In an age where it feels like nothing's shocking anymore, the word “rockstar” is contentious, and punk can be seen as nothing more than an aesthetic to be consumed, Destroy Lonely is reinventing and redefining all of those ideas. It has only been a year since the release of his momentous debut If Looks Could Kill, but within that year, it felt like lifetimes. In only 24 hours of its release, the album soared to No. 1 on Apple Music and garnered nearly 10 million streams on Spotify, while also securing a spot in the Top 20 on the Billboard 200. Prior to that, he had released the hit song "NOSTYLIST" which has since been certified Gold by the RIAA. These projects not only garnered critical acclaim but also earned him placements on numerous "Artist to Watch" lists for 2023, including Rolling Stone, Complex, Billboard, Pigeons & Planes, Alt Press, and more. “It’s a really long time in the art,” the young rapper says in earnest.
The bright-eyed rapper, born Bobby Sandimanie III, perfectly encapsulates the youthful energy and edge of his generation, whether dripped out in designer, packing out festivals and selling-out venues fresh off of his successful tour run, or fine-tuning the deceptively poppy, punk-infused rap sprinkled with video game-esque keys and synths. Beyond music, he has expanded his creative reach by collaborating with designer Matthew Williams on an exclusive merch collection, starred in Marc Jacobs and Bose campaigns, and even launched his own limited edition Vitamin Water flavors, called “Look Killa Juice.” His bold ventures showcase his versatility but also cement his status as an innovator. As one of the brightest stars in Playboi Carti’s generational record imprint, Opium, Lonely continues to turn the audience’s expectations of his sound and his revolutions on their head.
Where If Looks Could Kill was an introduction to the bright young rapper’s psyche, LOVE LASTS FOREVER pulls the curtain back on some of the mystery as he shows audiences where his roots are: Atlanta. Taking upon the flashy, braggadocious rap aesthetics popularized by fellow Atlanta icons such as Gucci Mane, Future, and Young Thug, Lonely bridges the gap between rap star and rockstar. Part of that goal is playing with juxtaposition. In the dizzying 91 Rules-directed video for the lead single, “LUVE 4 YA” the generational fashion icon pairs the masculine with the feminine. “I’m wearing a real Atlanta fitted with my nails painted black,” he boasts.
Since its release, the album debuted on Spotify's Top Album charts, both in the USA and globally, while also claiming the No. 1 spot on the Top R&B/Hip-Hop Albums and Top Rap Albums charts. It made an explosive entrance, landing a coveted Top 10 position on the Billboard 200.
Amid a whirlwind rise to fame, Lonely knew he needed to find peace again, which meant stepping back from the recording process. “It just gives me the room to speak the way I need to, and I feel like that's allowed for something beautiful,” he says confidently. With that newfound clarity comes even higher stakes, as he chips away at each layer of himself with each release, aiming to join the ranks of the idols in his canon. Lonely wants to be much more than a rapper. He wants to be an experience.
Across LOVE LASTS FOREVER, Lonely cares less about relatability than he does getting his thoughts on paper. He grasps tightly onto the tagline he made for himself: “It’s not a lifestyle, it’s life.” He’s well aware telling fast-paced tales about his life isn’t the average experience, but it’s authentically his own, “This is my life as I grow, and this is my diary.”
By doing what he refers to as “downloading,” Lonely’s dark, post-apocalyptic universe continues to grow with him. It’s not entirely on an upswing, and with more introspection comes the hope that it translates to his audience and the scene he’s influencing. “I’ve been told that life has peaks and valleys, and I feel like I'm definitely in the valley right now, but in the best way,” the 23-year-old rapper says. “There’s always a part of the movie where you feel like a n***a finna lose. That's my favorite part of the movie, because the n***a don't ever lose.”
