Introduction: When YouTube Became the Rap Cypher
YouTube isn’t just for makeup tutorials, pranks, or vlogs anymore—it’s the world’s largest ever stage for rap innovation. In 2025, more creators than ever are picking up the mic, dropping bars, and building loyal tribes of fans (plus racking up millions of streams and serious brand deals) from their bedrooms, not just from record label boardrooms. The new breed of YouTuber rappers aren’t just making music; they’re redefining what it means to be an artist, an entertainer, and a community builder in the digital age. If you think rap is only for the Billboard charts, think again—YouTube is where the next legends are being made.
What makes these creators so irresistible? It’s not just their punchlines, viral videos, or flashy visuals. It’s their authentic connection with fans, their knack for reinvention, and their fearless approach to blending music, memes, and deep engagement. From child prodigy MattyBRaps to international crossovers like DDG, longtime legends like KSI, and rising voices on the edge of global stardom, we’re about to break down the phenomenon. Buckle up—because this is rap reimagined for the internet era.
The Mainstream Stars: How YouTubers Went From Vlogs to Platinum Records
MattyBRaps (MattyB): From Playground Freestyles to Global Phenomenon
Let’s kick things off with a name that practically invented the genre of “YouTuber rapper:” MattyBRaps. Starting his career at the jaw-dropping age of 7, MattyB (born Matthew David Morris) is what happens when charisma, viral energy, and tight bars collide. By his teens, this Atlanta-born prodigy had already racked up billions of views and a dedicated following of young rap fans around the globe.
MattyB’s early fame came from clever, youth-friendly covers of pop and hip-hop hits—blending sharp lyricism with a squeaky-clean style that made him a favorite for parents and tweens alike. But he didn’t just stick to covers; he flexed his pen game on original tracks like “My Last Breath,” “Just Keep Going,” and “Top of the World,” demonstrating emotional range and a keen sense for hooks and uplifting messages.
His style? Think motivational, bright, and always packed with energy. MattyB’s notable songs—including “Loud,” “Bounce Back,” and “Never Gonna Change”—speak to perseverance, positivity, and growing up under the spotlight. Tracks like “She Ready” and “Shining Like a Star” channel empowerment and celebration, making them anthems for fans hungry for rap that inspires as much as it entertains.
MattyB’s audience engagement is unmatched; his YouTube channel (over 15 million subs!) goes way beyond music videos. He drops lyric videos, personal vlogs, collabs with other influencers (like the Haschak Sisters), and heavily interacts in the comments. The feedback loop? Instant. MattyB encourages fan remixes, duet covers, and Q&As—making his massive audience not just passive listeners, but active participants in his artistic evolution.
Oh, and let’s not forget the stats: more than 5 billion video views and major crossover into television, radio, and mainstream media.
KSI: The Sidemen General Who Took Over UK Hip-Hop
No rundown of YouTuber rappers is complete without KSI, or Olajide Olatunji, the king of internet reinvention. Bursting onto the scene as a FIFA gaming sensation and founding member of the Sidemen (the UK’s original YouTube crew), KSI’s transformation into chart-topping artist is pure internet alchemy. Today, with over 25 million subscribers and an army of fans hanging on every release, he’s the UK’s definitive YouTuber-turned-rapper and a bona fide mainstream star.
So what’s KSI’s style? It’s a vibrant blend of UK rap, afrobeats, drill, and pop-trap—always with catchy hooks, larger-than-life visuals, and a sense of humor that disarms even the most skeptical fans. Collaborations with big artists like Trippie Redd, Anne-Marie, Lil Pump, and Craig David prove just how respected he’s become in the industry. And don’t sleep on his solo tracks, like “Holiday,” “Not Over Yet,” and the recent “Catch Me If You Can”—each stacking up millions of spins.
KSI’s discography is deep, with gold-certified albums like “All Over the Place” and viral bangers including “Down Like That” (Rick Ross, Lil Baby, S-X), “Houdini” (Swarmz, Tion Wayne), and “Patience” (YUNGBLUD, Polo G). His music videos are high-budget, cinematic events, matching the swagger of any major label star. He’s not shy about dissing rivals (see: the Sidemen diss tracks) but it’s his ability to pivot between serious tracks and tongue-in-cheek, self-aware content that makes KSI such a force.
For audience engagement, KSI is relentless: regular vlogs, reaction videos, Q&As, and Sidemen content keep fans invested well beyond the music. He’s known to livestream studio sessions and even let his fans choose what songs he works on next. His social channels? Meme-packed, interactive, and always plugged into the latest trends. And with direct shout-outs to his supporters in nearly every video, it’s no wonder his tribe keeps growing.
DDG: The Blueprint for Crossover Internet Stardom
When it comes to the genre-defying, hustle-first mindset of the new YouTuber rapper, DDG (real name Darryl Dwayne Granberry Jr.) is the living prototype. Hailing from Pontiac, Michigan, DDG parlayed daily vlogs and comedic skits into a music career that’s legit on every level: platinum hits (“Moonwalking in Calabasas”), big collabs (Blueface, YoungBoy Never Broke Again, Coi Leray, Gunna), festival headliner clout, and viral TikTok stardom. Oh, and he recently made Forbes’ “30 Under 30 in Music” list for 2023.
DDG’s rap style is contemporary, melodic trap layered with smart pop hooks; tracks tackle hustle, luxury, relationships, and overcoming adversity. He’s a true storyteller, mixing raw honesty with head-nodding beats. Notable songs like “Givenchy,” “Arguments,” and “Elon Musk” (with Gunna) show a knack for viral hooks and deeply personal lyrics. His “Moonwalking in Calabasas (Remix)” is a modern classic for YouTube rap—certified double platinum and a favorite among reaction channels.
But what really sets DDG apart is his relentless output and cross-platform dominance. DDG Live is a hub for livestream Q&As, new song previews, and game nights—a community where fans are addressed by name and brought into his creative process. On Instagram, he shares snippets of unreleased music, behind-the-scenes antics, and his life as a young mogul and father. He’s authentic, sometimes controversial, and always captivating.
When it comes to audience engagement and branding, DDG is a case study: daily uploads, interactive polls, music video premieres, TikTok challenges, and merch drops. He’s monetized every inch of his brand, from ad revenue and streaming to sold-out tours and partnerships with Epic Records. His career proves that YouTube isn’t just a launch pad—it’s the main event.
Wroetoshaw (W2S): The Wild Card, Diss Track Specialist, Meme Lord
A mainstay in the Sidemen, Wroetoshaw (W2S) is mostly known for gaming antics, giant soccer challenges, and some of the wildest energy on YouTube. But don’t overlook his legacy as a diss rapper—a uniquely YouTuber sub-genre that helped propel the Sidemen to superstar status. Everyone in the UK YouTube universe remembers the “Sidemen x RiceGum x KSI Diss Track” era, with W2S’s infamous “KSI Sucks” racking up over 75 million views (and a place in UK YouTube history).
W2S’s rapping is intentionally aggressive, comical, and full of inside jokes for internet-savvy fans—sample bars roast KSI’s absences, musical output, even his family. His style leans old-school grime and British boom bap, always dripping with banter. Whether it’s “Sidemen Diss Track (Carpool Karaoke)” or surprise freestyles on Sidemen vlogs, Wroetoshaw brings the chaos and draws massive reacts from his fans (and sometimes his targets).
Channel engagement is all about community—for every bar dropped, there’s a wave of memes, response videos, and TikTok duets. W2S doesn’t take himself too seriously, and fans love him for it. His diss tracks are lesson A in how YouTubers have warped rap for participatory entertainment.
Next-Gen and Underground: The Rising Wave of YouTuber Rappers
China Mac: Real Street Stories and Community Activism
China Mac (Raymond Yu) is a Bronx-born, battle-hardened rapper who went from street life and prison to being a voice for both music lovers and the Asian-American community. His music is potent—real-life hustle, redemption, and cultural pride—with tracks like “First Day Home,” “Not That Tuff,” and “Say a Prayer (feat. Young M.A)” showing sharp lyrical chops and gritty production.
What vaults China Mac into the “top YouTuber rapper” convo isn’t just his bars, but his willingness to share his life: prison stories, food shows (“Mac Eats”), and global travel vlogs that blend storytelling, activism, and hip-hop authenticity. During the #StopAsianHate movement, his platform became a rallying point—organizing protests, releasing politically charged tracks (“They Can’t Burn Us All”), and using his YouTube channel to inspire unity.
If you’re after hard-hitting, unfiltered rap over classic, bass-heavy beats, China Mac’s for you. But stay for the conversations, the community moments, and the real talk that only a lived-it-and-survived-it creator can deliver.
Lord Ju: East Coast Drill with Boston Fire
Meet Boston’s very own Lord Ju, a lyrical powerhouse blazing a fresh path for women in drill rap. Starting as a violinist and fitness influencer, Lord Ju exploded onto the scene with 2019’s “Zoovie”—catching the ear of Harlem legend Jim Jones (who signed her to his label, Vamp Life, in 2023). Her style is unapologetically raw, a blend of Boston’s hustle with East Coast drill.
Lord Ju’s tracks like “Pop Out” (a summer playlist classic), “Eat My P***y Freestyle,” and the explosive collab “Hot” with YellowTapee, are built on hard-hitting beats and fierce, empowerment-focused bars. She’s not just here to compete; she’s here to dominate, and her rise is a case study in breaking through a male-dominated genre.
She engages fans through consistent social updates, vlogs, and a relatable authenticity. Lord Ju is all about participation—dropping behind-the-scenes content, laughter-filled livestreams, and regularly responding to fan comments and DMs. Lord Ju’s energy is contagious, and her message of female empowerment is impossible to ignore.
Bisho Ruler: The Defiant Underdog Who Raps With Purpose
If you want philosophy and punchlines, head to Bisho Ruler’s YouTube and SoundCloud. Bisho Ruler is building a YouTube rap scene committed to critical reasoning, logic, and pushing back against society’s norms. His lyrics are less about flex—more about societal critique and self-empowerment. Tracks like “Survive & Rise,” “Escape,” and the poignant “I Can’t Breathe” show his commitment to social commentary, mental health, and thoughtful storytelling.
He’s a smaller creator, but don’t underestimate his impact: the numbers might be niche, but his audience is fiercely engaged, with in-depth discussions in comment threads and passionate shares across Instagram. He stands out for delivering purpose-driven rap with a global view—his dream is to “bring rap to what it used to be, away from all the lils.” Bisho is proof that you can build a meaningful channel even as an outsider.
Collaborations That Shook the Internet (and the Charts)
A huge part of the YouTuber rap phenomenon is collaboration—both among creators and across the worlds of internet and mainstream music. KSI’s resume of collabs includes Rick Ross, Lil Baby, Trippie Redd, Swarmz, and Tion Wayne. DDG has called on Blueface, Gunna, Queen Naija, NLE Choppa, and many more for crossover bangers. China Mac has worked with Young M.A., Dave East, and underground legends, showing how YouTube can be a fast track to respected features.
Sometimes these collabs are viral stunts, like the Sidemen diss tracks that draw in rivalry, memes, and response videos. Other times, they’re legit hip-hop cyphers or festival-ready anthems. Either way, these partnerships bring new audiences into the fold, set fire to the algorithm, and keep fans coming back for more.
Playlists and collab music videos on YouTube provide endless discovery for fans: Central Cee, 21 Savage, Future, Kendrick Lamar, and more are converging with YouTuber rappers for explosive mainstream moments in 2025.
Audience Engagement: The True Secret Sauce
No YouTuber rapper finds lasting success by rapping into the void. Building a tribe is about turning one-way content into two-way conversation, and the best in the game have perfected the formula:
1. Premiere Parties and Livestream Q&As: Artists like MattyB and DDG host music video launches as social events—livestreaming reactions, doing track breakdowns, and jumping into YouTube Live chat to answer fan questions in real time. This sense of togetherness amps up hype and embeds the artist in fans’ daily routines.
2. Challenges, Memes, and Remixes: KSI frequently asks fans to roast his tracks, duet with his choruses, or drop their own verses on TikTok using his beats—creating a viral remix culture. W2S’s diss track legacy is built on a foundation of memeability and reaction content. These invent dynamic loops of engagement: fans feel part of the process, and the ecosystem grows.
3. Personal Vlogs and Storytelling: DDG’s success isn’t just his studio output—it’s the transparency of his daily vlogs, behind-the-scenes glimpses, and his willingness to share vulnerable moments from his journey. China Mac’s activism and food show content offer a window into the reality behind the rapper persona.
4. Callbacks and Running Jokes: The best streamers and rappers (see: Ludwig, Valkyrae for streaming, MattyB or KSI in music) use repeat references, insider callbacks, and call-and-response chat segments. This builds a feeling of “in-crowd” familiarity that keeps fans glued to every upload.
5. Polls and Community Voting: Whether it’s letting fans pick the next single, vote on a freestyle battle theme, or decide a merch design, YouTuber rappers actively shape their next moves through their audience’s input—forging deeper loyalty and higher retention.
Not only do these approaches drive engagement and virality, they also reveal a crucial truth: the new generation of rappers is as much about relationship as it is about bars.
Monetization and Business: Rap as a Grown-Up Game
Rappers who built their fanbase on YouTube aren’t just chasing streams—they’re savvy business people, too. Here’s how they turn views into dollars (and brand clout):
1. YouTube Ad Revenue and Memberships
YouTubers like MattyB and DDG cash in through a mix of ad revenue, Super Chats during livestreams, and increasingly, channel memberships (which give superfans early access, exclusive content, and more). Creators who use memberships and Super Features now see up to 30% of YouTube income from these tools.
2. Spotify and Streaming
Almost every top YouTuber-rapper has leveraged their video visibility into streaming dominance. KSI’s singles regularly chart in the UK, MattyB’s originals are playlisted globally, and DDG has parlayed TikTok virality into millions of Spotify streams.
3. Merchandise and Limited Drops
Artists like KSI and DDG promote exclusive merch on their channels—hoodies, tour bundles, and special edition vinyl. Limited drops build hype, drive conversion, and reinforce the community vibe.
4. Brand Partnerships and Sponsored Content
With their massive, young, and hyper-engaged audiences, YouTuber rappers are a dream for brands. From lifestyle sponsorships (think energy drinks, fashion, or mobile games) to appearances in films and mainstream media, the cross-promotional opportunities are endless.
5. Live Events and Virtual Concerts
The post-pandemic boom in virtual events has seen YouTubers host their own ticketed shows (often on YouTube Live), meet-and-greet livestreams, and even international tours leveraging their global reach—an avenue open to creators with just a fraction of traditional “celebrity” fame.
Importantly, YouTubers are less dependent on labels and able to maintain creative and financial control—a hallmark of the modern rap game.
Metrics That Matter: A Snapshot of the Scene
Let’s see how these creators stack up in numbers as of late 2025, according to publicly available data.
| YouTuber | Subscribers | Most Popular Songs/Videos | Notable Collaborations | Engagement Style |
|---|---|---|---|---|
| MattyBRaps | 15.4M | “Right Now I’m Missing You”, “Fool” | Haschak Sisters, Brooke Adee | Family-friendly vlogs, challenges, lyric breakdowns |
| KSI | 25M+ | “Holiday”, “Down Like That”, “Thick Of It”, “Lamborghini” | Rick Ross, Lil Baby, Trippie Redd, Anne-Marie, Offset | Sidemen collabs, interactive polls, memes, live premieres |
| DDG | 3.2M+ | “Moonwalking in Calabasas (Remix)”, “Elon Musk”, “Givenchy” | Blueface, Gunna, Coi Leray, YoungBoy Never Broke Again | Live vlogs, challenges, music video countdowns, relentless comment engagement |
| Wroetoshaw (W2S) | 16.2M | “KSI Sucks (Diss Track)”, “Sidemen Diss Track” | Sidemen, Ethan Payne | Meme-heavy roast videos, gaming/rap fusion, audience-driven banter |
| China Mac | 598K | “First Day Home”, “Not That Tuff”, “Say a Prayer” | Young M.A., Dave East | Food vlogs, activism rallies, live interviews, IRL banter |
| Lord Ju | 1.9K | “HOT”, “Pop Out”, “Zoovie” | YellowTapee, Jim Jones (label signing) | Freestyles, empowerment anthems, Instagram audience Q&A, themed community posts |
| Bisho Ruler | 1.4K | “I Can’t Breathe”, “Escape”, “Till the End” | Independent collabs | Logic-focused commentary, SoundCloud/Instagram tie-ins, deep-dive lyrics videos |
Note: Engagement measured not only by numbers but by playlist adds, community activity, and comment section buzz. These artists typify the diversity of styles, from family-friendly pop rap to gritty East Coast drill to philosophical commentary.
Subgenres, Styles, and Why It Works
1. Viral Diss Tracks: W2S, KSI, Quadeca, and others have built careers on the diss track—a uniquely YouTube phenomenon with self-aware humor, meme references, and call-outs that become content cycles.
2. Motivational and Upbeat Pop Rap: MattyB and DAX lead the space for anthems about staying positive, overcoming obstacles, and empowering youth.
3. Melodic Trap and Hybrid Rap: DDG brings hooks, melodies, and TikTok-ready flows; this style appeals to both core rap fans and pop-chart listeners.
4. Drill and Gritty Reality Rap: Lord Ju and China Mac channel local flavors (Boston, New York), personal authenticity, and issues from their communities into high-energy, streetwise tracks.
5. Underground and Conscious Lyricism: Bisho Ruler and others balance complex bars with messages about social change, cultural pride, or self-mastery.
6. Parody and Satirical Rap: From Bart Baker’s viral parodies to comedy rap crews referenced widely on YouTube, humor and subversion are always in play.
What ties it all together? Versatility. These creators aren’t boxed into one sound—they experiment, collab, roast, remix, and rewrite the playbook on what rap means for the internet age.
What’s Next for YouTuber Rappers: 2025 and Beyond
As YouTube and social media evolve, expect these trends to define the next wave of rap stardom:
- Shorts and Multiformat Dominance: Rap hooks optimized for Shorts and TikTok, viral dance challenges, and super-quick freestyles will keep growing, giving new acts a chance to explode in weeks rather than years.
- Cross-Platform Breakouts: Creators are jumping from YouTube to Spotify, Apple Music, and now even MSN’s new content hub, expanding their footprint with dub tracks and translations.
- 24/7 Rap Streams and Audience Co-Creation: Automated rap channels running continuous marathons of music, freestyles, and audience-requested themes foster all-day engagement for global fans.
- Brand Deals and Monetization 4.0: Memberships, exclusive perks, and live event ticketing turn fans into funders—making longevity possible without major labels.
- AI and Content Innovation: Smart metadata translation, AI-generated rap hooks, and collaborative AI tools are making production faster and more accessible.
- Cultural Blending: Artists like Gelo (LiAngelo Ball) and Nino Paid blur the lines between music, sports, and lifestyle entertainment, growing communities that cross borders and industries.
Conclusion: Why YouTuber Rap Isn’t Just a Trend—it’s the Future
The line between audience and artist has never been blurrier—and that’s a good thing. YouTuber rappers are proof that with talent, dedication, and the willingness to adapt, anyone can carve out a niche, amass millions of loyal fans, and redefine an entire genre. This is DIY hip-hop, supercharged for the social era, and it’s conquering the Billboard charts as easily as the TikTok discover page.
So, next time you see a MattyB video dropping wisdom or a KSI song blowing up, remember: you’re not just watching music, you’re watching rap history being written in real time—by creators who are as much yours as they are theirs. Subscribe, support, and maybe even drop your own verse. In the world of YouTube rap, the mic is always open.
Want more?
- MattyBRaps YouTube Channel
- KSI Official Music Channel
- DDG Music Channel
- Lord Ju on YouTube
- China Mac TV
- Wroetoshaw Diss Track
- Bisho Ruler on YouTube
Share your favorite bar in the comments—let’s keep the cypher spinning!
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