This piece was originally published at COMPLEX in July 2014.
Bobby Shmurda’s recent signing with Epic Records felt like an inevitability. Given the seeming ubiquity surrounding his viral hit “Hot N***a” and its corresponding Shmoney Dance Vine, those who feverishly follow the ins-and-outs of this rap game knew the young Brooklyn artist would be courted by the majors. Intergenerational endorsements and co-signs from Jay Z, Meek Mill, and Raekwon shone a spotlight on Shmurda that most rap publicists would would sacrifice their firstborn over. Currently lacking a proper commercial release for “Hot N***a,” any hip-hop A&R had to at least see Shmurda’s short-term earnings potential via the download and ringtone marketplace. The ink on the contract having barely dried, some might be tempted to consider the signing Shmurda’s big win. Record deals are worth celebrating, though as Azealia Banks and others in similar predicaments can attest they often mark the beginning of one’s problems as opposed to the end.