Lil B is a subject of much conversation, which must affect everyone, even if you have an opinion or not on one of XXL’s newest freshmen. This past Thursday, J. Cole particiapted in BET’s Music Matters “Baby I’m A Star” at SXSW. It only makes sense because Cole is on the cusp of being one and even speaks on the marketing scheme Lil B has employed to make himself a household name.

Even I’ll admit not being a Based God fan, but the marketing scheme he has used to get him to the platform he is currently at is beyond impressive. And that is putting it lightly.