$uicideboy$. The name is evocative and it strikes. It's hard to avoid, despite its reference to suicide, as this independently operating duo from New Orleans have garnered billions of streams across streaming platforms.
As of November 2021, the ethereal, hovering punk-rap outfit, which will headline the Plains on Sunday night, had amassed 5.3 billion online streams.
Unhappy with management their respective lives were taking, cousins Aristos Norman “Ruby da Cherry” Petrou and Scott Anthony “ $crim ” Arceneaux Jr teamed up in 2014 to bring $uicideboy$ into the world.
They decided to go for broke and made a pact to take their own lives if their career does not take off.
“There was no plan B. If it didn't happen before I was 30, I would have busted my brains out,” $crim said in an interview published on the US website Mass Appeal.
Unsurprisingly, the connotations of suicide are far from unanimous.
In another interview published in Inked magazine in May 2021, $crim clarified that the duo helped save lives.
“I get chills thinking about all these young people telling us that we saved their lives and helped them get off drugs. There are young people who are terrified of going to therapy and being stigmatized. There's also everyone who can't afford help and find it in our music,” he noted.
Ruby da Cherry and $ crim started their group with the intention of not doing like everyone else.
“We wanted to do the opposite of what everyone else was doing on the rap scene. We didn't have fancy cars or gold chains. We emphasized that we were losers and we mixed it with some shock-rap about the issues associated with mental health. We were just trying to get people's attention,” Ruby da Cherry mentioned in November 2022, in Billboard magazine.
The duo, which operates independently and who launched his own label, G* 59, addresses depression and suicidal ideation in his songs.
“Success came when we started talking about the struggles our fans had with drugs, anxiety and depression. These things exist. People want to help, but they don't actually do much. This is why I hate mental health awareness. It is impossible to educate everyone. We hope we can do more than that with our music,” Ruby da Cherry told Billboard.
A new album
One year after its formation, $uicideboy$ is enjoying underground success thanks to the EP $outh $ide $uicide. The eponymous song, to date, totals 129 million plays on the Spotify portal.
Billboard magazine selects the duo for its 15 Artists to Watch list of the year 2017.
After several EPs and mixtapes, $uicideboy$ launches, on September 7, 2018, his first album, entitled I Want to Die in New Orleans . The training's popularity is growing. After a one-year break and her second album, released last summer, she will release a new album on July 29, Sing Me a Lullaby, My Sweet Temptation.