Tyler "the Creator" Okonma is the ringleader of the California-based rap collective OFWGKTA (Odd Future Wolf Gang Kill Them All). In 2011, he released Goblin, on which he pushed the envelope with provocative language and shocking antics — the video for "Yonkers" finds him eating a cockroach and committing suicide by hanging. He won the MTV Video Music Award for Best New Artist in 2011, beating out Wiz Khalifa, Kreayshawn, Foster the People and Big Scan.

STORIES OF THE RISE... AND SOMETIMES FALL OF ICONIC RECORD LABELS