If you are of a certain age or a certain inclination about pop music, THE RINGER's lengthy feature on BRYSON MORRIS, a 14-year-old rapper from MISSOURI, is designed to anger you, frighten you or make you head to the nearest bar to prepare for the apocalypse. It's a great feature, worth the NEW YORKER-length time it's asking you for the read. Bryson gained a sliver of attention with a bubblegum trap song and video called "LOUIS GUCCI." It hasn't gone viral and he hasn't released anything else. But he's got a team of journeyman music and marketing people behind him. They like him because 30 percent of his YOUTUBE audience comes from families with incomes over $100,000 and because they are, in writer SAM ROSEN's words, "young kids with poor impulse control and their parents' credit cards." They refer to their young charge as "a stock," "a startup," "an app." They don't want their 14-year-old white suburban rapper to keep making trap records even though that's what he loves. They think it's "dumb for artists to record entire albums without knowing if any of the songs will resonate with consumers." They plan to market-test songs like websites market-test headlines. In other words, they want to manufacture a pop star. Change the names, dates and data points and you could have written the same story about ONE DIRECTION or BRITNEY or TIFFANY or the OHIO EXPRESS. All of whom made good, even great, music, and none of whom ushered in the apocalypse. They did make a lot of people smile. And dance. The thing that struck me about Bryson Morris and his team is that while they mostly discuss him in crass marketing terms, they talk about his presence like old-school A&R executives. They note how he gained his FACEBOOK followers "organically," how his raps have serious "delivery" and how his videos have charisma even if they haven't found their eventual audience yet. They're trying to develop an artist. Oh, and they have a 15-year 360 management deal with him (effectively owning him until he's 30), and BREYON PRESCOTT's CHAMELEON ENTERTAINMENT has offered him a record deal... BRIT AWARDS continue ignoring grime, but give props to overlooked GRAMMY nominees BEYONCÉ and BOWIE... Grammy bump... TRUMP bump... Drawing pictures with music, aka unicorn!... MARIAH still blaming everybody else.