Lil Yachty Developing Action Heist Movie Based on Card Game Uno
By Rebecca Rubin
Rebecca Rubin
Senior Film and Media Reporter
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Rapper Lil Yachty is developing an action heist comedy based on Uno — yes, the card game — with Mattel Films.
Marcy Kelly wrote the screenplay for the movie, set in the underground hip hop world of Atlanta. Though the cast has not been announced, Lil Yachty is being eyed for the lead role.
“I’m so excited to be part of this film with Mattel,” said Lil Yachty, a musician best known for the songs “Broccoli” and “iSpy.” “I played Uno as a kid and still do today, so to spin that into a movie based on the Atlanta hip hop scene I came out of is really special. It hits close to home for me.”
Uno was created in a Cincinnati barbershop in the ’70s as a way for families to spend time together. Five decades later, the game is available in more than 80 countries. Mattel has owned the game since 1992.
Along with Lil Yachty, Mattel Films will produce the movie with Quality Control’s Kevin “Coach K” Lee, Pierre “P” Thomas and Brian Sher for Quality Films.
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Robbie Brenner, executive producer, and Kevin McKeon, supervising producer, will lead the project for Mattel Films.
“At Mattel Films, we are looking to explore stories that bring our brands to life in unexpected ways,” said Brenner. “Uno is a game that transcends generations and cultures and we look forward to partnering with Lil Yachty, as well as with Coach, P, and Brian Sher, to transform the classic Uno game into a comedic action adventure.”
Numerous films have been based on Mattel products and toys, including American Girl, Barbie, Barney, Hot Wheels and Magic 8 Ball.
Lil Yachty is represented by ICM Partners and Uwonda Carter Scott. Kelly is represented by 3Arts Entertainment and JYWAMM.
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Lil Yachty On His Big Rock Pivot: ‘F-ck Any of the Albums I Dropped Before This One’
With his adventurous, psychedelic new album, 'Let's Start Here,' he's left mumble rap behind — and finally created a project he's proud of.
By Lyndsey Havens
Lyndsey Havens
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Lil Yachty, presented by Doritos, will perform at Billboard Presents The Stage at SXSW on March 16 .
Lil Yachty: Photos From the Billboard Cover Shoot
Someone has sparked a blunt in the planetarium.
It may be a school night, but no one has come to the Liberty Science Center in Jersey City, N.J., to learn. Instead, the hundreds of fans packed into the domed theater on Jan. 26 have come to hear Lil Yachty’s latest album as he intended: straight through — and with an open mind. Or, as Yachty says with a mischievous smile: “I hope y’all took some sh-t.”
For the next 57 minutes and 16 seconds, graphics of exploding spaceships, green giraffes and a quiet road through Joshua Tree National Park accompany Yachty’s sonically divergent — and at this point, unreleased — fifth album, Let’s Start Here . For a psychedelic rock project that plays like one long song, the visual aids not only help attendees embrace the bizarre, but also function as a road map for Yachty’s far-out trip, signaling that there is, in fact, a tracklist.
It’s a night the artist has arguably been waiting for his whole career — to finally release an album he feels proud of. An album that was, he says, made “from scratch” with all live instrumentation. An album that opens with a nearly seven-minute opus, “the BLACK seminole.,” that he claims he had to fight most of his collaborative team to keep as one, not two songs. An album that, unlike his others, has few features and is instead rich with co-writers like Mac DeMarco, Nick Hakim, Alex G and members of MGMT, Unknown Mortal Orchestra and Chairlift. An album he believes will finally earn him the respect and recognition he has always sought.
Sitting in a Brooklyn studio in East Williamsburg not far from where he made most of Let’s Start Here in neighboring Greenpoint, it’s clear he has been waiting to talk about this project in depth for some time. Yachty is an open book, willing to answer anything — and share any opinion. (Especially on the slice of pizza he has been brought, which he declares “tastes like ass.”) Perhaps his most controversial take at the moment? “F-ck any of the albums I dropped before this one.”
His desire to move on from his past is understandable. When Yachty entered the industry in his mid-teens with his 2016 major-label debut, the Lil Boat mixtape, featuring the breakout hit “One Night,” he found that along with fame came sailing the internet’s choppy waters. Skeptics often took him to task for not knowing — or caring, maybe — about rap’s roots, and he never shied away from sharing hot takes on Twitter. With his willingness and ability to straddle pop and hip-hop, Yachty produced music he once called “bubble-gum trap” (he has since denounced that phrase) that polarized audiences and critics. Meanwhile, his nonchalant delivery got him labeled as a mumble rapper — another identifier he was never fond of because it felt dismissive of his talent.
“There’s a lot of kids who haven’t heard any of my references,” he continues. “They don’t know anything about Bon Iver or Pink Floyd or Black Sabbath or James Brown. I wanted to show people a different side of me — and that I can do anything, most importantly.”
Let’s Start Here is proof. Growing up in Atlanta, the artist born Miles McCollum was heavily influenced by his father, a photographer who introduced him to all kinds of sounds. Yachty, once easily identifiable by his bright red braids, found early success by posting songs like “One Night” to SoundCloud, catching the attention of Kevin “Coach K” Lee, co-founder/COO of Quality Control Music, now home to Migos, Lil Baby and City Girls. In 2015, Coach K began managing Yachty, who in summer 2016 signed a joint-venture deal with Motown, Capitol Records and Quality Control.
“Yachty was me when I was 18 years old, when I signed him. He was actually me,” says Coach K today. (In 2021, Adam Kluger, whose clients include Bhad Bhabie, began co-managing Yachty.) “All the eclectic, different things, we shared that with each other. He had been wanting to make this album from the first day we signed him. But you know — coming as a hip-hop artist, you have to play the game.”
Yachty played it well. To date, he has charted 17 songs on the Billboard Hot 100 , including two top 10 hits for his features on DRAM’s melodic 2016 smash “Broccoli” and Kyle’s 2017 pop-rap track “iSpy.” His third-highest-charting entry arrived unexpectedly last year: the 93-second “Poland,” a track Yachty recorded in about 10 minutes where his warbly vocals more closely resemble singing than rapping. ( Let’s Start Here collaborator SADPONY saw “Poland” as a temperature check that proved “people are going to like this Yachty.”)
Beginning with 2016’s Lil Boat mixtape, all eight of Yachty’s major-label-released albums and mixtapes have charted on the Billboard 200 . Three have entered the top 10, including Let’s Start Here , which debuted and peaked at No. 9. And while Yachty has only scored one No. 1 album before ( Teenage Emotions topped Rap Album Sales), Let’s Start Here debuted atop three genre charts: Top Rock & Alternative Albums , Top Rock Albums and Top Alternative Albums .
“It feels good to know that people in that world received this so well,” says Motown Records vp of A&R Gelareh Rouzbehani. “I think it’s a testament to Yachty going in and saying, ‘F-ck what everyone thinks. I’m going to create something that I’ve always wanted to make — and let us hope the world f-cking loves it.’ ”
Yet despite Let’s Start Here ’s many high-profile supporters, some longtime detractors and fans alike were quick to criticize certain aspects of it, from its art — Yachty quote-tweeted one remark , succinctly replying, “shut up” — to the music itself. Once again, he found himself facing another tidal wave of discourse. But this time, he was ready to ride it. “This release,” Kluger says, “gave him a lot of confidence.”
“I was always kind of nervous to put out music, but now I’m on some other sh-t,” Yachty says. “It was a lot of self-assessing and being very real about not being happy with where I was musically, knowing I’m better than where I am. Because the sh-t I was making did not add up to the sh-t I listened to.
“I just wanted more,” he continues. “I want to be remembered. I want to be respected.”
Last spring, Lil Yachty gathered his family, collaborators and team at famed Texas studio complex Sonic Ranch.
“I remember I got there at night and drove down because this place is like 30 miles outside El Paso,” Coach K says. “I walked in the room and just saw all these instruments and sh-t, and the vibe was just so ill. And I just started smiling. All the producers were in the room, his assistant, his dad. Yachty comes in, puts the album on. We got to the second song, and I told everybody, ‘Stop the music.’ I walked over to him and just said, ‘Man, give me a hug.’ I was like, ‘Yachty, I am so proud of you.’ He came into the game bold, but [to make] this album, you have to be very bold. And to know that he finally did it, it was overwhelming.”
SADPONY (aka Jeremiah Raisen) — who executive-produced Let’s Start Here and, in doing so, spent nearly eight straight months with Yachty — says the time at Sonic Ranch was the perfect way to cap off the months of tunnel vision required while making the album in Brooklyn. “That was new alone,” says Yachty. “I’ve recorded every album in Atlanta at [Quality Control]. That was the first time I recorded away from home. First time I recorded with a new engineer,” Miles B.A. Robinson, a Saddle Creek artist.
Yachty couldn’t wait to put it out, and says he turned it in “a long time ago. I think it was just label sh-t and trying to figure out the right time to release it.” For Coach K, it was imperative to have the physical product ready on release date, given that Yachty had made “an experience” of an album. And lately, most pressing plants have an average turnaround time of six to eight months.
Fans, however, were impatient. On Christmas, one month before Let’s Start Here would arrive, the album leaked online. It was dubbed Sonic Ranch . “Everyone was home with their families, so no one could pull it off the internet,” recalls Yachty. “That was really depressing and frustrating.”
Then, weeks later, the album art, tracklist and release date also leaked. “My label made a mistake and sent preorders to Amazon too early, and [the site] posted it,” Yachty says. “So I wasn’t able to do the actual rollout for my album that I wanted to. Nothing was a secret anymore. It was all out. I had a whole plan that I had to cancel.” He says the biggest loss was various videos he made to introduce and contextualize the project, all of which “were really weird … [But] I wasn’t introducing it anymore. People already knew.” Only one, called “Department of Mental Tranquility,” made it out, just days before the album.
Yachty says he wasn’t necessarily seeking a mental escape before making Let’s Start Here , but confesses that acid gave him one anyway. “I guess maybe the music went along with it,” he says. The album title changed four or five times, he says, from Momentary Bliss (“It was meant to take you away from reality … where you’re truly listening”) to 180 Degrees (“Because it’s the complete opposite of anything I’ve ever done, but people were like, ‘It’s too on the nose’ ”) to, ultimately, Let’s Start Here — the best way, he decided, to succinctly summarize where he was as an artist: a seven-year veteran, but at 25 years old, still eager to begin a new chapter.
Taking inspiration from Dark Side , Yachty relied on three women’s voices throughout the album, enlisting Fousheé, Justine Skye and Diana Gordon. Otherwise, guest vocals are spare. Daniel Caesar features on album closer “Reach the Sunshine.,” while the late Bob Ross (of The Joy of Painting fame) has a historic posthumous feature on “We Saw the Sun!”
Rouzbehani tells Billboard that Ross’ estate declined Yachty’s request at first: “I think a big concern of theirs was that Yachty is known as a rapper, and Bob Ross and his brand are very clean. They didn’t want to associate with anything explicit.” But Yachty was adamant, and Rouzbehani played the track for Ross’ team and also sent the entire album’s lyrics to set the group at ease. “With a lot of back-and-forth, we got the call,” she says. “Yachty is the first artist that has gotten a Bob Ross clearance in history.”
From the start, Coach K believed Let’s Start Here would open lots of doors for Yachty — and ultimately, other artists, too. Questlove may have said it best, posting the album art on Instagram with a lengthy caption that read in part: “this lp might be the most surprising transition of any music career I’ve witnessed in a min, especially under the umbrella of hip hop … Sh-t like this (envelope pushing) got me hyped about music’s future.”
Recently, Lil Yachty held auditions for an all-women touring band. “It was an experience for like Simon Cowell or Randy [Jackson],” he says, offering a simple explanation for the choice: “In my life, women are superheroes.”
And according to Yachty, pulling off his show will take superhuman strength: “Because the show has to match the album. It has to be big.” As eager as he was to release Let’s Start Here , he’s even more antsy to perform it live — but planning a tour, he says, required gauging the reaction to it. “This is so new for me, and to be quite honest with you, the label [didn’t] know how [the album] would do,” he says. “Also, I haven’t dropped an album in like three years. So we don’t even know how to plan a tour right now because it has been so long and my music is so different.”
While Yachty’s last full-length studio album, Lil Boat 3 , arrived in 2020, he released the Michigan Boy Boat mixtape in 2021, a project as reverential of the state’s flourishing hip-hop scenes in Detroit and Flint as Let’s Start Here is of its psych-rock touchstones. And though he claims he doesn’t do much with his days, his recent accomplishments, both musical and beyond, suggest otherwise. He launched his own cryptocurrency, YachtyCoin, at the end of 2020; signed his first artist, Draft Day, to his Concrete Boyz label at the start of 2021; invested in the Jewish dating app Lox Club; and launched his own line of frozen pizza, Yachty’s Pizzeria, last September. (He has famously declared he has never eaten a vegetable; at his Jersey City listening event, there was an abundance of candy, doughnut holes and Frosted Brown Sugar Cinnamon Pop-Tarts.)
But there are only two things that seem to remotely excite him, first and foremost of which is being a father. As proud as he is of Let’s Start Here , he says it comes in second to having his now 1-year-old daughter — though he says with a laugh that she “doesn’t really give a f-ck” about his music yet. “I haven’t played [this album] for her, but her mom plays her my old stuff,” he continues. “The mother of my child is Dominican and Puerto Rican, so she loves Selena — she plays her a lot . [We watch] the Selena movie with Jennifer Lopez a sh-t ton and a lot of Disney movie sh-t, like Frozen , Lion King and that type of vibe.”
Aside from being a dad, he most cares about working with other artists. Recently, he flew eight of his biggest fans — most of whom he has kept in touch with for years — to Atlanta. He had them over, played Let’s Start Here , took them to dinner and bowling, introduced them to his mom and dad, and then showed them a documentary he made for the album. (He’s not sure if he’ll release it.) One of the fans is an aspiring rapper; naturally, the two made a song together.
Yachty wants to keep working with artists and producers outside of hip-hop, mentioning the Yeah Yeah Yeahs and even sharing his dream of writing a ballad for Elton John. (“I know I could write him a beautiful song.”) With South Korean music company HYBE’s recent purchase of Quality Control — a $300 million deal — Yachty’s realm of possibility is bigger than ever.
But he’s not ruling out his genre roots. Arguably, Let’s Start Here was made for the peers and heroes he played it for first — and was inspired by hip-hop’s chameleons. “I would love to do a project with Tyler [The Creator],” says Yachty. “He’s the reason I made this album. He’s the one who told me to do it, just go for it. He’s so confident and I have so much respect for him because he takes me seriously, and he always has.”
Penske Media Corp. is the largest shareholder of SXSW ; its brands are official media partners of SXSW.
This story originally appeared in the March 11, 2023, issue of Billboard.
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Alamo drafthouse is “not going to be a massive business, but it’s going to grow,” sony pictures entertainment ceo tony vinciquerra says, mattel developing movie based on uno card game with lil yachty eyeing lead role.
By Anthony D'Alessandro
Anthony D'Alessandro
Editorial Director/Box Office Editor
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The feature adaptations of the Mattel toy universe now will extend to the Uno card game.
The toymaker has a live-action heist comedy in development, penned by Marcy Kelly and set in the underground hip hop world of Atlanta with Grammy-nominated rapper Lil Yachty eyeing a starring role.
Mattel will produce with Lil Yachty. In addition, Quality Control’s Kevin “Coach K” Lee, Pierre “P” Thomas and Brian Sher will produce for Quality Films. Executive producer Robbie Brenner and supervising producer Kevin McKeon will lead the project for Mattel Films.
“At Mattel Films, we are looking to explore stories that bring our brands to life in unexpected ways,” said Brenner. “Uno is a game that transcends generations and cultures, and we look forward to partnering with Lil Yachty, as well as with Coach, P and Brian Sher, to transform the classic Uno game into a comedic action adventure.”
Added Yachty: “I’m so excited to be part of this film with Mattel. I played Uno as a kid and still do today, so to spin that into a movie based on the Atlanta hip hop scene I came out of is really special. It hits close to home for me.”
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Conceived in 1971 in a barbershop in Cincinnati, Uno was created as a way for families to spend time together and quickly became a household staple. Five decades later, Uno is played in more than 80 countries and has spawned a number of innovative card-based and digital games. In celebration of Uno’s 50th anniversary this year, Mattel is releasing one of the brand’s largest product lines offering new twists on gameplay, is planning a global Uno tournament and is collaborating with a variety of iconic names across art, fashion, sports and more.
Uno joins other Mattel Films in the works including those based on American Girl, Barbie, Hot Wheels, Magic 8 Ball, Major Matt Mason, Masters of the Universe, Thomas & Friends, View Master and Wishbone.
Kelly is represented by 3Arts Entertainment and JYWAMM. Lil Yachty is with ICM Partners and Uwonda Carter Scott. “Coach K” and Pierre “P” Thomas are represented by Granderson Des Rochers LLP.
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Lil Yachty and Mattel Are Making a Movie Out of Uno, the Card Game
Back in 2013, when news broke of a competitive Uno game show that never fully came to fruition, Vulture declared, “Think of it this way: At least it’s not an Uno movie.” Eight years later, our words have finally caught up to us. Per The Hollywood Reporter , Mattel and Lil Yachty are developing a film adaptation of Uno, the card game. Rapper Yachty is producing the movie alongside Mattel Films, and also likely to star. In THR ’s words, it’s “an action heist comedy, set in the underground hip hop world of Atlanta.” No word yet on how Uno plays into the whole thing: Does it start with a high-stakes game of Uno gone wrong? Are the characters Uno cards themselves? Yachty said in a statement, “I played UNO as a kid and still do today, so to spin that into a movie based on the Atlanta hip hop scene I came out of is really special. It hits close to home for me.” You might want to hold onto that skip card, just in case.
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Lil Yachty Follows Lil Durk & J. Cole Becoming Playable Character in NBA 2k23
Lil Yachty ‘s hoop dreams have come to life — sort of — as he’s been added as a playable character in the popular NBA 2K23 video game.
2K and Yachty revealed on Thursday (April 13) that the Quality Control rapper will be available in the game’s MyTeam mode Crossover series. Fans can now complete the Spotlight Challenge and earn Lil Boat’s 89 overall player card for a limited time.
“A dream I couldn’t live out in real life is finally happening.. I’m hoopin .. I told dem i play like @shai … no kiippp lol,” Yachty wrote to Instagram.
Lil Yachty received love from NBA players in his comment section from the likes of Oklahoma City Thunder star Shai Gilgeous-Alexander as well as Utah Jazz guard Jordan Clarkson.
The clip shows Lil Yachty going through the face-scanning process and then flips to his playable character dunking with his braids bouncing around as he dons a pair of Travis Scott Air Jordan 1’s.
The Atlanta isn’t the first rapper to find their way into 2K . Earlier this year, Polo G , Lil Wayne, Lil Durk , J. Cole and Jack Harlow all were made available for fans in the MyTeam Crossover series, all of whom were also given 89 ratings.
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March 8, 2023
Cole was also unveiled as the cover star for the DREAMER Edition of NBA 2K23 last year, becoming the first rapper to grace the cover of the popular video game franchise.
It’s been an eventful April for Yachty, who made his Saturday Night Live debut earlier this month as the musical guest.
He performed “drive ME crazy!” and “the BLACK seminole” off his fifth studio album, Let’s Start Here during his visit to NBC’s famous 30 Rockefeller Plaza studio in New York. The music grind didn’t stop as he also delivered the Drake-approved single “Strike (Holster)” on April 7.
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Lil Yachty and ‘Super Mario’ Made Nostalgia Great Again in 2016
Sometimes we’re prepared for it — other times, it comes for us
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Share All sharing options for: Lil Yachty and ‘Super Mario’ Made Nostalgia Great Again in 2016
Do o you remember what it felt like to fly in 1996? I’d forgotten, until a teenage rapper named Lil Yachty (who, in his own words, sounds like “ a fucking cartoon character ”) reminded me.
I discovered Yachty in March, when the Twittersphere was hyping Lil Boat , a new mixtape from the 18-year-old, red-beaded Atlanta MC. Word was, the project sounded like cotton candy, river tubing on the hottest day of summer, and a 24-hour marathon of Disney Channel original movies wrapped into one. Worth at least a cursory listen.
The first person you hear on Lil Boat is not Yachty. It’s Ellen DeGeneres. The opening track samples the “just keep swimming” dialogue from Finding Nemo , a millennial mantra that every person under 30 in America has muttered to themselves during at least one final-exam cram session or exhausting late-night shift. When Yachty does eventually step to the mic, his bars are adequate but not head-turning. Then, halfway through the song, he Digivolves into an otherworldly singer, bleating emotions rather than words. His wailing “hellooooooo” sounds simultaneously forlorn and euphoric. It’s whale-speak spun through Auto-Tune.
I bobbed absentmindedly through more of the tracks. The songs are fun and ephemeral, like perusing your friends’ Snapchat stories on a hungover Saturday morning. “Wanna Be Us” has immediate potential as a giddy summer jam. “Minnesota” demonstrates Yachty’s clear debt to fellow ATLien and featured artist Young Thug.
Then the eighth track, “Run/Running,” comes on, and a #throwbackthursday bomb detonates inside my head.
Sometimes we are prepared for nostalgia. We go into Toy Story 3 ready to weep for our own lost childhoods. We visit our college campuses knowing every square inch will be overrun with vivid coming-of-age memories. We roll our eyes when Hollywood decides to make a mature Mighty Morphin Power Rangers reboot because we, unlike movie studios, know you can’t tug at heartstrings with a tow truck.
But when nostalgia comes after you out of nowhere, while you’re just minding your own business, it’s different. It’s overwhelming. It can induce hysteria. I was in a legit panic when “Run/Running” kicked off with a buoyant pan flute, a sound that I immediately knew was an integral part of my youth but couldn’t immediately place. I was transported back to my childhood home in Montgomery, Alabama, and I started investigating. I flipped through my favorite television channels in my mind: Was it the theme song from a One Saturday Morning cartoon? I rummaged through my mess of a closet: Was this the bumper music from a 2-XL tape ? Maybe it was the tune my Bop It played? No, this is way too dope for Bop It.
I couldn’t place it. I was going to go mad listening to a SoundCloud rapper warble over an arcane piece of ’90s flotsam, lost to the sands of time.
I returned to Twitter, the font of all human knowledge. And that’s how I figured it out, as I scanned through reactions from other people who were having the same perplexed , disbelieving , ecstatic response as I was: This is the goddamn menu music from Super Mario 64.
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In one of his most famous ad pitches , Don Draper called nostalgia “the pain from an old wound.” That characterization — nostalgia as a fundamentally negative, heart-wrenching, malignant force — is the way the sentiment was viewed for centuries.
“Nostalgia” began its life as a disease. The term was coined by the Swiss physician Johannes Hofer in 1688 as a diagnosis for mental and physical problems suffered by the country’s soldiers. Young men trapped on battlefields far from home, who carried symptoms ranging from melancholy to loss of appetite to irregular heartbeats, were said to be suffering from nostalgia. It was a sign of mental weakness. Over the next 200 years, doctors and military leaders tried a variety of strategies to cure the disease, from leeches to death threats to rituals of public humiliation, according to The Atlantic .
In a 2013 paper, a group of social psychologists wrote that, “Though speculations about the causes of nostalgia varied, they had one common feature; they all ultimately viewed nostalgia as abnormal and problematic.”
In the 20th century, the perception of nostalgia began to shift, but no one had empirically proven its effects until a social psychology professor at England’s University of Southampton got in an argument with a colleague about, among other things, his desire to talk about the Tar Heels. Constantine Sedikides, one of the coauthors of the aforementioned study, had formerly taught at the University of North Carolina and felt nostalgic about his time watching basketball there (during the Dean Smith era). Another professor said this bout of nostalgia clearly indicated he was depressed. Sedikides set out to prove him wrong.
Researchers at Southampton began bringing in groups of people to attempt to measure the effect nostalgia had on their demeanor. One group would be asked to write in detail about a nostalgic event that had occurred in their lives, while a control group wrote about an ordinary event. The group steeped in nostalgia was found to have boosted self-regard, social interconnectedness, and interpersonal competence. Thinking about treasured memories from the past made the test subjects more optimistic about the future.
Studies have shown that nostalgia, which is largely driven by social experiences, increases our desire to connect with others. It makes single people want to date; it makes people in couples happier about their relationships. “It makes you feel loved and connected,” Clay Routledge, a psychology professor at North Dakota State University and another coauthor of the nostalgia study, tells me. “Nostalgia’s kind of a reminder of, ‘Whoa, I’ve had all these great experiences with people. I’ve done really good things. I should keep doing that kind of stuff.’”
While the academic community was proving nostalgia’s benefits, corporations didn’t need a peer-reviewed study to divine that the emotional experience was powerful — and profitable. Over the past decade we’ve watched nostalgia become weaponized, as media giants bludgeon us over the head with comic book movie reboots, video game remasters, television revivals, album sequels, and a seemingly endless string of reunion tours. You no longer need to be a ’90s kid to remember the 23 identity-affirming items on a BuzzFeed listicle, because each of those things has no doubt been reanimated in some fashion to make money.
“The reason why nostalgia is big business … is simply because it helps fulfill basic psychological needs that we have,” says Jacob Juhl, coauthor of the study and an assistant psychology professor and lecturer at the University of Southampton. “Humans have a need for social connectedness. We have a need for self-esteem. We have a basic need to see our life as meaningful and purposeful. Nostalgia is something that helps us fill this need. We’re more likely to gravitate towards products that are going to fulfill important needs for us.”
Technology has made it easier to satisfy our ravenous appetite for microwaved versions of the past. We’re never more than a few clicks from summoning a beloved childhood song on Spotify or a favorite movie on Netflix. And, thanks to social media, we can quickly find other people who also celebrate Mean Girls ’ anniversary every year or believe Super Mario 64 is the greatest game of all time. Obsessions that might have made us feel ostracized as kids now feel validated when they’re trending on Twitter.
“The availability of things from our past is a reason why nostalgia is kind of a hot topic right now,” Juhl says. “We’re able to access nostalgic events that were not necessarily social, where before we were unable to access non-social nostalgic things.”
Researchers say increased uncertainty also drives us toward nostalgic content. That uncertainty can manifest itself on an individual level — information overload on the Twitter timeline or the Netflix queue may lead you to retreat to a sure, comforting thing. But it’s also apparent on a macro scale, where global forces have pushed economic, political, and environmental uncertainty top of mind. When the planet feels like it’s in shambles, we curl up in the coherent, artificial worlds of old movies, TV shows, and video games. “Part of it might be a natural kind of coping mechanism that people use in times when they feel less stable or less secure,” Routledge says. “Nostalgia seems to be a way to get some sense of certainty or control.”
Today everyone from Disney to Donald Trump wants to make you wistful for the past in some way or another. It’s exhausting, and it could eventually lessen our ability to feel nostalgic at all, experts say.
“I think it’s possible that people could become desensitized to [nostalgia],” Juhl says, noting research has shown that people become satiated with stimuli through overexposure, whether it’s a favorite meal or a beloved song. “People would be more likely to become numb to a specific thing in pop culture that is related to one specific nostalgic memory.”
I’ve been feeling that numbness to our current nostalgia overload. In fact, I’ve been annoyed by much of it . But then that Yachty song bowled me over. Why did a tune I’d buried in my mind being featured in a song by a rapper I had never heard of manage to get to me? How did this perfect combo hit all the right notes and cut through the current nostalgic noise?
For a kid who has not yet spent two decades on this Earth, Lil Yachty is a deeply nostalgic artist. In addition to sampling Nemo and Mario , he’s rapped over beats that lifted from Rugrats (harmless), ice cream trucks (grating), and Mister Rogers’ Neighborhood (never let Kylie near a mic again). He reps Seinfeld and Incubus on his Instagram.
And he loves video games. Yachty talks about Rock Band with his fans. He’s recently revisited the library of the very underrated Nintendo GameCube. He claims to have an incredible N64 collection. I’m inclined to believe he does.
According to Routledge, the kind of intense affection for the past Yachty shows is fairly common for someone of his age. A yet-to-be-published study by Routledge and other researchers finds that early adulthood is a time of increased nostalgic feelings, as teenagers cope with leaving home for the first time to go to college, or, in Yachty’s case, leaving home to hang out with superstars like Kanye West. “Those times of changes [are when] you might be more prone to nostalgia as a way to compensate or to feel more of a sense of stability and your sense of identity,” Routledge says.
It’s this intense devotion to the past that birthed “Run/Running.” Last summer, a month before he released his hit single “1 Night,” Yachty tweeted out a 30-minute YouTube clip of the menu music for Super Mario 64 . The song, produced by legendary Nintendo composer Koji Kondo, is a relatively obscure musical piece in a wildly popular game. Everyone who’s played Mario 64 has heard the tune during the boot-up sequence, but it burrows into a different part of your mind than the actual level music that you’re forced to listen to for longer stretches. It’s ubiquitous and anonymous at the same time (Juhl says songs we once heard a lot but then slipped from our conscious memory can pack a more potent nostalgic punch than ones that remain consistently familiar).
Earl the Pearl , a producer and childhood friend of Yachty’s, saw the tweet, and it immediately took him back to his own memories of playing the game. He thought it could make the basis for a good beat. He added hi-hats, the Super Mario Bros. jump sound effect, and a booming bass that catapults the Nintendo melody into 2016 at about 40 seconds in. Yachty glides over the track in full Auto-Tuned glory, much more at home here than on his other nostalgia plays. “I spent everything I have, just to make it right back,” he croons. This must be how Mario felt when he donned the Wing Cap.
“He wanted to make a beat like this for the longest,” Earl says. “I did the beat in like 15 or 20 minutes. I gave it to him, and he loved it from the first time he heard it. It brings [listeners] back. Like, ‘Aw man, I remember this game when I was a kid.’”
If Yachty was searching for a totem to represent his idealized vision of childhood, he couldn’t have picked a better one than Mario 64 . In 1996, when the game debuted, the character was already iconic, having starred in the best-selling video game of the ’80s (and the most unfortunate video game–adaptation of the ‘90s). For both Mario and Nintendo, the Nintendo 64 marked a first foray into 3-D gaming, a new paradigm for the industry that had previously been explored but not yet perfected.
Mario 64 got it astoundingly right. For its time, the game was a technical marvel, boasting cutting-edge graphics (for a console game ) and unparalleled control sensitivity thanks to the N64’s analog stick. The way Mario ran, leapt, and karate-kicked across his colorful 3-D landscapes was intuitive in a way that earlier games couldn’t match. And the nonlinear structure of the game — the goal is to get 70 stars, completing tasks across various open levels as the player sees fit — paved the way for the sandbox games that predominate the gaming world today. Whether you were a kid seduced by the Toys R Us demo, a seasoned gamer impressed by the glowing reviews, or a developer wowed by Nintendo’s technical wizardry, the game was a revelation. Perhaps no other game has ever floored so many people at once, or inspired such a thrilling sense of limitless possibility ( Minecraft is Mario 64 ’s heir apparent in that regard).
“ Mario 64 had both technology and game design going for it,” says Jeremy Parish, a video game journalist and host of Retronauts , a podcast about retro games. “Nintendo wasn’t afraid to change the workings of Mario, doing things like breaking away from the series’ usual series of short stages in favor of about a dozen huge playgrounds each with multiple goals, to allow players to really learn the ins and outs of these more complex spaces. Nintendo had the intuitive sense to avoid trying to simply turn 2-D Mario into 3-D and instead let the game play out with a more sprawling, laid-back sensibility that felt more appropriate for the third dimension.”
The game was the best-selling release on the Nintendo 64, moving more than 11 million copies. It’s one of those titles everyone who loves video games has touched at one point or another. Dan Houser, cofounder of Grand Theft Auto –creator Rockstar Games, has said every 3-D game developer borrowed something from Mario 64 .
And now one of the hottest rappers of 2016, who wasn’t even alive when the game debuted, has borrowed something as well.
Do o you know what it feels like to fly in 2016? Inspired by my visceral reaction to the song, I corralled a friend’s Nintendo 64 recently and played Super Mario 64 for the first time in at least a decade. Of course, I lingered on the menu screen and thought of Yachty. “That song has been activated by the rap artist,” Juhl explains. “Purely on a cognitive level, it suggests that you’ll be more likely to associate the nostalgic event with him and be more likely to form some kind of attachment.”
There’s no hiding the game’s age. Even as I’m writing this, I’m imagining the blocky graphics to be better than they actually are. The camera, limited to a few preset angles, regularly gets stuck in awkward positions. Some of the songs that are not the incredible menu music — and repeat across multiple levels — grate after a while. And that first flying level where Mario gains the Wing Cap, which I remember as a blissful experience from childhood, is actually incredibly frustrating and kind of cheap .
But… it’s Mario 64. There’s a thrill in returning to that initial courtyard, where I and millions of other gamers took our first baby steps in a 3-D world. The eel that lurks in the waters of Dire, Dire Docks is still terrifying. And Mario’s “wahoo!” upon vaulting into the third leg of his triple jump remains one of gaming’s greatest cathartic releases.
Of course I still love Mario 64 — my brain is wired to. One of the most powerful reasons we lap up nostalgia is because we crave self-continuity, the notion that the things that happened to us in the past are relevant to our lives’ ongoing narratives. “I suspect that when you heard the song, it activated pleasant memories,” Juhl tells me. “It was something that you liked, which was something that you also liked in the past. There’s some part of you from the past that is currently persisting and makes up who you are today.”
This is really what nostalgia comes down to — the desire to be made whole, to know that what happened in the past mattered and still matters. Mario 64 is not just about the acrobatic plumber and Nintendo’s clever game design. It’s about my months-long odyssey to scrounge together $200 for a Nintendo 64, my trip with my father to Toys R Us to buy the console and game, playing Mario 64 with the volume off while my parents slept on Saturday mornings, getting yelled at because I wanted to to get one more star rather than go to school, discovering the Wing Cap level with a childhood friend by accidentally staring into the sun, sharing “Run/Running” with my current friends just to witness their own bewildered excitement, and celebrating the game’s 20th anniversary with people around the world on the internet.
“A lot of these pop culture phenomena are actually more connecting than you think they are at first blush,” Routledge says. “It’s affirming to know that this is something that’s meaningful to other people.”
This game and its many social tendrils are a part of me. Now, the song is too.
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Famous rapper Lil Yachty has made a sizable purchase from the online retro gaming store DKOldies . Following some recent controversy, it seems as though that's not stopping the store from snagging some high profile orders on its site. DKOldies has been under fire recently due to accusations of price gouging on its store when it comes to the retro games that it sells.
To elaborate on a little bit of the backstory regarding the controversy, the store has listed games like The Legend of Zelda: Ocarina of Time for around double the price it usually sells for on other sites. The pricing of DKOldies just doesn't sit right with some gamers who have been able to find the same products online for a cheaper price, even on GameStop. From the pricing of PS4 consoles to Wii consoles that include copies of Wii Sports , the prices tend to be higher across the board compared to other retailers.
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However, despite the controversy swirling around the store's name at the moment, it hasn't stopped the popular rapper known as Lil Yachty from making a large order on the site. DKOldies revealed on its official Instagram account that Lil Yachty had commented on one of their previous posts, requesting that the store fill his order. The rapper purchased a wide variety of games that spanned five different consoles. The cherry on top for this already impressive order was the store adding Sonic Adventure as a gift since Lil Yachty has a song featured in the Sonic movie.
Even though DKOldies has seen some criticism about its pricing, the games appear to be in perfect condition. Just a few of the games worthy of note in Lil Yachty's order include Halo , Donkey Kong Country , and a variety of Sega Genesis games . When assessing the quality of the games included in the order, the instruction manual found inside the Donkey Kong Country packaging doesn't even look like it has been opened. Many of the games look like they were just picked off the shelf for the first time.
Whether the pricing on the DKOldies store is unfair is up for debate. Whatever conclusion is made about the store's pricing, there is no doubt that the games in Lil Yachty's order seem to be in great condition. Many gamers get a lot of fulfillment from building an impressive video game collection . Retro games are some of the most exciting finds to add to a collection due to the difficulty in finding them; especially when said games are in near mint condition.
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Every Lil Yachty Song (2020)
Can you name the every lil yachty song (2020).
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Play Along to Faye Webster and Lil Yachty's New Song, "Lego Ring"In the track’s ‘guitar hero’-esque game..  The comments section went crazy when Faye Webster teased new music with her internet friend and collaborator Lil Yachty last week. Today, the songstress unofficially unveiled part of latest cut dubbed “Lego Ring,” which comes with backing vocals from Yachty, as well as its own web game. She shared the below preview on her Instagram page this morning, which shows her and Yachty facing off in the Guitar Hero -type game dubbed Faye Webster’s Singsongorama . View this post on Instagram A post shared by Faye Webster (@fayewebster) What to Read Next Concrete Camera Man: How AMD Visuals Brings Lil Yachty’s Wild World to Life Kai Cenat Previews New Drake x Lil Yachty Collab Lil Yachty and James Blake Officially Announce 'Bad Cameo' Collab Album YG Enlists Lil Yachty and Babyface Ray for "STUPID" Dingyun Zhang’s Debut Collection Is Rooted in Global Social Research Lil Nas X Lays Atop the Cross For "J CHRIST," His First Single Since 2022 Artist JJ Manford Conflates the Built and Natural World in ‘Hayden Rowe Street' SteelSeries Launches Lunar New Year Edition Arctis Nova 7 Gaming Headphones Salehe Bembury's New Balance 1906R "Heat Be Hot" Releases This Week Jamie Dornan Is the New Face of LOEWE Kid Cudi Presents Full 'INSANO' Tracklist, Featuring Lil Wayne, Young Thug and More Wizards of the Coast Admits to Using AI in Recent 'Magic' Campaign The Weeknd Teases Third LP in 'After Hours' and 'Dawn FM' Trilogy Official Images of the HIDDEN.NY x ASICS GEL-NYC |
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Miles Parks McCollum (born August 23, 1997), known professionally as Lil Yachty, is an American rapper from Atlanta, ... In early 2021, Yachty was reported to be producing and starring in a live-action movie based on the UNO card game, which is being developed by Mattel Films. [50] Yachty is featured in the Pokémon 25th anniversary music album.
By Rebecca Rubin. Rapper Lil Yachty is developing an action heist comedy based on Uno — yes, the card game — with Mattel Films. Marcy Kelly wrote the screenplay for the movie, set in the ...
While Yachty's last full-length studio album, Lil Boat 3, arrived in 2020, he released the Michigan Boy Boat mixtape in 2021, a project as reverential of the state's flourishing hip-hop scenes ...
"Uno is a game that transcends generations and cultures, and we look forward to partnering with Lil Yachty, as well as with Coach, P and Brian Sher, to transform the classic Uno game into a ...
Lil Yachty and Mattel are teaming up for an adaptation of Uno, the card game. The movie will be an Atlanta-set hip-hop heist comedy. Yachty is also looking to star.
1. Lil Yachty 's hoop dreams have come to life — sort of — as he's been added as a playable character in the popular NBA 2K23 video game. 2K and Yachty revealed on Thursday (April 13) that ...
By Cade Onder - December 28, 2022 07:00 pm EST. Lil Yachty had a pretty big haul of retro games in a recent viral video. Retro gaming is pretty expensive, much to the dismay of anyone with a love ...
I discovered Yachty in March, when the Twittersphere was hyping Lil Boat, a new mixtape from the 18-year-old, red-beaded Atlanta MC. Word was, the project sounded like cotton candy, river tubing ...
October 25, 2021. Rapper, Lil Yachty, and creator LegiQn join us as our guest gamers for today's Xbox Sessions episode, presented by Back 4 Blood. In this episode, Lil Yachty and LegiQn team up to take on the Ridden and fans can watch them choose their characters, pick their decks, and slay hundreds upon hundreds of zombies. The gamers also ...
Let's Start Here is the fifth studio album by American rapper Lil Yachty, released on January 27, 2023, through Motown Records and Quality Control Music.It is his first studio album since Lil Boat 3 (2020) and follows his 2021 mixtape Michigan Boy Boat.The album marks a departure from Lil Yachty's signature trap sound, being heavily influenced by psychedelic rock.
Even though DKOldies has seen some criticism about its pricing, the games appear to be in perfect condition. Just a few of the games worthy of note in Lil Yachty's order include Halo, Donkey Kong ...
Lyrical Lemonade PresentsLil Yachty - Strike (Holster) Official Music VideoDirected & Edited by Cole BennettSong Produced by Teddy WaltonDirector of Photogra...
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Can you name the Every Lil Yachty Song (2020)? Test your knowledge on this music quiz and compare your score to others. Quiz by Krzewix
Kayla Oaddams/Jason Kempin/Getty Images. The comments section went crazy when Faye Webster teased new music with her internet friend and collaborator Lil Yachty last week. Today, the songstress ...
Miles Parks McCollum (born August 23, 1997, in Mableton, Georgia), popularly known as Lil Yachty, is an American rapper and singer from Atlanta, Georgia. He's known for his comical
"Lego Ring" feat. Lil Yachty by Faye Webster from the upcoming album 'Underdressed at the Symphony', out March 1st on Secretly Canadian. Stream/buy: https://...
Lil Yachty also addressed the OVO Sound founder's demeanor throughout the altercation. He then praised Drake's carefree demeanor, saying, "He really didn't give a f*ck.
The Million Dollaz Worth of Game show, a weekly podcast with rapper Gillie Da King and social media influencer and disruptor Wallo267 (who are also first-cou...
All the bad hoes wanna top us. Too many wild parties on the yacht. Me and Boat got kicked out the yacht club. [Verse: Lil Yachty & Juice WRLD] Ayy, ayy, air it out. Pull up at your spot, and I air ...
Lil Yachty discography and songs: Music profile for Lil Yachty, born 23 August 1997. Genres: Trap, Southern Hip Hop, Pop Rap. Albums include Let's Start Here., Coloring Book, and Nectar. ... RYM music Sonemic roadmap Glitchwave video games (beta) Discussion rym.fm. Info. FAQ Development status RYMzilla Submissions Data access / API. Policy ...
I just can't walk away, you drive me crazy, ah. I lose it, losе it. [Verse 2: Lil Yachty] Imagine me circlin' through life without a piеce of you. Seven out of seven days I'm needin' you. You ...
[Verse 2: Lil Yachty & ian] My Chrome unfindable Like I did me a hit and I threw it away Pop out that bitch and hit him in his fa—, uh-huh We open up doors in the summer I took the roof off of ...