DDG On The XXL Freshman Cover, Creating a Sense of Mystery, and Sharing His Struggle Through Music

In the video for his intro song on his new album “Die 4 Respect”, crawling on the ground as he’d just been shot, DDG raps: “All of my youngins losing they life / 'Cause they don't know it's life that is outside the trap / People be tellin' us if we don't dribble the ball / Then maybe he prolly can rap.” DDG has evidently carved a new path for himself, sharing with the world a side of him that his subscribers on Youtube never got to see. A story of an ambitious young man conquering pain, loss, and seemingly Youtube, and building a life for himself most people can only dream of. Now, making it into the music industry, he’s stamped his name on the scene as he recently grazed the cover of XXL Mag.

Since releasing his first song Balenciagas in 2016, and in the following years a slew of hit singles and two mixtapes, Die 4 Respect serves as a testament to the young artist’s intense musical ability and momentous potential. As he prepares for a performance at Rolling Stone this weekend alongside a star-studded lineup, it’s clear that DDG is at the top of the world right now. Though his musical success might seem like an overnight achievement to some, in our conversation together, DDG candidly spoke on constantly working to prove himself to his audience, overcoming a stereotype that Youtubers are unable to make good music, and staying humble despite the ever-growing glamorous life of a celebrity that he’s now becoming.

So, what’s good! How’re you doing today and what’ve you been up to?

DDG: I’m doing good, I’ve just been working.

You are certainly no stranger to fame and the spotlight, being one of the biggest YouTubers in the last few years turned musical artist, and now on the XXL Freshman Cover - Could you share with us any obstacles or struggles you might have faced on your journey?

DDG: I mean I’ll say an obstacle was just having to basically get rid of the stereotype of the person that does Youtube not making good music. I was the first one to really go against that stereotype, so I’d say I definitely took heat for it.

And how did it feel when you found out that you made the XXL Freshman Cover? Was there a sense that you had to take the music more seriously or has that always been the case, and you’re simply just going with the flow of things as you progress?

DDG: Nah, that was always the case. I was already taking it seriously, and it was more about getting everybody...getting the audience to take me more seriously.

Do you feel as though you received any negative criticism, yourself being a Youtuber and trying to become a certified musical artist, in a time where the dynamics and nature of music are different now from what it was many years back, and what was your reaction to that?

DDG: I mean...I just knew my music was really good and that’s what kept me going you know? People that’ve actually listened to my music, love my music. Versus people that’s hating on my music and calling me like a “Youtube rapper” or whatever, they’ve never listened to my music before so they wouldn't even know whether it’s good or not?

In that regard, would you say becoming a musical artist was always part of the plan or was Youtube the case and the music just sort’ve followed?

DDG: I’ve always wanted to do music but I was really just focusing on getting that bag and securing a certain type of lifestyle...before I wanted to dive into a very very slim to none chance of being a big artist. So you know, I feel like Youtube was a safer route for me to come up, fund my lifestyle first because being an artist is extremely expensive. I wouldn’t necessarily say it was “do Youtube then become an artist” — that was never the plan. It kinda fell into my lap.

Photography by Wanthy Dimaren

You mentioned lifestyle, and I’m curious, in what way would you say the lifestyle has changed? I mean it’s both (Youtube and Music) being in big spotlights, but what differentiates the fame between a big Youtube star and a big Music star?

DDG: It’s completely different. I feel like people are more starstruck when they meet someone that does music. The music industry is really mysterious cause like you never really know how this person really is or much about their life. I feel like when people discover me and just know me for music, they’re more passionate. It kinda goes hand-in-hand with Youtube. There’s people that might watch me every single day, and then they see me in real life and they don’t believe it’s really me.

Now, speaking on your new project, Die 4 Respect in collaboration with OG Parker - What was the story and inspiration behind that?

DDG: I mean I was trying to tell different types of stories in my life. I wanted to speak on personal situations that I never really got the chance to rap about. Things that I never showed on my Youtube channel. Just trying to give a different aspect of my life, especially some situations that happened back when I was in Michigan, or relationships and stuff like that.

You’ve also obviously been able to work side-by-side with OG Parker for a good time now on this. How would you describe your relationship and the experience of working with him?

DDG: Yeah, that’s a homie, so it’s all organic and we just have fun in the studio. I feel like that’s when the best music is made, when you actually have some type of relationship with the person you’re working with. It was hella easy.

I totally agree, and in the process of creating your music, I guess for both of you, which comes first: the words, the idea, and that tracklist or the music first & then you start putting words to the sounds?

DDG: Oh yeah. The words, the beat, the vibe, that’s what created the music. I made a lot of music before this project but I wanted to select the best ten. It was just about finding the ones that fit the project and coming together as cohesive for each song. I wanted it to feel more like a body of work or a project, rather than just a mixtape. If you really listen to it all the way through, it sounds like one big song.

Looking beneath or beyond the lyrics to the songs and the titles, what part of yourself would you say is most reflected in your music and on this project?

DDG: I feel like where I’m from is displayed in this project. People on Youtube, they see the good stuff, and they don’t really see the struggle when you’re coming up. I feel like that’s what I displayed differently on this project. Like Moonwalking in Calabasas, my momma couldn’t pay the rent. We were struggling, and it wasn’t always the luxury and the glam. Especially when you got all the jewellery and nice cars, you gotta show people that you worked for it.

DDG in "Treat Me Right" by JMP

I feel like that definitely creates a sense of vulnerability when you speak about more personal issues in your music. Is there ever hesitance to do so or do you think you’re comfortable sharing all of yourself with your fans?

DDG: Erm...I wanna share more in my music for sure but like I don’t do Youtube anymore, so for me to say I’m gonna do something today or decide to fly somewhere, instead of posting about it then I can just put that into my music. That answers your question?

Definitely. And on what you just said, another thing that everyone is certainly curious about which I have to ask; you put out a Youtube video titled “I Retire” and all your previous videos have been taken down. Is this truly and honestly the end of the DDG Vlogs or will we ever see you again on Youtube?

DDG: I would wanna do Youtube again when I get to a comfortable spot in my music career. I feel like I’m so up-and-coming that I gotta really just drop a lot of music and have people focus 100% on music. That’s because a lot of the time my Youtube definitely overshadows my music; and I wanna be able to put out great music and hits, and when I come back to Youtube — If I do come back to Youtube — it’ll just make it that much better. I be having the urge to vlog sometimes but I be like nah. Every time I do it, there’d be something telling me not to.

In response to that, I think that’s extremely fantastic. With Youtube, you’ve already accomplished what a lot of people are striving for, and now you’ve made this new path for yourself and it’s only up from here as you progress. Back to the project, I want to talk about the features on the record. You’ve got PNB Rock, 42 Dugg, Lil Yatchy, NBA YoungBoy and more. It’s certainly a stellar crew. How did you choose who you wanted on the project and do you think it ended up being what you envisioned?

DDG: Yeah, I feel like the people I featured on there, they just really fit the songs. For this project, I was really focused on features because my project before this didn’t really have any. I feel like I did pretty good. I went out and I got some really big...really good features and made some great music.

Besides OG Parker, which one of those features would you say really added to the album — not discarding anyone else because they all certainly did in their own way — but who for you sort’ve completed it?

DDG: I’d say Hood Melody ft. YoungBoy. I feel like that collaboration brought it together. It was kinda like an intro song so I needed someone who had gone through a lot of struggles, and being from a rough place it really tied together and put it into perspective.

And that was actually my next question for you. The song, Hood Melody. It’s certainly different from the other songs on the album. In my opinion, it’s a bit more intimate in its own way and has its touches of a soulful aura to it, and you also mentioned sharing that story of a struggle with YoungBoy. What’s the message behind that song to your fans or even speaking to yourself too?

DDG: I got a lot of my supporters that come from the same background as me. So it’s like, I know it’s easy to get caught up, and being in the hood you know? Sell a bit of drugs to make a little bit of money or something like that. So, I’m just tryna spread the message that there's way more to life than being in the streets. There’s only two ways outta that, and it’s always the same. You end up dead or in jail unless you switch it up. I was really speaking to the younger generation.

Just focus on getting your bag, staying out the way, staying humble, staying out the streets, and living a good life.

DDG in "Hood Melody" by Blank Square Productions

Does that message also display itself in the album as a whole or just that singular song?

DDG: Yeah, I feel like it’s reflected in the whole album. I also like to speak on relationships a lot in my music. I just wanted to relate to people.

Prior to the release of this project, you’ve had singles from Arguments to OD, from Well off to Moonwalking in Calabasas. You’ve done collaborations with artists like Blueface, Melvoni, Coi Leray, and the names go on. How are you progressing, finding your sound, and becoming more in-tune with the music and yourself too as a human being?

DDG: I think I’m just having a lot more fun with it. I’m trying new styles and new things. The goal of trying to make people believe in it is over...I’ve accomplished that already. For people to NOT really believe in my music at this point, I mean I don’t really care. I feel like I’m doing what I gotta do, and now I’m just looking to the future.

So what is the starting point for you - what leads each moment to build on itself and end up in the creation of a song? Do you constantly have to think about it, does it come to you in a minute or is it something that takes time?

DDG: It really depends on the day and how I’m feeling. Like Moonwalking in Calabasas, I made that song in twenty minutes. I freestyled it, bar to bar to bar. Next thing I know, I was done with the song. I was in my vibe and all the words were coming to me. Sometimes going through something, in the studio, is the best way to make music cause you’re thinking about something else. I could hop in the studio, hear the beat, and make something right there. I usually don’t like to write. I like to go in there and freestyle. If I get stuck, then I hop off.

Has this new lifestyle that comes along with being an artist sort’ve changed a lot of things within your personal life or the people you surround yourself with? I think as you grow the status quo takes on a new dynamic that is quickly changing in itself too, and it also affects how you interact with people or form your circles. What are your thoughts?

DDG: I’m a very public person. My relationships are online, my whole family is online, you could search everything about me online. I be trying to keep it mysterious now, so you might not be seeing me online a lot or on certain people’s channels and things like that. My goal right now is to create that mystery in my life because I notice people enjoy that more than giving them everything.

Does that mean you’re going to connect with your fans a lot less, or will you do that in a different way? And how do you see that happening?

DDG: A different way. I’m all over Twitter with them, I’m all over Instagram with them, and I’m vibing with them that way. On them knowing what I’m doing day-to-day, I feel like that ruins it. Like an artist that don’t talk too much, when you hear him talk then you’re like “damn, he really do talk.” You know what I mean? It makes everything a lot more important. Like the fact I was so public for so long, people look at me like a homie cause I watch him every day. In comparison, someone who’s not as public, they’re excited about them sneezing or walking the dog like “I ain’t know you walk dogs.” That’s really why I made all my Youtube videos private. The new fans, I don’t really want them to know, I want them to be wondering.

Lastly, before we end our conversation, what should we expect from you down the tunnel? In regards to any more upcoming projects, potential live performances, or upcoming collaborations.

DDG: Right now I’m rapidly dropping. I get like a sense of when it’s time to drop some music because I got a lot of eyes on me right now, and the plan is to just run up the numbers. I’ve got Rolling Loud coming up this week, that’s exciting. I’ve got a bunch of live performances and I’m going on tour in September.

Listen to DDG's "Die 4 Respect" album below, and follow him on Spotify and Apple Music for more.