Happy Birthday, Asher Roth!
Cool kids rap (think early Mac Miller and Chiddy Bang) was in during the later 2000s, and Asher Roth was one of the rappers who benefited from that wave. The Morrisville, Penn. native turns 30 years old today.
Roth was discovered by Scooter Braun (then known as So So Def's VP of marketing) after putting up a few verses on MySpace. Braun flew Roth to Atlanta and signed him, beginning the hype for his debut solo album.
The build-up to Asleep in the Bread Aisle got a boost due to a co-sign from DJ Drama, who hosted The Greenhouse Effect Vol. 1 and gave him a spot on the Gangsta Grillz series. He was also featured in XXL's second Freshmen Class alongside B.o.B, Wale, Curren$y and Kid Cudi.
Asleep in the Bread Aisle saw some success when it finally dropped in 2009. "I Love College," its lead single, peaked at No. 12 on the Billboard Hot 100, and "Lark on My Go-Kart" also earned praise from rap fans. But despite somehow getting features from Busta Rhymes, Keri Hilson and CeeLo Green, Asleep in the Bread Aisle failed to achieve RIAA certification, stalling at under 250,000 copies.
So "I Love College" and college concerts ended up being the peak of his career. Braun and Roth working relationship ended in 2012, and after numerous delays, Roth finally dropped his sophomore album, RetroHash. The effort earned slightly better critical praise, but sales were abysmal and halted at under 10,000. Perhaps Roth's main accomplishment is becoming a hallmark to the soundtrack of many millennials' college years.
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