On Hip-Hop & Consumerism

Public Enemy's Fear of a Black Planet. NWA's Straight Outta Compton. 2 Live Crew's As Nasty As They Wanna Be. Ice-T's Rhyme Pays. What do these albums have in common? Besides being four of the more iconic works in hip-hop because of their critical impact, they were all heavily chided by the mainstream media at the time, citing their profane language, overt sexual and violent references, and general disdain for anything pure and wholesome. One could argue that the impetus for these themes is of the 'product of their environment' school of thought. Regardless, these albums came out in the late 1980's, a period in which hip-hop was beginning to take hold not only on the charts, but in the mind's eye of American society.

One need look no further than the inception of the Parental Advisory sticker to see their impact. Tipper Gore's defense of family values (whatever that means) led to the now-ubiquitous brand placed on a hefty chunk of hip-hop music deemed too raunchy for most ears. Yet and still, hip-hop music continues to thrive. The four albums I listed above, while also critical successes, were respective chart-toppers. One couldn't go anywhere without hearing the praises of Ice-T or Ice Cube or Dr. Dre emblazoned in a negative light. Yet today, if one walks into a Wal-Mart, flips on Law and Order, or watches 'Are We There Yet', the same once-nefarious hoodlums are now peddling wares to the same (give or take) America that once cowered at the mere recitation of their lyrics.

Why is that? Has the world softened its view on hip-hop in the face of consumerism, or have these gangsters softened their images for the sake of staying relevant/making a profit? It used to be that if a rapper was placed in the same sentence as a consumer brand, that brand's stock would drop faster than a DJ Khaled record. Look at Tommy Hilfiger, which was once a staple of Americana and the boat shoe crowd. Many dubbed Snoop Dogg's donning of a Hilfiger Rugby on a 1994 Saturday Night Live episode as a cheapening of the brand, yet by 1995 Hilfiger was the Menswear Designer of the Year. Hip-hop was gaining the power to make things 'cool'. Look at products such as Clarks' Wallabees, Timberland Boots, Nike Air Force Ones, adidas Shelltoes, all of which were popularized by rappers. While the mainstream media may have taken longer to catch on, their buzz was a by-product of rappers simply wearing them or using them in songs.

These wouldn't have gone down 10-15 years ago:







Fast forward to this decade, and instead of hip-hop making products pop, products of hip-hop are popping. It's not clothing anymore, either. Gone are the days when MCs aspired to be fashion designers. Rappers are making forays into everything from liquor with Ludacris' Conjure to headphones with Beats by Dre; equestrian stables and Nike commercials with Rick Ross to corporate raiding with Diddy. Hip-hop, while still a form of music, is a business; an all-encompassing media giant capable of moving markets and making trends. Swizz Beatz for Reebok and Kanye West for Nike and Louis Vuitton have designed their own sneakers. Eminem is essentially the face of Chrysler, lending his wildly popular 'Lose Yourself' to the Detroit automaker. Jay-Z and Nelly are a part owner of basketball teams. Where in the 80s and 90s these happenings would be something out of the Twilight Zone, hip-hop's mainstream success has allowed for monetary power in the hands of its purveyors.

What does this mean for hip-hop, though? While it is great for exposure and letting Middle America know that rappers are indeed human and capable of selling more than their music, is it cheapening the cult of hip-hop? My answer is no. Hip-hop has always been steeped in consumerism, and even moreso in the American Dream. To quote the immortal Big L "to be seen clean in the mean Beem (BMW) is every teen's dream". Almost every rapper has made a song about overcoming rampant poverty and lack of funds to be able to afford a lavish and expensive lifestyle. Yes, they want to tell their story and reach the masses with their unique perspectives, but money is always a motivation. Maybe they sell themselves short to get to that ends more quickly, but the goal is not and was never to be a starving artist forever (as much as Charles Hamilton's crackpipe says differently).

Consumerism, while vilified because everyone hates Christmas shopping and greed, is as American as hip-hop is. And hip-hop, while once the nightmare of America, has proven its staying and selling power. Who knows what kind of commercials, endorsements and product lines we could be seeing in the next decade of hip-hop. Silicon Valley? Clean energy? Hell, the same Uncle Luke that was arrested for lewdness on numerous occasions is now running for public office in Miami-Dade County. It's amazing how hip-hop can expand across numerous avenues of media and run the gamut as far as those avenues may go. Does that mean that America is now hip-hop friendly? Not by any stretch of the imagination. One need look no further than Bill O'Reilly's outstanding vendetta with Common to see that. However, as long as there are kids bumping Drake in Beats by Dre headphones while wearing Air Yeezys drinking Vitamin Water, hip-hop is and will continue to be a focal point in consumerism. *buys more shit*

The Greatest Story Ever Sold (2011)

Ever wonder what it takes to really fund something? Ever find yourself debating how certain entities get their voices heard while others seem to fade off into a sea of obscurity? Ever think about why marketing, PR and advertising have become the go-to professions in almost every industry? Well, this is the movie for you. Morgan Spurlock, AKA Young Big Mac AKA 'I'm Sh*tting Out McDoo-Doo', otherwise known as the director and creator of the documentary Super Size Me is embarking on yet another journey of film-making genius in his new movie The Greatest Story Ever Sold. The work is, simply put, a movie about advertising, funded by advertising. *recovers from mind-blowing*

Sponsored by POM, Spurlock seeks to find other avenues with which to fund his movie, all the while pointing out the fallacies, half-truths and cutthroat techniques that advertisers use to get into your pants pockets. Spurlock essentially punks the media, showing how ever-so-minute product placement is creeping its way into everything, including his movie. It's almost like Inception, cranked up on consumerism. The documentary premiered at the Sundance Film Festival, and is set to hit theatres soon. Check the trailer, and keep your eyes open for more advertising overload...

Dear Oprah

There's something about certain entrepreneurs that makes me smile, but at the same time makes me want to hurl. They're so enthralling because at times, they can show us exactly why we're (we as in non-millionaires) exactly how to get to a similar position: cutthroat business strategies, schmoozing with the right people and almost shameless promotion. The same thing that enthralls us, however, is the same thing that gives rise to ridiculous ego-stroking, a sad vanity complex and a holier-than-thou spin on everything. Such is your plight, oh great Oprah Winfrey Network (OWN). Yes, I enjoy the fact that now all the brainwashed adoring fans of Sofia can get 24 hours of all Oprah, all the time, but does the world really need that?

Oprah, there's no doubt in my mind that your network will be a day-long ode to new-age self improvement fads, Dr. Phil philosophy ideologies and makeovers. Most troubling about the idea of you having your own network is how excruciatingly preachy it will be. The thing I dislike about you, Oprah, isn't that you try to help people and be a modern-day guru. I could care less about that. The fact still remains that a heft amount of what you preach, you couldn't know less about. How a person sit there for hours and listen to you talk about parenting, when the only kids you have are your 'daughters' in South Africa? How can anyone take your advice on relationships and marriage, when you've been living with a business partner posing as a romantic partner? Even Dr. Phil... There's something problematic when people flock to a person's teachings simply because you say that person is a consummate professional. That's like trusting the mystery meat in the cafeteria, just because the lunch people are serving it.

Your network is going to be so predictable, too. I can just picture constant re-runs of your syndicated show, along with Lifetime-quality, man-bashing movies, and shows starring Rosie O'Donnell and Wynona Rider all aimed at stay-at-home moms, self-hating men, and people too brainwashed caught up by your genius influence to change the channel. Your network doesn't look like it's going to be pushing any boundaries or giving the viewer anything ground-breaking. It looks safe, just like any segments you've done with people you used to revile (see: Ludacris and Jay-Z). Rather than do something new with your network, you're further diluting your image in my mind, from someone with a voice that matters to someone with just a voice. Kudos to you for being the first black woman to run a television network, Oprah, but I pray no one calls their cable provider to get OWN. It'll be a $12 addition to their bill they might as well have saved, though it would've probably gone to your 'book club' at the end of the day...