Latto knows that achieving success isn’t always easy… especially in the rap game.
Since releasing her 2019 breakout single “Bitch from da Souf,” the ATL artist has established herself as one of hip-hop’s most popular newcomers. She received a Best New Artist nomination at the 2022 Grammy Awards, became 2023's first rapper to finally score a No. 1 single on the Billboard Hot 100, and took home several prestigious honors, including Best Female Hip Hop Artist at the 2022 BET Awards and Best New Hip Hop Artist at the 2023 iHeartRadio Music Awards.
While the achievements are, no doubt, impressive, they’ve also led to dismissive—and unfounded—claims about her career. Some critics have accused Latto of being an “industry plant,” as she seemingly broke into the mainstream out of nowhere. However, the 25-year-old MC has repeatedly defended her success, insisting it took years and years of hard work.
Her defense was supported by a now-viral video that shows a 13-year-old Latto flexing her rap skills in front of a live audience. The footage proves Latto has been pursuing music well before she won The Rap Game’s inaugural season at 16.
She used the clip as a little reminder to everyone who's chasing a dream: “Don’t give up,” she wrote.
Back in October, the 777 rapper took to X (formerly known as Twitter) to address the “industry plant” allegations.
“I been doing this since a kid & I get real love/respect from the greats for that,” she wrote. “I came up before social media I handed out mixtapes, did open mics & talent shows, etc I hate when y’all say this.. I worked VERY long & hard to be here. Being relevant since 16yo is not easy or common.”
Latto is now preparing for another exciting career move. On Thursday, Netflix announced that she will appear on the sophomore season of Rhythm + Flow, a reality competition series that aims to find the next big rap star. Latto will sit on the judges panel alongside DJ Khaled and Ludacris.
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