The Impact Of Odd Future
It’s been over ten years since the Los Angeles collective Odd Future debuted their first project, ‘The Odd Future Tape.’ Since then, they’ve helped transform hip-hop, and branched out from rap into other creative spaces like fashion and comedy, leaving a huge mark on their generation. Thanks to Odd Future's shocking lyrics, captivating visuals, and keen sense of marketing, the group was able to not only make their mark in hip-hop but in the world outside of it.
At their peak, the group boasted nearly 20 members, many of whom eventually launched solo careers. Including Frank Ocean, Syd, Earl Sweatshirt, Casey Veggies, Hodgy Beats, Left Brain, Domo Genesis, Mike G, Jasper, and of course, their leader, Tyler, the Creator.
At the time, there were plenty of other internet collectives making noise. But part of what made Odd Future’s music immediately stand out were their lyrics. Whether or not they were just trolling, the questionable themes in their music got them a lot of attention, mainly for their repeated use of homophobic slurs and violence against women.
Along with their shocking lyricism and sound, their music videos mirrored Odd Future’s versatility, ranging from dark visuals to more lighthearted vibes that showcased their sense of humour. We see that in everything from Tyler’s infamous video for “Yonkers” involving a cockroach...to Jasper’s appearance in an exercise video similar to Kanye West’s "The New Workout Plan.” But besides their attention-grabbing tactics, the group also boasted a diverse collection of creatives.
While members like Taco, Earl, and Tyler held it down with their antics in the spotlight, others, like Syd and Frank Ocean, were busy winning over their own admirers and openly identified as queer. Syd, aka Syd tha Kid, held it down as a thoughtful presence in the group and as Odd Future’s only female member. Frank Ocean’s elusive presence and mesmerising sound captured the hearts of fans both as a member of the group and as a solo artist with the release of his debut studio album, ‘channel ORANGE’ in 2012.
Frank Ocean - “They’ve liberated my thinking in some ways, creatively in the sense of knowing that you can do a lot of it by yourself. Not just the songs but taking control of your whole movement.”
As a collective, Odd Future helped change what it meant to be a rapper. Musically, the group didn’t fit into just one category and created their own narrative for their art. And Odd Future’s presence online was hard to miss. They’d mastered a DIY approach that let them build an audience and drop music when and how they wanted, thanks to a sizeable following on YouTube and Tumblr.
The group was consistently dropping music and videos that kept fans aware of what they had going on and hungry for more. Their rabid fanbase eventually helped open the doors to their Adult Swim sketch comedy show, 'Loiter Squad,' which ran for three seasons.
But as word spread online about Odd Future’s movement, so did their signature looks. Known for their love of bright colours and the notorious Supreme box logo, the group established themselves as tastemakers in streetwear. Their brand affiliation quickly became more than that, with their merch becoming a staple in the fashion industry. The collective launched their own line under their namesake, laden with bright colours and their signature doughnut logo. And fans had no problem standing in line around the block just to cop a signature piece and get a glimpse of the eccentric group.
Over the years, Odd Future slowly began to grow apart as each member began focusing on separate projects. Tyler released his own solo projects, with each one’s themes taking a wildly different tone than his early work. His last project, ‘IGOR’ dropped mid-May and debuted at number one on the Billboard charts.
Earl Sweatshirt released his own solo projects as well. His most recent album, ‘Some Rap Songs,’ dropped in November 2018. Syd and fellow group member Matt Martians branched out to start The Internet. Their most recent project, ‘Hive Mind’ dropped in July 2018. And Frank Ocean, who generally remains pretty secretive, has had fans wondering what’s next ever since he dropped ‘Blonde’ in 2016.
We’ve had solo projects and music from other members, too. Domo Genesis, Hodgy Beats, Mike G, Left Brain, and Casey Veggies have all released their own work. And while Odd Future may not be getting back together, as a group, their mark on this generation of music and culture has been undeniable.
Written by Miles Hayan.