FATHERSTYLE: Native country:
United StatesRepresentation Zone:
If anyone could be called leader of the modern mess of a rap crew—Awful Records—it would be Father. He was an art school dropout who founded “Awful Media Group” as a video and branding service in Atlanta, later turning to music as an experiment.
With the help of Key!, ILoveMakonnen & a slew of Awful Records artists, he made an unlikely first breakthrough with his first LP, Young Hot Ebony, in 2014. Since then, he has carved himself out an independent sweet spot, having grown and maintained a core fan base with two more full-length projects: Who’s Gonna Get F*cked First? (2015), I’m A Piece of Sh*t (2016) and Awful Swim (2018) in collaboration with Adult Swim. But contrary to what the title of his third and most recent LP suggests, Father has made a point to shed his own light on others. He has helped jumpstart the music careers of Playboi Carti, ABRA and Tommy Genesis, to name a few. Today, his multimedia operation stands as a monument to the DIY corner of the entertainment industry.
Complex : The Evolution of Awful Records and Father’s Plan to Take Over the World
HIGHSNOBIETY : How Father restructured Awful Records & Got his Mojo back
I-D.vice : fatherly advice from the head of awful records