![]() ![]() ![]() ![]() First, he knew that once he got them there was no turning back, he was committed to being an artist. There are a couple of reasons he got those tattoos on his face. So they created a whole playlist for Peep called Teardrop. Spotify couldn’t find the place to put his music: it wasn’t rap, it wasn’t rock, it wasn’t alternative. We had no clue what would happen, but when he arrived in Moscow there were fans at the airport. Once I said, “It looks like you’ve got some fans in Russia, why don’t we go there and do a gig?” He agreed straight away and bought a book, How to Learn Russian, and put Russian subtitles on his videos so his fans there could follow his lyrics. He’d listen to advice, and wanted to meet other creative people, but he was his own man, there was nothing manufactured about him. Everywhere I went, I told people about Lil Peep. My colleagues and I would introduce him to people in the fashion and music business and give him financial and moral support to help him realise his vision. We became his advisers and business partners. Spotify couldn't find the place to put his music … They knew he was special and unique Eventually we tracked him down and he said, “Let’s make it happen, let’s work together.” He was a true original. We both knew we were going to work together, but for the next three or four weeks he led us on a sort of dance – he’d disappear, pop up to do some underground show, and disappear again. He was raised in an environment and surrounded by a family who had a great depth of knowledge. I quickly realised he was acutely intelligent – he didn’t have a college education but he was very well-read and intellectually curious. He told me he’d felt isolated at school, he felt different from other people. He was estranged from his father but very close to his mother, brother and grandparents. He had grown up in Long Island and moved to Los Angeles to pursue a music career – he was living in a squat on Skid Row when we met him. He was very self-effacing and a bit anxious. It took a while to track him down, but eventually Gus came in to see me and my colleagues Adam Mersel and Travis Mills at my office. Then Travis played me a Lil Peep track, Nineteen, produced by a friend he met online, Smokesac, and within seconds I knew he was something very special. That struck me really hard, it was instant. He showed me a photo of Gus in a rowing boat with “Cry Baby” tattooed on the side of his face. Travis Mills, who used to have a radio show on Beats 1, came to see me at my LA office and said, “I think this guy is really interesting”. ![]()
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