Five Minutes to Forever: The Power of Hot 97’s Who’s Next

The Enduring Impact of Hot 97's Who's Next Showcase

There's an undeniable electricity in the air every time Hot 97's Who's Next Showcase takes over SOBs in New York City. As someone who's witnessed this event evolve over the years, I can attest that the May 27th edition promises to continue the tradition of launching careers while showcasing established talent like Zeddy Will, fresh off his new album Set the Tone, and Sturdy Youngin, who's been making waves across the city. What makes this showcase special isn't just the performances themselves, but the entire ecosystem that surrounds it , the scouts leaning against the walls with folded arms, the up-and-comers nervously pacing backstage, and the crowd that serves as the ultimate litmus test for star power.

The beauty of Who's Next lies in its raw authenticity. In an industry increasingly dominated by digital metrics and viral moments, this platform reminds us that true talent shines brightest in live settings. I've seen artists transform their careers in a matter of minutes on that stage like the time a relatively unknown Fivio Foreign delivered such a heartfelt performance about family struggles that you could hear a pin drop in the normally rowdy venue. Moments like these can't be manufactured or algorithmically boosted, they either happen or they don't. DJ Drewski, who'll be spinning at this year's event, once told me that the difference between those who make it and those who don't often comes down to who can channel their nerves into energy that electrifies the room rather than paralyzes them and causes them to blow their moment .

What fascinates me most about Who's Next is how it serves as a microcosm of the hip-hop industry itself. The headliners this year, including ONTHATSMIZZ and Lil Shxwn, are living proof of the showcase's power to propel artists to bigger stages , all of them are set to appear at Summer Jam just weeks later. Yet the real drama unfolds with the competition artists, those hungry newcomers who get maybe five minutes to prove they belong. I've watched enough of these sets to notice patterns: the smart ones come prepared with more than just good music - they understand the importance of stage presence, crowd engagement, and that intangible "it" factor that makes scouts reach for their business cards. One year, an artist handed out customized USB drives with his music to every industry person in attendance; another brought his entire neighborhood to pack the crowd. These are the kinds of calculated moves that separate the hopefuls from the success stories.

As we approach this year's showcase, I'm reminded of why events like this remain vital in 2025. In a landscape where attention spans are shorter than ever and discovery happens through curated playlists rather than live experiences, Who's Next preserves that essential human element of music. It's not just about who can craft the perfect 15-second clip for social media, but who can hold a room's attention for an entire set. The artists who understand this - who recognize that their performance might be the beginning of something much bigger are the ones who tend to emerge transformed. When the lights come up at SOBs on May 27th, another chapter in New York's hip-hop legacy will be written, one electrifying performance at a time. Tickets for this always-memorable night are available through Hot 97's website, but the real value comes from witnessing firsthand the moment when potential becomes undeniable talent.

Zeddy Will — Twerkin Wit Ya Friends (Official Video)

Sturdyyoungin, Ohthatsmizz & Zeddy Will — TRIPPIN (Official Music Video featuring Fergie)

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