Slowly but surely, the title “Macklemore” is becoming a household name thanks to his chart-topping, semi-satirical hit “Thrift Shop.” When Hoda Kotb utters your name on “Today,” you can pretty much assume everyone’s grandma knows about you. 

But if you’ve punched the Seattle-based rapper’s name into a Google search since his speedy rise to celebrity status and done some snooping around, you’ve probably realized that Macklemore is no one-hit wonder. In fact, there’s plenty of context, experience and savvy in his back pocket to stay relevant and be a major player for many years to come. 

The Nerdist podcast host Chris Hardwick describes this Macklemore discovery process as the “Macklemore Rabbit Hole.” And, if you’re brave enough to take the plunge, here are some of the things you may discover along the way. 

Macklemore is an independent artist. He believes that YouTube is a viable tool to substitute for a major label and that a direct relationship with fans is essential.  

The story behind his underground organization, Shark Face Gang, as told by the creator himself:

“It was cold, dark and stormy afternoon in the middle of California sometime in 2010. Our tour van was cruising down the freeway at roughly 70 mph and I had the idea…This sh*t would be a lot less depressing if we had a gang. BAM! That was the magic moment.

Let me back track. I’ve always loved sharks. Great White Sharks in particular, but really all sharks. Tiger sharks, Hammerheads, Dolphins. All that sh*t. Probably my favorite animal that hangs out in water.

So there it was. I wanted our music to have an animal. Something the people could represent. That defined our sound and the people that supported it. BIG bold letter lit up in my head and spelled out SHARK FACE GANG. I tweeted it.

Next thing you know there were kids coming to the shows with homemade #SHARKFACEGANG t-shirts. That’s what made it official. The fans really solidified it.

We have no choice but to represent this till the death.

sharkfacegang” —reddit

He loves baseball, his city and his memories of growing up listening to Dave Niehaus’ voice.

Many of his songs talk about serious and sensitive subjects, like same-sex marriage and drug use, which he himself struggled with in the past. 

Also, a new song about being Irish just arrived this week: