How Post Malone Discovered His Sound and Micro-niche Audience

Post Malone’s Rise to Fame from a micro-niche that he created is an inspiring story. I’ve researched his rise from beginning to present and discovered some inspiring and informative truths that every Post Malone music fan and aspiring musicians will certainly enjoy knowing. 

This is a great example of how an artist found his style and created his own Micro-niche through the release of one song. 

Post Malone is no stranger to exploration in music. He is constantly learning about himself and finding new ways to define his unique style. 

Post's music has been described as a "melting pot of the country, grunge, hip-hop and R&B" and post himself has been described as versatile. His vocal style has been described as laconic. 

Jon Caramanica of The New York Times described Post as "an artist who toes the line between singing and rapping, and hip-hop and spooky electric folk".

Malone himself has called his music "genre-less" because he lands under several main umbrella genres which we typically call ‘Cross over’ but in his music, you experience different things all brought together by similar elements that you recognize as 'Post Malone' music right when you hear it. 


As a result, the artist has risen from a Miro-niche that he has created and mastered all on his own. He’s a BIG fish in a very small pond but as you can see by his initial rise on SoundCloud small ponds launch careers. 

It’s the meg fans. They stream the song on repeat and share it virally. His image and music are perfectly matched and the artist is unapologetically himself on every song even when he collaborates with another artist.

His story also illustrated how growth happened for him in a short period because he recognized the initial opportunity to cater to a particular audience and followed up with the additional music that resonated with them.  

Austin Richard Post (born July 4, 1995), known professionally as Post Malone, is an American rapper, singer, songwriter, and record producer. He first gained major recognition in August 2015, after the release of his debut single "White Iverson". 

https://open.spotify.com/track/6eT7xZZlB2mwyzJ2sUKG6w?si=vVc6iXsgQgGu_Sr94PHUYg

Listening to the song in contrast to his new releases, you can hear that the artist isn't straying far from that initial sound that brought his audience to him. 

At 16, using Audacity, Post created his first mixtape, Young and After Them Riches. He showed it to some of his classmates at Grapevine High School. He was voted "Most Likely to Become Famous" by his classmates as a senior in high school. ... According to Post, he chose Post Malone as his stage name when he was 14 or 15.


After moving to LA, Post, Probst, and several other producers and artists formed the music group BLCKVRD and recorded music together. Several members of the group, including Post, moved into a house in San Fernando Valley together. 

While living in San Fernando Valley, Austin met 1st Down of FKi. He met 1st and Rich from FKi and Rex Kudo who produced several of Post's tracks, including "White Iverson". Post recorded the song two days after writing it. "White Iverson" is, in part, a reference to the professional basketball player Allen Iverson. In February 2015, upon completion, it was uploaded to Post's SoundCloud account. 

After hitting one million views within a month of releasing "White Iverson", Post quickly garnered attention from record labels.

On July 19, 2015, 5 months after the songs' initial release on SoundCloud, Post released a music video as a follow-up promotion on the song. 


The video gave his current audience an excuse to hit the refresh button and also encouraged them to get to know him visually. 

It has also arrived complete with a line of merchandise that carries the video’s theme and brand : https://shop.postmalone.com/


Screen Shot 2019-09-10 at 1.13.19 PM.png

The single received praise from Mac Miller and Wiz Khalifa. However, the song was notoriously mocked by Earl Sweatshirt.

One month later, (August 2015) he signed a recording contract with Republic Records which allowed him to reach out to popular artists to plan a growth strategy through collaboration.


Post Malone Signs With Republic Records https://www.hotnewhiphop.com/post-malone-signs-with-republic-records-news.17053.html


Post subsequently worked with several prominent rappers such as 50 Cent, Young Thug, and Kanye West, which built up his street credit and helped to speed his growth on the mainstream music scene. 

His mega fans brought him to the table and continued to fuel his success.



In August 2015, he performed at Kylie Jenner's 18th birthday party, where he met Kanye West, who enjoyed his music, leading to a collaboration on his single "Fade" from his album 'The Life of Pablo.'


Post later began his friendship with Canadian singer and songwriter Justin Bieber, which led to Post being an opening act for Bieber's Purpose World Tour.

This was another massive growth phase initiated by the right label connections and Mega Fan support. 



On April 20, 2016, Post premiered his new single, "Go Flex" on Zane Lowe's Beats 1 show. 

https://open.spotify.com/track/5yuShbu70mtHXY0yLzCQLQ?si=3k8zeikoTNSrzv7O2CJHAQ

One month later, May 12, 2016, he released his first full-length project, a mixtape, titled 'August 26', the title of which was a reference to the release date of his debut album.

On June 9, 2016, Post made his national television debut on Jimmy Kimmel Live!, performing "Go Flex".


In June 2016, XXL editor-in-chief Vanessa Satten revealed Post Malone was considered for XXL's "2016 Freshmen Class" magazine cover, but she was "told by his camp that he wasn't paying attention to hip hop so much. He was going in more of a rock/pop/country direction." 


However, Post denied these claims, explaining that his latest mixtape, as well as his upcoming album, were both hip-hop.


In August 2016, Post issued an apology to his fans for his albumStoney, being late. It was available for pre-order on November 4, and was finally released on December 9. 


The songs on this album strayed more dramatically from his initial self created micro-niche except for a few songs that did chart as expected. 


Post later went on to call the album "mediocre", despite the success of the single "Congratulations" featuring Quavo, Post's first top-ten song on the Billboard Hot 100, peaking at number eight. 

https://open.spotify.com/track/3a1lNhkSLSkpJE4MSHpDu9?si=No9niF0FRZ69zHDaS-3RCw

Stoney also featured the top 100 hits "I Fall Apart", and "Deja Vu", featuring Bieber, with the album later being certified double platinum by the RIAA in October 2017.

https://open.spotify.com/track/75ZvA4QfFiZvzhj2xkaWAh?si=nRjQL3G2Q_y0hqM46zxh_A

https://open.spotify.com/track/0H8XeaJunhvpBdBFIYi6Sh?si=EN2rXugoSxKBTGoe3mhNGA

In an interview with Billboard in May 2018, Malone's manager announced that Malone was planning to start his own record label and film production company and Post later won Top Rap Song at the Billboard Music Awards for "Rockstar" featuring 21 Savage. 

The song "Rockstar" was an obvious track back to the sound that launched him initially resonating with that Meg fan audience on his debut single "White Iverson". 

https://open.spotify.com/track/0e7ipj03S05BNilyu5bRzt?si=gSA4uZuPQeOVf0weKDK6xQ

Post confirmed in June 2018 that he was writing his third album.

Current single on the rise ‘Circle’

Post Malone’s “Circles” dethroned Lizzo’s “Truth Hurts” and debuted at the top of the RS 100 this week. 

post malon 1.png

The single, which Malone co-produced with Frank Dukes and longtime collaborator Louis Bell, earned more than 23 million streams and more than 29,000 downloads. 

'Circle' also feeds that Micro-niche from which he emerged exactly what they loved about him initially. 

 https://open.spotify.com/track/51MMC5DogGZAnHil5HQAXg?si=ul8UjlHySfmgOu4R5GEQlQ

Next week,(3rd week in September) it’s likely that “Circles” will have a lot of company on the RS 100: As soon as Post Malone released his new album Hollywood’s Bleeding on Friday, every song on it appeared near the top of the streaming charts.

The New Album also caters directly to his Mico-niche Mega Fan base which continues to grow. 

He has obviously started to recognize what sound resonates with his audience and is committed to staying true to his fans in delivering them what's most unique and authentic about his music. 

Great story. 

Jacqueline Jax

Check out his socials as well for quality photography and content ideas.
https://www.instagram.com/postmalone/

https://www.facebook.com/postmalone