Great Marketing Meets Quality Music
To stand out in the crowd you have to catch people’s attention. Artists WillOnWater and Sam.E have been studying the rap game since kids, along with viral trends, to figure out ways to elevate their music careers. It was two months ago when the duo released their latest track, “Rooftop Freestyle”. They brainstormed ideas on how to catch social media’s attention. After trial and error, Sam.E found the perfect way to make people click.
He went on his personal Facebook page and typed out the sentence, “Was Not Expecting This From Milwaukee. #checkthecomments”. The statement was specific enough to the area of Milwaukee but generalized enough to make someone curious on what could be happening in the City of Milwaukee.
The marketing ploy worked. People clicked to find out more with the first comment being WillOnWater and Sam.E rapping their latest track, Rooftop Freestyle on the platform with the same name, Rooftop Freestyle: a Milwaukee-based music platform powered by Ocean Legacy Cinematic for artists to perform on.
The duo said yes the marketing strategy played a big role in the viralness but it was also the lyricism, different cadences, and a new style of Milwaukee rap that caught people’s attention.
“We came with something different and that’s what opened up people’s eyes, and it’s quality,” said WillOnWater.
The Ugly Gang Duo
WillOnWater and Sam.E met for the first time in church between the ages of four and five. Although the two didn’t always live in same vicinity – because Sam.E spent some time living in different cities – they always kept in touch. Throughout each phase of their lives, the duo checked in on each other which meant sending one another their latest music.
Each artists has his own music career but together they make up the brand Ugly World Syndicate. As of right now, the duo have a clothing brand with plans to expand into other avenues. They call themselves the Ugly Gang, an extentsion of the overall brand.
WillOnWater has been on and off rapping since around 2016 and admits to having viral moments before. At the time, he didn’t take those moments serious, but now he’s re-energized thanks to the support of his business partner Sam.E.
“We’re trying to bring the energy and soul of Hip Hop to the forefront,” said WillOnWater.
Sam.E started his music career by helping his family members grow their names in the industry. Eventually he felt it was time to focus more on rapping himself. Sam.E was inspired by WillOnWater’s work hustle over the years. As a new-found duo, they are pushing forward each other’s dreams.
“It’s time for the alternative side of Milwaukee to take over now,” said Sam.E “…our cadence and everything is different from the typical Milwaukee [sound].”
Capitalizing Off the Moment
Ugly Gang said their latest track is just the tipping of the iceberg. The duo wil be dropping new music including individual EPs.
The duo will be performing at the “Good Vibes Only” show on December 20, 2024 at the Catcus Club on Milwaukee’s Southside; doors open at 9:30 p.m. CST. They will also be performing on New Year’s Eve with more details to come, and possibly hosting a listening party before the month is up.
“Just know more dope shit is coming,” said WillOnWater. “We’re just going to keep evolving over time.”
The duo describes their sound as a mix of rap, neo soul, and trap. And with their talents, they plan to give back to their communities.
“My mission is to work and build within my community…we can start changing the whole look of the Black community out here,” said Sam.E.
Watch WillOnWater and Sam.E’s Freestyle Rooftop video here.
Nyesha Stone founded Carvd N Stone in 2017 to cover positive news while attending the University of Wisconsin-Milwaukee. Stone has a B.A. in Journalism. She has raised over $30,000 to award grants and scholarships. She has also been featured in ESSENCE and worked with the American Black Film Festival.
