The leader of the Odd Future cult, Tyler , The Creator has heavily influenced the new Do-It-Yourself culture of 2012. If Odd Future is the new Wu-Tang, Tyler might be the mad science experiment of RZA, GZA, and Method Man all rolled into one. He produces a high majority of the groups' music, directs a lot of the videos, and is the face of the group. The way he has taken on a lot of the creative control of the group has Tyler caking up as well. Between merchandising, touring, and pocketing a lot of the album's earnings through their unique deal with XL Recordings, Tyler has put out the blueprint on how to “Do-It-Yourself” and win.