It’s different doing shows Monday to Monday than doing shows at a club on a weekend. And then I’m trying to go right back out on another tour. Once I get off this tour, Imma go right back into the studio for a minute. I be involved in a lot of the business parts of it to, so everybody else who’s with us don’t have to deal with it. I’m hands-on with it, so I make sure everything is going right and get the numbers right. We’re travelling with three other rappers, but it’s my tour. I want to get in early, do radio, touch colleges, go to stores and just be out and touch as many people as possible. I don’t want to just pull in late and hit the stage. My whole thing is: try to touch as many people as possible in every city you’re in. We have merch now, we got different devices for people to pre-order the album. This year, we’re doing like 40 or 45 cities. I had learned a lot from that, about how to maximize on opportunity, things you can monetize and ways you can give the fans that attachment to you. Yo Gotti: This is my second national tour. Below, Gotti opens up about making the jump from the Southern club circuit to 18+ venues, and the importance of both compromise and independence. Photographer Ryan Lowry joined him as the tour came through Chicago in October. He's been promoting that album, out next week and up for preorder now, on an ambitious national tour with YG, protégé Zed Zilla and GEN F alum Shy Glizzy. ![]() ![]() They done what they done and they done that good but they didn’t grow." On his upcoming album, I Am, his sixth official LP and second for a major label, Gotti makes explicit plays for new audiences-with an of-the-moment West Coast beat, a Ne-Yo hook and a peacocking T.I. Speaking about some of the peers he outlasted, he told FADER two years ago: “I think when some of them people had their spot they didn’t allow it to grow. Yo Gotti, Memphis rap's most popular rapper and visible ambassador (pop star Juicy J notwithstanding), has been working for almost two decades, enduring market shifts from actual tapes to out-the-trunk CDs then monetized Vevo players like the sly small businessman whose main street store stubbornly refuses to go under.
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