I will probably ramble a bit, but I have a lot to say about the current state of the musical form. All these rappers and magazine covers yelling "Rap is dead! Rap is Dead! Rap is Dead!" should take notes from the monarchies of old and follow this cry with "Long live rap." Rap is hardly dead. It's not even sick. I mean, you've got a multi-billion dollar industry that can now hang with the former Big Boys of music, Country and Rock (or Pop, depending on how cynically you look at it), and anything that makes that much money ain't goin' nowhere. The contention that the money is killing the music is merely another indication of the immaturity of artists and editors who are just now realizing that cash really does rule everything around them and it's not a death knell by any means. What, you thought it wasn't about money all this time? You're just now facing the fact that artists are whores for the industry just like in rock, R&B, country, pop, and so on? Did you think it was different for hip-hop because it's from the streets or something? Not to sound like KRS-One - you know, that guy you've been ignoring who knew the whole time - but wake up and read a book instead of watching Menace 2 Society for the 40th time. This industry is no different from any other, musical or otherwise - a valuable commodity will be exploited and leveraged as far as possible and beyond. What you regard as a death sentence is business as usual.
Can hip-hop fade away and 'die'? Sure, absolutely. We saw grunge come and go, and in some ways, what happened to rock (and some of rock's children - heavy metal, grunge, etc) is happening to hip-hop now. New approaches to creating the music are diversifying the form and opening up new avenues of evolution that may eventually replace hip-hop. Some purists - the really stubborn ones - would argue that it is not diversification we are seeing but dilution: the rap/rock combinations, increased use of technological advancements and approaches formerly relegated to club DJs, reliance on radio hits that are essentially crap with a hook, and - heaven forfend - a truly skilled white rapper who, by the way, is now honing his skills on both sides of the control room glass - are all, to them, signs of the apocalypse. Rap is dead, and the sky of course is also falling, but not before Puffy invented the remix.
But when one reads about their reasons for thinking that rap is dead, one is at a loss as to why this is a valid contention other than that it sells magazines. Things have never - NEVER - been more healthy and alive. The South is a perfect example; though it still produces some of the least intelligent, creativity-free music out there and still, after 20 years, relies on catchy hooks combined with profanity-laden choruses, the South has evolved from the days of the 2-Live Crew (and, later, 95 South and such) to a multi-headed monster worth millions of dollars and with dozens of hit rappers coming from every major city in the South (and even some smaller ones). In addition, despite the fact that the overwhelming majority of the hip-hop coming out of the South is still pretty juvenile and uninventive, we also see pockets of extreme creativity and intelligence never seen before in the South, best exemplified by the likes of Nappy Roots, Goodie Mob, and of course OutKast. The latter two groups have been putting out this sort of music for a while, but they nevertheless remained relatively unnoticed - and certainly less noticed than the quantity-over-quality onslaught of albums that were released under Master P over the past 6 or seven years. But crap sells, and keeps the industry hale and hearty. Britney puts out crap, and you don't hear Madonna lamenting the death of pop. Master P was on the Forbes '40 Richest Under 40' list when I was still working at Salomon Brothers in '98. One spot ahead of Michael Jordan, too - I loved that. So the dough has grown, the diversity of the form has grown...what's the problem here? Oh, right. Magazine sales.
Anyway, I should end this one and take the issue up later, but my essential point here - other than that rap is not nearing its old age and demise - is that the musical form needs to get more comfortable with growing up and dealing with the attendant responsibilities, new challenges, and the aches and pains that come with maturity. On top of that, I'll also argue that the industry needs to not only get more comfortable with growing up, but it also needs to put a little damn work into the process. You can't rap about rims forever - I have already read that 24s can irrevocably damage an SUVs chassis, so actual physics is already closing out the opportunity to rap about your 25s, and your 30s and whatever dumb-ass rims you have on your stupid ride (ah, do I smell I segueway into my next topic? yes, I smell it - I have been cooking it in the tandoori oven of my brain for weeks!). And you can't expect to keep using synths and hooks and choruses like "God-DAMN, mothafuka, mothafucka, God-DAMN!" or some variant forever, either. The other voice of hip-hop - the editors and writers - need to think a little farther past the ad revenue and fashion layouts and, yes, the idiotic proclamations that carry no weight. One month I gotta "Recognize" DMX. Next month I gotta "Represent" or something, who knows. Next month they're gonna tell me I "ain't never heard skills like this." Right. And rap is dead. Of course.
And Puffy invented the remix.
