and references to basketball player, Allen Iverson – which all together make the song personal, displaying not just Post’s attitude towards “saucing” on his haters, but his drive to push himself to new heights. I really liked this.
The next time I would see Post Malone again is his album release in November 2016. I saw YouTube reviews, Facebook ads, Instagram posts – he was on all social medias. I see this as being very different to when almost two decades ago, magazines, radio and music videos on TV were the ways to get yourself out there. Now, it is in your face and constantly trying to get your attention.
I listened to the songs from the album, picked my favourites and added them to my library – something that about 30 years ago was not possible. The ability to listen to particular songs at your own choice of leisure is incredible, but has almost changed how we listen to music. The conceptual album is moving on, and records with massive versatility have come through the charts. Being a media audience is now so customisable in terms of music.
I went to a concert in March 2017, where Post was the supporting act. Not many people knew the songs, not many people understood what he was about. Just under a year later, he performs at a festival and the crowd is so big that it was unbelievable. Everyone knew the words and hung on every line. They cheered at every comment he made. What happened in the space of a year?
The internet – it’s a tool for creating more internet, that expanded so much with interviews, live performances, posts made from himself and moments in his life on display for everyone. People started to uncover more about Post Malone by being apart of a media audience and actively participating in finding out who he is.
I’m not bragging about knowing who Post Malone is before anyone, frankly, I couldn’t care. But seeing a man who everyone now connects with through a viral takeover of the internet has astonished me. It is a new style of rising to fame that artists are now following. People are avoiding stores like Sanity finding albums released by Sony in world class studios and spending more time on Soundcloud finding bedroom producers who have made a song on their laptop.
Post Malone started small, and has now become the new ‘rockstar’. His song under that title references artists like Bon Scott and James Morrison, and describes their outrageous behaviour in their stardom. Post didn’t live a lifestyle like these guys, he started small and now feels like a rockstar, living a life that he would have never imagined and believes he has worked for it. And, I believe it too. He has taken contemporary media and technology and made those tools as devices to launch himself to be like his idols, who he never failed to mention from the beginning – Allen Iverson.
“A.I. never won a ring, but that doesn’t mean he still isn’t great. So I am trying to get that money and I need it so bad, just like he wanted that ring. That is how I want the money…Always driving and working, always thinking about it.” – Post Malone (2017).