February 2015: Uploaded "White Iverson" to SoundCloud, nobody.
August 2015: Song goes viral, 1 million plays in one month.
2018: Beerbongs & Bentleys breaks streaming records.
2024: 80+ billion streams, $45 million per year, Bud Light brand partnership.
The formula: Be himself, ignore haters, make catchy music.
Result: One of the biggest stars in music by refusing to fit in any box.
This is how Post Malone (real name Austin Post) went from sleeping on couches to a $45 million empire—by being too weird for rap, too hip-hop for rock, and perfect for everybody.
The Beginning (1995-2015)
Born July 4, 1995
Birthplace: Syracuse, New York
Family:
- Father: Concessions manager for Dallas Cowboys
- Moved to Texas at age 9
Early music: Learned guitar from Guitar Hero
Seriously: Taught himself by playing video game
Influences: Everything—country, rock, hip-hop
High school: Grapevine, Texas
Band: Crown the Empire (metalcore)
Problem: Didn't fit in
College Dropout (2013-2015)
School: Tarleton State University (Texas)
Major: Didn't matter, dropped out
Reason: Wanted to make music
Moved: Los Angeles with friend Jason Probst
Living situation: Probst's couch
Money: Broke
Day: Recording in makeshift studio
Night: Playing Minecraft (seriously)
Age: 18-19
The grind: Broke, unknown, uncertain
The "White Iverson" Moment (February 2015)
Creation: Made beat with producers Rex Kudo and FKi 1st
Title: "White Iverson" (reference to NBA star Allen Iverson)
Time to make: 2 days
Studio: Friend's home studio
His age: 19
The song: Melodic rap-singing about success
Cost: $0 (made in friend's bedroom)
The Viral Explosion (2015)
February 14, 2015: Upload
Platform: SoundCloud (free distribution)
Strategy: Just put it out there
Expectation: Nothing
First week: Few hundred plays
March-April 2015: Slow Build
Growth: Word of mouth
Shares: Friends, then strangers
Hip-hop blogs: Started picking it up
The sound: Different—not quite rap, not quite singing
Auto-tune: Heavy, melodic
Vibe: Chill, unique
May-June 2015: Explosion
Plays: Hit 1 million
Blogs: Everyone covering it
Labels: Calling
Management: Wanting to sign him
Problem: Too many offers
Age: Still 19
July 28, 2015: Signed to Republic Records
Deal: Multi-million dollar contract
Label: Republic Records (major label)
Management: Dre London
Publishing: Retained some rights (smart)
Advance: Estimated $1-2 million
Status: Went from broke to millionaire overnight
August 14, 2015: Music Video
Budget: Now had label money
Views: Millions immediately
Total plays: 10+ million by September
Chart: Hit Billboard Hot 100
Peak: #14
Certification: Platinum (1 million sales)
Time from upload to platinum: 7 months
Stoney Era (2016)
Building the Image
Face tattoos: Started getting them
Grills: Gold teeth
Style: Rockstar meets hip-hop
Critics: "Cultural appropriation"
His response: "I'm just being me"
The look: Controversial but distinctive
December 9, 2016: Stoney Album
Singles:
- "White Iverson"
- "Congratulations" (feat. Quavo)
- "I Fall Apart"
Sound: Genre-blending
Length: 14 tracks
Chart: #4 debut
Sales: Slow burn, then massive
"Congratulations" (November 2016)
Release: Pre-album single
Feature: Quavo (Migos)
Hook: Infectious
Chart: Eventually hit #8
Certification: Diamond (10 million)
The impact: Unavoidable
Total streams: 2+ billion
The Stoney Long Game
Initial sales: Moderate
6 months later: Still charting
12 months later: Still top 20
18 months later: Certified triple platinum
Total: 4x Platinum (4 million sales)
Time on chart: 77 weeks
The pattern: Longevity over big debut
Beerbongs & Bentleys Domination (2018)
April 27, 2018: Album Drop
Singles:
- "rockstar" (feat. 21 Savage)
- "Psycho" (feat. Ty Dolla $ign)
- "Better Now"
- "Candy Paint"
Length: 18 tracks, 64 minutes
Sound: More polished, bigger production
Week 1: Records Shattered
Sales: 461,000 equivalent units
Chart: #1 debut
Streaming: Broke Spotify and Apple Music records
All 18 tracks: Charted on Hot 100 (tied record)
Critical response: Mixed, but nobody cared
Commercial response: Massive
"rockstar" (September 2017)
Released: 7 months before album
Feature: 21 Savage
Hook: "I've been f***in' hoes and poppin' pillies, man I feel just like a rockstar"
Controversial: Lyrics about drugs, sex
Chart: #1 for 8 weeks
Certification: Diamond
Total streams: 3+ billion
The song: His biggest hit
"Psycho" (February 2018)
Feature: Ty Dolla $ign
Vibe: Darker, moodier
Chart: #1
Certification: Diamond
Total streams: 2+ billion
B2B #1s: Rare feat
The Success
Time at #1: 9 total weeks
Certifications: 5x Platinum
Grammy noms: Album and Record of the Year
Tour: Sold out worldwide
Age: 22-23
Status: Superstar
The Billion-Stream Era (2019-2024)
Hollywood's Bleeding (2019)
Release: September 6, 2019
Debut: #1 (505,000 units)
Hits:
- "Sunflower" (with Swae Lee - Spider-Man soundtrack)
- "Circles"
- "Wow."
"Sunflower" success:
- #1 for 4 weeks
- Diamond certification
- 4+ billion streams
- Biggest hit ever
"Circles":
- #1 for 3 weeks
- 3+ billion streams
- More melodic, less rap
Total certification: 4x Platinum
Twelve Carat Toothache (2022)
Release: June 3, 2022
Guests: Doja Cat, Roddy Ricch, Gunna
Hits: "Cooped Up," "I Like You"
Debut: #1
Sound: More experimental
Reception: Strong
F-1 Trillion (2024)
Genre: Country crossover
Features: Morgan Wallen, Luke Combs, Brad Paisley
The pivot: Full country album
Reception: Shocked fans, massive success
Chart: #1 debut
The proof: He can do anything
The Business Empire
Streaming Domination
Total Spotify streams: 50+ billion (all-time)
Monthly listeners: 60+ million
Apple Music: 30+ billion streams
YouTube: 20+ billion views
Total all platforms: 80+ billion streams
Revenue from streams: $250+ million (career)
Touring
2018 tour: $30 million gross
2019 tour: $40 million gross
2022 tour: $50+ million gross
Ticket prices: $100-500
Venues: Stadiums, arenas
Merchandise: $10+ million per tour
Brand Partnerships
Bud Light (2018-present):
- Multi-year deal
- Custom Bud Light Dive Bar tour
- Estimated $10+ million
Crocs (2018-2021):
- Limited edition designs
- Sold out in minutes
- Millions in revenue
Arnette sunglasses (2019):
- Signature line
- $2+ million deal
Doritos, Mountain Dew, others:
- Various partnerships
- Estimated $5+ million total
Business Ventures
Maison No. 9 Rosé (2020):
- His wine brand
- Sold millions of bottles
- Partnership with E. & J. Gallo
- Estimated $5+ million stake
Shaboink beer brand (2024):
- New venture
- Estimated multi-million investment
Annual Earnings
2018: $25 million
2019: $40 million
2022: $45 million
2024: $50+ million (projected)
Total career earnings: $200+ million
Current net worth: $45-50 million
The Controversies
Cultural Appropriation Accusations
The claim: White guy appropriating Black culture
Hip-hop gatekeepers: "He's not really rap"
His response: "I make music for everybody"
The defense: Never claimed to be rapper
Result: Ignored critics, kept making hits
The Bob Dylan Incident (2017)
Quote: "If you're looking for lyrics, listen to Bob Dylan"
Implication: His music isn't about lyrics
Backlash: Fans and critics upset
Apology: Issued statement
Impact: Minor, forgotten quickly
Substance Use
Open about: Drinking, smoking
Songs reference: Drug use frequently
Concern: Young fan base
His stance: Honest about struggles
Reality: Part of his brand
What Makes It Work
The Genre-Less Approach
Not rap: Too melodic
Not rock: Too hip-hop
Not pop: Too alternative
Not country: Too everything else
Result: Appeals to ALL audiences
The strategy: No box = bigger audience
The Authenticity
Looks weird: Owns it
Face tattoos: His choice
Style: Doesn't try to be cool
Personality: Genuinely nice guy
Fans: Feel like he's their friend
The Hooks
Every song: Catchy chorus
Production: Top-tier
Features: Strategic collaborations
Singles: Radio-friendly
Albums: Cohesive projects
Formula: Accessibility without selling out
From Couch to $45 Million
2015: Broke, sleeping on friend's couch
February 2015: Uploaded "White Iverson"
July 2015: Signed for $1-2 million
2016: First album, moderate success
2018: Beerbongs & Bentleys, superstar
2024: $50 million/year, 80 billion streams
Time span: 9 years, nobody to icon
The Lesson
The formula:
Be yourself, even if weird
-
Make catchy, accessible music
-
Ignore genre boundaries
-
Collaborate strategically
-
Build business empire beyond music
= $45 million per year
From SoundCloud to stadiums.
From broke to $50 million net worth.
From nobody to 80 billion streams.
By refusing to fit in any one box.
That's Post Malone.
The genre-less superstar who proved weird is profitable.
And he's only 29.
