Around a decade ago, Lady Leshurr would have been simply regarded as, quite simply, a rapper. But her very popular videos make it difficult to place her in a box.
She told BBC News "I never thought I'd be classed as a YouTuber, but I guess I am technically [...] YouTube has done everything for my career."
Leshurr (a name that plays on her actual name, Malesha O'Garro, rather than relating to being a lady of leisure) is preparing to release her debut album this year following a foray of viral clips.
The Birmingham-born star, only a few years ago, was an underground rapper - regularly launching mix-tapes or playing at low-key gigs, rather than working on her latest YouTube video.
Then she launched Queen's Speech.
Leshurr told the BBC, "I never expected Queen's Speech to do what it did,"
"I took a year out before I started those. I used to just fling out songs here and there, but I took a break, and started to get to know myself.
"Because, even though I had been doing music for ages, I didn't feel like I had a proper trademark sound.
"So I was watching a lot of people that came out in 2015, and I just realised what's missing from the music industry is fun. A sense of humour, like old-school Eminem."
In the Queen's Speech videos, each segment takes up it's own unique theme. She raps in areas as varied as the Woolwich tunnel, a Los Angeles residential street, a car park based underground, or whilst riding a camel on the dual carriageway. As per, right.
Her amusing, comedic, character, swiftly became apart of her identity. Her song lyrics became just as popular as the videos she produced for her audience.
She stated, "People associate grime with violence and aggression, and I wanted to be the person to change that,"
"The lyrics that I use - I don't swear, I don't talk about drugs and violence."
Rather she references things like Postman Pat, Snapchat, cheesy Wotsit, Brexit and Tetley's tea.
Perhaps the thing that has exalted her to fame is her blending of politically-aware lyrics with pop culture allusions.
In Queen's Speech 3, she snaps "I can't stand girls who take their heels off when they're in a rave / I'll step on your big toe, just to remind you how to behave,"
And in Queen's Speech 4 she instructs "What you Snapchatting in the club for? Just dance man,"