Rapper Yo Gotti on His Snapchat-Inspired Hit 'Down in the DM': 'It's the Reality of the Time'

Courtesy of Epic Records
Yo Gotti photographed in 2015.

Rapper Yo Gotti talks to Billboard about how his hit "Down in the DM" came together and why he thinks it's exploded.

"Down in the DM" is about social media's more risque side. What inspired it?
It was a true-life situation, of course. One of my homies was Snapchatting and telling me how it worked. He was giving me the rules because I was new to it -- how to check my DMs [direct messages], how to take screenshots. I was sitting at the [studio] console, hearing the beat in the background but listening to my little homie at the same time, and it came together.

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This is your highest-charting song yet. Did you think it would explode the way it has?
I knew it was special because it was one of those records that I did in probably 15 minutes. It just felt good.

Why do you think people love it so much?
It's the reality of the time. The world is so social media-driven. If you look around, all you see is people on their phones, in their own world. You go in the club, you see girls taking selfies and Snapchatting. Even though there are a thousand people in the club, it's all about selfies and Snapchats. "Down in the DM" is like the soundtrack to what they're already doing. I just said what everybody wanted to say, but hadn't said yet.

This story originally appeared in the Jan. 16 issue of Billboard.