12-year-old Philly rapper Matt Ox, whose viral single "Overwhelming" recently passed 14 million views on YouTube, has signed a record deal with Warner Bros. Earlier this month, the label re-released the single, which is currently available on iTunes.
Word about Ox's signing comes one week after Atlantic Records announced the signing of another young viral act, 14-year-old Danielle Bregoli (a.k.a. the 'Cash Me Outside' Girl a.k.a. Bhad Bhabie).
How EKKSTACY Beat Writer’s Block to Make His Best Album
Pop anti-hero EKKSTACY finds his aggressive voice on his new album, 'misery.' He breaks down his journey through writer's block for Audiomack World.
While news of Ox's signing, like Bhad Bhabie before him, might wrinkle the feathers in more than a few hip-hop purist caps—including mine—it's important to remember that this is the music business. Labels, above all else, care about one thing: making money.
That said, don't be fooled into thinking these are long-term development plays by Warner. Despite youth being on their side, time is already running out for both Ox and Bhabie. Signing largely talent-less viral acts that offer momentary "cultural relevance" is a merely a cash grab. Nothing more, nothing less.
The Ox is being milked.
Warner Bros. and Matt Ox management did not immediately respond to a request for comment from DJBooth.