page_title: Hip hop
section_title: Commercialization
hierarchical_section_title: Hip hop / History / Commercialization
caption_attribution_description: Jay-Z at a concert in 2006.
context_page_description: Hip hop or hip-hop is a culture and art movement that was created by African Americans, Latino Americans and Caribbean Americans in the Bronx, New York City. The origin of the name is often disputed. It is also argued as to whether hip hop started in the South or West Bronx. While the term hip hop is often used to refer exclusively to hip hop music, hip hop is characterized by nine elements, of which only four are considered essential to understanding hip hop musically. Afrika Bambaataa of the hip hop collective Zulu Nation outlined these main pillars of hip hop culture, coining the terms: "rapping", a rhythmic vocal rhyming style; DJing, which is making music with record players and DJ mixers; b-boying/b-girling/breakdancing; and graffiti. Other elements of hip hop subculture and arts movements beyond the main four are: hip hop culture and historical knowledge of the movement; beatboxing, a percussive vocal style; street entrepreneurship; hip hop language; and hip hop fashion and style, among others. The fifth element, although debated, is commonly considered either street knowledge, hip hop fashion, or beatboxing.
context_section_description: In the early-to-mid 1980s, there wasn't an established hip hop music industry, as exists in the 2020s, with record labels, record producers, managers and Artists and Repertoire staff. Politicians and businesspeople maligned and ignored the hip hop movement. Most hip hop artists performed in their local communities and recorded in underground scenes. However, in the late 1980s, music industry executives realized that they could capitalize on the success of "gangsta rap." They made a formula that created "a titillating buffet of hypermasculinity and glorified violence." This type of rap was marketed to the new fan base: white males. They ignored the depictions of a harsh reality to focus on the sex and violence involved.
  In an article for The Village Voice, Greg Tate argues that the commercialization of hip hop is a negative and pervasive phenomenon, writing that "what we call hiphop is now inseparable from what we call the hip hop industry, in which the nouveau riche and the super-rich employers get richer". Ironically, this commercialization coincides with a decline in rap sales and pressure from critics of the genre. Even other musicians, like Nas and KRS-ONE have claimed "hip hop is dead" in that it has changed so much over the years to cater to the consumer that it has lost the essence for which it was originally created.
  However, in his book In Search Of Africa, Manthia Diawara states that hip hop is really a voice of people who are marginalized in modern society. He argues that the "worldwide spread of hip hop as a market revolution" is actually global "expression of poor people's desire for the good life," and that this struggle aligns with "the nationalist struggle for citizenship and belonging, but also reveals the need to go beyond such struggles and celebrate the redemption of the black individual through tradition." The problem may not be that female rappers do not have the same opportunities and recognition as their male counterparts; it may be that the music industry that is so defined by gender biases. Industry executives seem to bet on the idea that men won't want to listen to female rappers, so they are given fewer opportunities.
  As the hip hop genre has changed since the 1980s, the African-American cultural "tradition" that Diawara describes has little place in hip hop's mainstream artists music. The push toward materialism and market success by contemporary rappers such as Rick Ross, Lil Wayne and Jay Z has irked older hip hop fans and artists. They see the genre losing its community-based feel that focused more on black empowerment than wealth. The commercialization of the genre stripped it of its earlier political nature and the politics and marketing plans of major record labels have forced rappers to craft their music and images to appeal to white, affluent and suburban audiences.
  After realizing her friends were making music but not getting television exposure other than what was seen on Video Music Box, Darlene Lewis (model/lyricist), along with Darryl Washington and Dean Carroll, brought hip hop music to the First Exposure cable show on Paragon cable, and then created the On Broadway television show. There, rappers had opportunities to be interviewed and have their music videos played. This pre-dated MTV or Video Soul on BET. The commercialization has made hip hop less edgy and authentic, but it also has enabled hip hop artists to become successful.
  As top rappers grow wealthier and start more outside business ventures, this can indicate a stronger sense of black aspiration. As rappers such as Jay-Z and Kanye West establish themselves as artists and entrepreneurs, more young black people have hopes of achieving their goals. The lens through which one views the genre's commercialization can make it seem positive or negative.
  White and Latino pop rappers such as Macklemore, Iggy Azalea, Machine Gun Kelly, Eminem, Miley Cyrus, G-Eazy, Pitbull, Lil Pump, and Post Malone have often been criticized for commercializing hip hop and cultural appropriation. Miley Cyrus and Katy Perry, although not rappers,
caption: Rapper, entrepreneur and executive Jay-Z emphasizes his wealth.
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