Hip-Hop Media Power Ranking (2024)
Complex’s annual Hip-Hop Media Power Ranking reflects which personalities dominated the past year.
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Hip-Hop Media Power Ranking (2024)
Complex’s annual Hip-Hop Media Power Ranking reflects which personalities dominated the past year.
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Jul 11, 2024
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Last year, we published our inaugural Hip-Hop Media Power Ranking. Joe Budden took the top spot. Fierce commentary ensued, from those both on and off the list. Life moved on. The hip-hop media ecosystem continued its relentless churn.
But then: In late March, the sudden release of an incendiary Kendrick Lamar verse on a song from Future and Metro Boomin called “Like That” brought a simmering megastar beef to full boil. Many back-and-forths followed, and the Kendrick Lamar-Drake war took our timelines hostage. It hasn’t let go since, and the ongoing beef stimulus has provided endless fodder for hip-hop media; those who leaned in hardest benefited greatly, while some who stayed out of the fray lost ground.
The 2024 Hip-Hop Media Power Ranking reflects the shifts that have resulted as the smoke from the battle has cleared. There are seven newcomers who weren’t ranked at all last year, plus a new name at the No. 1 spot.
As with the previous list, the ranking below reflects the current moment, not the entirety of one’s career. We ranked each media personality based on their impact in the space since the release of our inaugural list in 2023. Complex employees and hosts were not eligible for inclusion. Let the debates commence.
25. Gabe P
Complex
Last year’s ranking: N/A
Featured on: On The Radar
Known for: Building the premier platform for rappers to come and freestyle or debut new music
Followers: 79K IG; 840K YouTube
Most memorable moments in the past year: Drake and Central Cee freestyle; The Concrete Cypher; 41 interview
Gabe P went from interning at Power 105.1 and learning under the tutelage of Angie Martinez to launching one of the most popular new rap media platforms for emerging and established rappers. While this is a ranking of media personalities, not platforms, Gabe is very much the face of On The Radar Radio and his contribution to helping new acts like Cash Cobain and Karrahbooo break through can’t be understated. He has become a trusted voice and ear in rap when it comes to spotting talent and giving them the platform to shine, which is what hip-hop media should be all about. —Jordan Rose
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24. Arshan Jawaid
Complex
Last year’s ranking: N/A
Featured on: Kids Take Over
Known for: Refreshingly unproblematic content about rappers
Followers: 124K IG; 125K YouTube
Most memorable moments in the past year: Cole Bennett interview; Lazer Dim 700 interview; Bryson Tiller interview
In an alternate reality, Arshan Jawaid wouldn’t have been eligible for this list—not because his content isn’t worthy, but because his first career dream was to work at Complex. (Sorry nobody ever got back to you.) He didn’t let one roadblock slow him down, though. In building KTO from the ground up, Jawaid abides by two related mantras: do it yourself and create your own leverage. He published his first rap interview (with Smooky Margielaa) in 2018, and has since sat down with the likes of NLE Choppa, Ken Carson, and DD Osama, making a point to be early on artists when they first emerge. In doing so, Jawaid has made KTO into a bit of an old-fashioned media entity: an outlet that earnestly focuses on music, not drama. “I don’t need to work at Complex,” he recently told an audience at a KTO Q&A. “I wanna build my own Complex.” Touché. —Donnie Kwak
23. Jason Lee
Complex
Last year’s ranking: 11
Featured on: Hollywood Unlocked With Jason Lee
Known for: Humorous commentary on pop culture, insider info, and headline-grabbing interviews
Followers: 3.6M IG; 540K YouTube (Hollywood Unlocked)
Most memorable moments in the past year: DDG Interview; Joyner Lucas interview
Few in hip-hop media are as well-connected as Jason Lee, who, over the years, has merged the line between covering celebrities and being one. On Hollywood Unlocked, Lee covers a broad number of topics in a way that is reminiscent of Wendy Williams in her prime. He can be messy with his gossip, but also cautious with his relationships. (His commentary on Diddy, who he used to work with, via Revolt, has been…careful.) But with hip-hop’s conflicts being the dominant topic this year, Lee has found ways to stay in the mix, becoming a go-to source for his audience on all things Kendrick and Drake, while sprinkling in viral moments with below-the-top-tier rappers, like DDG and Joyner Lucas. —Dimas Sanfiorenzo
22. Adam22
Complex
Last year’s ranking: 19
Featured on: No Jumper
Known for: Creating controversy on and off the air and conducting raw interviews with rappers
Followers: 3.1M IG; 4.77M YouTube
Most memorable moments in the past year: Kodak Black interview; Foolio interview
In the past, Adam22 has been a go-to source for takes on the rap underground, with his show No Jumper serving as a pivotal launching pad for SoundCloud artists like the late XXXTentacion, Lil Pump and more. Now he’s known more for his various controversies; he’s faced troubling sexual misconduct allegations, had in-depth conversations with White supremacists, and posted very dubious information regarding the Tory Lanez and Megan Thee Stallion shooting case.
This, in conjunction with the often clickbaity nature of his content, has made him a polarizing figure while sapping some of his credibility as a cultural analyst. There’s an air of tacky opportunism to much of Adam’s content. He’s moved away from being a place of discovery, even if he is still one of the most notable figures in hip-hop media. His biggest viral moments over the past year have had to do with his wife, Lena Nersesian, and various local gang members.
On occasions, he’ll return to rap and provide a platform for street rappers with strong fan bases but little mainstream exposure, like Lil Reese or Kodak Black. But Adam appears more interested in darker, controversial content. He recently interviewed one of the culprits in a robbery that left Pop Smoke dead, a move that even earned the disgust of DJ Akademiks. Adam was baffled by the criticism, pointing out that he has figures from the underworld on his show all the time. It’s a response that doesn’t even try to reckon with the fact that he platformed a previously unknown person who had a role in the death of a beloved rapper. —Peter A. Berry
21. Van Lathan
Complex
Last year’s ranking: N/A
Featured on: Higher Learning
Known for: Level-headed commentary about hip-hop figures
Followers: 595K IG; 202K X
Most memorable moments in the past year: Breakdowns of the Kendrick-Drake beef on Higher Learning
“Most Sensible” isn’t the sexiest superlative, but in a world of cheap clickbaiting and formulaic hottakes, it’s a damn honorable one. For years now, it’s been a title Van Lathan’s held down with aplomb and intellectual flair. After rising to fame as part of TMZ—where he famously called out Ye for saying slavery was a “choice”—Van Lathan used his Red Pill podcast to analyze hip-hop culture with the perspective, humanity, and humor it requires. In 2022, he also hosted the crime docuseries Hip Hop Homicides, bringing some credibility to a thorny topic.
He’s only become a more complete commentator as time’s gone on, teaming up with Rachel Lindsay for The Ringer’s Higher Learning podcast, where he discusses all things Black culture. And as the Kendrick and Drake rap beef heated up, level-headed Van was there to provide nuanced takes that mixed his knowledge of hip-hop and nerd culture. (Somehow, he found a way to compare Drake vs. Kendrick to the 1987 movie Superman IV The Quest.) No matter the medium, Lathan keeps his emotions on a swivel as someone who knows the importance of letting loose and the wisdom in holding back. —Peter A. Berry
20. Trap Lore Ross
Complex
Last year’s ranking: N/A
Featured on: Trap Lore Ross
Known for: True crime documentaries
Followers: 1.21M YouTube; 165k Snapchat
Most memorable moments in the past year: YoungBoy: Real Killer or Fake Gangster documentary; King Von: Rap’s First Serial Killer documentary
Hip-hop is officially in its true-crime era. Topics and details that were once whispers on Reddit threads and forums have now become big business. No one has cashed out like Trap Lore Ross, one of the most divisive figures in hip-hop media. How would you describe Ross? He does investigative work but he’s not really a journalist; good reporters don’t try to solve a crime, but instead ensure all the mechanisms are in place for a crime to be solved. Trap Lore Ross regularly blurs this line, publishing long, morally questionable documentaries centered around alleged criminal activity from figures like King Von, G Herbo, YoungBoy Never Broke Again, and more.
The numbers for his videos are considerable—regularly in the millions—and so is the pushback. It’s not just how the bespectacled British YouTuber looks and talks, but the sensationalistic headlines his videos have, like when he called King Von a “serial killer.” But there is a rapt audience for it and Ross utilizes real investigative rigor in examining lyrics and social media posts. This sets him apart from your average aggregator, and in a conversation about the most powerful hip-hop media personalities, it's difficult to deny his impact. But at what cost? —Dimas Sanfiorenzo
19. Nadeska Alexis
Complex
Last year’s ranking: 20
Featured on: The Nadeska Show, Rap Life Review
Known for: Textbook interviewing skills, and the ability to provide fair, nuanced commentary about trending topics
Followers: 98.4K IG; 63.3K X
Most memorable moments in the past year: 4batz interview; ScHoolboy Q interview
Hip-hop journalist and Everyday Struggle alum Nadeska Alexis has consistently brought insight to rap media. She is currently host of The Nadeska Show on Apple Music and has upped the ante on her journalism portfolio over the last year, conducting sitdowns with 4batz, Tierra Whack, ScHoolboy Q, and Usher shortly before his Super Bowl LVIII halftime performance.
In her past life, she was a moderator and she has taken the attributes needed for that role—patience, a restrained tone, and an ability to speak up when needed—and added that to her commentator bag.
On Rap Life Review, she’s the youngest member, but she holds her own against co-hosts Ebro, Lowkey, and Eddie Francis. In one of the more interesting episodes of the year, the crew broke down “The Heart Part 6,” with Nadeska presenting a nuanced, measured perspective on Drake and what the beef means for his career. —Jaelani Turner-Williams
18. Sway Calloway
Complex
Last year’s ranking: 23
Featured on: Sway in the Morning on Sirius XM
Known for: Well-respected hip-hop interviews and freestyle sessions
Followers: 1M IG; 536K X
Most memorable moments in the past year: Will Smith and Martin Lawrence interview; That Mexican OT interview and freestyle
Will Smith did a ton of press leading up to the release of Bad Boys: Ride or Die (including with our very own Speedy) but the most memorable moment of the whole rollout came when Smith appeared on Sway in the Morning on Shade45 and was surprised by one of his rap idols: Grandmaster Caz. This is the power of Sway, hip-hop media’s most respected OG.
In the chaotic landscape of hip-hop media, where metrics reign supreme and ethics are fuzzy, Sway brings a level of credibility and respect that shouldn't be underestimated. While others chase viral moments, Sway has maintained relevance and respect by upholding a certain standard in hip-hop, prioritizing values important to him. His approach tends to attract an older audience, but he still consistently creates universally memorable moments with veterans like Common, Vince Staples, Rapsody, and Kevin Gates. He has also been committed to his freestyle segment, making it one of the longest-standing hip-hop series. And while platforms like On the Radar keep their doors wide open for a vast selection of rappers, Sway is still selective, prioritizing a certain type of seasoned MC. —Dimas Sanfiorenzo
17. Angela Yee
Complex
Last year’s ranking: 14
Featured on: Angela Yee’s Lip Service, Way Up With Angela Yee
Known for: Being a prolific host who is also a comforting interview presence
Followers: 1.7M IG; 839K X
Most memorable moments in the past year: Offset interview; Cardi B interview
It’s not easy moving on from something that’s successful, but in 2022, Angela Yee took the leap, leaving The Breakfast Club after a masterful 12-year run as the sensible third mic. And it’s been working. She has established herself as radio’s premier midday voice with her nationally syndicated show, Way Up With Angela Yee.
The show very much feels like her brainchild, from the cozy way she engages with listeners to the almost pleasant way she tackles tricky topics. She’s done a good job sharing the ball, too, regularly calling in contributors like Brooklyn rapper Maino and fellow rap media personality Brian “B.Dot” Miller. And she can still attract well-regarded names, connecting with figures like Cardi B and Offset.
Yee also continues to host her long-running relationship podcast, Lip Service, where she links with a mix of up-and-coming rappers like Skilla Baby and Cash Cobain and veterans like Jim Jones, Millyz, and Pardison Fontaine, who stopped by when he wanted to get Megan Thee Stallion drama off his chest. —Dimas Sanfiorenzo
16. Big Boy
Complex
Last year’s ranking: 18
Featured on: BigBoyTV, Big Boy's Neighborhood
Known for: Comedic timing and energetic interviews in LA
Followers: 586K IG; 1.41M YouTube
Most memorable moments in the past year: ¥$ interview; Mustard interview; Dancing onstage with Kendrick Lamar at the Pop Out show
Just in case you forgot how important Big Boy is to the West Coast, he had to pop out at Kendrick Lamar’s victory lap concert in L.A. last month and remind everyone exactly who the fuck he is. As Kendrick played “Not Like Us” six times in a row, the legendary radio host danced onstage with many of L.A. rap’s most important figures, playing his own part in the historic moment. He’s been a leading voice in L.A. for decades as a radio host on Power 106, putting a spotlight on the region’s rappers while also interviewing the biggest artists in the country. But don’t get it twisted. Big Boy isn’t just a legacy act. Earlier this year, when Ye and Ty Dolla $ign were looking for an interview, who did they end up sitting down with? Big Boy. When Mustard wanted to speak in-depth about producing “Not Like Us” and performing at the Pop Out show, who did he turn to? Big Boy. When Roddy Ricch prepped for his big comeback, where did he go? You guessed it. Big Boy’s Neighborhood. And why wouldn’t they? Big Boy provides a space where artists can come, feel comfortable, and speak with an experienced interviewer who has a deep knowledge of the game. —Eric Skelton
15. Angie Martinez
Complex
Last year’s ranking: 12
Featured on: Angie Martinez IRL, The Angie Martinez Show on New York’s Power 105.1
Known for: Exploring the vulnerable side of celebrities
Followers: 972.5K X ; 1M IG
Most memorable moments in the past year: Doja Cat interview; Jeezy interview; GloRilla interview
A foremother in hip-hop media, Angie Martinez has found a place to house her compassion, honesty, and vulnerability through her podcast Angie Martinez IRL. Her interviews with Lauren London and Ashanti have generated viral moments for their openness and relatability—something Martinez has always been an expert at drawing out—and in the last year, Angie interviewed Doja Cat for her Harper’s Bazaar Icons cover story, hosted a women in hip-hop tribute at Essence Fest, and has continued her elevated storytelling through podcast convos with Jeezy and Killer Mike. She’s doing this while still holding down the afternoon slot on Power 105.1, chopping it up with figures like GloRilla, Tems and more. —Kia Turner
14. Bootleg Kev
Complex
Last year’s ranking: N/A
Featured on: The Bootleg Kev Podcast, The Bootleg Kev Show
Known for: Wide-ranging interviews with notable hip-hop figures
Followers: 128K IG; 395K YouTube
Most memorable moments in the past year: NBA YoungBoy interview; Hog hunting with That Mexican OT; EST Gee walk-out interview
Having an artist walk out on you is never a good experience, but some are better at handling turbulence than others. We saw this last year when EST Gee refused to play ball with Bootleg Kev, storming out of an interview when asked about his college football career. He took it in stride, didn’t badmouth EST Gee. Most Kev interviews don't usually end like that. But the moment is a reminder of how much of a pro Bootleg Kev is. And why wouldn’t he be? He came up the hard way, slumming it in local radio stations in Iowa, Tampa Bay, and Las Vegas before finding his way to Real 92.3 in LA, while getting his own podcast off the ground.
His interview style is where he shines; he’s often relaxed, conversational, and funny (like when he told Blueface’s baby mother Jaidyn Alexis she looked like Druski). You can also tell he really cares about hip-hop and he’s not afraid to step out of the studio when the times call, like when he’s visiting YoungBoy Never Broke Again in Utah or going hunting with That Mexican OT in Bad City, Texas. —Dimas Sanfiorenzo
13. Rory & Mal
Complex
Last year’s ranking: N/A
Featured on: New Rory & Mal
Known for: Lively hip-hop debates and conversations
Followers: 84.4K IG; 273K YouTube
Most memorable moments in the past year: Hinting at the release of Drake’s “Push Ups”; the viral OVO Mal moments
Rory and Mal earned their spot on this year’s list thanks in large part to their in-depth coverage of the Drake and Kendrick feud. Every music podcaster and streamer was looking for an angle to tap into the rap war content gold mine, and Rory and Mal (along with fellow co-hosts Demaris and Julian) managed to use their inside OVO info to forecast what would happen next rather than just report on what was happening at the moment. The former Joe Budden Podcast members hinted at Drake’s “Push Ups” before it came out and they became reliable sources for new information while still delivering insightful commentary throughout the battle. Although he got roasted for it online, even Mal’s bias towards Drake and OVO added a layer of lighthearted color to the content they were putting out. And now that the beef has cooled, they’re riding the momentum into their regular commentary. —Jordan Rose
12. Lil Yachty & Mitch
Complex
Last year’s ranking: N/A
Featured on: A Safe Space Podcast
Known for: Jokes, insider info, and hot takes
Followers: 85.9K IG; 308K YouTube
Most memorable moments in the past year: J. Cole interview; Lucki interview; Yachty teasing All the Dogs
On A Safe Place Podcast, Lil Yachty and MitchGoneMad bring a relaxed approach to hip-hop interviews. The duo host intimate chats with the likes of Rob49, ScHoolboy Q, J. Cole, and—perhaps the biggest wildcard guest—Dr. Umar. While visitors unwind on Yachty’s purple Verner Panton living tower sofa, conversations can flow from getting high to dissecting the modern craze of BBLs.
The duo already have a knack for making content that moves. Yachty is more than willing to dish out stories about peers, like when he talked about early tensions with Quavo or when he provided a sneak peek into Drake’s All the Dogs before it arrived. And Yachty still has the ability to piss people off and get the internet talking, like when he doubled down on his views about hip-hop being on a “decline.” —Jaelani Turner-Williams
11. N.O.R.E.
Complex
Last year’s ranking: 5
Featured on: Drink Champs
Followers: 1.6M IG; 574K X
Known for: Drinking, smoking, and getting untold stories out of hip-hop legends
Most memorable moments in the past year: Benzino interview; Ludacris interview
N.O.R.E. dropped a handful of spots this year partially because Drink Champs didn't have as many high-profile guests over the past year—maybe the talent pool is starting to dry up a little bit? But he still managed to make the most of his bookings. When N.O.R.E. and partner DJ EFN weren’t chopping it up with ScHoolboy Q, G Herbo, and Ludacris, they were consoling Benzino, who had clearly thrown back a few too many, as he emotionally addressed his longtime rift with Eminem. N.O.R.E.'s familiarity in the music industry puts interviewees at ease, and their uncensored responses can still go viral—along with N.O.R.E’s energetic and chatty mannerisms. That deserves a round of applause. —Jaelani Turner-Williams
10. Nardwuar
Complex
Last year’s ranking: 22
Featured on: NardwuarServiette
Followers: 2.2M IG; 3.43M YouTube
Known for: Ridiculously researched questions and encyclopedic music knowledge, that silly hat, and interview-ending freeze frame
Most memorable moments in the past year: Tyler, the Creator interview; Ice Spice interview; Lazer Dim 700 interview
Despite being in the music media game for over three decades (and floating in and out of rap media for several of those years) Nardwuar the Human Serviette continues to find new and unique ways to shock his interviewees with deep research and outlandish knowledge. What has made this past year so special for Nardwuar, though, is how, despite his age—he just turned 56—he’s been tapping into the rap underground and giving kids like Lazer Dim 700, Ken Carson, and Xaviersobased interviews while still creating viral moments with the likes of Tyler, the Creator. The generosity and grace he shows younger rappers is one of the reasons why he’s so respected within the genre. He’s a staple to the game and adds a breath of levity and fun journalism that’s often lacking in a cesspool of clickbait. Doot. Doo! —Jordan Rose
9. Gillie & Wallo
Complex
Last year’s ranking: 4
Featured on: Million Dollaz Worth of Game
Followers: Gillie: 3.6M IG; Wallo: 2.6M IG; 1.57M YouTube
Known for: Comedic banter and honest conversations
Most memorable moments in the past year: YoungBoy Never Broke Again interview; Cardi B interview
Million Dollaz Worth of Game is many things: hilarious, insightful, poignant, and generally speaking, a lot of fun. But as much as anything else, the show’s success is a testament to the power of simply being a real one. Since launching their podcast in 2019, Gillie and Wallo have engaged audiences and guests with their hard-earned, yet accessible brand of street smarts to tap in with rappers and athletes in a way that’s as engrossing as it is authentic.
There’s just a raw relatability when it comes to Gillie and Wallo, and their all-around approachability leads to incredibly candid interviews with a wide range of guests; they can get Ghostface Killah to recall early run-ins with Jay-Z, or they can have a genuine heart-to-heart with the famously terse YoungBoy Never Broke Again. They slipped several spots from last year's list due to a decline in viral moments, but they still managed to link up with artists like Cardi B and Cedric the Entertainer and accumulated tens of millions of views in the process. —Peter A. Berry
8. Anthony Fantano
Complex
Last year’s ranking: 13
Featured on: TheNeedleDrop
Followers: 2.88M YouTube; 928K X
Known for: In-depth YouTube reviews and snarky but informed commentary
Most memorable moments in the past year: The review of ¥$’s Vultures; The review of Gunna’s One of Wun; The review of Yeat’s 2093
In a terrain that has moved on from reviews, Anthony Fantano is the most important music critic in America. For years now, he’s managed to serve up critiques with an accessible mix of scholarhood and snarky humor. He rarely comes across as overly biased or swayed by internet mandates. The latter part’s important; despite Ye and Ty Dolla $ign’s Vultures being a No. 1 album, he deemed it unreviewable, which of course also created a powerful moment of institutional branding—Fantano has standards, and he won’t abandon them for anyone. When you combine all of this with occasional interviews and a neatly organized setup, TheNeedleDrop operates as an effective one-stop shop for multi-genre criticism. —Peter A. Berry
7. Ebro
Complex
Last year’s ranking: 13
Featured on: Ebro in the Morning, The Ebro Show, Rap Life Review
Followers: 842K IG; 300K X
Known for: Being unafraid to share dissenting opinions or call out artists if necessary
Most memorable moments in the past year: Gunna interview; Sparking the “Drake has no regional sound” debate
Ebro Darden is an important ambassador for hip-hop, and he has the resume to back it up, going from program director at Hot 97 to running his own morning show, Ebro In The Morning, to becoming global editorial head of Hip-Hop and R&B at Apple Music. This is why his presence and his opinions hold weight. When interviewing artists such as Gunna or Rick Ross and Meek Mill, Darden maintains a now rare level of professionalism, focusing on the music and not outside chatter. It’s his stance on how we consume and dissect music that has made Ebro hip-hop media's favorite guy for unpopular opinions. He had a whole country on his neck when he declared that Drake didn’t have a regional sound. And when Apple Music released their list of the 100 Best Albums of All Time, with Lauryn Hill’s The Miseducation of Lauryn Hill at No. 1, it was Ebro on the frontlines, igniting a music-lover riot on X when discussing the criteria for the list. —Kia Turner
6. DJ Vlad
Complex
Last year’s ranking: 9
Featured on: VladTV
Followers: 984K IG; 5.87M YouTube
Known for: Controversial guests and outlandish soundbites
Most memorable moments in the past year: Potentially helping the police solve Tupac’s murder
For the last year, it’s been business as usual for DJ Vlad, who’s interviewed and mostly paid everyone from chatty street rappers to mafia figures to unearth hot takes and the mysteries of underworld politics. His interviews are generally either genuinely revealing or clickbaity sensationalism, but they’ve also been impactful. Last year, his interviews with Duane “Keffe D'' Davis inadvertently helped the police arrest Keffe for the Tupac Shakur murder.
Besides the Keffe D interviews, Vlad has been getting millions of views by depending on his regulars. Rappers like The Game and Tony Yayo link with Vlad and go back and forth between telling their own story and providing commentary on trending topics. And then there’s Boosie, who claims to make 500k a year off of Vlad TV interviews (something Vlad disputes.) The two have developed a close bond, with Boosie giving his unfiltered views on… just about everything, while also using the platform to strike at potential rivals like Rod Wave and Yung Bleu. —Peter A. Berry
5. Elliott Wilson
Complex
Last year’s ranking: 8
Featured on: The Bigger Picture, Rap Radar Podcast
Known for: Conversations with rap legends, sparking hip-hop debates, pissing off streamers
Followers: 104K IG; 303.8K X
Most memorable moments in the past year: Elliott sparking debates about journalist vs. streamers; Elliott’s up-and-down relationship with Drake; Rap Radar Tyler, the Creator interview
Elliott Wilson’s career in hip-hop media can be defined in the roles he’s held throughout the last 30 years, ranging from editor-in-chief of XXL to co-host of the Rap Radar Podcast. Since April, he has a new gig: editorial director of HipHopDX and UPROXX. And with that role, he is still finding ways to get into the mix.
Through his social media pages on X and Instagram, Elliott’s feed is a hip-hop moodboard of viral clips, interview moments, opinionated tweets, and even a shady caption every now and then with a “Ha!” or “Elliott” for those who spell his name wrong. His career speaks for itself but the persona of Elliott Wilson has taken on more life in the last year. There was his dust-up with Kai Cenat over access and ethics, which caused debate amongst generations of media figures. Then he topped that by becoming a player in the beef between Kendrick Lamar and Drake. He used some of that momentum as he launched a new YouTube show this year, The Bigger Picture, alongside Jeremy Hecht and DJ Hed.
At times, Wilson’s behavior can be…a lot. But his commitment and hunger to all aspects of the evolving hip-hop media space continues to make him one of the more important figures. —Kia Turner
4. Charlamagne Tha God
Complex
Last year’s ranking: 3
Featured on: The Breakfast Club, The Brilliant Idiots
Followers: 4.5M IG; 5.55M YouTube
Known for: Sensational commentary, asking provocative questions, and his “Donkey of the Day” segment
Most memorable moments in the past year: Being sampled by Future and Metro Boomin on “#1 (Intro);” Charlamagne breaking down beef
What can we say about Charlamagne? He is a mainstay in rap media, even as he continues to broaden his scope and find new ways to transcend hip-hop. This is part of the reason he dropped a slot this year—the top three have displayed a hyper-focused commitment to hip-hop coverage—but with that being said, he’s still a beast. Charlamagne, of course, anchors the most popular hip-hop morning show in the country, The Breakfast Club, and his Brilliant Idiots podcast with Andrew Schultz ate nicely off of the Kendrick and Drake buffet.
He may be increasingly involved in political punditry or doing comedic guest spots on The Daily Show, but his views about hip-hop still matter. There is a reason why you hear his voice sampled by Future and Metro Boomin on “#1 (Intro)” off of We Still Don’t Trust You. He is one of the few talking heads who can still get an angry response from Drake, like when he criticized the SZA collab “Slime You Out” last fall. And the audience expects more from him, which is why he took heat for some of his soft Diddy commentary. With great power comes the expectation of great takes. —Jordan Rose
3. Kai Cenat
Complex
Last year’s ranking: 6
Featured on: KaiCenat on Twitch
Followers: 12M Twitch; 6.21M YouTube
Known for: High-energy content and ridiculous skits
Most memorable moments in the past year: Interviewing Nicki Minaj; Reviewing diss songs from Kendrick and Drake; Beefing With Kanye
Kai Cenat climbed three spots on our list this year because his platform has grown exponentially. When we did our inaugural list last April, he had four million followers on Twitch. He now has 12 million. Part of his growth comes from the fact that he’s starting to become more opinionated about music, like when he reacted to each song in the Kendrick and Drake beef, threw a fit over Killer Mike winning the Best Rap Album Grammy, and got in a feud with Ye.
His strength, however, still derives from his ability to be a magnet to the stars: massive artists want to join him on Twitch with hopes of gaining access to his young audience. His stream is one of the few stops Nicki Minaj made during her Pink Friday 2 rollout last year, and it was where you saw the usually low-key Tyla let loose. Even Travis Scott is trying to get in, recently requesting to do a 24-hour stream with him.
Kai can also make your song hotter. He helped break Song of The Summer contender, Cash Cobain’s “Fisherrr,” just by listening to the track and dancing to it on camera. Kai controls the youth, so much so that his mere presence can cause a riot. If he continues to be more opinionated with more nuanced takes on hip-hop, it’s only a matter of time before he tops this list. —Jordan Rose
2. Joe Budden
Complex
Last year’s ranking: 1
Featured on: The Joe Budden Podcast
Followers: 1.42M YouTube; 1.7M IG
Known for: Insightful commentary and insider perspective around hip-hop and the industry
Most memorable moments in the past year: Breaking down Kendrick and Drake’s many disses; Beefing with Drake; Interviewing Larry Jackson
Nearly 10 years after he started his podcast, Joe Budden’s role as an elder statesman of new rap media is indisputable. The Joe Budden Podcast, which features Joe Budden alongside a collection of friends—which currently include Ice, Ish, Melyssa Ford, Emanny, and QueenzFlip—has become appointment listening (and viewing) for millennials seeking their weekly dosage of sophisticated ignorance, industry insider talk, diabolical cultural opinions, and passionate rants. Joe Budden has the gall, larger-than-life persona, industry connections, and humor to tackle a wide spectrum of topics in diverse ways, from vitriolic intensity to light-hearted bemusement. He has the rare ability to start conversation cycles, like when he declared that the “girl rapper wave is over.” Or that 4Batz is AI. Or that Drake's For All the Dogs was mid.
Speaking of Drake, let’s talk beef… again. The Joe Budden Podcast thrived during the Kendrick Lamar and Drake saga. In particular, episode 723 “Fancy Feast” was a masterclass. Over the course of four hours, Budden set himself apart by expertly dissecting the barrage of disses that came in the span of a week: Drake’s “Family Matters” and “The Heart Part 6” and Kendrick’s “Meet The Grahams” and “Not Like Us.” He broke these songs down using a mix of meticulous detail and humor, mocking Kendrick skeptic Ish in the process. It was an episode fans were waiting for eagerly and he met the moment. —Kia Turner
1. DJ Akademiks
Complex
Last year’s ranking: 2
Featured on: DJ Akademiks on YouTube, Twitch, Rumble, Spotify, and Instagram
Followers: 5M IG; 1.6M X
Known for: Getting inside information from notable rappers; livestreaming the biggest moments in hip-hop
Most memorable moments in the past year: Being the most dominant media voice in the Kendrick Lamar vs. Drake beef; becoming a meme
The unofficial birth of CNN and the 24-hour news cycle came with the Gulf War. The unofficial birth of DJ Akademiks as the No. 1 figure in hip-hop media came with the Kendrick Lamar and Drake rap war. If Budden was there (a couple of days later) to help fans deconstruct the latest diss songs between Dot and Drake, Ak was the figure you celebrated with at the moment. It’s the benefit, of course, to always being on, a tactic Ak has mastered over the years. Seemingly minutes after a diss song dropped, he would be streaming for audiences that numbered in the hundreds of thousands—listening live, adding commentary, spilling some tea, and reacting animatedly, trying to become a meme. He became a central figure in the beef—the OVO whisperer, a force so omnipresent that he was mentioned (and sampled) in multiple diss records.
So how did Ak get to this point? For one, he capitalized on a media economy which prioritizes individual voices over nebulously operated media brands. The audience knows him, and so do rappers, who develop sometimes cozy (and sometimes controversial) relationships with Ak. He also adopted the persona of a rapper, melding swagger, theatrical flair, and a love for combat. His numerous beefs—Freddie Gibbs, Meek Mill, Lil Baby, GloRilla, Megan Thee Stallion—have seemingly only made him stronger, as a figure unburdened by niceties and willing to burn contemporaries if he has to.
He represents what rap fans and rappers prioritize in hip-hop media right now: not necessarily truth or ethics, but entertainment with an anti-establishment streak. It’s not always great, if we’re being honest. Since The War in Chiraq days, Ak has been a controversial figure who has been criticized by many, and for good reason. But these days, even embracing conservatism within hip-hop isn’t as taboo as it once was. A week after we published our inaugural list, he ditched Twitch for Rumble, a streaming platform known for prioritizing right-wing voices. He’s bragged about wanting to vote for Donald Trump and even went to Mar-a-Lago to meet with Trump Jr.
Most troubling is the case Akademiks is fighting now: In May, his ex-girlfriend Ziya Abashe filed a lawsuit in civil court, accusing him of rape. Shortly after Rolling Stone broke the story, Ak was on Rumble defiantly denying the charges, while also threatening to “take down” the entire industry with him. It’s a delusional, almost Trumpian move that we've seen from Ak many times. Neither the serious allegations nor the response has done much to diminish his impact. That in itself is revealing about both his career and the current rap media landscape at large.
As of now, he is rap media's top dog. —Dimas Sanfiorenzo
3. Kai Cenat
Complex
Last year’s ranking: 6
Featured on: KaiCenat on Twitch
Followers: 12M Twitch; 6.21M YouTube
Known for: High-energy content and ridiculous skits
Most memorable moments in the past year: Interviewing Nicki Minaj; Reviewing diss songs from Kendrick and Drake; Beefing With Kanye
Kai Cenat climbed three spots on our list this year because his platform has grown exponentially. When we did our inaugural list last April, he had four million followers on Twitch. He now has 12 million. Part of his growth comes from the fact that he’s starting to become more opinionated about music, like when he reacted to each song in the Kendrick and Drake beef, threw a fit over Killer Mike winning the Best Rap Album Grammy, and got in a feud with Ye.
His strength, however, still derives from his ability to be a magnet to the stars: massive artists want to join him on Twitch with hopes of gaining access to his young audience. His stream is one of the few stops Nicki Minaj made during her Pink Friday 2 rollout last year, and it was where you saw the usually low-key Tyla let loose. Even Travis Scott is trying to get in, recently requesting to do a 24-hour stream with him.
Kai can also make your song hotter. He helped break Song of The Summer contender, Cash Cobain’s “Fisherrr,” just by listening to the track and dancing to it on camera. Kai controls the youth, so much so that his mere presence can cause a riot. If he continues to be more opinionated with more nuanced takes on hip-hop, it’s only a matter of time before he tops this list. —Jordan Rose
2. Joe Budden
Complex
Last year’s ranking: 1
Featured on: The Joe Budden Podcast
Followers: 1.42M YouTube; 1.7M IG
Known for: Insightful commentary and insider perspective around hip-hop and the industry
Most memorable moments in the past year: Breaking down Kendrick and Drake’s many disses; Beefing with Drake; Interviewing Larry Jackson
Nearly 10 years after he started his podcast, Joe Budden’s role as an elder statesman of new rap media is indisputable. The Joe Budden Podcast, which features Joe Budden alongside a collection of friends—which currently include Ice, Ish, Melyssa Ford, Emanny, and QueenzFlip—has become appointment listening (and viewing) for millennials seeking their weekly dosage of sophisticated ignorance, industry insider talk, diabolical cultural opinions, and passionate rants. Joe Budden has the gall, larger-than-life persona, industry connections, and humor to tackle a wide spectrum of topics in diverse ways, from vitriolic intensity to light-hearted bemusement. He has the rare ability to start conversation cycles, like when he declared that the “girl rapper wave is over.” Or that 4Batz is AI. Or that Drake's For All the Dogs was mid.
Speaking of Drake, let’s talk beef… again. The Joe Budden Podcast thrived during the Kendrick Lamar and Drake saga. In particular, episode 723 “Fancy Feast” was a masterclass. Over the course of four hours, Budden set himself apart by expertly dissecting the barrage of disses that came in the span of a week: Drake’s “Family Matters” and “The Heart Part 6” and Kendrick’s “Meet The Grahams” and “Not Like Us.” He broke these songs down using a mix of meticulous detail and humor, mocking Kendrick skeptic Ish in the process. It was an episode fans were waiting for eagerly and he met the moment. —Kia Turner
1. DJ Akademiks
Complex
Last year’s ranking: 2
Featured on: DJ Akademiks on YouTube, Twitch, Rumble, Spotify, and Instagram
Followers: 5M IG; 1.6M X
Known for: Getting inside information from notable rappers; livestreaming the biggest moments in hip-hop
Most memorable moments in the past year: Being the most dominant media voice in the Kendrick Lamar vs. Drake beef; becoming a meme
The unofficial birth of CNN and the 24-hour news cycle came with the Gulf War. The unofficial birth of DJ Akademiks as the No. 1 figure in hip-hop media came with the Kendrick Lamar and Drake rap war. If Budden was there (a couple of days later) to help fans deconstruct the latest diss songs between Dot and Drake, Ak was the figure you celebrated with at the moment. It’s the benefit, of course, to always being on, a tactic Ak has mastered over the years. Seemingly minutes after a diss song dropped, he would be streaming for audiences that numbered in the hundreds of thousands—listening live, adding commentary, spilling some tea, and reacting animatedly, trying to become a meme. He became a central figure in the beef—the OVO whisperer, a force so omnipresent that he was mentioned (and sampled) in multiple diss records.
So how did Ak get to this point? For one, he capitalized on a media economy which prioritizes individual voices over nebulously operated media brands. The audience knows him, and so do rappers, who develop sometimes cozy (and sometimes controversial) relationships with Ak. He also adopted the persona of a rapper, melding swagger, theatrical flair, and a love for combat. His numerous beefs—Freddie Gibbs, Meek Mill, Lil Baby, GloRilla, Megan Thee Stallion—have seemingly only made him stronger, as a figure unburdened by niceties and willing to burn contemporaries if he has to.
He represents what rap fans and rappers prioritize in hip-hop media right now: not necessarily truth or ethics, but entertainment with an anti-establishment streak. It’s not always great, if we’re being honest. Since The War in Chiraq days, Ak has been a controversial figure who has been criticized by many, and for good reason. But these days, even embracing conservatism within hip-hop isn’t as taboo as it once was. A week after we published our inaugural list, he ditched Twitch for Rumble, a streaming platform known for prioritizing right-wing voices. He’s bragged about wanting to vote for Donald Trump and even went to Mar-a-Lago to meet with Trump Jr.
Most troubling is the case Akademiks is fighting now: In May, his ex-girlfriend Ziya Abashe filed a lawsuit in civil court, accusing him of rape. Shortly after Rolling Stone broke the story, Ak was on Rumble defiantly denying the charges, while also threatening to “take down” the entire industry with him. It’s a delusional, almost Trumpian move that we've seen from Ak many times. Neither the serious allegations nor the response has done much to diminish his impact. That in itself is revealing about both his career and the current rap media landscape at large.
As of now, he is rap media's top dog. —Dimas Sanfiorenzo
I aint wrote that sh*t!
nah - last year that list started a river of hate from most people on the list
Oh its about the same again.
What do you think of the last.
Who would your top 3 be no order.
no change to the top 3
Anyone missing from the list?
easier to list who shouldn't be there
Vlad and Adam numbers cratered over the last year -
shit -Adam only went viral when getting cuck action
Van is a tourist
BareMinimum being on the list makes it a joke
they can NEVER be on any real hiphop power ranking list ahead of Ang Martinez or Yee never mind sway n big
matter of fact - kick out BareMinimum and throw BagFuel at the bottom of the list
Adam because of the pop smoke bullsh*t, cuck and relationship with AK and Wack?
Vlad was on national TV and drink champs and Breakfast club and all that Boosie?
Bare minimum with this drake stuff was all over and ACTUALLY been working? They actually did have "power" because of Mal rants.
Bag fuel definitely deserved some type of honorable mention. But I think because they don't really participate in any of that click bait sh*t they aren't considered powerful or viral.like who they ranked.
This whole thing kinda seemed based on kendrick drake recency bias
the numbers weren't there for these 2 this year
but hey its cac affirmative action / protected complexion day
they barely did 2 months out of 12 but ranked higher than 4 real talkers?
complex bs - shit I even saw NDeska pop up more consistently than the tide pod stalkers
the numbers weren't there for these 2 this year
but hey its cac affirmative action / protected complexion day
they barely did 2 months out of 12 but ranked higher than 4 real talkers?
complex bs - shit I even saw NDeska pop up more consistently than the tide pod stalkers
I tried to make some sense of it.
I honestly didn't know a few people on this list so trust I ain't qualified to say sh*t.
To me Sway Angie Big Boy are foundational talents above this list stuff.
math fell off -
^
Had RFK and Talib on the show to record nothing numbers
Then Champ humping air on a chair and made him disappear math greatest fear was the success of his former peers
to quote the giggler... to witness the descent of math
yo i wanst even thinking about MEO crazyy
u have point. but math doesnt do any numbers anymore
hell bagfuel better