Now, that’s a pretty arbitrary genre descriptor, but it was blatantly obvious that Rocky’s biggest influences were artists from the South and Midwest. But there was one facet of Rocky’s whole package that people couldn’t wrap their heads around at the time: His music didn’t sound like New York hip-hop. Rocky had a star quality the city hadn’t seen since 50 Cent (just look at that perfectly executed French inhale on the mixtape cover!). French Montana had amassed a mixtape empire but wouldn’t release his first major label single until 2012 Action Bronson was still the former chef who sounded like Ghostface Roc Marciano had only just begun amassing his cult following guys like Fred The Godson and Vado were too orthodox to blow up outside of the Five Boroughs. Everything else around them was too niche. He and the rest of A$AP Mob were tapped as the Next Big Thing that New York had been unsuccessfully searching for since the mid 2000s.

By the time $AP was released 10 years ago this Halloween, Rocky had graduated from internet hype.

New York institutions like Hot 97 and Dipset, who brought Rocky onstage at a September 2011 show, got on board. “Peso,” teased in chopped-and-screwed form within the “Purple Swag” video, shortly followed, as did news of Rocky inking a lucrative deal with RCA/Polo Grounds.

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