MTV Video Music Awards
Ca$h Out Banks No. 1 Rap Song, Talks Sudden Success
When Ca$h Out recorded and released breakout single "Cashin' Out" in November, the Atlanta rapper had no idea it would hit so hard, so fast.
Less than seven months after dropping the DJ Spinz-produced cut, the 21-year-old has fast-tracked his career, rising from independent regional rapper to a major label artist-to-watch as "Cashin' Out" hits No. 1 on Billboard's Rap Songs chart after 11 weeks and spends its third week atop the Mainstream R&B/Hip-Hop tally. The single also holds at No. 2 on Hot R&B/Hip-Hop Songs.
"I definitely didn't expect that to happen, but when it's a great record, it grows in that way," says Ca$h Out, born John Gibson. "Cashin' Out" has sold 303,000 downloads, according to Nielsen SoundScan, and racked up more than 10 million plays on YouTube since November. "There's something about my music that people are really liking. Every time I do these shows, people know all the words. They're tuned in to my songs."
Ca$h Out and indie Bases Loaded Entertainment targeted local clubs to build buzz around the record, a steel-pan-driven celebration of materialism. DJ Spinz, who recently produced Waka Flocka Flame's "Rooster in My Rari" and 2 Chainz' "Riot," credits the song's rapid ascent to its singsong hook and universal themes.
"It caught a wave and people really accepted it," Spinz says, noting the song's presence in clubs as a foreshadowing of success. "When something goes that crazy in the clubs of Atlanta, which is a real vital market in the urban community, the world is going to get behind that."
Once "Cashin' Out" took hold, the song's success drew several major labels' attention. But Ca$h Out says it wasn't until Epic Records chairman/CEO Antonio "L.A." Reid flew him and his crew to New York in January that conversations turned serious. Ca$h Out officially joined the roster in February. "The major-label grind with the indie grind is like two superheroes joining forces," he says.
But as the song has exploded at radio, Ca$h Out's team has had a difficult time keeping up. His mom and manager, Mama Ca$h, explains that the sudden popularity has made it hard to brand the man behind the music. "The song is bigger than him," she says. "We're rebranding him now, because it moved so fast that no one had a chance to brand him. He definitely does not have just one song."
Epic plans to expand the song's reach by going for pop radio adds in the next few weeks. The label is currently selecting a second single, with the faith that Ca$h Out will sustain his success beyond "Cashin' Out."
Epic has "a winning formula on how to make hit records, so I don't think they'll be short of that," executive VP of urban music Benny Pough says. "All of those things coming together, it's going to give him an amazing shot to grow."
Ca$h Out's untitled debut is scheduled for a fall release