Since Malone released the video for "White Iverson" in July, 2015, the song has over 10 million plays on Youtube, making it a bona fide Youtube hit. White Iverson has peaked at number 22 on the Billboard Hot 100, which is pretty decent for a new rapper.
The song has been heavily downloaded on hundreds of music platforms and streaming sites on the internet. It has been picked by music blogs and popular social media stars, and has created a plenty of viral buzz around the 20 year old rapper from Dallas, Texas.
Post Malone has since signed a deal with Republic Records, which re-released White Iverson on a much larger scale, as a major label release. The partnership with Republic Records has made it possible for the young rapper to maximize the viral potential of the song, which has now picked up over 40 million plays on Soundcloud, 20 million streams on Spotify and as said earlier, has been played over 10 million times on Youtube. Malone is a major star on the social media as well, with over 136,000 followers on Twitter, which really is a big deal given that he had just 400 followers earlier in 2015.
White Iverson has become so popular that it is already one of Spotify’s 50 most streamed songs, which puts Malone in the same company as the likes of Fetty Wap, Future and Drake. He is today a big player in the Hip Hop/Rap circuit and an easily recognizable name.
Malone explains in an interview about how "White Iverson" got made: “I wrote it two days before I recorded it. Me and 1st (of FKi) made the the beat and then I was writing the words to the beat at my house. I didn't even know if I was going to record. It was like 7AM and everybody was fixin to go to bed and I was fixin to record it by myself, so Raye Rich (of FKi) was teaching me how to work Logic for a second to get the main idea. Then he heard it and he's like, 'We need to record it.' It was morning and, I don't know, it was a perfect culmination of everything.”
What makes Post Malone’s success all the more remarkable is that he is one of the few white rappers who has been able to achieve an early success in the hip hop world. Hip hop fans share an uneasy relationship with white rappers, who many accuse of appropriating black culture. Malone’s authenticity as a rapper has been questioned, but so far, he has been able to navigate criticism quite successfully, if one goes by the thousands of downloads that his songs get on a daily basis.
The power of hit rap singles in the music industry has never been greater. Viral hits can make a young upcoming rapper’s career, and determine his or her continued success on the charts as well as in sales. White Iverson has done fairly well on the charts, beating the likes of Chedda Da Connect’s “Flicka Da Wrist”. Malone has been compared to this year’s most sensational new find, Fetty Wap. Both Fetty Wap and Malone share the same unique style of rapping + singing, which has caught the imagination of the public.
While there’s a risk of Post Malone being dismissed as a one hit wonder, there’s plenty to suggest that he will be anything but that. There quite a few songs that Malone has made apart from White Iverson that have picked up over a million plays on Soundcloud.
His new song, “Too Young” has been released by Republic Records and has been received well as well, if early indications are anything to go by. His other popular singles are "What's Up", and "Tear$", both of which feature his trademark style of rapping-meets-singing.
Post Malone’s success hasn’t gone unnoticed by the high and mighty of Hip Hop. He is set to feature on superstar Kanye West’s new album Swish, which is great news indeed for fans of the young rapper.