Hip Hop, a controversial culture and mindset. "Commercial Hip-Hop" is known for artists like Lil-Wayne, Drake and Rick Ross: Big personal brands which command a great deal of respect everywhere they go. Their lifestyles are often under the microscope and on tabloids, they generate major publicity through their antics and gimmicks, they have ultra egos - some name themselves Slim Shady, Snoop Lion, Weezy. They know how to use their power and influence to exponentially attract their target audience. I want to investigate what exactly makes this culture so popular particularly to the youth market.
Hip-Hop has a rich history its been around since the mid 80's made popular by artists such as Dr Dre, Snoop-Dogg, Biggy Smalls, MC hammer, Tupac, Jay Z, Nas - to name but a few. Many hip-hop artist especially in America are known for their ammassing wealth and unconstrained lifestyles
The movement is one of the biggest industries in the World, with rappers like "Birdman" and "Puff Daddy" raking in networths in excess of R5 Billion. Well, anyone who says Hip Hop is not a lucrative industry and business is oblivious and talking out of ignorance. The clear leaders of the pack being YMCMB(Young Money Cash Money Billionaires) and MMG(Meybach Music Group).
Mainstream Hip-Hop artists are often criticised for being flashy, rebellious and for instigating gang violence, among other atrocities. Hip-Hop artists are naturally unstifled by status quo and very few Hip-Hop record labels, and fashion label owners are even college graduates.
They control assets many graduates would only dream to own:Mansions, Meybachs, Limousines, Ferrari's - you could even swear that it is their birth right. Most Hip-Hoppers are black, the wealthy ones - Black American. All they do is put up a nice beat, lay a chorus and a few bars and the money just comes flying in. These people haven't gone to marketing school yet they endorse big brands like Nike and Adidas, Vercace, Gucci and Aston Martin - the list is endless.
They live the lifestyle many young people want to live, often boasting about how they rose from being hoodlums to being millionaires,"Before-the-Rollie's" . They flash their money apologetically in people's faces and this has a certain charm to their target audience who consistently buy into their products and message.
After listening to their music myself I've discovered the following key deliverables which make their products and music videos so predictable:
1. Money
2. "Bitches"(Beautiful women)
3. Yachts, Boats, Private Jets, Luxury cars and jewellery
4. Expensive Liquor
5. Quality graphics, cinematography
6. Quality Bass line and Sound Engineering
7. Catchy Chorus
8. A Group of other people having fun
9. Beef(rivalry)
10.Partnerships(collaborations)
11.Boasting about how much they got.
12. No song sounds like the other
13. Hits are released frequently
14. Distinct and consistent personal image
Successful rappers, I discovered, cement their influence by sticking together and complementing each others brands, even though they occasionally create "beef" to generate publicity in the tabloids.
It is ironic that the more they boast about how much abundance they have, the more they accumulate abundance. There are very hardworking - "underground" rappers who rap about "real shit" and don't want to be "commercial" yet they are hardly given much attention even though their content is good - they lack the above mentioned deliverables. It is only once they assume a posture of indifference against popular belief and assume unique self confidence that they will rally much attention. They are unstifled - they say"fuck", call their fans"niggers" and talk about "pussy" yet they rally more attention than many other "censored" genres in the world.
These people are far from being Mahatma Gandhi or Mother Teressa who both effectively sold us the concept of peace.
Hip-Hop artists are sages of a different kind: For myself in particular they've helped reinforce a positive mindset - prior to writing this, I consistently watched their music videos and gradually started thinking that having a Yacht and Aston Martin is normal. Yes, started thinking its normal! Their music affected my mindset: I was reactive in assuming my identity - their music made me feel rich even when I didn't have food in the fridge.
Immersing yourself in this music may have detrimental effects on some who need a "quick fix" or prophylactic for hard work. To others, like myself, it is surely a good substitute to listening to motivational speaking which mainly affects your conscious mind, however this music affects your subconscious mind. That is why the feeling the music exudes is so addictive for young people still finding their bearings in life.
This is exactly what they sell. They sell ambition and affirm success. They consistently deliver one message indirectly, which is "Freedom!"
- freedom of expression, identity and movement: note that poor people use entreaties and rich people are bold and ruthless. You don't need money to have a rich man's unapologetic mentality, you clearly just need a dose of commercial hip-hop in your life.
It is powerful music which I think if well applied can have a great impact on people's psyche.
