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This article originally appeared in The DePaulia, 1-14-2013
“Drill” 1-14
Phill Roche, then a DePaul senior finishing his degree in Marketing and Business Management, was sitting in class on May 1, 2012 when he got a call from an unfamiliar number. Working as a press representative for rising Chicago rapper King Louie and affiliated video producer Duan Gaines, Roche had been trying for months to get major publications interested in his clients, but to no avail.
Upon calling the number back, he discovered it was MTV, suddenly curious about Louie after hearing him name-dropped by Kanye West on his latest star-studded remix. The original, Chief Keef’s “I Don’t Like,” had been something of a local sensation since March, racking up views on Youtube thanks to a video shot and produced by Gaines. The 16-year-old Keef, his sound a more abrasive example of the burgeoning drill scene that Louie also represents, became heavily hyped by the music press at large, despite having been familiar to Chicago-focused hip-hop blogs for some time.
“The media missed them,” said Roche, when contacted by phone. “And the record companies played catch up.”
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