Monday, October 26, 2009
Media, Commodification and Hip-hop
This week's lecture and readings discuss Hip-hop's commodification in the media. How do you see Hip-hop's influence in popular media such as commericials, television, film and journalism (print media)? How is Hip-hop commodified by artists, corporations and/or the media? Think broadly about the different elements of Hip-hop. Do you see Hip-hop music and culture as a product that the media often disassociates from the artists that produce it? Why or why not? Where does the notion of "blackness" figure into this equation? Try to remember to give specific examples in your responses.
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In his article, Dr. Craig Watkins describes the contradiction between the current generation of African Americans’ financial prosperity and the stereotype that they are the “primary source of crime and erosion of traditional values” (2). Commodification in the African American culture can be blamed for this contradiction, as African Americans have struggled to receive civil rights, and now their achievements and goals are being questioned. According to Watkins, “their creative expression is used to market everything from $140 athletic shoes to candy bars and the NBA” (2).
ReplyDeleteAnother contradiction can be seen in African American prominence in the war on drugs in prisons, and their prominence in film and TV (Watkins 2). Watkins explains that “the negative baggage of things such as gangsta rap can overshadow the exuberance and freshness of these young people’s art” (2). Commodification of Hip-hop has also led to this contradiction, allowing stereotypes of prison life and drugs in the African American community to continue.
A negative stereotype of African Americans can also be seen in the KFC commercial featuring MC Hammer. The commercial depicts what is “typical” of African Americans, to eat and like fried chicken. Because of MC Hammer’s popularity, KFC chose to use the Hip-hop commodity to sell their popcorn chicken, but they also sold a negative stereotype that comes with “typical” African Americans eating fried chicken.
Hip-hop began as an alternative way for urban youth to creatively express themselves. As hip-hop became less rebellious and more mainstream and hip-hop music artists became celebrities and entrepreneurs, hip-hop became a commodity--it became popular to feature in everything from commercials, television, film and journalism (10/26 lecture). And although many people believe that hip-hop as a commodity has had a negative affect on hip-hop, I think that the affects have been positive and that it has helped popularize the culture (Watkins).
ReplyDeleteIn advertising, companies like Boost Mobile, Sprite, Tide, Bridgestone and Microsoft have all found ways to incorporate the hip-hop culture into their print and television advertisements. Boost Mobile and Microsoft have found success with featuring recognizable names and faces within the hip-hop music industry such as Kanye West and Pharrell Williams in their TV spots. Tide, a company that is usually not associated with hip-hop, uses a sample of Digable Planets’ “Rebirth of Slick (Cool Like Dat)” in a commercial to promote their new Coldwater Detergent (ProHipHop.com).
I think hip-hop culture and music as products are not disassociated by the media from the artists that produce it, but actually embraced. Hip-hop began as an “alternative” and rebellious lifestyle and has become an important part of popular culture today. I think hip-hop artists are given a respectable amount of credit for their work. They’ve gained fans and fame from what they’ve produced and the media recognizes their status which is why their featured in commercials, television, film and journalism.
Hip-hop references are everywhere in popular culture media. Hip-hop artists are being used to promote products, as well as promoting themselves as actors or actresses on TV shows and movies. Commodity, in terms of hip-hop, is defined as the use of hip-hop themes in order to gain a profit, either commercially or personally (Lecture 10/26/09). Hip-hop as a commodity can be seen in all forms of media including, movies, commercials, and TV shows. Hip-hop as a commodity in the form of commercials can be seen in a commercial where LL Cool J, a famous hip-hop icon as well as actor, is promoting Old Spice. LL Cool J is used because of his fame gained through his hip-hop success. An example of TV media using hip-hop as a commodity is the TV show “Run’s House”. The Simmons family uses the show to promote many hip-hop themed products that members of the family develop such as shoes, music, clothing, and more. “Run’s House” also shows the lavish lifestyle that is now being promoted through hip-hop culture. Dr. Craig Watkins explains that hip-hop culture has transformed the idea of the ideal hip-hop lifestyle, as hip-hop as changed throughout its existence. Originally, hip-hop artists encouraged the idea of “ghetto” and street life as ideal hip-hop culture and African-American lifestyle (Watkins). Thomas Chatterton Williams compared this “class sink” phenomena to “…neurotics obsessed with amputating their own healthy limbs, middle-class blacks concerned with "keeping it real" are engaging in gratuitously self-destructive and violently masochistic behavior” (Williams). More recently, hip-hop artists in general, have been focused on the idea that money is power. The idea of being a true “baller” does not stop at just having money, but also involves how you spend money. Many hip-hop artists do not promote living modestly; instead they express the need for personal jets, flashy jewelry, expensive cars, mansions, and expensive clothes (as seen in P. Diddy ad and Entourage clip).
ReplyDeleteAs hip-hop gained popularity, the mainstream record labels and media outlets picked up on this trend and encouraged its growth. MTV incorporated ‘Yo! MTV Raps’ into their show schedule in order to bring out the fresh and the newest in music (Hodges Persley Lecture). Other major companies used hip-hop artists to advertise their products, but also brought with them the negative stereotypes associated with black culture (Hodges Persley Lecture). For example, KFC launched a popcorn chicken TV advertising campaign that featured MC Hammer because of his popularity at the time (YouTube). The fact that MC Hammer was endorsing fried chicken angered the black culture because of the stereotype that all black people eat is fried chicken and down-home foods (Hodges Persley Lecture). Another important issue that Dr. Craig Watkins brings up in his article “Studying a Hip-Hop Nation: Pop culture phenomenon at the intersection of race , media, and youth” is the fact that hip-hop artists constantly rely on the ideals associated with “gangsta rap” such as drugs, prison, and violence in their lyrics and attitudes (Watkins). These ideals shine a negative outlook on hip-hop culture, but these aspects made hip-hop such a commodity, so media outlets continue to focus on it while the black culture continues to be outraged.
ReplyDeleteHip-hop music and culture have merged together to be used as a commodity in our current society. The article “Words and Images” talked about how “pop culture shifted from a white suburban ideal to one that was multiracial and urban” (Chang 117). The United States is made up of mixed cultures, and so one can relate the term “multiculturalism”. The way Hip-hop artists have turned the media into a commodity is a good comparison of multiculturalism. It is mixing different aspects of cultures and actually incorporating them with one another rather than merely existing next to one another. The artists often endorse the product, but they bring out their own characteristic or persona that they are known for when promoting the product or service. They are “mixing” the different aspects of hip-hop and culture to endorse the produce or service.
ReplyDeleteAlthough the hip-hop artists are hired for the persona they are well known for, it may sometimes appear that hip-hop culture and the media are based off of what society makes it out to be and not just associated with that specific artist for his/her music or craft. Society can turn a hip-hop celebrity into a “product of the media” by endorsing the product based on how big of a celebrity that hip-hop artist is and not by how great their music is. The artist is still the same person, but they are hired merely for their large following.
The comodification of hip hop is very evident in a large number of films, media outlets, and television shows. All of the elements of hip hop have influenced audio visual broadcasts. The one that I think has the most representation is graffiti. Graffiti in and of itself is done for the purposes of advertisement (Chang, 165-174). Interesting as well is the statement made by Wang, he says in comparison to the old adage, that those who can do and those who can't write. so this is a great introduction to the way he talks about how the media had aspiring rappers who couldn't cut it so they decided to write about rapping. He says something to the effect of "ape" lyrics. The very word "ape" itself makes me think that these people were really bad a rapping. Though he gives a disclaimer about this statement it is still worthy of noting because it segue's into the concept of blackness. Though these people were black they didn't have the artistic ability to deliver excellence in their aspired crafts but that simple fact does not extract the characteristic of black out of them. A lot of times, media personnel use colloquialisms that originated from hip hop too. Some examples of these are "yo!" "what up?" "supp" "get it poppin". This relates to the commodification and viewing hip hop as a commodity. The general public is sold on hip hop and bringing that to the punchline of your sales pitch may sway clients and/or customers on your product. Hip hop has also been evolving class wise. Not necessarily in the verses and rhymes delivered by MC's but significantly in the portrayal of blacks in the media, television, and film industry (NHP). It is very important to understand that stereotypes play a big role in this evolution, as the stereotype grows and changes, so does the portrayal of blacks in film and media. 2 examples of this would be the assigned videos this week about Hammer, and KFC, and also P Diddy and his endorsement of a type of Vodka. The commodification of hip hop is a huge market and growing as hip hop grows.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteLeAndrea Wilson
ReplyDeleteBlog: commodification and hip hop as a commodity
Music can act as a kind of social cement, reflecting the traditions, frustrations, and ambitions of the communities that create it. Commodity culture developed in opposition to the mainstream and transformed to something being bought and sold on a wide scale. Hip hop commodity is a good or service that exploits Hip Hop themes for commercial profit(Hodges lecture). I think education is a Hip Hop commodity because hip hop glorifies the lower class reality. In the article “ Black Culture Beyond Hip Hop” by Thomas Williams, he states that hip hop is not a black culture, but a black street culture that’s is preventing the advancement of the African American in the United States. People are so concerned about keeping it real, that they are not taking the time to work hard and fight for real goals in life, like a proper education and degree. Students in the schools make having a lower gpa apart of the cool pose, therefore not achieving their full potential as students. Businesses and corporations are using hip hop as a profit. Since hip hop is so popular, putting it in their commercials and ads bring in a different audience to support whatever they are selling.
Elements of Hip-hop can be found in many aspects of media today. Some of it true and original, while others created specifically for its use of publication/media. This idea contradicts the meaning and foundation of Hip-hop as a way to express true self versus mainstream culture. Many media outlets have branched off on to Hip-hop culture because of its ability to attract to a younger audience. Networks like MTV, VHI, BET, etc have been attracting young audiences for decades. This is the opportunity for other mediums to catch the attention of these audience members and have consumers for years to come. In class we discussed how the media is able to sell Hip-hop as commodity on the basis of rebellion. Again, one more attractant to the younger audience that is a typical following of Hip-hop and its culture.
ReplyDeleteCommodification is just simply the marketing of an alternative or rebellious lifestyle to fit into the market mainstream and the commodification of hip-hop was inevitable. Using hip-hop’s “creative expression…used to market everything from $140 athletic shoes to candy bars and the NBA” to disassociate the real lifestyle of an MC from a marketable entity is no surprising thing (Watson 2). Similar products have been marketed to the general population through the false lens of the “hippie movement” and the punk/emo/hardcore scene (take for example ‘vintage’ shirts and Hot Topic), and in such a way, the proletariat can appear to be part of a movement without actually having to go through the experiences that characterize a “trend.” Hip-hop’s commodification through gimmicky promotions like Nike shoes, KFC, and shows like “Yo! MTV Raps is completely normal for corporate America; in other words, if it’s popular with the kids, Ad companies will find a way to disambiguate and market it.
ReplyDeleteHip-hop commodity is any good or service that utilizes Hip-hop elements to gain commercial profit (Hodges Persley Lecture). Examples of products that have been commodified include commercials selling liquor, cloths, chicken, and more. Hip-Hop has been able to take its rebellious representation, and market its elements to a greater mainstream audience (Hodges Persley Lecture). The TV show Fresh Prince of Bel-Air is a good example that exhibits Hip-hop elements such as graffiti which made it popular and edgy. In Thomas Williams article “Black Culture Beyond Hip-hop,” he describes the behavioral problems faced by middle class blacks who are concerned with “keeping it real.” This “cool pose” behavior was greatly exemplified by the character played by Will Smith in the show Fresh Prince of Bel-Air which marked him as the central commodity. The mass media has definitely taken Hip-hop by storm, and will continue to ride the wave of success by creating commodities that are rebellious, fresh, and edgy!
ReplyDeleteLauren Newman
ReplyDeleteBlog #9: Media, Commodification, and Hip-hop
Oct. 28th, 2009
Today while either listening to the radio or watching television, you cannot go a minute with out hearing or referencing to a hip-hop song. Hip-hop influences media every day and is widespread today in the commercial world. Hip-hop artist such as, Diddy, Busta Rhymes, and Missy Elliot have all appeared in Pepsi commercials. By endorsing a popular product, these artists have their name and music publicly known everywhere. Also, IPods have become a popular tool that hip-hop artist have also been connected to. Many artists appear in commercials, are caught pictured with one, or support this product. This is just another way that hip-hop influences media.
In lecture Professor Hodges Persey talked about hip-hop commodity. She described it as the use of hip-hop themes in order to gain a profit, either commercially or personally (lecture 10/28). We can see this is very common in different aspects of the media scene. As I mentioned before, commercials, radio, and movies are all popular methods that hip-hop influences and manipulates media.
Another theme in this weeks reading was discussed in Watkins and Williams essays. They both touched on the idea that blacks encouraged the idea of “ghetto” life and tried to keep the street mentality ‘real’ (Forman and Neal). Many hip-hop artists have embraced this idea today.
A subcultue or genre becomes commodified once it is deemed popular. Commodification is an inevitable monster of society that hacks culture into smaller bite sized portions to provide edification for the masses. Hip-hop is not an exception to this trend. Ever since Hip-hop broke onto the mainstream scene it has slowly began to be assimilated by the popular culture, and therefore it has become diluted by those who cannot directly relate to its fundamental elements.
ReplyDeleteA comical example of this idea is the marketing campaing for McDonald's. They have blatantly attempted to cater to the Hip-hop generation by use of their marketing techniques. Their current slogan "i'm lovin' it" is an attempt to appeal to a younger demographic. The lack of capitalization and the improper grammatical structure are ways for the ad campaign to mimic the linguistic features of rap music. McDonalds is explicitly exploting the efforts of Hip-hop in order to sell more cheeseburgers. Popular culture and mainstream media are eating it up.
Hip Hop began as an outlet for struggling, underprivileged artists to express their emotions. As Hip Hop has become more modern, the genre has progressed into an entrepreneur, business run field. Front-runners in the culture have started to promote products and endorse brands. In class, we talked about how P. Diddy endorses Ciroc vodka. A generality made by this fact could be the observation that African American culture, that which is most closely related with Diddy and Hip Hop, drinks more Ciroc. Also as mentioned in lecture, Hip Hop commodities are the use of Hip Hop themes in order to gain a profit, either commercially or personally. Using music and symbols from the Hip Hop genre affects consumers. Audiences will recognize media, pictures or sound, used to attract their attention. For instance in a current commercial for low energy laundry detergent uses the song “Rebirth of Slick (Cool Like Dat),” a song that was popular by the Digable Planets in the early 1990s. The goal of the advertisers is for audiences to hear the song, recognize it, and then associate their product with the song. Relating all of this to blackness, those who relate more to the “black” culture will pick up on the references in ads and endorsements, since they are more intact with the genre. Like in this commercial, someone familiar with Hip Hop culture will recognize the song, therefore remembering the brand, more so than someone who has never been influenced by Hip Hop culture and doesn’t know the song.
ReplyDeleteIn lecture, we defined hip hop as a commody as a good or service that explits hip hop themes and audiences for commerical and or profit. I think that when members of my generation see hip hop artists in commericals or print ads, they do not relate the product ot the artist's work, but rather just a recognition of the artists as being a popular idol in their lives. In Studying a Hip Hop Nation by Dr. Criag Watkins, Watkins is quoted saying, "I like to use meida as the primary site to explore what's goin on with young people - their values, attitueds and behaviors." Many commercial producers sbelieve and think the same way as Watkins. Producers realize that products will sell with our generation if the product is shown being used by someone we recognize or someone that we typically can relate to. Producers use this idea to sell their product. Watkins also hints in his article that if an artists has a bad repuation with the public, thier products will not sell as much because consumers will not want to purchase products that they know will boost the career of an artists that they do not like. In summary, hip hop's use of its artist as a commody has allowed producers of commericals and print ads to relate products to the consumer by using their favorite artist.
ReplyDeleteIn the past few years Hip-hop has very much become commoditized by the mainstream media. We can see the ‘cool factor’ of a member of the hip-hop world such as Kanye West as we saw on the in class video clip. The hip-hop lifestyle is portrayed as beyond glamorious with private jets, foreign trips, etc. Shows such as Entourage go a long way in enforcing these Images as other rappers such as 5O Cent have appeared on the show, in his Ferrari, and Turtle is made to be ‘cool’ for the simple fact 50 acknowledges him. However the largest steps maybe have been made in fashion. Although groundbreakers such as Russell Simmons marketed ‘black goods’ early on through his products such as Phat Farm, today, Hip-hop icons all have their own brand; Jay-z, Diddy, Snoop Dogg, Nelly, 50 Cent, the list goes on and on. Almost all of these lines featuring items of the hip-hop style, potentially enforcing negative stereotypes associated with a culture and the usually baggy clothes. This image however is exactly what generates the large revenues that allow rappers to cash in on a thug image. The example of the MC Hammer KFC commercial we viewed in class being the most blatant exploitation of a negative stereotype all for a payday. Ultimately hip-hop can be seen as many things, including a job, of which the goal is the pay the bills. In a genre with its roots based in poverty I could not fault an artist for securing his financials by all legal means possible.
ReplyDelete“Hip-hop as a Commodity”
ReplyDeleteHip hop was able to broaden its appeal to a larger and more socially heterogeneous audience through commodification. Commodification means to bring something about to become commercial, or to turn it into a commodity (good or service that leads to profits) (lecture). Hip hop as a commodity has reached major media through commercials, television shows, films, publications and advertising. In his article, Dr. Craig Watkins explains that sociology has helped hip hop become a visible voice for black culture. This voice for black culture that hip hop created has reached outside its roots in the Bronx to attract audiences all across the globe. Hip hop is sold and expressed through fashion, and is used to sell items that even today are not related to hip hop. Whether these commodities are sold using hip hop music, culture, or artists, hip hop is being spread across the country and is now more recognized and accepted by audiences.
Media, commodification in hip-hop has been evident now for nearly 2 decades. Oliver Wang discusses how the publication of the hip-hop magazine, "The Source" began in 1988 and it how helped develop a larger interest in hip-hop. Wang stated "they (the people who worked for the source)also believed they had a responsibility to explain and express the newly forming reality to everyone else (Wang 167/168). That statement shows how people wanted hip-hop in the media so it would be easier to follow. In the article entitled "Words and Images" by Adams, Rolling, and Jones it talks about how graffiti was used as a way of advertising in hip-hop. One part talked about how early hip-hop flyers had used graffiti like designs in order to advertise, and it gave off early vibes of a "hip-hop aesthetic" as it gave a picture, style and feel of what hip-hop was like and helped give the audience a better understanding of hip-hop if they weren't familiar with it. Today we can see how hip-hop has turned into a commodity, with numerous examples. These examples include, 50 Cent and vitamin water, Dr. Dre and Dr. Pepper, or Boost Mobile's campaign with Young Jeezy, Jermaine Dupree, and Mickey Avalon. So, as hip-hop as grown, it has become more and more common to see hip-hop involved in numerous forms of the media, as it has become a part of the mainstream, and more and more people are starting to become familiar with it.
ReplyDeleteIn the late 70’s/early 80’s, Hip-hop was seen as an underground culture that had no staying power. However, as time went on and the Hip-hop base grew, many saw that its popularity is now worldwide. The commodification of Hip-hop greatly led to this worldwide popularity. As defined in class, commodification is making a service or good more commercial, that is, more marketable and widespread. Once Hip-hop’s underground movement came to certain individuals looking for profit, it became a commodity. In this case, Hip-hop themes, audiences, or Hip-hop itself are exploited for profits.
ReplyDeleteThere are many mediums that led to the commodification of Hip-hop. As Oliver Wang notes in his article “Trapped in Between the Lines,” Vibe magazine embraced the “haute couture” of Hip-hop before rappers incorporated liquors or name-brand clothing in their raps (p. 170). Because of this, it says, rappers began to mention them more often in songs, glamorizing the Hip-hop lifestyle. The rappers also began receiving endorsement deals with the objects they mention in their songs or something they are often associated with. For example, Kanye West is a celebrity endorser of a top-shelf liquor.
The commodification of Hip-hop is a large product of money. As Hip-hop became more commercialized, those involved found the allure of the rich life tempting and aimed to control their futures by controlling the money.
Commidification in hip-hop can be seen in many ways. In lecture Prof. Hodges Persley talked about how Music can act as a social cement that is able to reflect traditions.Originally hip-hop was seen as an opposition to the mainstream, but over time this element of hip-hop changed from being a negative element to something that can be bought and sold to its huge audience. By definition this is exactly what a commodity is, a good or service whose wide availability typically leads to smaller profit margins. In hip-hop terms this is a good or service that exploits hip-hop. In "Trapped in Between the Lines" Oliver Wang, illustrates the ways in which hip-hop journalism has recorded the progression of hip-hop over a long period of time, these records describe the life style and meaning to what hip-hop is. The audience of the media is able to understand hip-hop in a different way than ever before. The lifestyle of hip-hop can also be seen in almost ever corner of the media, from advertisements of vodka to fried chicken.
ReplyDeleteA commodity is something that can be turned into a commercial or other advantage. We have seen hip-hop gradually change over the past years to be used as a commodity. In class on Monday we saw many different examples of this change. MC Hammer had a deal with Kentucky Fried Chicken and made many commercials, this partnership upset many people as it supported the stereotype that all African American’s like fried chicken. Another example was the IPod Commercial, this commercial featured many people listening to the there IPods while dancing in a hip-hop style. Hip-hop under-went commodification because it is geared toward a very large, young demographic, and connected there product with this demographic. The reading “Total Chaos” discusses some of the changes of hip-hop writing. Hip-hop is a changing genre of music but the writing world has not changed with it. The writing world has moved away from publication and books to electronics and blogging.
ReplyDeleteIn lecture, commodification refers to turning or treating something into a commodity or to make it commercial. Hip hop has turned into a commodity. Hip-hop as a commodity is a good or service that exploits hip-hop themes and audiences for commercial and or personal profit. Because this includes artists and their cultural production we should consider how blackness is a commodity in relation to hip-hop. For example, we viewed the introduction to the TV show "The Fresh Prince of Bel-Air." This showed how hip-hop had become a mainstream commodity. It showed 'blackness' because it portrayed some parts of hip-hop such as graffiti, gold chains, and the ghetto. Many hip-hop artists have made their way into making appearances on TV, film, and commercials resulting in hip-hop being a commodity. An example of this is Kanye West's guest appearance on the HBO TV Series Entourage. West is depicted as a highly successful rapper who is able to flash his money around by owning his own plane resulting in the glamorous lifestyle of hip-hop. Hip-Hop artists also focus on endorsing many products and even having their own clothing line. For example, Run DMC started the trend of wearing Adidas jumpsuits along with trendy Adidas shoes. Sean Combs and the WU-Tang Clan both have their own clothing lines. In other instances, artists have been known to endorse other products such as food and drink. Rapper 50 Cent is an endorser of Vitamin Water. In one of Vitamin Water's commercials, 50 Cent is shown conducting an orchestra, but the orchestra is playing one of his songs showing how hip-hop is being used commercially. All in all, hip-hop is a commodity that is constantly growing because of the popularity that hip-hop has gained through the years.
ReplyDeleteThe commodification of hip hop is very apparent in the media, on tv, and even in out political scene. Commodification, according to Google, is something for which there is demand, but which is supplied without qualitative differentiation across a market. Political figures just listen to the beat or title of a song and use it before their speeches without realizing the message that the song intends, only using it for their own political gain. The media finds the worst lyric in the song so that the rap scene looks like a vulgar wasteland unfit for their "civilized" audience. The media doesn't care if the music has social relevance, but they focus on how many f-bombs a rapper drops in a song, or whether a rapper uses the word ho. In class we saw the commercial use of hip hop to sell fried chicken and also Chiroc vodka, this is the stereotypical use of hip hop's blackness to "appeal" to the "average" consumer of these products
ReplyDeleteThe media is a major part in defining how we (society) view and understand the Hip-hop community. This is used in various forms such as journalism, television, commercials, films, etc., which help to create a commodity of Hip-hop. In Dr. Craig Watkins article, Studying a Hip Hop Nation, he takes the view that African Americans do figure into the life of drugs and prisons, but at the same time, the community of hip-hop is commercially successful. "“While black youth prominently figure in the war on drugs and in prison populations,” says Watkins, “they’re equally prominent in film, music, television, sports and advertising. All kinds of commercial industries use their creative expression to remain commercially viable"(1). Commercializing hip-hop is a money making business, and many companies have taken advantage of the mainstream audience that comes with the development of hip-hop. As we learned in lecture, this is a very important part of it. "Over-time, Hip-hop's anti-establishment messages have been transformed into something that can be bought and sold on a wide-scale" (Nicole Hodges Persley Lecture 10/26/09). As we can see today, hip-hop and its components are everywhere. They are embedded within popular television shows (Americas Best Dance Crew), movies (Stomp the Yard, Step Up), commercials (Nike, Adidas, Apple). Why are these so viable? They all sell and carry a big audience. Being an intern in the News and Media field (NBC Action News), you have two major goals; tell the story and get audience appeal (make money). If hip-hop is commercially viable, and it can sell, then companies will have a demand for it. It's all about hip-hops commodity. Even if the media exploits the themes of hip-hop for audience appeal, in the media's eyes, it’s all about telling the story and getting audience appeal.
ReplyDeleteHip-hop at its roots and beginning was a new fresh alternative way for youth and urban expression. Oliver Wang in is article, Trapped In Between The Lines, describes the emergence and growth of hip-hop journalism along side the growth of hip-hop. Early in hip hop journalism the writers, "connected hip-hop to a wider continuum of American cultural history" (Chang 166). So Wang is saying that early on writing in hip-hop was about the music and its broader cultural significance. But as hip-hop grew and became more popular many people noticed it for its marketability and ability to earn revenue. Yo! Mtv raps was produced and put on the air bringing the music to a wider audience and then as we saw in lecture Monday artists like MC Hammer were doing KFC commercials. This trend continues. As the music grows in popularity and its exposure spreads the journalism surrounding hip-hop becomes less about the cultural significance and the messages and follows the intriguing (and marketable) characters hip-hop has created like Biggie and Pace and their east coast west coast rivalry.
ReplyDeleteIn class, we watched a preview off youtube from Will Smith’s old television show “Fresh Prince of Bel Air”, as we saw significance of the graffiti on the neighborhood walls, it showed a way in which the commercial portrayed to it’s audience the Hip-hop incorporated within the television show. As we watched this, I began to realize that in the past I never thought twice about the way that particular commercial was portrayed as a “Hip-hop” lifestyle, but now after looking at it through a different lens, I’ve come to realize there are several examples of this the Hip-hip world within the media. As mentioned in the lecture, the Hip-hop notion has an order of themes in which to obtain a certain personality amongst the Hip-hop presenters within the media. People on the outskirts, such as the audiences become alert of the various sounds, and symbols that grab their attention towards the formulation between blackness and the media. Like in the Will Smith commercial, people are drawn towards it because they pick up on the references towards the Hip-hip world and further themselves by actually engaging in the show, making it successful to it’s audiences.
ReplyDeleteHip-hop is at a high state of popularity throughout many age groups in the U.S. Therefore the media is going to use this advantage to attract viewers and consumers. It is not only attracting the youth but for example my mom has Chingy’s , “Balla Baby” as her cell phone ring. The media is going to use whatever that can make things sell. Celebrities are used all the time in commercials but I feel like hip-hop has more of an impact. Hip-hop artists are used in commercials because people can relate to them; they have a closer connection due to the liking of music. Which Oliver Wang was talking about, the fans wanted this sociocultural group. “A writer could simply nod to someone or something within hip-hop, and readers understood.” Therefore if you see the nod in a commercial or something that relates you to the artist, then the consumer or viewer is sucked in. Stereotypes are always going to be formed throughout hip hop. The media has a big say on what artists are going to produce. They are going to play what sells, so who would not change their style to become more popular in the ratings and consume more money. Every artist starts with their own uniqueness but after they will begin to merge into the mainstream of what is most popular and what is not prominently due to the media. I feel like the media sets off the wrong idea of “blackness”. It sends out the stereotypes and the clothing, they send out a “look” of blackness. Atleast that’s what I thought it was coming into this class. But then I learned that is has further meaning. When I look at the media and blackness, I saw ghetto stereotypes, their clothing, and what they like to eat and drink; nothing that has to do with the culture or background of hip-hop and artists.
ReplyDeleteHip hop has evolved from being a passing fad to one of the biggest influences in music, media, and entertainment. Hip hop as a commodity can be seen in many different ways such as TV shows, clothing brands, alcoholic beverages, etc. For instance, graffiti has been commoditized for advertising shows like “Pimp My Ride” and “Fresh Prince”. In order to commoditize hip hop in a successful way, the product or advertisement has to appeal to the public. Commoditization can be looked at as a positive or negative addition to hip hop.
ReplyDeleteIn one aspect, you can make a lot of money from the commoditization of hip hop. On the other hand, commoditization can have a negative impact because viewers might think that the modification of hip hop might take away from the authenticity of the work. For instance, one of Snoop Dogg’s CD covers had graffiti on it but it looked like a cartoon. It also had a woman-like figure bent over in a dog house (Lecture 9/21/09). Viewers might look at that CD cover and connect graffiti to the degradation of women. Therefore, graffiti loses its real meaning or authentic core.
I think that viewers automatically associate the commoditization with the artist that produces it because it’s part of the artists’ brand or style. When I first saw Snoop Dogg’s CD cover with the woman/dog bent over, I couldn't help but think of Snoop as a dirty disrespectful man. I think that commoditization is taken entirely too far when artists and companies commoditize their work for money, even if it's not what truly represents them. I personally think it would be more appealing to see artists that stay true to what they are about. I think this would showcase a lot more variety in products.
In lecture commodification was defined as turning something into a commodity, or to make a good or service exploitable within a market. The commodification of hip hop is when themes or audiences in hip hop are exploited to make them more sellable to people for profit. In lecture we looked at several commercials on YouTube using hip hop music and dance to sell products. These commercials obviously turn hip hop into a commodity, and by using hip hop, they make their product seem cooler or even edgy, depending on what the product is. In Oliver Wang’s article from Total Chaos, he speaks about the magazine Vibe and how it influenced and followed hip hop in the late 90s. He says that the magazine really focused on interviews with celebrities, mainly hip hop artists from music, film, and TV. He calls them “the defining, larger-than-life icons of their generation, representatives of late-century Blackness.” By focusing the magazine on representations of Blackness, the magazine could be said to have even commodified Blackness.
ReplyDeleteThe definition of a hip-hop commodity is a good or service that exploits hip-hop themes for commercial or personal profit (Hodges Presley Lecture). In the youtube video clip we watched in class where MC Hammer is dancing around eating KFC chicken definitely is an example of exploiting hip-hop themes as well as supporting the stereotype of all black people enjoying chicken. As soon as the media was able to comprehend hip-hop was marketable/profitable, the media hype took off. According to Dr. Craig Watkins, black youths “creative expression is used to market everything from $140 shoes to candy bars to the NBA” (Studying a Hip Hop Nation). Because hip-hop is extremely marketable, the media was able to exploit hip-hops theme and profit from it. Michael Jordan basketball shoes most likely would not be around $200 if it was not for the hip-hop community expressing style and uniqueness through something as simple as basketball shoes. Adidas, Starter, Timberland, and several other companies began to market clothing influenced by hip-hop styles and the media sold hip-hop as a rebellion as well as a commodity (Hodges Presley Lecture), which presented hip-hop marketable to everyone. In efforts to scheming it as a rebellious act, the media was able to present hip-hop to middle and upper class white people, which MTV introduced YO! MTV Rap in the late 90s. The media is responsible for destroying the pureness within hip-hop and its desire of creativeness. But without the media exploiting hip-hop themes for commercial or personal profit, would hip-hop entrepreneurs such as Russell Simmons be as successful as he is today?
ReplyDeleteHip-hop is a very effective marketing tool because of the millions of people who buy and listen to the music. However this can be a positive or detriment to the overall view of what hip-hop is. I see Hip-Hop as a product that gets marketed to everyone and in order for that to happen, it gets manipulated into whatever the target audience is. The notion of "blackness" in hip-hop can be somewhat tainted or watered down because hip-hop incorporates many varying types of people.
ReplyDeleteHip-hop in general attempts to portray itself as a elitist high-class society full of grandeur and privelege. Through the entire genre, we see this in the "Bling-blingers" and the "Ballers". During Monday's lecture we saw a Ciroc commercial featuring Sean Combs and his associates and although there were many black people in the commercial, the setting and scene was something typical of 1920's "white" society. We also saw a clip from HBO's Entourage featuring Kanye West that showed his "baller" status by having his own chartered plane.
However Black people engaged in this baller lifestyle can be negative in the eyes of some. The managing director of Cristal Frederic Rouzaud in reference to his product being associated with African Americans and hip-hop said, "It's unwelcome attention. What can we do?" This led to a boycott of the product because theis was seen as a racist comment. So in General, Hip-Hop has a great influence on media or because of the media, but this influence can be bad or good.
Tosin Morohunfola: A commodity is a “good or service whose wide availability typically leads to smaller profit margins.” (Hodges Persley, lecture) So, commodification is the act of making something into a commodity, a good or service packageable and marketable to all. This action directly correlates with what has happened and continues to happen to Hip-hop. Hip-hop commodity is to exploit hip-hop as a good or service. (Hodges Persley, lecture) Though the negatively connotated word “exploit” is used in that definition, the commodification can be for better or worse, good and bad. In fact, that negative feeling about Commodification is a source of a lot of Hip-hop conflict. When way-maker Run-DMC faced opposition and claims of inauthenticity “in the aftermath of [his] commercial success,” his crew, KRS-1 had to “reaffirm his home turf.” (Forman & Neal, 211) And why was their even a disagreement in the first place? The discord arose because hip-hop is a marketable product that Run-DMC had mastered and sold effectively and so, naturally, competitors sought to challenge the success, targeting the authenticity of the music.
ReplyDeleteSince its inception thirty years ago, hip-hip has since become ubiquitous. It is featured in literally every type of popular culture, from print media to movies to music.In his article "Trapped in Between the Lines," Oliver Wang analyzes the creation, rise, commodification, and professionalization of hip-hop journalism. He treats such publications as The Source, Vibe, and XXL, examining how pioneering, socially conscious writing turned into fan-crazed diatribes, and finally to the professional treatment of global celebrities like Tupac Shakur. This suggests a greater trend in hip-hop: its rapid turn to commercial culture. The capitalistic exploitation of hip-hop (which is frequently and erroneously identified as black) culture is nothing new, but the rapidity with which it became so lucrative is. This glorification by the media and big business of hip-hop as "ghettocentric" has had, according to Thomas Williams, a retardent effect on larger issues of black socioeconomic advancement. According to his cited research, African-American high schoolers with higher academic achievement have fewer friends than those who are not as involved in scholastic performance. There seems to be a fear of "whiteness" that has become synonymous with all that is not the urban-centered "gangsta" life promoted in mainstream hip-hop. To avoid this, there must be more positive portrayals of blackness in the media, instead of the image of black, thuggish masculinity that has unfortunately become as ubituitous nowadays as hip-hop's popularity.
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