In a music industry that has leaned toward viral talent, Latto has built her career brick by brick, which she says, “is my testimony for real.” From her early days as a child rapper to her rise as one of hip-hop’s most visible voices, Latto’s career is a testament to persistence and versatility. The Atlanta-raised artist has carved her path with a mix of infectious melodies, unapologetic bars and a business-savvy approach that has cemented her as a powerhouse in rap. She is a prime example of artist development and pivoting in the public eye at the relatively young age of only 25. Here’s a look at her journey through her most pivotal career milestones thus far:
2016: Winning The Rap Game
At just 16, Latto – then known as Miss Mulatto – stepped into the national spotlight by competing on the debut season of Lifetime’s The Rap Game. Mentored by Jermaine Dupri, she emerged victorious, showcasing her lyrical prowess and star power. Jermaine Dupri offered her a deal with So So Def Records after her win on The Rap Game, but Latto turned it down, saying the money wasn’t enough. Instead, she decided to bet on herself and go the independent route, a bold move that set the tone for her career.
2017-2018: Independent Buzz and Local ATL Rap Scene
After The Rap Game, Latto focused on building her career independently, releasing a steady stream of mixtapes, freestyles and singles. Tracks like “Response Diss” and “Bitch From Da Souf” became underground hits, gaining her a loyal following and attention for her confident delivery and Southern flair.
2019-2020: Going Viral with “B*tch From Da Souf”
2019’s “Bitch From Da Souf” was Latto’s breakout moment. The bold anthem became a viral sensation, leading to a remix featuring Saweetie and Trina. The single’s success earned Latto her first RIAA Gold certification, signaling her upcoming arrival on a larger stage.
2020: Signing with RCA Records; Releases Debut ‘Queen of Da Souf’
Building on her momentum, Latto signed with RCA Records in 2020. The deal amplified her reach, allowing her to transition from indie standout to mainstream contender. Her debut studio album, Queen of Da Souf, released that same year, spawned hits like “Muwop” featuring Gucci Mane, further solidifying her growing status.
2021: Name Change and Rebranding
In 2021, Latto officially dropped “Mulatto” in favor of her current stage name, a move that signaled growth and maturity. The rebrand was a turning point in her career, repositioning her image and addressing critiques from fans and peers about the original name’s controversial connotations. Along with the name rebrand, was a sonic and aesthetic rebrand. She shifted aware from bodysuits and more toward streetwear with Y2K vibes, while embracing her natural hair.
2021-2022: “Big Energy,” 777, Breakthrough and GRAMMY Shine
“Big Energy” catapulted Latto into mainstream hip-hop and beyond. The 2021 single, sampling Mariah Carey’s hit “Fantasy,” became her biggest chart performance to date, peaking in the Top 5 of the Billboard Hot 100. Mariah Carey later joined the rapper on the official remix recording. The duo even performed the track together at the 2022 BET Awards, where Latto took home the Best New Artist award. The song’s crossover appeal earned Latto multiple award nominations, including a GRAMMY nod for Best Melodic Rap Performance. The single was Latto’s first dip into the pop genre.
2023: “Put It On Da Floor Again” and the Viral Plastic Bag Challenge
Latto proved her knack for creating cultural moments with “Put It On Da Floor Again,” her fiery remix featuring Cardi B. The track’s unapologetic bars and infectious energy quickly took over social media, sparking the viral “plastic bag challenge,” where fans dramatically ripped open bags in tribute to Latto’s iconic line, “Rip me out the plastic, I’ve been acting brand new.” The challenge became a TikTok sensation, further cementing her influence in both music and pop culture.
2024: The Sugar Honey Iced Tea Era
In August 2024, Latto released her third album, Sugar Honey Iced Tea, showcasing her growth with dynamic tracks like the club staple “Sunday Service” and the sensual, GRAMMY-nominated “Big Mama.” Featuring Megan Thee Stallion, Ciara, Mariah the Scientist, Teezo Touchdown, Cardi B and Flo Milli, the album blends bold rap anthems with introspective storytelling. Latto brought the project to life on her Sugar Honey Iced Tea tour, joined by Mariah the Scientist and rising star Karrahbooo, solidifying her status as a powerhouse in hip-hop.
2024: Full Circle – Latto Becomes Judge on Netflix’s Rhythm + Flow
In 2024, Latto came full circle, returning to her roots in rap reality TV as a judge on Netflix’s reboot of Rhythm + Flow. Joining industry heavyweights Ludacris and DJ Khaled, Latto brought her firsthand experience as a former reality rapper competition contestant to the panel, offering contestants insightful critiques and guidance. Her presence on the show highlighted her journey from teen competitor to rap superstar, inspiring the next generation of hip-hop talent while solidifying her role as a rap star.
