In this excerpt from his book, 'Rap Capital: An Atlanta Story,' joecoscarelli shows how Migos’ breakthrough hit “Versace” was a hint of what was to come, as the trio would go on to dominate the mainstream and alter the sound of rap for good.
The Migos and French Montana attends the Hot 107.9’s 18th Annual Birthday Bash at the Philips Arena on June 15, 2013 in Atlanta, Georgia.But Quavo had his heart set on appearing at Birthday Bash, despite not being on the official bill, which included 2 Chainz and B.o.B. He told Coach, however hyperbolically, that he’d quit music if they couldn’t perform. Why else have a known manager in your corner? It was up to Coach K to make it happen.
“Don’t get it twisted, I fuck with Migos,” Drake told the skeptical room. “Yo, I’m just letting you know they have a wave. I’m just letting you know.”that he already loved, like “Adios” and “Pronto,” even though the tape had just come out. DJ Drama, who had seen the Migos movement growing firsthand, ultimately agreed: if Birthday Bash was the premier showcase of current Atlanta rap, then Migos had to be there. It would be the first time that the group ever rehearsed for a show.
The song represented a full-circle moment for the group and the producer. Zaytoven had been the one who first showed Migos’ original “Bando” music video to Gucci. But even in 2013—years after his first mainstream hit, Usher’s “Papers,” co-written with Gorilla Zoe—Zaytoven was still working in a barbershop cutting hair when he wasn’t defining the trap sound by making piano-based beats for Gucci and his associates.
In many ways, Migos was still ahead of its time in 2013, and for years after, both in sound and in business. The music industry at the time was thrashing in place, struggling to recover from the bottoming out of the CD market. And while rap mixtapes were booming online, the major labels had not yet found a way to really profit off internet attention beyond track downloads, which favored white pop stars with more affluent audiences.
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