I, Libertine

I believe that's how the guy from Die Antwoord started as well.

His first rap persona was a clean-cut, well put together lyrical genius with a flow and voice to back it up. It flopped.

Then he tries again covered in tattoos and a "ghetto" look and raps about sex, drugs, violence. Makes millions.

Appealing to the lowest common denominator is usually the best for profits.

I recall Lester Bangs (the character, but based on the real music critic of the same name) in Almost Famous complaining that rock was being ruined by seriousness, and claiming that rock music was at its best and purest when it was (paraphrasing, I think) "gloriously stupid".

Must admit, I like very-clever rap and intensely-stupid rap and not much in between, myself, and do probably find the latter more broadly appealing, in that it's less likely for such an album to completely miss for me.

Reminds me of Filthy Frank / Joji and the Pink Album, he seems to be doing alright these days with a lot less offensive music / caricatures.

(fun fact, he started the Harlem Shake thing from some time ago)