This week the polarizing underground sensation, Yeat, teamed up with Cole Bennett once again for the eye-popping Lyrical Lemonade visual for “Poppin” - an early favorite off his Billboard Top 10 album, 2 Alivë released in February.
“Poppin” is already looking like Yeat’s next breakaway hit, with over 10M Spotify streams and climbing the YouTube Trending charts, approaching 1M views in its first 24 hours. Everything about the “Poppin” is peak Yeat: immediately opening with irreverent drug references and a chain of Twizzy-specific lingo as we’re introduced to a sea of Yeat-lookalikes rocking his signature black-and-white turban that’s not really a turban.
For the visual, Cole Bennett made sure to capture the enigmatic cult star in peak form with an impressive lineup of whips, dozens of versions of himself, and a ton of trippy edits and surreal 3D animation to help paint a picture of the Twizzy universe. Not to mention the whole second video for another fan favorite off the album, “Taliban” stuck on the end for good measure.
For those who have somehow missed the viral hits, concert shutdowns, and rabid cult following - Yeat is the enigmatic, unapologetically boundary-pushing phenomenon quickly bubbling over from the underground and into the mainstream with his own rather divisive brand of busy, experimental hip hop. He’s cultivated a devoted following with his unorthodox autotune-heavy style featuring otherworldly production and a growing list of cryptic invënted slang, creating massive hits like “Monëy so big”, “Sorry Bout That” and “Gët Busy” and earning massive co-signs from everyone from Uzi to The Weeknd to Drake. This week, he also announced a national tour starting in April that he’ll be headlining alongside his right hand-twiz, SeptembersRich - just a few weeks after pulling out of Rolling Loud.
With the undeniable success of his second album now sitting way up on the Billboard Charts, it’s clear that there is more to this mysterious online phenomenon than many first thought.
Watch the video for “Poppin” below - and check out the rest of Yeat’s album, 2 Alivë