Wale says the modern music landscape is forcing artists like him into a nonstop battle with social media and streaming algorithms just to be heard.
During his appearance on Million Dollaz Worth of Game, the D.C. rapper opened up about how much he dislikes the pressure to constantly post online, yet feels he has no choice if he wants his new album everything is alot. to break through. Wale explained that the industry's reliance on algorithms has made organic discovery nearly impossible, and that visibility is now tied to playlist inclusion rather than artistic momentum.
"We're fed what we're supposed to listen to by algorithms," he said. "You can't really discover things unless you go out of your way… They feeding you what they think you want to hear."
He continued, "If you're not on a certain amount of playlists, you might not even get heard because your audience might not even see or hear what you got coming out. The fans are fed that shit now. Narratives too. Whatever's on your algorithm, that's what you going to probably lean into. And that shit got the game a little cooked."
When co-host Wallo asked how artists are supposed to "stay in people's faces," Wale admitted he still hasn't solved that puzzle.
"I really can't figure that out," he said. "You never want to oversaturate. You want some self-preservation. But I don't know. I haven't cracked the code. Everything moves so fast."
Despite his frustration, Wale says he plans to push his new album relentlessly because he believes in it too much to let it get lost in the feed.
"I plan on working this whole album 'cause I believe in it that much," he said. "I'll be here next year this time pushing this jawn."
Wale is fresh off the release of his new album, everything is a lot., which was released earlier this month. The album is available to purchase on Complex Shop in black vinyl, pressed across two LPs, with each copy including an insert signed by Wale.