How Three Upstarts Derailed Lil Wayne, Rick Ross, And Tyler, the Creator’s Branding Deals: Guest Post by Dan Charnas

How Three Upstarts Derailed Lil Wayne, Rick Ross, And Tyler, the Creator’s Branding Deals: Guest Post by Dan Charnas

Earlier this year, a handful of social media upstarts squared off against three rap industry heavyweights: Rick Ross, Lil Wayne, and Tyler, the Creator. Within weeks, those underdogs had delivered knockout blows to lucrative endorsement deals for each artist. In this guest post, Dan Charnas, author of "The Big Payback: The History of the Business of Hip-Hop," takes a look at how the situation came about, and how it relates to previous incidents in hip-hop history.