The brand new AMP Cypher just dropped yesterday, and it validated a thought I've had for a long time now: Which is that we are now witnessing a complete transformation of mainstream media. The shift is moving from a polished, "Hollywood" appearance to a more favorable indie look. In this blog, I will dive into the lore of AMP and also into what I believe this AMP Cypher means for the smaller creator and artist.
AMP is the content creation collective you must know about. Founded in 2019 These live streamers began their careers broadcasting from their parents' homes, often experiencing embarrassing moments on camera that could seem unprofessional and untraditional. These relatable mishaps allowed audiences to see themselves in the streamers, revealing a crucial truth: people crave relatability! This in turn is what has led them to be some of the most influential figures in American pop culture. Unbeknownst to many, these young men have shaped our slang, set fashion trends, and revolutionized hip hop journalism in 2024. They've become so undeniably influential that they've gotten the opportunity to collaborate with celebrities as big as Kevin Hart, Nicki Minaj, and Drake. The collective includes Agent00, ChrisNxtDoor, Davis, Duke Dennis, Fanum, and Kai Cenat.
Building on their success, AMP has been producing annual Rap Cyphers, mimicking the style of the XXL Freshman Class list – a showcase of upcoming influential hip-hop artists. Last year's AMP Cypher featured Lil Yachty, who was the main attraction. However, this year I felt the Cypher genuinely displayed the enormous talent each individual from AMP possesses. Fanum, stood out to me the most because, during his performance, he really came across as someone who could be my favorite rapper. The way he confidently moved across the set among his peers, his lyrics' substance, and his storytelling all made me feel like I was watching a young Biggie Smalls freestyle for the first time. I genuinely believe he has the potential to be that great of an artist.
These gentlemen went from live streaming in the hood with shitty lighting, rats crawling across their floor, and throwing fireworks at each other to buying penthouses in New York and influencing the world. It's this authenticity and transparency with the audience that has gotten them to where they are now. Take this as your sign to keep going because people do want to see your story. Post that vlog, create that podcast, write that book, begin live streaming, and keep creating content. The AMP Cypher of 2024 is a testament to the power and appeal of being relatable, authentic, and consistent. The mainstream media landscape is changing, and it's favoring those who stay true to themselves and their craft. So, don't be afraid to put yourself out there – your audience is waiting.