Newsgroup: it.arti.hiphop
Titolo: SECTION: WORDS & DEEDS: A New Era Revitalizes Italian Hip-Hop

Copyright 1999 Billboard Publications, Inc.
Billboard
AUGUST 21, 1999
SECTION: WORDS & DEEDS: A New Era Revitalizes Italian Hip-Hop
LENGTH: 882 words
BYLINE: BY ELENA OUMANO
BODY:
HIP-HOP ITALIAN STYLE: Italy's current hip-hop scene presents a marked
contrast to its early roots. Just ask Alberto Campo, a music journalist for
La Republica newspaper and a DJ on radio station RAI's overnight specialty
show
"RAI Stereo Notte."
Explains Campo, "The pioneering acts were perhaps overcharged with radical
politics, and the music wasn't always up to scratch. These days the music
and production are relatively sophisticated, but the lyrical content lacks
conscience. However, hip-hop remains the only real music trend in Italy at
the moment: It inspires a whole way of life, including fashion, language,
and graffiti art."
Since its politically charged days in the early '90s, Italian hip-hop has
outgrown the Centri Sociali (social centers), autonomous youth clubs housed
in derelict buildings occupied by squatters. Seminal groups--such as Onda
Rossa
Posse (Red Wave Posse) from Rome and Isola Posse Allstars (Island Posse
Allstars) from Bologna--reflected the era's political turmoil. Some
observers believe their hard-hitting political lyrics contributed to a
public awareness
that eventually toppled the corrupt Italian government then in power.
Bologna's now-defunct legendary label Century Vox released many of the early
hip-hop acts. These included the Isola Posse Allstars, which spawned another
group, Assalti Frontali (Frontal Assault), now signed to BMG Ricordi.
Hip-hop artist Neffa is regarded as one of the few artists who's survived
the transition from rough-cut hip-hop to the smoother West Coast style
exemplified by Snoop Dogg, all the while keeping his lyrical credibility
intact. A former member of both Isola and Assalti, Neffa recorded his first
solo album in 1996.
That disc, "I Messaggeri Della Dopa" (The Dope Messengers) on
Blackout/Mercury, sold 70,000 copies, according to the label, thanks largely
to strong airplay for the catchy summer hit single "Aspettando Il Sole"
(Waiting For The Sun).
Neffa says Italian rap falls into two phases. "Like in the U.S., there was
the old school in the early '80s," he says. "Here it consisted of rappers
like DJ Gruff and Chico Mdee, who rap in English. At the end of the '80s,
the Italian -language hip-hop scene then emerged from the Centri Sociali.
"Now there's a small number of underground artists [as well as] the more
mainstream acts who get airplay and reach a wider public," Neffa continues.
"I'm between the two, keeping the hip-hop roots but with a certain emotion
and
vibration."
Neffa adds that the latest U.S. influence to make waves in Italy is the
growing role of DJs and dancers. "For a while it was mainly MCs here," he
says. "But now DJs and dancers are being emphasized more. The main DJ posse
is Alien
Army with five or six DJs, including DJ Gruff, DJ Skyzo, and Taione."
According to Luca Fantaconi, manager of Mercury Italy's alternative imprint
Blackout Records, a hip-hop artist's popularity is very transient and
depends on scoring crossover commercial singles. However, despite good
airplay for the lead single from Neffa's second album, "107 Elementi" (107
Elements)--a version of
the Eagles' "I Can't Tell You Why" titled "Non Tradire Mai" (Don't Ever
Betray)--it's been difficult for the label to push sales to 50,000 copies.
Notes Fantaconi, "Public support of hip-hop artists is quite fickle, so
getting good
airplay has become fundamental."
Bands like WEA Italy's Sottotono and Ricordi/BMG Ricordi's Articolo 31 have
gained multi-platinum album sales on the strength of radio-friendly singles.
A single celebrating marijuana's virtues, "Maria, Maria" by Articolo 31, was
an airplay breakthrough for the band and the genre in general. At the same
time, Jovanotti on Soleluna/PolyGram was transitioning from a light-weight
hip-hop artist to one with street credibility and fans in continental
Europe.
Despite the fickleness, new hip-hop signings are proliferating. Virgin
Italy's Colle Der Fomento and Naples-based La Famiglia--signed to the local
Best Sounds label--are joining other established acts, such as the verbally
dexterous Frankie Hi-Nrg and Italy's only female mike-rocker, La Pina. One
of the most eagerly anticipated albums is Assalti Frontali's next set, due
this summer and produced by Rome-based Ice One, who also produced Colle Der
Fomento's
hit debut set,"Scienza Doppio H" (Double H Science).
WEA Italy has young U.K. soul diva Shola Ama guesting on "Mai Piu" (Never
Again), the second radio single from Sottotono's new album "Sotto Lo Stesso
Effetto" (Under The Same Effect). According to WEA Italy, the album has
passed gold status, with 80,000 copies sold.
Fermento, Sottotono's MC, says Italian hip-hop is heavily influenced by new
material from New York and the revival of '80s funk. "Our new album is
harder," he says. "It respects the real formula of hip-hop: Give a big bang
to those who
want to get up and dance. Our '80s references are the Sugarhill Gang and
Alexander O'Neal, who, apart from hardcore aficionados, are relatively
unknown here."
Adds Blackout/Mercury's Fantaconi: "Despite the highly critical nature and
transient tastes of its fan base, Italy--along with France--has one of the
most exciting hip-hop scenes outside the U.S."
Assistance in preparing this column was provided by Mark Dezzani in Milan.

 Fermento, Sottotono's MC,
ROTFL
--
A_G
proud owner of the Berghem PI.M.P.'s
"pareggerò con tutti"

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