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American rapper and digital creator Darryl Dwayne Granberry Jr., popularly known as DDG, has weighed in on the long-running debate about where the real money lies in today’s entertainment industry. According to the multi-talented star, streaming has become far more lucrative than making music, especially for artists who have successfully built strong online communities.
DDG shared this perspective during a recent livestream conversation with popular Nigerian streamer Carterefe. While discussing career choices and income streams, the rapper made it clear that, from his experience, content creation currently delivers better financial returns than traditional music releases.
“Streaming pays more than music. For real, streamers make more money than artistes,” DDG said during the livestream.
His statement quickly sparked conversations online, with fans and industry observers comparing the earning structures of streaming platforms and the music business. For DDG, the opinion is shaped by years of hands-on experience navigating both worlds.
Before gaining recognition as a rapper, DDG had already established himself as a successful content creator. He began uploading videos on YouTube in 2014, gradually building a loyal fan base through vlogs, pranks, and lifestyle content. His consistent uploads and ability to connect with viewers helped him grow his channel into a profitable digital brand long before music entered the picture.
In 2016, DDG transitioned into music professionally, using his online popularity to introduce his sound to a ready-made audience. The move paid off when he scored a breakthrough with his single Givenchy, which appeared on his debut EP Take Me Serious released in 2017. The project marked his official entry into the mainstream music scene and set the foundation for a career that blends entertainment and entrepreneurship.
Despite his musical success, DDG has remained transparent about the financial realities of the industry. Music income, he has implied, often depends on multiple factors such as streaming numbers, label deals, touring, and merchandising, all of which come with heavy expenses and profit splits. Streaming, on the other hand, offers more direct monetisation opportunities through ads, subscriptions, brand partnerships, donations, and sponsorships.
As a streamer, DDG is able to earn in real time while interacting directly with his audience. This immediacy, combined with the ability to control content and frequency, makes streaming a more predictable and scalable income source compared to music royalties, which can fluctuate widely.
Now 28, DDG’s career path reflects a deliberate choice to prioritise creative freedom and financial independence. He famously dropped out of Central Michigan University to focus fully on his online career, a decision that many initially questioned. However, his continued success as both a streamer and a musician has since validated that choice.
His comments also highlight a broader shift within the entertainment industry, where digital platforms are increasingly empowering creators to bypass traditional gatekeepers. For younger artists and influencers, streaming is no longer just a promotional tool—it is a primary career path capable of generating substantial income.
By openly comparing his earnings from streaming and music, DDG has added to the growing conversation about how creators can diversify their revenue and take control of their careers. While music remains a powerful form of expression and cultural influence, DDG’s experience suggests that, financially, streaming currently offers a clearer and more rewarding path.
As the lines between music, content creation, and digital entrepreneurship continue to blur, DDG stands as an example of how modern entertainers can successfully navigate multiple lanes—and profit from knowing where the money truly flows.
Watch him speak below…
#DDG
#Streaming
#NollywoodTimes
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