It's not surprising but Playboi Carti doesn't run Opium the way other rappers run their brands. Despite being one of hip-hop's most influential labels, Opium (also known as 00pium) operates almost entirely in shadow. The label has maintained virtually no official social presence—and no we’re not counting Carti’s legendary burner. Instead, rumors, breadcrumbs, and Reddit threads piece together how it actually works.