YG

Wielding a forceful and slightly raspy voice ideally suited for the prowling basslines that support many of his best-known tracks, YG achieved and sustained commercial success throughout the 2010s without ever being overtly pop.

The "brazy" yet "bool" West Coast rapper first achieved Hot 100 status with the players anthem "Toot It and Boot It" (2010) and has continually reaffirmed his commercial appeal with a string of Top Ten albums that began with My Krazy Life (2014) and has stretched through to My Life 4Hunnid (2020), and sixth studio album I Got Issues (2022) falling behind but still debuting within the Top 20. Highlighted by multi-platinum hits such as "My N*gga," "Who Do You Love?", and "Big Bank," YG's albums have been released through Def Jam.

The Compton, California native born Keenon Jackson issued his first two mixtapes in 2009 and 2010, a few years after he became a Blood. The latter tape featured "Toot It and Boot It," a low-profile collaboration with Ty Dolla $ign that reached number 67 after it was licensed to Def Jam for commercial release.