Zahir Nelson

In today’s rapidly evolving music landscape, underground rap artists like Nettspend, Osamason, Che, Yhapojj, and Lazar Dim are redefining the sound and style of contemporary music. With the help of social media platforms like TikTok and Instagram, these artists are not just making music —they’re shaping pop culture.

Digital Age of Underground Rap

The rise of social media has given underground rappers unprecedented access to global audiences. TikTok’s algorithm, for example, has the power to catapult unknown artists to stardom overnight. Tracks like Nettspend’s “drankdrankdrank” and Osamason’s bass-heavy singles have gained traction through
viral trends, dance challenges, and fan-generated content.
Instagram, meanwhile, allows artists to craft their personal
brands, share behind-the-scenes content, and foster close
relationships with their fanbase.

Nettspend: A Case Study in Digital Success

Nettspend, born Gunner Green Shepardson in Richmond,
Virginia, epitomizes the digital-age artist. After releasing his
first song on SoundCloud in late 2022, he quickly gained
attention, particularly when “drankdrankdrank” went viral on
Twitter in 2023. His debut mixtape, Bad… Kid (2024),
captures the raw energy of Gen Z’s party culture and was
created using tools as accessible as the BandLab app.
Nettspend’s rapid rise highlights how social media can
transform underground talent into mainstream success stories
almost instantly.

Musical Innovation and Mainstream Adoption

Underground artists are often the first to experiment with new sounds, lyrical content, and production techniques. The mainstream’s adoption of trap music, for example, was fueled by the underground scene long before it dominated radio waves. Today, artists like Osamason, who blends influences from Skrillex and Playboi Carti, continue this tradition, pushing the boundaries of genre and sound

The Future of Underground Rap

The future of underground rap is undeniably tied to digital platforms. As artists continue to use TikTok and Instagram to bypass traditional gatekeepers, the line between underground and mainstream will blur even further. With innovators like Nettspend and Osamason leading the charge, the underground scene will not only shape music but also the broader cultural landscape for years to come.

In a world where anyone with a smartphone can become a star, the underground rap scene stands as a testament to creativity, resilience, and the power of digital connection. As these artists continue to rise, their influence on mainstream music and pop culture will only grow stronger.