Asher Roth’s image isn’t classic hip-hop: He’s a white kid who wears sweatshirts and calls himself a “dork.” But that image, along with the breakout hit “I Love College,” has earned him a top-10 spot on iTunes and millions of MySpace streams, the Wall Street Journal reports. The ode to college life—zeroing in on partying, beer pong, and sex—hits a niche “bullseye,” says a music marketer.
Roth, 23, dropped out of West Chester University during his sophomore year in 2007, after getting a manager who helped him score a record deal. He moved to Atlanta to work on music, and “I Love College” rode blogs and social networks to success. Now, to keep from becoming a one-hit wonder, he’s hitting the mainstream with a new song and talk-show appearances—and appealing to the underground crowd with the help of key producers.