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How Lil Yachty’s Incredible “1 Night” Music Video Came Together

Josh goldenberg and rahil ashruff of goldrush dish on their cold day on a boat with lil boat, making a video full of memes, and the puppy that didn’t make the cut..

The new video for Lil Yachty 's "1 Night" didn't necessarily break the internet, but it did perfectly distill it. Featuring an impressive number of memes, enumerable GIF-able moments, cute animals, and a cast of familiar faces plucked of Vine and Instagram, it seemingly arrived ready to go viral.

The video the brainchild of Josh " Glassface " Goldenberg and Rahil Ashruff , who together make up the production company Goldrush . Friends since high school, they've made similarly out-there videos for OG Maco, Rome Fortune, Tunji Ige, and Ab-Soul, with Ashruff acting as producer and Goldenberg handling the editing and FX.

Read Next: Lil Yachty flirts with harsh noise on “Something Ether”

Reached by phone on Tuesday, Goldenberg told The FADER that this project began with a tweet. "Yachty got in touch with us," he recalled. "He sent us a tweet saying he wanted to do a video with us, and then I think a month went by. After a month of not talking about it, I reached out to Coach and was like, 'We have to shoot this video ASAP.' Then I think it happened a week or two later. The whole process was pretty fast."

In all, it took one day of shooting—half spent on a boat, on a chilly early spring day; and the other half spent in front of a green screen with a wardrobe rack of nautical attire and accessories to play with—two weeks of editing, some heavy Google Image searching, and minimal back and forth with Yachty and co.

Below, Goldenberg and Ashruff describe their valiant attempts to make the most viral-ready video ever, explain how many memes is too many, and reveal that there was a puppy cast but cut from the final product.

How did you come up with the idea for the video?

Josh Goldenberg: We initially had a slightly different idea—basically, Rahil heard the song and he felt the video needed to have a karaoke vibe to it—and then saw how viral Yachty was, so I suggested we make very meme-able, GIF-able material. It seemed like shooting in front of a green screen, just getting shots of Yachty having fun, would be very shareable content for people to see.

Rahil Ashruff: The karaoke element is there—it's kind of ambiguous, but it's supposed to be kind of like a karaoke screen, but a futuristic one—but it's more about being a piece of digital media for people to share than being a full, fleshed out concept.

What did Yachty think?

Josh: He loved it. He had seen a few other videos we had done—OG Maco[’s “U Guessed It” ], Rome Fortune's "Four Seasons," that's one of his favorite videos. So once he saw the treatment, he was really into it. I don't think he had any changes, really.

[The video for Jay Z’s] “Big Pimpin’” was one reference I sent to them. We were initially going to have Yachty drinking champagne and pouring champagne for the girls on the boat, but Coach was like, “He's 18 years old.”

Where did you get the boat?

Rahil: It's hard to rent a boat in New York! What I learned is that boats don't really go out until April 1, and we shot the video before April, so that was tough.

Josh: The boat captain called us when we were on the way to shooting and was like, “Is there anyway we can shoot tomorrow? The water is super choppy, we might tip over.” But Rahil had a flight the next day, so we only had one day and we had to shoot it.

Rahil: That was the first time we met Yachty face to face. He was freezing—oh my god, it was so cold.

Josh: My actual very first interaction, when I met him on the shoot, he was like, "Yo, I remember when I reached out to you guys when I was in high school." And I was like, "Wasn't that like two months ago."

There are a lot of familiar faces in this video—

Rahil: Shabazz is the person who put us in touch with all these girls, so she should get the credit for helping us out with the talent.

Josh: There's Vine people, like Lean and Cuisine , but then there's also SoHo fashion kids and there's definitely a lot of internet people in it. Yachty is friends with a lot of those people, but I think it was also definitely expressed that we were trying to make something that would kind of go viral and that people would want to share. Incorporating a lot of cameos, you are going to get a lot of people in the video who are going to share clips of the video, so it definitely made sense.

Staring down the green screen, how do you decide where to start? What to add?

Josh: It was pretty daunting, because there were so many moments. But once I got into it, it took me two weeks to edit and add all the visual stuff. I did it in layers: I did a cut in just pure green screen with no background, then I created some different layers to put into the backgrounds, then I did an additional overlay—I kept adding layers to it as I went, and it just kind of came together.

Rahil: [We did] a lot of Google image searching to find the right images.

Josh: Honestly, I'm not super tuned into memes so I asked a lot of people about what they thought would be funny in this video. The only thing Yachty specifically asked me to add was—there's a shot of this guy doing like a super fast dab. He's a bigger guy, he has red sunglasses on and a polo shirt, and he does a hyper fast dab. He texted me specifically to add that shot: "Just make sure to include him doing that super fast dab." And I was like, "Alright, I got you." But aside from that, they basically just let us do whatever.

Was there anything you added, and then decided it was too much?

Josh: We went through certain memes that didn't make it into the final cut. We had a Barack Obama one that I thought was hilarious, for when he says, Baby, I got shit to do , and it was [set to a picture of] Obama on the phone. They weren't into it. I made a Jesus meme, for when he says, You'll be calling out to Christ, but that didn't seem right. I'm not even going to talk about the Cosby one.

Rahil: There was some slight hesitation with the Jay Z one, but I think we all loved it. And then when Yachty saw it, he loved it too.

Josh: And it's all in good fun. Yachty is a positive artist, so even including stuff like that, I think people perceive it in the right way. He's not trying to say anything negative towards anybody, he's just kind of including Jay Z in the video, not calling him out or anything.

Where did you find that Kitten?

Rahil: The kitten, that's Craigslist; you can find anything on Craigslist. It was adorable, we gave it to Yachty.

Josh: The idea was, obviously kitten videos are the most watched thing on YouTube, so by incorporating an adorable kitten—we also had a puppy that didn't really get much play in this video—but just incorporating cute animals, we wanted to hit every possible aspect. Fire on all cylinders.

So the goal was to make the most shareable video maybe ever.

Josh: I don't know if we want to expressly state that, but it pretty much was. Entertaining and re-playable video is probably a better way to put it, because saying you want to make a "shareable" video doesn't sound very organic.

Rahil: We definitely put a lot of thought into this, but the goal was just entertainment overall.

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What Was Lil Yachty’s First Song?

Lil Yachty, born Miles Parks McCollum, is an American rapper, singer and songwriter. He shot to fame whilst still a teenager in 2016 with a series of breakout hits, but what was his first song?

Lil Yachty self-released his debut EP ‘Summer songs’ on his soundcloud in 2015 and came to prominence when his track, ‘1 Night’, was used in a viral comedy video in December of that year. The rapper’s debut commercial mixtape, ‘Lil Boat’, was released in March 2016 by Quality Control Music, Capitol Records and Motown.

Read on to learn more about Lil Yachty’s music and his rise to fame.

New Kid on The Block

Though now famous for his music, Lil Yachty’s songs didn’t always come first. The rapper has said that while he always knew he was going to be something, there was a period when “he didn’t know what”.

Instead of turning his attention solely to his music, the youngster’s first goal was to establish an audience. He gradually emerged on the scene with the development of a massive instagram fanbase and, as the savvy star attests, it was all intentional. 

Does Lil Yachty Own a Yacht?

Lil Yachty spent a summer in New York trying to work his way into the inner circles of influential Instagram personalities like Ian Connor and Luka Sabbat. In Lil Yachty’s own words , “It was strategic. They helped my name build.”

The rapper explained , “I knew I had to reach the people with the following, and the groupies and shit. I had to get to them. The kids look up to those people. That was the first step”.

He credits Ian Connor with putting him in Kanye West’s Yeezy fashion show in February of 2016. Soon after, he soon became a viral sensation. 

View this post on Instagram ** A post shared by ^CONCRETE BOY BOAT^ (@lilyachty) on Jul 2, 2020 at 12:06pm PDT

Bubblegum Trap

Yachty had been making music since early 2015, in a style he calls bubblegum trap . His songs have sampled sounds from cartoon themes and videogames, giving them a bright and abstract quality that’s positive and upbeat.

Around the same time as his modelling appearance in Kanye’s fashion show, his song ‘1 Night’ was used in a viral comedy video , giving his career a huge boost.

The rapper released his debut mixtape ‘Lil Boat’ soon after, followed by collaborations with DRAM and Chance the Rapper in April and May of 2016. By June, he had signed a joint record deal with Quality Control Music, Capitol Records and Motown Records.

The artist has since released four studio albums and he made the Forbes list of top earning hip hop acts in 2017, when he was just 20 years old.

Watch the rapper’s lead single from his debut mixtape in the YouTube video below.

A Fashion Force

With a style that’s eccentric, kooky and undeniably distinctive, Lil Yachty’s aesthetic is iconic. His signature beaded red braids and playful outfits have led Vogue to name him ‘a fashion force to be reckoned with’.

His manager, Coach K, said of his fashion , “You’ve got this freakish look, but he’s not scared of who he is. He’s wearing it with pride’”.

He modelled for Kanye West’s Yeezy Season 3 show in 2016, an appearance Lil Yachty credits for his cult following as much as his music, and spent months trying to get the attention of fashion brand Nautica by wearing their clothes on social media.

This effort soon paid off and Yachty became the face of the brand’s collaboration with Urban Outfitters, before partnering with the company as their creative designer in 2017 . His other endorsement deals include Target, Beats by Dre and Adidas . 

The viral icon and self-proclaimed King of Teens resists being categorized as just a rapper. In the star’s own words , “I’m not a rapper, I’m an artist. And I’m more than an artist, I’m a brand”. 

His response when asked to explain his brand – ‘I’m just fire’. 

View this post on Instagram The Nautica x Lil Yachty T-Shirt Capsule Collection available now!??⛵️⚓️ . … .. .. .. . . #lilyachty #nautica #fashion #music #sailing #sailingteam #lilboat #yachty #lilyachty #⛵️ #sail #boat #kot A post shared by Nautica (@nautica) on Jul 10, 2017 at 9:52am PDT

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Irreverent rapper/singer whose output has ranged from bubblegum trap to psychedelic rock.

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How Lil Yachty Ended Up at His Excellent New Psychedelic Album Let's Start Here

The evening before Lil Yachty released his fifth studio album,  Let’s Start Here,  he  gathered an IMAX theater’s worth of his fans and famous friends at the Liberty Science Center in Jersey City and made something clear: He wanted to be taken seriously. Not just as a “Soundcloud rapper, not some mumble rapper, not some guy that just made one hit,” he told the crowd before pressing play on his album. “I wanted to be taken serious because music is everything to me.” 

There’s a spotty history of rappers making dramatic stylistic pivots, a history Yachty now joins with  Let’s Start Here,  a funk-flecked psychedelic rock album. But unlike other notable rap-to-rock faceplants—Kid Cudi’s  Speedin’ Bullet 2 Heaven  comes to mind, as does Lil Wayne’s  Rebirth —the record avoids hackneyed pastiche and gratuitous playacting and cash-grabbing crossover singles; instead, Yachty sounds unbridled and free, a rapper creatively liberated from the strictures of mainstream hip-hop. Long an oddball who’s delighted in defying traditional rap ethos and expectations,  Let’s Start Here  is a maximalist and multi-genre undertaking that rewrites the narrative of Yachty’s curious career trajectory. 

Admittedly, it’d be easy to write off the album as Tame Impala karaoke, a gimmicky record from a guy who heard Yves Tumor once and thought: Let’s do  that . But set aside your Yachty skepticism and probe the album’s surface a touch deeper. While the arrangements tend toward the obvious, the record remains an intricate, unraveling swell of sumptuous live instruments and reverb-drenched textures made more impressive by the fact that Yachty co-produced every song. Fielding support from an all-star cast of characters, including production work from former Chairlift member Patrick Wimberly, Unknown Mortal Orchestra’s Jacob Portrait, Justin Raisen, Nick Hakim, and Magdalena Bay, and vocals from Daniel Caesar, Diana Gordon,  Foushée , Justine Skye, and Teezo Touchdown, Yachty surrounds himself with a group of disparately talented collaborators. You can hear the acute attention to detail and wide-scale ambition in the spaced-out denouement on “We Saw the Sun!” or on the blistering terror of “I’ve Officially Lost Vision!!!!” or during the cool romanticism of “Say Something.” Though occasionally overindulgent,  Let’s Start Here  is a spectacular statement from hip-hop’s prevailing weirdo. It’s not shocking that Yachty took another hard left—but how exactly did he end up  here ?

In 2016, as the forefather of “bubblegum trap” ascended into mainstream consciousness, an achievement like  Let’s Start Here  would’ve seemed inconceivable. The then 18-year-old Yachty gained national attention when a pair of his songs, “One Night” and “Minnesota,” went viral. Though clearly indebted to hip-hop trailblazers Lil B, Chief Keef, and Young Thug, his work instantly stood apart from the gritted-teeth toughness of his Atlanta trap contemporaries. Yachty flaunted a childlike awe and cartoonish demeanor that communicated a swaggering, unbothered cool. His singsong flows and campy melodies contained a winking humor to them, a subversive playfulness that endeared him to a generation of very online kids who saw themselves in Yachty’s goofy, eccentric persona. He starred in Sprite  commercials alongside LeBron James, performed live shows at the  Museum of Modern Art , and modeled in Kanye West’s  Life of Pablo  listening event at Madison Square Garden. Relishing in his cultural influence, he declared to the  New York Times  that he was not a rapper but an  artist. “And I’m more than an artist,” he added. “I’m a brand.”

 As Sheldon Pearce pointed out in his Pitchfork  review of Yachty’s 2016 mixtape,  Lil Boat , “There isn’t a single thing Lil Yachty’s doing that someone else isn’t doing better, and in richer details.” He wasn’t wrong. While Yachty’s songs were charming and catchy (and, sometimes, convincing), his music was often tangential to his brand. What was the point of rapping as sharply as the Migos or singing as intensely as Trippie Redd when you’d inked deals with Nautica and Target, possessed a sixth-sense for going viral, and had incoming collaborations with Katy Perry and Carly Rae Jepsen? What mattered more was his presentation: the candy-red hair and beaded braids, the spectacular smile that showed rows of rainbow-bedazzled grills, the wobbly, weak falsetto that defaulted to a chintzy nursery rhyme cadence. He didn’t need technical ability or historical reverence to become a celebrity; he was a meme brought to life, the personification of hip-hop’s growing generational divide, a sudden star who, like so many other Soundcloud acts, seemed destined to crash and burn after a fleeting moment in the sun.

 One problem: the music wasn’t very good. Yachty’s debut album, 2017’s  Teenage Emotions, was a glitter-bomb of pop-rap explorations that floundered with shaky hooks and schmaltzy swings at crossover hits. Worse, his novelty began to fade, those sparkly, cheerful, and puerile bubblegum trap songs aging like day-old french fries. Even when he hued closer to hard-nosed rap on 2018’s  Lil Boat 2  and  Nuthin’ 2 Prove,  you could feel Yachty desperate to recapture the magic that once came so easily to him. But rap years are like dog years, and by 2020, Yachty no longer seemed so radically weird. He was an established rapper making mid mainstream rap. The only question now was whether we’d already seen the best of him.

If his next moves were any indication—writing the  theme song to the  Saved by the Bell  sitcom revival and announcing his involvement in an upcoming  movie based on the card game Uno—then the answer was yes. But in April 2021, Yachty dropped  Michigan Boat Boy,  a mixtape that saw him swapping conventional trap for Detroit and Flint’s fast-paced beats and plain-spoken flows. Never fully of a piece with his Atlanta colleagues, Yachty found a cohort of kindred spirits in Michigan, a troop of rappers whose humor, imagination, and debauchery matched his own. From the  looks of it, leaders in the scene like Babyface Ray, Rio Da Yung OG, and YN Jay embraced Yachty with open arms, and  Michigan Boat Boy  thrives off that communion. 

 Then “ Poland ” happened. When Yachty uploaded the minute-and-a-half long track to Soundcloud a few months back, he received an unlikely and much needed jolt. Building off the rage rap production he played with on the  Birthday Mix 6  EP, “Poland” finds Yachty’s warbling about carrying pharmaceutical-grade cough syrup across international borders, a conceit that captured the imagination of TikTok and beyond. Recorded as a joke and released only after a leaked version went viral, the song has since amassed over a hundred-millions streams across all platforms. With his co-production flourishes (and adlibs) splattered across Drake and 21 Savage’s  Her Loss,  fans had reason to believe that Yachty’s creative potential had finally clicked into focus.

 But  Let’s Start Here  sounds nothing like “Poland”—in fact, the song doesn’t even appear on the project. Instead, amid a tapestry of scabrous guitars, searing bass, and vibrant drums, Yachty sounds right at home on this psych-rock spectacle of an album. He rarely raps, but his singing often relies on the virtues of his rapping: those greased-vowel deliveries and unrushed cadences, the autotune-sheathed vibrato. “Pretty,” for instance, is decidedly  not  a rap song—but what is it, then? It’s indebted to trap as much as it is ’90s R&B and MGMT, its drugged-out drums and warm keys able to house an indeterminate amount of ideas.

Yachty didn’t need to abandon hip-hop to find himself as an artist, but his experimental impulses helped him craft his first great album. Perhaps this is his lone dalliance in psych rock—maybe a return to trap is imminent. Or, maybe, he’ll make another 180, or venture deeper into the dystopia of corporate sponsorships. Who’s to say? For now, it’s invigorating to see Yachty shake loose the baggage of his teenage virality and emerge more fully into his adult artistic identity. His guise as a boundary-pushing rockstar isn’t a new archetype, but it’s an archetype he’s infused with his glittery idiosyncrasies. And look what he’s done: he’s once again morphed into a star the world didn’t see coming.

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Lil Yachty Continues His Run with "Sorry Not Sorry" Featuring Veeze

Following up “let’s get on dey ass” and “hate me.”.

The past month has seen another consistent compilation of solo releases from Lil Yachty . After he dropped off “Let’s Get on Dey Ass” in mid-July, Boat followed it up with “Hate Me” and today, he reminded us that he isn’t done with the run quiet yet, now unleashing “Sorry Not Sorry.”

Featuring Veeze , the just-over two-minute track came as a surprise when Veeze revealed its imminent release a few hours prior.  “sorry not sorry – me & twin out now,” Yachty wrote on Instagram; Boat also appears on Jean Dawson ‘s “Die For Me” this week.

  View this post on Instagram   A post shared by Keep Dreaming (@veezeworst)

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Karrahbooo Claims She's Been "Silenced" Since Beefing With Lil Yachty

Karrahbooo is bigger than ever, though not for ideal reasons. The rapper decided to leave Concrete Boys, and despite things initially seeming cordial, the fallout has been messy. Secondhand accounts state that Karrahbooo was dissatisfied with Lil Yachty's leadership . Yachty didn't appreciate that, and proceeded to call out Karrahbooo on Instagram Live. Things died down after the IG Live blow up, but it looks like Karrahbooo is ready to put the past behind her.

The rapper hopped on Instagram Live on September 12. She clearly wanted to share more than she was saying, but she made it clear that there were two sides to her Lil Yachty feud. "There's two sides of the story," she asserted. "There's truth and there's cap." Karrahbooo started to get into the specifics of the truth and cap, but she cut herself off. "I've been silenced," she claimed. "Three months." She doesn't go into much detail about why she's been silenced. One gets the sense that the silence is close to being broken, though. The fact that Karrahbooo said anything at all is ample proof.

Read More: Karrahbooo Goes Off On Young Rich Mula For Trying To Book Her

Karrahbooo Thanked Fans For Their Continued Support

Karrahbooo went on IG Live earlier in the day and gave fans a more earnest side. She didn't mention Yachty by name, but she thanked the fans for continuing to support her throughout the feud. "Thank y'all, for coming to my Live," she stated. "Everything is fine, and I'm okay. Love y'all." It's the first time she has addressed the Lil Boat situation on video since the latter claimed to be her ghostwriter. Yachty even leaked the reference track for the On the Radar freestyle he said he wrote for Karrahbooo.

Karrahbooo challenged these claims with a written response via her own Instagram. She also made it clear that she didn't want anything more to do with the rapper or the Concrete Boys. "Put it on yo kid I ain’t write these songs miles," she wrote. "Stop bullying me big dawg I never said anything you letting random fans get in yo head man up." Hopefully Karrahbooo's Instagram Live is a sign of positive things to come for her career.

Read More: Lil Yachty Fan Screams "F**k KARRAHBOOO" During Moment Of Silence For Juice WRLD

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Lil Yachty Continues Streak of Memorable Singles With New "Something Ether" Song and Video

The latest from Yachty follows recent collabs with Faye Webster and Yungblud, not to mention an appearance on Cudi's deluxe version of 'Insano.'

Lil Yachty , no doubt one of the most consistently exciting artists currently making music, is back with another one .

Friday, Yachty rolled out the Cardo-produced track “ Something Ether " and its Little Miles/AMD Visuals-helmed video. For streaming, the song is packaged as part of a Something Ether EP that also features other recent Yachty drops like "A Cold Sunday," the J. Cole-assisted " The Secret Recipe ," "Strike (Holster)," and more.

On the choice lines front, there's plenty here to pull from, including an enviable boast about never having to experience the unique hell of the 9-to-5 cubicle life:

I ain't never worked in no cubicle The evidence under my foot

Experience "Something Ether" in full above and/or right here .

Yachty fans have been feasting for some time now, with the best dressed rapper of 2023 having been on a year-long streak of singles since the release of his Let’s Start Here album. He's also turned up for a number of a palette-expanding collaborations, including the undeniably addictive "Lego Ring" with Faye Webster and the Britpop-inspired "When We Die (Can We Still Get High?)" with Yungblud.

Friday, Yachty joined Kid Cudi for the Insano (Nitro Mega) cut "Round N Round." Yachty previously appeared on the original version of Insano , linking with Cudi for "Too Damn High," boasting production from Dot Da Genius .

Next up for Yachty is the 2024 edition of Indio's Coachella festival , followed by a run of international Field Trip dates starting with a stop at the OVO Arena in London.

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