From the phonograph to the Discman, the iPod to TikTok, the music industry has always been about evolution. But few shifts have been as rapid—or as disruptive—as in the digital age.

From SoundCloud breakthroughs to TikTok-fueled superstardom, the way we discover, share and consume music has been rewritten in real time.

At the center of this transformation was an unlikely pioneer: Soulja Boy.

Long before TikTok, the Atlanta rapper cracked the internet music code.

At just 16, DeAndre Cortez Way turned a steelpan hip-hop track into a viral YouTube dance craze with a 1:23 video, a move that would help draft the blueprint for industry success. By leveraging MySpace, SoundClick and YouTube, Soulja Boy became a superstar without a major label—a model that now defines the industry.

His debut hit, “Crank That (Soulja Boy),” became the first digital single to sell 3 million downloads—a number that seemed impossible in 2007, gaining popularity on the web. That milestone signaled a seismic shift in music consumption. At a time when physical media was in decline and streaming had yet to take hold, Soulja Boy’s “do-it-yourself” internet strategy proved artists no longer needed traditional industry gatekeepers to find an audience. The catchy hook, the Superman dance, took root on YouTube and MySpace and the audience promoted the artist.

Soulja Boy didn’t rely on demos or touring to build a fanbase; instead, he put his track on the internet for an audience to discover, a move that laid the groundwork for today’s streaming-dominated industry.

Long before TikTok and streaming, Soulja used the power of the internet to connect with fans directly—no label, no industry middlemen, just him and the web. Now, over 80% of music revenue comes from services like Spotify and Apple Music, and artists can go viral overnight on TikTok—a platform built on the same DIY ethos Soulja pioneered.

Fast forward to today, and that model has become almost the standard. Unsigned and independent artists can release music instantly, bypassing record labels entirely as TikTok, YouTube, Spotify, and Instagram have replaced radio and MTV as the main platforms for music discovery.

Now, nearly two decades after “Crank That (Soulja Boy)” made history, he’s still proving his impact—headlining The Castle Theatre in Bloomington on April 26.

Soulja Boy isn’t a one-hit wonder—he built the foundation of the modern music industry, drawing the blueprint for the SoundCloud revolution. He was among the first to recognize the power of direct-to-fan interaction, something perfected by SoundCloud rappers like Lil Uzi Vert, Travis Scott and Post Malone to rise without major-label backing.

These artists skipped the traditional industry grind—releasing mixtapes online, building audiences and then landing major record deals without ever pressing a CD.

Soulja Boy ushered in a new era of artist independence, where musicians didn’t need radio play or industry connections—just a Wi-Fi signal—to find an audience and success.

By the time TikTok took over, the industry had fully shifted.

Virality could launch an artist to stardom overnight—a single meme, a dance trend or a well-timed snippet could mean Grammys and record deals instead of just fleeting internet fame. That’s how Doechii, Chappell Roan and Sabrina Carpenter skyrocketed to mainstream success. That’s how Drake vs. Kendrick Lamar became a viral event rather than just a diss track battle.

Music discovery is no longer dictated by labels and radio airplay—it belongs to the internet, the algorithm and the audience.

The industry continues to evolve. Streaming platforms struggle with artist compensation. AI-generated songs threaten to disrupt creativity. The next wave of innovation could come from a new platform, a new format or a new way to consume music that doesn’t even exist yet.

It all traces back to the plan Soulja Boy laid out in 2007.

And now, nearly 20 years later, he’s still riding its success—touring, making music, and proving his place in hip-hop history. Whether it’s 9-year-olds Cranking That on TikTok or die-hard fans lining up for a throwback concert, his influence isn’t just nostalgia—it’s a testament to how the internet rewired the industry.

So if you want to see the architect of the internet music era in action, catch Soulja Boy live at The Castle Theatre on April 26.

Where:  The Castle Theatre, 209 E. Washington St, Bloomington

When: Saturday, April 26, 2025 7:00 p.m.

Who: 18+

How Much: $35-45