Hometown: Berkeley, CA
Active Since: 2012
Label: Fool's Gold
Twitter Handle: @IHate100s
Essential Listening: Ice Cold Perm
Pros: He's a character, and he's got Fool's Gold behind him.
Cons: His music sounds more like the past than the future.
Ever since Bay Area rapper 100s was a kid, he's been fascinated by pimp culture. That's pretty obvious when you listen to his debut mixtape, Ice Cold Perm. Brimming with relentless slick-talking and smooth, funky, throwback style, its the kind of music that you probably couldn't make unless you've been into it since your early days.
But in 2013, Snoop Dogg—er, Snoop Lion—is making reggae, and that West Coast player music seems all but dead. But before you count him out, realize this: 100s is now with Fool's Gold, the label that helped catapult Danny Brown into the spotlight, and Fool's Gold mastermind A-Trak has plenty of confidence that there is a place in the rap world for a character like 100s: "Here at Fool's Gold, I've seen Kid Cudi and Danny Brown go from underground misfits to true cult leaders," A-Trak explained in a press release about 100s' signing, "and trust me, 100s is next up." —Jacob Moore