By the dawn of the 21st century, hip-hop sales had reached an all-time high, but one thing has remained the same. The doors were still locked, and the music industry held the keys. Young artists began to self-market on the Internet, ultimately helping to collapse the music industry as we knew it. It’s Yours explores how it became possible to become a rap star through a Twitter account, YouTube site or Myspace page. It tells this story through the unique perspectives of numerous artists, producers, record industry insiders, and music and cultural critics.
Lil B “The Based God” is one of modern rap’s most influential figures, a musical trailblazer whose “based” philosophy of open-mindedness and positivity has already shaped countless artists who have followed in his wake. For this very rare motivational experience featuring artists E-40, G-Eazy, Vince Staples, Clams Casino, Lil Yachty, Kreayshawn, Joey Purp, and Lil B himself, Noisey journeyed to Lil B’s hometown of Berkeley, California—and deep within ourselves—to find out what it really means to be based.