To aid you, here is a quick media studies lesson: We are all media consumers, and our culture, values and pretty much entire reality is constructed and influenced by our dominant society. This step may take a while and cause major confusion. The next step is to disregard everything that you have been told is hip-hop by Billboard, MTV, the radio, record labels and all tentacles of popular media. But that’s why it is necessary to read on in order to understand why hip-hop can still be a weapon against this oppressive system. Hip-hop evolved from a counter-culture against a racist society to some monstrosity that is a slave to the machine of capitalism. The Malcolm X picture was just being used as a sad marketing device. Adding insult to injury, the song itself has next to nothing to do with promoting awareness of the African-American struggle. Malcolm X was in fear of his life he was in danger because he was standing up for the right to self-determination of African-American.Īnd Minaj blatantly ripped off the picture as an unofficial single art cover. The history behind the iconic image was that Malcolm X and his family were in danger of being attacked because of numerous death threats. The image depicts Malcolm X looking out of a window while holding an assault rifle in his hand. While some may argue that it’s not a big deal for Minaj to have pulled this stunt, it is quite offensive for those who understand the story behind Malcolm X’s picture. In order to sell her new single, Lookin’ Ass N*gga, Minaj decided to use a historic image of Malcolm X on the song’s art cover. Look at Nicki Minaj’s recent marketing scheme. Artists themselves are perpetuating a culture of ignorance. Hip-hop artists using their status to market items is just the beginning. A culture that once challenged mainstream culture and capitalism became another cog in the machine. Jay-Z has a song titled “Tom Ford” in his latest album, “Magna Carta Holy Grail.” Now that’s some blatant but smart advertising.Įssentially, hip-hop has been commodified. Jay-Z’s marketing doesn’t stop with his vodka brand. Jay-Z even went as far as creating his own brand of vodka, Armadale. Or how about Kanye West and his endorsement of Ciroc? Not only that, P Diddy is actually Ciroc’s brand ambassador. ![]() Check out 50 Cent and his ad for Vitamin Water. It is no apparent surprise that hip-hop music and artists, like all celebrities, are used to mass market products. Deconstructing mainstream hip-hop begins with understanding how hip-hop culture has been appropriated and turned from a force that challenged the status quo of traditional mainstream music into another product of capitalistic sedation. ![]() These claims are outrageous? Not exactly. Delete all the Jay-Z, Eminem, YG (Check out YG’s “Hitta” music video and the blatant product placement of Avión tequila), Drake, Kid Ink, Tyga and all the other auto-tune, hyper-produced, overly-polished, consumerist, sexist, mindless, heartless, cultureless dance beats sold to you as hip-hop. I want you to clear out all the top billboard hip-hop hits from your iPod. Hip-hop can fight against racism, sexism and other injustices.įirst step is to forget everything you think you may know about hip-hop. When I tell people that hip-hop can save the world, I am usually met with confused looks, blank stares or people rolling their eyes.
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