In an age of elusive algorithms and viral fame, Rob49 has had an uncharacteristically steady rise for a young rapper. After an uneventful stint in the National Guard and two semesters at Southern University, Rob49 picked up the mic for fun during the COVID-19 pandemic. Almost immediately, he garnered co-signs from industry vets like French Montana, and inked a record deal before the year was out. From there, Rob’s uptick in popularity hasn’t ceased — much to the surprise of everyone, even him.
“I ain’t never wanna be no rapper. I used to really be looking at rappers like they were lying,” Rob told Billboard of his early days. “Like, ‘Ain’t no way you doin’ what I’m doin and made it out this s—t.’ Now, I feel like all rappers gotta be doing what they’re talking about — because ain’t no way your hood let you [fake] that, let you say what you say and get away with it.”
Rob49’s latest album, Let Me Fly, is a testament to that relentless hustle, and to the acceptance that clearly he was built to be a rap star. The lighthearted nature behind his inescapable hit “WTHelly” shows that making hit songs, even if the origin of it is rather silly, comes as easily to Rob as breathing.
“I don’t be looking for a catchy record,” Rob says. “I really just be doing what I want.”
Below, Billboard talks with Rob49 about “WTHelly,” linking with Justin Bieber, and the key to making good music.
Let’s set the record straight: Who was the first person to say “what the helly?”
I don’t know who the first person was, but a lot of people are trying to take credit for it in my city. It’s New Orleans slang right now.
How are you feeling about the reception to “WTHelly” so far? Were you expecting it to be a hit from the jump?
I knew it was gonna be good, but I was kinda scared. A lot of the other releases I had, I was kinda thinkin’, ‘Oh this is gonna be it!’ and it was not what it was supposed to be. I was scared [“WTHelly”] was gonna be one of them ones. I’m grateful for it [catching on].
It must be nice to see it starting to get the traction the song is getting.
Did you see it?
Did I see what?
Did you see “WTHelly” on your socials?
I had to search it, it didn’t just pop up for me.
Ah, see that’s why I asked you that. We ain’t go hard enough then.
What’s your favorite “WTHelly” flip?
What the helly-Bron James. I came up with that one, and my friends came up with the rest.
How are you feeling about the reception to the remix? Justin Bieber’s verse seemed to really divide people, and I can’t help but notice you haven’t dropped it.
I was gonna drop the [remix] with [G Herbo] first and add it to the album, but we wound up doing it too late. So it might come out the next day on the album, then we’re just gonna go from there with it.
Do you plan to drop the Justin Bieber remix as well?
I talked to Justin a couple of days ago and he was telling me he wanted to do some more songs. So I don’t know.
How is he feeling about the reception to his verse? It was pretty divisive when it dropped.
It’s funny — when he first did it, he was like, “What you think? You think I can go harder?” I told him like, “Man I love it, bro — if you feel comfortable about it, if you like it, then I love it.” You know?
Were you surprised by people’s negative reaction to Bieber’s verse?
No, not really. I knew it was a possibility, because — it was the same way when he asked me, “Do you think I can go harder?”
What do you think people misunderstood about it?
Probably the singing part. You just never know what it’s gonna be — and fans don’t understand that all the time, that you don’t know what a hit is. Like, it just kinda happens. Some people might’ve been, like, “Oh my god he sung!” and if it would have been a hit it would have been a crazy banger. That be the difference between songs.
Tell me about the work you did with Birdman on this album. What did you learn from working and talking with him?
Just go hard, cause you get a lot of motivation from him like that and I just be accepting it. We don’t really be talking about too much. Don’t let up, don’t take it for granted, stuff like that.
You mentioned New Orleans — what’s your relationship like with your hometown right now?
I love my city, but when I go back there now it just feels like dry energy. There’s nothing really there, in terms of anything. I saw so much stuff traveling the world, it just doesn’t feel like enough for me — and that’s scary. I ain’t never wanted it to be like that because I like going home.
I noticed Skilla Baby’s not on Let Me Fly — is that collab album still coming?
I’m gonna call him and talk to him about that. Right now, I’m working on a collab album with me and G Herbo. I don’t know what we’re gonna name it — one of my close friends be saying, “Ghetto Poet” or something like that. I think I wanna name it that. I was gonna ask [G Herbo] how he feel about that. “Ghetto Poet” sounds great for an album, right?
Absolutely. I’m curious about how you approach dropping music. For a lot of young guys the blueprint has been too flood the streets with as much music as possible, but you’ve been very intentional with the singles you’ve dropped since 4 God II.
I just didn’t wanna drop no bulls—t. But at this point in my life I don’t care. I know if it’s hard, it’s better than yours. They got a lot of people out here dropping stuff that’s not better than mine.
Do you ever worry about losing momentum?
I definitely feel nervous about it. I was nervous this time, but I wasn’t nervous for myself, I was nervous cause everyone around me was getting nervous. I keep tellin’ em we good, but then they keep getting nervous! But you gotta be a strong-minded person, and not let people around you dictate your movements.
How did you creatively approach Let Me Fly differently than 4 God II?
I just wanted to be myself for real. 4 God II, it did good, but I felt like I was listening to the people a lot about the songs I was picking and stuff. This time, no one has say so but me.
Do you feel pressure with this record to take it to the next level?
I don’t feel no pressure, I just feel like we gotta go hard. Right now, we don’t have to come out with a fake roll out. The songs are going up for real — it’s not a game. Right now, I feel like I gotta show you [who I am], because a lot of people hold they nuts. You not gonna be able to hold your nuts this year.
