They know all the lyrics, and they’re chanting them nice and loud.” People are right on top of it, moving, dancing around. “Especially in the nightclubs: When you go in for gigs, it’s a hit. But a true smash transcends location: “We’re playing it in the mix heavy,” Enuff says. “People are literally in their DMs doing all kinds of things!” Gotti’s southern origins mean that he’s still not guaranteed play on New York rap radio. “I think he hit the pulse when he used social media as part of his song,” explains DJ Enuff, who is the Mix-show coordinator at New York’s Hot 97. It all just came from me messin’ with the phone in the booth.” “I still had my phone in my hand,” he says, “looking at the DMs.
He took this feeling of “wow” with him as he started to rap to the unfinished beat. I really just not too long ago put on my phone, and I immediately had - I don’t even know how many, a lot of DMs! As I’m going through ’em, I’m seein’ a lot of, ‘Wow!'”
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We were just sitting there in our own world, but you can hear the music still, and my homie’s telling me how to message and how you can’t screenshot people. “He only had the drums and the snare and the hi-hat. “I remember it like it was yesterday,” Gotti continues. “One of my partners was giving me the ins and outs of Snapchat while the producer Ben was making the music from scratch,” Gotti tells Rolling Stone. Throughout the track, Gotti uses social media jargon - “mood,” “goals” - with the ease of someone half his age, but he was actually figuring out how to use the DM function in Instagram and Snapchat as he was creating the song. Run (“They like, ‘Damn Gotti, you bold’/ Fuck it, I’ma let the world know”) - though there’s also no shortage of creepy internet stalking and sexually explicit social media messages. The recently released video for the track - Gotti put out another visual once the song became a hit - carefully dulls the edges, showing a wedding where all the guests are busy exchanging erotic photos via DM. “Down In The DM,” which originally appeared last September on Gotti’s The Return mixtape, presents the rapper as a noble suitor who can’t help but profess his love to Angela Simmons, the daughter of Run-D.M.C.’s Rev. In contrast, his latest single has become a ubiquitous hit, earning a stamp of approval even more coveted than its Number One slot: an official remix from Nicki Minaj. The song’s ascent is remarkable considering that the Memphis rapper, age 34, has been a regional presence for nearly two decades - his biggest previous chart success, 2009’s “5 Star,” peaked at 79. Yo Gotti’s “Down In The DM,” a story of smartphone-aided flirtation, recently hit Number One on Billboard’s Mainstream R&B/Hip-Hop chart.
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