Although predecessors like Three 6 Mafia and 8Ball & MJG had made Memphis a hotbed for Southern U.S. rap in the ‘90s, Yo Gotti put the city on his back for the trap era, offering his own spin on a sound more associated with Atlanta. A hard-working mixtape rapper for over a decade, Yo Gotti gradually stacked up an impressive series of hit singles by honing his conversational flow and mixing his gangsta rap anthems with shrewdly observational lyrics and clever hooks.