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The UK grime rapper transformed #Merky into a music label, a book imprint, and advocacy campaigns—something that could become impossible in the new Twitter era.
Stormzy, 29, has been using #Merky on Twitter and other platforms since he was an underground phenom back in the mid-2010s. He has built on his network around the hashtag as his popularity has grown.
When Stormzy began building his #Merky network, he grew it the traditional way by tagging tweets or Instagram photos, drawing in followers in the process. It was a steady rise that built a stable fan base. For some, social media success can come much faster.
#Merky label, now affiliated with Def Jam. His #Merky Foundation funds scholarships for Black students at the University of Cambridge. #Merky Books, an imprint of Penguin Random House, is dedicated to publishing underrepresented voices and also released Stormzy’s own Rise Up: The #Merky Story So Far.
To get more Black people hired in prominent positions throughout professional soccer. He launched, #Merky FC, a partnership with Adidas to launch a soccer-based initiative aimed at helping young Black people secure roles off the pitch. (The word itself, if you’re wondering, generally connotes quality and strength. “I get merky / they get worried,” he raps on 2017′s “Shut Up.”)
#Merky long ago moved beyond its origins, and these days the rapper uses social media only fleetingly, but still, Stormzy’s hashtag campaign stands as a singular use of online platforms. As Twitter enters its ever-evolving, Elon Musk phase, and as TikTok is growing in popularity, it’s worth wondering: Will future enterprising musicians be able to follow Stormzy’s lead and find ways to bend social media to their will.