Why does Tekashi69 constantly chase attention
Tekashi 69 has had metoric rise over the last 12 months. In the summer of 2017 he was mostly known for his legal problems as well as his ‘loud’ guest verse on Trippie Redd’s POLES1469. Fast forward a year later he has had much success including the recent hit single ‘Fefe’ featuring Nicki Minaj. The biggest question is that if he is capable of outselling his contemporaries, why is it that he continues to indulge himself with social media antics.
The biggest reason for his social media antics, is that it brings attention to his persona. A lot of what makes 6ix9ine’s public persona work is that it’s geared to obtaining attention. His rainbow coloured hair, numerous tattoos specifically devoted to the number 69, his hyper aggressive music are just a few examples, that are notable when you first come in contact with his persona. What has elevated him even further, is the relentless work ethic in getting attention through stunts, livestreaming, interviews, social media skits and his numerous feuds with other rappers.
To be a successful rapper requires more than just the ability to make good music. It requires the ability to stand out and hold the audience’s attention when there is a lot of other distractions. In many instances 6ix9ine has done many things to draw the media’s attention, for example getting several people in Los Angeles to chase him around for the weekend, getting into beefs with YG, Vic Mensa, Chief Keef and Trippie Redd. All this made sure that people were focused on him, thereby elevating his importance in the context of pop culture.
The social media skits showcase a comedic aspect to his public persona. His legal case has been a problem for him because of its culturally toxic nature. The misuse of a child in a performance automatically brings feelings of disgust in the mind of many people. We are geared to protect children from those we see as predators. 6ix9ine’s appearance, with strange tattoos, rainbow hair only adds to the problem by making him seem dangerous. As a young rapper who is trying to appeal to younger music fans, having that charge over one’s head can drown a career because offenses towards children are one of the few things that can unite people across the political spectrum in agreement against you.
In his case being comedic actually helps, because humour is useful trying to change people’s opinions. When we are able to laugh with or at a person it is an experience we find enjoyable. Therefore, we keep returning our focus on him because the humorous nature of his over the top behaviour. This is effective when dealing with critics, because as long they are focused on him even though they are mocking him he is changing their opinion of him. For his fans though because he can satirize himself publicly enables for a personal note to be struck with them effectively retaining their focus on him.
Tekashi 69’s public persona has changed little in the past year, but what has made him more likeable is that as people are giving him attention they are having to find excuses for their continued focus on him. We as the audience don’t generally want to admit to ourselves that we waste time and make bad decisions. So instead we find excuses within ourselves to provide us with an easy route to continue awarding him with attention. In 6ix9ine’s case it is the comedic aspect that provides an easy route for people who are on the fence with him, such as rappers he has feuded with in the past, to say that they like him because he is the entertaining young kid with strange hair.
All in all, Tekashi has been successful because at through his music and style he has caught his audience’s attention. With his social media antics, he has held their attention, by fixing their focus on him through a stream of content and controversy. As a result, he has been able to evoke a desired response from his audience which has led to overachieving commercial success.
