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Meet Emwell, The Iconic Underground Tastemaker That You Should Already Be Following
Credit: Saul Sosa

Meet Emwell, The Iconic Underground Tastemaker That You Should Already Be Following

November 13, 2023
Meet Emwell, also known as Emmuel Reyes, an iconic piece of the underground music scene. Hailing from San Diego, he went from being a music-loving kid attending every underground rap show that he could, to a social media influencer talking to some of the biggest artists in the world in the infancy of their careers.

Emwell's story starts in San Diego, where he would go to every rap show, being first in line, starting mosh pits,  where he soaked up the local concert scene. He'd catch shows by artists like playboi carti, ski mask, gunna and many more in small venues, with fewer than 1000 fans, before these artists’ inevitable rise to becoming household names. It was here that he developed his love for music, and xxxtentacion became his musical hero.

Emwell’s foray into media started at Palomar College, a local San Diego community college, where he joined their radio program. As required by the program, Emwell became an intern for a local sports radio show called “Scott & BR”. In addition to music, Emwell is also a passionate sports fan, growing up with the Lakers and his hometown NFL team, the Chargers. 

After graduating with an associates degree in Digital Broadcasting and spending over two years with “Scott & BR”, Covid-19 and quarantine struck, and so did Tik Tok. In under a year Emwell reached 100k followers on the app.

Emwell dedicated much of his content to rap music and specifically xxxtentacion, and as TikTok grew in popularity, so did Emwell. His quirky videos started gaining traction, and soon, he was going viral.

width= Credit: Saul Sosa


In 2021, Emwell's life took a major turn when he caught the eye of "Our Generation Music" (OGM), a prominent platform in the underground music scene. This collaboration was a game-changer, propelling him further into the spotlight.

Teaming up with OGM, Emwell shifted his focus to interviewing up-and-coming artists and fans. He had a knack for picking out artists with raw talent before they hit the big time. Thanks to this, he became a cult figure in the underground music community.

One of Emwell's signature moves these days is his fan interviews, and they are wild! Fans get so excited that they literally collapse on him, yelling things like, "Emwell, you're my dad!" These interviews have turned him into an electric internet sensation.

width= Credit: Saul Sosa 


Despite the attention, Emwell stays true to himself. He admits there are moments when he doesn't even want to film, but Emwell knows his role, and he takes it seriously. His mission is simple, as he puts it: "I want people to see what I do and be inspired to always be themselves.” Emwell doesn't shy away from talking about his mental health struggles. He serves as a reminder that we're all human outside of social media, in a world where social media serves as the proverbial yardstick used to measure our social status and overall contentment.

As Emwell's journey continues, his dedicated fan base will continue to follow him wherever he goes in this industry. With his unique style and dedication to his craft, he's sure to leave a lasting mark in the ever-expanding story of rap music and social media. Follow Emwell on TikTok and Instagram and keep up with Our Generation Music to see more of his adventures!

 

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