How BigXthaPlug Took Things ‘All the Way’ and Became the Hip-Hop Disruptor of the Year

Dallas-based artist BigXthaPlug found the news both funny and puzzling when Variety magazine named him its hip-hop disruptor of the year. "The term 'disruptor' almost implies you're a troublemaker," he observed, questioning whether it was a compliment. He ultimately accepted it as recognition of his significant impact. "It means I'm being heard. I suppose I'm the class clown who actually improves the lesson." This self-assessment highlights his ascent from a regional Texas phenomenon to a national figure, achieved entirely on his own terms without a major label.

His calculated fusion of styles culminated in the 2024 hit "All the Way," a collaboration with rising country artist Bailey Zimmerman. The track was a commercial smash, debuting in the Top 5 of the Billboard Hot 100. Notably, the song was originally penned years prior for country superstar Morgan Wallen, whose 2023 album "One Thing at a Time" spent 19 non-consecutive weeks at #1. "He passed on it, but we never lost faith in the song," BigX explains. After considering other vocalists, Zimmerman's take felt uniquely right. "His delivery changed everything. We trusted that instinct, and it paid off." The successful crossover dramatically expanded his listener base. "The country community fully embraced it," he notes, adding that his initial nerves were replaced by gratitude for the new fans.

The song's production was a multi-city effort. Producer Charley Cooks created initial guitar loops after discussions with BigX about country influences. These ideas were passed to songwriter Ben Johnson, who, with Jenna and KK Johnson, developed the core melody. The instrumental then traveled to Nashville-based producer Bandplay, who expertly blended the genres. "Living here, I immersed myself in that soundscape and then applied my hip-hop sensibilities on top," Bandplay stated. Cooks emphasized the delicate equilibrium required: "The goal was to honor BigX's authentic style while authentically exploring new ground." The final product is a heartbreak ballad that works as well in a honky-tonk as it does thumping from a car stereo. Industry analysts point to such collaborations as part of a broader trend, with songs like Lil Nas X's "Old Town Road" paving the way for genre fluidity to achieve massive chart success.

Born Xavier Landrum, BigXthaPlug's career is built on a foundation of independence, a value taught by his father. "He drilled into me the importance of owning my path," the rapper says. This self-sufficient approach has defined his rise and now fuels his broader ambitions. He aims to build an empire that stretches beyond music into film, advertising, and through his own label, 600 Entertainment. The imprint has already onboarded talents like Ro$ama and Yung Hood. "My objective is to elevate them beyond my own success. I'm working toward an early retirement to focus fully on being an executive," he explains, signaling a strategic transition from frontline artist to behind-the-scenes mogul.

Amid the growing business ventures and critical acclaim, his fundamental drive remains unchanged. "This isn't about viral fame," he asserts. "It's about securing a future for my family." As he continues to challenge industry conventions, his journey illustrates how genuine narrative and business acumen can reshape modern success, proving that the most resonant disruption often comes from building bridges, not burning them.