Years ago, rap music was the edgiest, scariest genre of American popular music. Now? Not so much. Here’s why.
Last week, I watched the phenomenal Vh-1 documentary The Tanning Of America, which detailed how mainly hip-hop culture broke down long standing racial barriers. It’s pretty much inarguable that hip-hop put President Barack Obama in office.
One of the key things that caught my eye during the multi-night series was how powerful (mainstream) hip-hop/rap was in the 1980’s and early 1990’s. How urgent it was. How profane it was. How angry it was. How brilliant it was. Hip-hop and rap music ushered in gale force winds of change.
Notice the key word I used in the previous sentence: “Was”. Rap music was powerful. It was angry. Now? Using the word “powerful” to describe mainstream hip-hop is a matter of debate. And rap music in 2014 being angry? Not in the Drake Age.
Here are three of the main reasons why rap music has no teeth any longer.
1. Nightclub culture has taken over. You have to give it to the South. For years, only a handful of rap artists from that region could get national radio airplay. The Geto Boys, Outkast, The No Limit camp, and Cash Money were the South’s big guns. New York rap and, for a time, West Coast hip-hop were dominant.
Then, roughly 10 years ago, a funny thing happened. Many southern rappers stopped giving a shit about getting major label contracts, and started making music strictly for nightclubs and strip clubs. The patrons of both types of nightspots started requesting these songs be played on southern radio stations, and when they were, they eventually caught the ears of the entire nation. Not only were a ton of southern rappers getting heard by more ears than ever, their songs pretty much bought the sound of the nightclub to the radio. Which has changed hip-hop and rap music considerably.
If you doubt what I’m saying, just think about it. The biggest rap music hits of the last 10 years have all been danceable, simple hook numbers. Even the “aggressive” songs have R&B choruses. As far as political anthems? Macklemore & Ryan Lewis’s “Same Love” was the first hit of that ilk in years.
2. Rap music is made for women, strictly. Yes. Mainstream rap music can be unbelievably misogynistic. Comically so at times. But, guess what? Women still dance to it. And twerk to it. And duck face to it. In droves. Don’t believe me? Ask any party promoter. The biggest rap music hits of the day make women spontaneously combust on dance floors across the country. And that’s no accident. It’s a known fact among hip-hop heads that mainstream artists have to make hits aimed at University of Florida co-eds. Major labels won’t even bother to sign new hip-hop acts if they don’t think they can make songs that can get tanned, scantily clad, female spring breakers to drop it like it’s hot. Shit, there’s literally no place for aggressive, or challenging rap on today’s airwaves. The last time rap music was made mainly for men (edgy rap from two or more acts) was Def Jam’s 1998-2001 run.
3. The Drake, Will. I. Am, Flo Rida, Kanye Age: Hip-hop’s alpha males are…really not. They once were. Chuck D, KRS-One, Ice Cube, Biggie, Jay-Z, Eminem, 50 Cent. Those were the guys who ran rap, with iron fists. Preachers, teachers, and gangstas. They were the template for male rap stars for years.
Then, in 2004, Kanye West dropped The College Dropout, and knocked hip-hop of it’s axis. Here was a complicated, vulnerable rap hero. Who just happened to be perfect for the hipster, more digitally aware younger kids coming up. When West exploded, and became a cultural force, he opened the door for guy like producer/rapper Will. I. Am (he and the Black Eyed Peas had been around long before Kanye. But Kanye’s success took a lot of heat off Will’s group. Especially when the Peas started going more pop with each album from 2003 and on). Soon, Flo Rida hit the scene, and all he did was drop dance anthem after dance anthem: without any real blowback from other rappers.
Lastly, the Kid From Canada, Drake, has become the point man for 21st century rap stardom. Complex, handsome, talented, and completely nonthreatening. And he’s a major star because of it, arguably rap music’s biggest. He’s like, the Sting of rap music.
I’m not hating on today’s rap music. I’m just observing. As Biggie Smalls once stated, “Things Done Changed”. Is it for better, or worse? I’ll let you decide that.
this article I am responding rather late…3/11 was my BDAy…I was actually just thinking about hip hop and how WE are slowly but surely grabbing control of it…KENDRICK LAMAR is another one of my new schoolers…although he has been around for a minute in my world…Jay-z is my ALL TIME FAVORITE…I LISTEN TO HOV BECAUSE I HAVEN’T REALLY FOUND N D CONTRADICTIONS IN HIS ART…
CHECK OUT: IT’S ON AGAIN….Kendrick Lamar n A.Keys
*socially conscious
Don’t mind them, they just want something to fuss over 🙂 I liked the article, there definitely has been a change that’s occurred. I like the party stuff when I want to go out and have a good time, and the socially stuff the rest of the time. Great article!
Please read these three books before you ever, Ever decide to write a “critique” about Hip-Hop OR Rap music:
To the Break of Dawn by Jelani Cobb
Can’t Stop Won’t Stop by Jeff Chang
I Mix what I Like by Jared Ball
This article was Terribly written and researched, and as someone who took a Hip Hop Class, I’m appauled you neglected how folks like FOX News and even Other Black folks see Hip-Hop/Rap as a plauge to “civilized culture”- not that I believe any of that nonsense myself.
@Jay Crawford… you took a “Hip-hop class”?!!
Howard University- Study Hip Hop by Dr. Gregory Carr.
Look him; he’s not like Afrikka Bambaata or some other Sell Out ‘teaching” for money, it’s an actual course for not just Non-Blacks, but for folks who Need to Know about Our Music and how it affects Our Culture and society as a whole.
If this seems like a “joke” to you, I’d say the same about this Lame Post. Call him, Jelan Cobb- who I’ve Pesonally Met, or Jared Ball, who talked about his book at Howard…………. You might actually Learn Something, too
@Jay Crawford… you seem angry at my article, but you can’t tell me WHY. I’m looking for specific reasons why you don’t like it, but you don’t give me anything. Your just…mad.
As far as me doing research… don’t need to. Not when I have personal e mails to industry pros and heavyweights who keep me in the loop.
You can go back to that class of yours now.
I was thinking the same thing…hip_hop_genious101
Amen. I could go on for hours on this. But i will keep it simple. I love hip hop , rap, and r&b, amonst other music genres. Being a white kid in the early 90’s (born in 83) living all over the place and being an open go with the flow type of person i remember all too well the mornings getting ready for school with the Grind or Yo MTV Raps playing in the back. There is very few, i mean VERY few good rap songs out these days which is why i still stick with underground non-commcercial rap… Read more »