KIRO Radio's Josh Kerns and Shawn Stewart talk local music
 Seattle Sounds
Seattle Sounds on KIRO Radio
Join Josh Kerns and Shawn Stewart every Saturday at 7pm and Sunday at 5pm on KIRO Radio.

How Seattle's Macklemore made it to the top of the Billboard charts

BY Josh Kerns  on January 30, 2013 @ 6:28 pm (Updated: 7:32 am - 1/31/13 )

Warning: This video contains some graphic language

Seattle's Macklemore and Ryan Lewis are atop the Billboard charts for the second straight week with their hilarious and infectious hit "Thrift Shop."

It's an impressive feat for anyone, but it's extraordinary considering the duo have done it all themselves without a record label or major money behind them.

From college radio stations to Top 40, "Thrift Shop" is everywhere. Long time Seattle radio veteran, DJ and program director for Movin' 92.5, Maynard, says he's never seen anything like it.

"It's not like he's got these TV commercials with the song running in the background. There's not even the old fashioned way, he's done it in a way that's never been done."

The song is beating out big label stars like Bruno Mars and Taylor Swift for the second straight week. Maynard says that's even more impressive considering hip hop and rap are at their lowest point of mainstream popularity in more than a decade.

"To have somebody come out and just shatter all the other music styles and sales and in demand both on the radio and online is amazing," says Maynard.

Veteran Seattle music journalist Charles Cross says Macklemore's surprising rise to the top is a testament to extreme smarts, hard work and great music. He says Macklemore has masterfully built an audience through social media and YouTube over the years, with the video for "Thrift Shop" driving the popularity of the song on radio and online.

"I love the fact that it was filmed at Goodwill and that it's kind of down home, it was made very cheap and it's a great video. Anyone who was watching it was going to love it," says Cross.

Seattle has hardly been a hot bed for hip hop, at least in the eyes of the rest of the country. Cross says that's actually an advantage, because Macklemore and Lewis have been able to develop a unique sound.

"In some ways that was also the reason that grunge took off because it sounded very different than anything else that was on the radio and bands here had the chance to develop organically and to some degree that same thing is being repeated with Macklemore's success."

The Stranger's Charles Mudede agrees. He says "Thrift Shop" stands alone in what he calls a "homogenous realm of contemporary pop music."

"That isolation sort of benefited in the sense that now they're just making stuff that's completely different from what's happening in the mainstream. If you look at the top 10 of the hip hop charts Macklemore just looks like a freak."

But Maynard says it's about more than just the music. He says many people have told him it's also Macklemore's message, from his moving tribute to former Mariner's announcer Dave Niehaus to his anthem for same-sex marriage "Same Love."

"You know, he's got a different message and in a lot of aspects he's got a real positive message. When you look at the expectations of hip hop and R&B and rap, that he's really defied those in a way," says Maynard.

Race has clearly paid a part as well. Cross says the white rapper's appeal to white audiences is a key to his new-found commercial success.

"You can only be so big if you aren't playing to the suburbs and Macklemore's music appeals to suburban white kids who want to be slightly edgy but it's not gangster rap, that's for sure."

Whatever it is, it's a crafty concoction that's put a couple of kids who were struggling to get a gig in Seattle a few years ago on top of the music world. Who would of thought it would be thanks thanks to a little ditty about shopping at the local Goodwill.

Josh Kerns, MyNorthwest.com Reporter
Josh Kerns is co-host of KIRO Radio's Seattle Sounds (Saturday nights 7-8) and a digital content producer for MyNorthwest.com.
More from Seattle Sounds

MyNorthwest.com - Purpose of Comments statement
Bonneville Media encourages site users to express their opinions by posting comments. Our goal is to maintain a civil dialogue in which readers feel comfortable. At times, the comments can descend to personal attacks. Please do not engage in such behavior. We encourage your thoughtful comments which: have a positive and constructive tone, are on topic, are respectful toward others and their opinions. Bonneville reserves the right to remove comments which do not conform to these criteria.

Comments (17)


  • Add A Comment

  • shark75 wrote...
    Why is KIRO giving this so much attention?
    January 31, 2013 8:19 am
    My guess is the demographic that listens to Kiro or reads mynw.com likely thinks of [most] rap as nothing more than noise...
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • JohnQEveryman wrote...
    It's not rocket science
    January 31, 2013 8:25 am
    He made a catchy, pop song; all it takes is some lucky placement on the radio and YouTube to get blasted into the top 10. But I'm sorry, this song is no different than the slew of other rap/pop music out there, other than A- it was made by a white guy and B- it's sardonic/funny, not serious. The fact that people are touting his song with the likes of Bruno Mars and Taylor Swift speaks to how the song has defeated its purpose; it was made as an 'underground' tune, not meant for Billboard status. Kind of a shame in that regard.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • drakeinferno wrote...
    Theres more rocket scientists than Billboard toppers
    January 31, 2013 9:18 am
    You sound like a bitter old fool. This didn't happen overnight.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • Oly80 wrote...
    this dude worked REALLY hard to get his sucess.
    January 31, 2013 9:32 am
    your take on it is completely off. you sound REALLY out of touch. AND, you clearly don't know the subject you're spouting off about.

    if you actually have TASTE in GOOD music, not the generic pop stuff that taylor swift puts out, AND you actually listened to Macklemore's album ("the heist") you'd understand why he's getting all the praise he's getting.

    this guy is a true talent. like the article says...rap has been in a decade plus decline and this guy is fresh, inventive, and very unique.

    thrift shop AND many of the songs on the album are billboard worthy, IF people like them en mass. maybe we're just tired of the same old crap and want people like Macklemore to become the norm, not the exception... it really does have the feel of what happened with the grunge movement. the kids are in control when the corporations don't OWN the musicians like they do with swift and bruno.

    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • JohnQEveryman wrote...
    "you clearly don't know the subject you're spouting off about"
    January 31, 2013 9:45 am
    lol. I own a record label that's been around for 9 years and have been a music producer for 15 years; don't make assumptions. Your statements are based off subjectivity, mine are off analysis of the record industry and of the artist. I never said he didn't have talent, because he does. His music is nothing special, in fact his drum/music backing is pedantic and ripped off from other artists like Mark the 45 King, but that aside, you seem to have glossed over my core point: bring 'top' on the Billboard charts isn't an indication of talent or even quality music, it's only an indication of popularity and, generally by proxy, record sales. Popularity isn't a 'wow' factor for people that are in the indie/DIY label community, but they are to those that enjoy/promote pop music. I think both of our posts show which side you and I fall on; here's a hint: we're on opposite sides of the spectrum.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • Oly80 wrote...
    btw...
    January 31, 2013 11:18 am
    his album is on pretty much most of the "top ten of 2012" lists that the DJ's at KEXP made up at the end of last year.

    it wouldn't be on their lists from LAST YEAR before that song took off without the album being pretty stellar. again, you REALLY seem out of touch.

    the colleges (yes, UW's KEXP included) and youtube made Macklemore's album take off... purely people LIKING his stuff. NOT for profit radio, NOT tv.

    the things i pointed out are the indicator of his quality and talent. NOT your lame analysis of something you claim to be in the business of, but clearly don't understand.

    good day, sir.

    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • ChasB wrote...
    could learn something
    May 10, 2013 4:59 pm
    I suspect you mean his drum/music is pedestrian or derivative, but you should look up pedantic. Your comment reads as pedantic, but lacks substance.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • The Dude Abides wrote...
    You're kidding, right JohnQ?
    January 31, 2013 9:42 am
    You don't really know what you're talking about. Thrift Shop is just one of many Macklemore songs with original beats and creative lyrics. His work is nothing like the drivel that's coming out of hip-hop "artists" today, which is one of the reasons why he's getting so much play on such a broad range of stations. Thrift Shops widespread popularity reminds me a lot of when Eminem first popped onto the scene, and like Eminem, Macklemore's music transcends any one genre and is enjoyed by a wide-ranging audience. His success is purely a product of hard work and well-planned use of the current social networking tools available, which is a far cry better than most "stars" today, whose popularity comes solely from overly-hyped karaoke reality shows like American Idol. To compare Macklemore to the poppy nonsense being spewed out by Taylor Swift and Bruno Mars is just asinine. Listen to some of his other songs, like "white privelege" and "same love", and tell me if they even deserve to be mentioned in the same sentence.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • JohnQEveryman wrote...
    wow
    January 31, 2013 9:53 am
    You're comparing him to Eminem? That's a ballsy move, because while he has talent, he's no where near as good of a lyricist as MM. His drum track, as I said above, is pedantic, but so is most hip hop/rap out these days, so I suppose that shouldn't be a shock. Again, the fact that you consider being ranked high on Billboard as 'success' is a testament to in the invalidity of your previous assertion of his talent. Billboard only proves sales and popularity, NOT skill, as Flo-Rida, Chamillionaire, 50 Cent and Taylor Swift's over-autotuned and processed sound proves.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • Oly80 wrote...
    right.
    January 31, 2013 11:12 am
    you're a seasoned record label owner.

    sure.

    you clearly are either lying, or your label is terrible and/or only exists in your head.

    pedantic? that's HIlarious. you obviously have not listened to the whole album. Castle's beat is completely different. in one song he raps over only a guitar.

    and not as good a lyracist as eminem? you VERY clearly have not listened to much of his stuff.

    again, spouting off about something you don't understand/get.

    his beats are very unique. not just the same old stuff over and over, if you think that, you probably should get out of the music business, as you clearly don't understand it.

    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • HockeyMom wrote...
    Creativity
    January 31, 2013 12:10 pm
    I don't always agree with things you post, Oly80, but I am with you on this one. JohnQ reminds me of a little record producer named LA Reid. Some of what he believes sells and is great, is pure garbage. Macklemore puts out a great product that is not the same stuff out. Plus, it's nice that my son and I can finally enjoy some of the same music.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • tron wrote...
    Pedantic?Sure
    January 31, 2013 10:04 pm
    it is a pop song that was crafted to be so,it comes across like you think thats a bad thing in the pop arena.I cannot beleive you think its a shame to reach Billboard status and that it has defeated its purpose when it really is his desire reach more people than the Seattle underground that he has been entertaining for years.We are waiting to hear what record label and who are you producing and what did Macklemore say when you tried to sign him for a pair of shoes and a can of beans.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • Cbrew wrote...
    JohnQeveryman - Lucky Placement?
    January 31, 2013 11:17 am
    You sound like a bitter dissolusioned moron. The manner by which Macklemore became famous required a grass roots beginning, he wasn't thrust into stardom because another artist brought him along and he wasn't a constructed artist like Bieber or Mars or Swift who aren't real artists they don't even write songs they just sing what people tell them to... He's a talented artist that put in his dues and got noticed through hard work and real lyrics... Legitimate songs, regardless of genre, are always better because the artist wrote the lyrics and believed in the message, it's not like some bieber f.a.g.g.ot that is pushed along by Disney or whoever and has an image created for them and press coverage and all that just because their label is wealthy... Macklemore built himself... I respect that, you should too but for some reason you sound like a jealous b.i.t.c.h.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • Cbrew wrote...
    JohnQEveryone - tell me Mr. Record label owner....
    January 31, 2013 11:27 am
    If all Macklemore did as you said, "put out a catchy pop song" and with lucky placement found his way to the top of the charts... just like that... not even hard... then tell me then... since you're a producer... how many chart toppers do you got under your belt? How many people have you brought to stardom Mr. producer / record label owner? Or is it just that you don't WANT to put someone at the top of the charts? the way you described it, should be really simple.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • USMC0311 wrote...
    Good point but...
    January 31, 2013 1:47 pm
    Maybe he's not a pop music producer?
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • USMC0311 wrote...
    Whack
    January 31, 2013 1:46 pm
    It's catchy, just like any other pop song except he didn't need a big label to make a pop song. But thats just one music buyers opinion.
    { "Thumbs Up":"1","Thumbs Down":"-1" }
  • { "Thumbs Up":"1","Thumbs Down":"-1" }