What's The Dirt?

Shop the Iceman 2026 drop

It’s Iceman
Season

Every piece of Iceman lore I could fit is layered into this one. If you sat through the streams you’ll clock the details straight away, and if you didn’t, expect people to stop you and start pointing them out. All hand drawn by a real artist.

Project
Blue, Green, Red

Built around the blue, green and red running through the whole Iceman roll out. The CN Tower sits iced out at the centre, straight from Episode 4, with all three albums listed the way the hard drives were at the end of it. Look closely and there are a couple of owls up there too, plus the logo. All hand drawn by a real artist.

Table Of
Liars

The restaurant scene from Episode 3 is still my favourite breakdown, because I do feel like I got some things right. The Pinocchios turned into one of the biggest focal points of the entire roll out. I spent so much time on that scene, so I had it rebuilt here with my own logo sitting in it. All hand drawn by a real artist.

What’s The Dirt
Iced Out Logo

The logo, fully iced out. It runs across a few more pieces in the store beyond the two here.

Enter the store

396KSubscribers

206Videos

10M+Kendrick vs Drake

2022Since

About

Canadian with some of the biggest breakdowns in the world

Matt Smith is from a rural town in Newfoundland, Canada with a population under 500. He now runs one of the largest breakdown and investigation outlets in hip hop.

What’s The Dirt has 396,000 subscribers and more than 200 videos.

When Matt was 11 he moved to Fort McMurray, Alberta, a melting pot of cultures from all over the world. He became entrenched in skateboard culture there, and began consuming and studying hip hop heavily.

One side of his bedroom wall was covered in skate magazine cut outs. The other side was hip hop. Once the mixtape era hit, that passion carried through high school and only grew.

He started the channel in 2022 at 33, as a hobby that turned into full time work. He hung up his hard hat and retired his work boots from a construction job he hated.

He researches, writes, records, edits, scores and designs every video himself.

His Kendrick Lamar versus Drake breakdown is the most watched on the internet at over ten million views. He also holds the biggest breakdowns from the battle itself and the most successful Drake related videos online. His work has been cited by Rolling Stone, CBC, Global News, Billboard, Complex, HipHopCanada, the Joe Budden Network, VladTV and Akademiks.

Matt is a hip hop nerd in every sense of the term. He has no plans to stop.

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