Back in 2014, Father and his Awful Records crew dominated SoundCloud rap, way before the new-school Florida takeover was even a thought. Now, Awful is playing a new and advanced game, and it all comes down to Father's leadership. On September 21, Father dropped his latest album, Awful Swim, in partnership with Adult Swim. Just months before, in June, it was announced that he and his label had inked a creative partnership with RCA. This is a look at how Father secured the bag and repositioned the Awful brand to level up after a few quiet years.