Few NY rappers have transcended rap to the realm of cultural icon like Westside Gunn has in recent years. A founder of Griselda Records alongside his brother Conway the Machine and the ever elusive Mach-Hommy, he’s cemented himself as a trailblazer in the lost art of gritty hip-hop. With Westside Gunn leading the pack, Griselda has firmly established itself as the premier collective of boom-bap torchbearers and reshaped the landscape of rap in the modern era.
Born Alvin Lamar Worthy in 1982, Westside Gunn’s journey from the cold streets of Buffalo, New York, to the cutting edge of hip-hop has been a testament to his tenacity and artistic vision. Raised amidst the harsh realities of street life in Buffalo, Westside Gunn’s music later became a mirror for his experiences, channeling his life stories into raw, assertive storytelling. His official foray into hip-hop began in his thirties, but he started rapping and designing clothes when he was only 11.
As he grew older, his love for hip-hop never waned but both his need to provide for his family and his desire to make forward momentum became the forefront of his life. As his music entails, he turned to a life of, put kindly, criminal entrepreneurship, as he sold whatever was available in the city to turn a buck.
At the age of 23, he made his entrance into the world of hip-hop dropping Flyest Nig@@ in Charge, Vol. 1, a 26 track mixtape leading up to the founding of Griselda that year. Unfortunately, shortly thereafter he was sentenced to two years in prison for a weapons charge, and about a year after his release, he broke his parole and got locked up for another year.
Upon his release in 2012, Westside Gunn was indecisive about how he should approach the industry, but his doubts were erased when his brother Conway was shot three times— one in the neck, one in the back of the head, and another in the shoulder. The damage left Conway with paralysis on the right side of his face, and it served as a strong impetus for Westside Gunn to dive headfirst into his music career as he sought to reignite the will of fire in his brother.
Later that year, hardened by his life experience and thoroughly determined to leave his mark on the game, Gunn released the first installment in his Hitler Wears Hermes mixtape series, a play on words of the movie and expression The Devil Wears Prada. Naturally, the tape was met with opposition due to the controversial name, but it was also met with critical acclaim.
In the wake of a lifetime of adversity, Westside Gunn found his voice and purpose. His music became a canvas upon which he painted vivid pictures of street life, blending gritty realism with a cinematic elegance that came to resonate deeply with listeners across the world. His distinctive voice and off-kilter production choices set him apart from the mainstream rap landscape while giving consistent shoutouts to his hometown of Buffalo.
As he began to gain traction with his solo work, he also focused on building Griselda Records into a powerhouse independent label. Alongside his brother Conway and his cousin Benny the Butcher, he cultivated a roster of heavy hitters who shared his dedication to preserving the essence of golden era hip-hop. The label’s aesthetic, characterized by grimy beats and uncompromising confidence, struck a chord with a generation of fans hungry for authenticity in an era dominated by glossy, commercial rap.
The success of Griselda Records didn’t come overnight, but through relentless hustle and a refusal to compromise their vision. Westside Gunn and his collaborators embraced their status as underdogs, turning their outsider status into a badge of honor. Their DIY ethos extended beyond just the music as it encompassed everything from merchandising to visual branding, creating a cohesive universe around the Griselda name.
With each subsequent release, Westside Gunn further solidified his place as one of the most influential figures in hip-hop. His projects, from the Hitler Wears Hermes series to collaborative albums like Pray for Paris and Flygod Is an Awesome God, have flaunted his versatility as an artist and his willingness to push boundaries while still remaining true to his street roots. His influence has even extended beyond music and fashion, as he’s delved into the worlds of visual art and filmmaking, cementing his status as a true cultural polymath.
As Griselda Records has continued to rise, Westside Gunn has inevitably received cosigns from rap legends like Eminem, Jay-Z, and Drake. His audacious “BOOM BOOM BOOM BOOM BOOM” and “AUGH” ad-libs, among many others, have become widely recognized as a staple of his style and a symbol for his brazenness. His legacy now lies not just in his music but in the doors he’s opened for artists from overlooked regions and in his relentless pursuit of artistic individuality.
