“My teef are mind blowin givin everybody chillz
Call me George Foreman cuz I’m sellin everybody grillz?”
Rags to riches, that’s the American Dream. Pulling yourself out of the gutter by your bootstraps and getting a feature on Cribs where you can show everyone your solid gold, diamond encrusted toilet is what everyone seems to strive for. Now, I am the last person that would ever ‘knock someone’s hustle’, but the emergence of whoring out to the highest bidder in rap music has reached offensive levels. Many hoped that ‘Pimp rap’ and ‘Bling rap’ would have fizzled out a while ago, but it seems to be stronger today than ever. The industry has capitalized on ignorance and the ‘artists’ don’t seem to mind. I guess if it ain’t broke, don’t fix it, but personally, I am tired of being sold things in the form of rap videos. There you’ll find more product placement than the Super Bowl, and promotion of a lifestyle that is inadvertently setting African Americans back about 50 years. The phrase ‘Pimpin Ain’t Easy’ would be more appropriate coming from the industry executives pulling the strings than these unfortunate low level cogs in the machine. Rappers have mistaken money for power and respect, and as a result are simply rich. Perhaps this is what they wanted. Perhaps they had no designs on writing music with a genuine impact or message. Perhaps getting rich was the one and only goal, and being a faceless marketing tool is fine by them.
Like with any trend in music, there are multiple sides to this coin. There are, of course, the rappers with genuine talent who have made a career out of being an artist and then parlayed that success into other profitable ventures ranging from fashion, to cars, to even airplanes and wine. There are also rappers whose sole interest is in the art of making music, who use their success to pull up other artists they feel need a break and then act as a producer. Then there are the ‘Pimp Rappers’ and ‘Studio Gangstas’ who are all about promoting a lifestyle full of drugs, violence, objectifying women, and being taken advantage of by a predominately white industry. While they may feel empowered as they roll their Caddy into the bizank, they’d be well served to take a look at who is cutting the check. Like Ho’s to a Pimp, these guys are only getting a small fraction of what their whoring is bringing in. While I am sure no one involved in this Capitalistic dreamland would complain, who is going to take responsibility for the shitty music?
Unsigned Florida rapper, Swordz, chimed in on the subject, describing this current arrangement as ‘sick,’ and then explains “You can’t be mad at executives for doing their job. Artists need to be responsible for their own fate. There are business artists and artists, you need both kinds to keep things going, although it does make it harder for real artists trying to come up. It’s up to the artists to keep their ART their ART. Rappers need to bring substance to the table and not just fake imagery, but at the end of the day, you can’t knock anyone for trying to better their situation.��? As an unsigned artist making waves in his own region, independently selling over 5500 copies of his WRNR mixtape, Swordz faces an uphill battle in an attempt to compete with integrity in an industry where a low quality of music with a gigantic budget is the norm. “I believe in my talent’s ability to keep me relevant. I plan on being here for a while and proving that talent will prevail.��?
While I agree that in the end, the artists willing to sell out in this manner are responsible for their own actions, the high price placed on becoming a puppet is undoubtedly appealing. What labels are offering is essentially the answer to all of your problems. Very little effort invested for an astronomical profit. Unfortunately, this clamoring for cash has negatively impacted the quality of music in this genre. Urban Music Specialist for Mediaguide, Michael DiBella describes the negative effect, “I’m not a fan of the mainstream; the gross commercialization, using hip-hop to sell Big Macs and whatever else. I’ll say as someone who’s been listening to hip-hop religiously since the 6th grade, the rush is harder to find. Only at select live shows do I get the feeling back. You do have to consider, as I do, that hip-hop is the voice of the disenfranchised. At least it was at first. Now, it’s a nouveau riche thing and record labels capitalize on that.��?
Mainstream hip hop artists are selling themselves short. This belief that the only way to the top is to whore your art to anyone with a checkbook is turning a genre once filled with political outrage and stark social commentary into simple mindless raps about shoes and bling. That’s not to say the true art no longer exists, it’s simply being drowned out by 3 and a half minute long cell phone commercials. Nearly every mainstream genre has gone through a phase of musical inadequacy paired with debauchery and an excessive lifestyle, however it seems to have a stronghold on hip hop mainstream with no end in sight. Similar to what grunge did to glam metal, its going to take a unified movement of musical ingenuity combined with a clear message to overthrow the reigning hedonistic empire.
AJ, KOAR