HipHop The Marketing Of A New Culture

Hip-Hop: The Marketing Of A New Culture Essay, Research Paper

Hip-Hop:

The Marketing of a New Culture

By

Victoria Hersh

English 110

Professor Vericker

1 May 2000

Hersh i

Outline

Thesis: Hip-Hop.s has lost its original goal of wanting to unite people, today it’s a way to market violence.

I. Hip-Hop started in the west Bronx in the early 1970s.

A. Hip-Hop wasn.t excepted mainstream until 1979.

B. The first known Hip-Hop group was The Sugarhill Gang.

II. As the 80s began more people became aware of the culture that was now known as Hip-Hop

A. It started as a positive thing to unite underprivileged kids.

1. There was a song like .Stop the Violence..

2. Public Enemy and other groups encouraged listeners to stop eating beef.

B. Hip-Hop was looked upon by the adult world as dangerous and evil.

C. Hip-Hop crossed with pop culture when Aerosmith and Run DMC teamed up, opening up to a new group of listeners.

III. During the late 80s Hip-Hop took a violent turn.

A. NWA came out and threatened law enforcement.

B. Urban anger came out with Public Enemy.s .Fight the Power..

IV. Marketing increased.

A. Suddenly white suburbia was introduced to Hip-Hop

B. MTV started Yo’ MTV Raps

C. Two Harvard students started the Source magazine

1. Opening up a new market for Hip-Hop culture, it was a way for companies to promote the .new looks. for kids interested in Hip-hop.

V. By the 90s Hip-hop had hit the mainstream.

A. MC Hammer came out to the pop culture with .Can.t touch this.

B. By the end of 1990 sales exceeded 100 million

Hersh ii

C. White rappers like Vanilla Ice were introduced to grab more of a suburbia audience.

D. The music was becoming more of a catchy hook and a dressed up rapper than what it once was, a way to change political views.

VI. Hip- Hop expanded into all areas of music.

A. Public Enemy and Anthrax joined together to re-record . Bring in the Noise..

B. White Rapper Marky Mark came out.

C. 14 year old groups like Kris Kross were introduced.

VII. Movies and Television were affected by this new culture.

A. Kid n Play came out with a string of movies called House Party.

B. Will Smith became the .Fresh Prince of Bel-Air..

C. Rappers turned actors in .New Jack City,. and .Boyz in the Hood.. Glorifying the street life of “gangstas.”

VIII. Rap proves its marketability.

A. Tupac Shukar starred in Juice, with a hit soundtrack.

B. The Source had begun to market the .new sneakers,. and gear for streetwear.

IV. Hip-Hop has become a money hungry market, that has no concern for the children that it once broke out to protect.

A. Hard-core thugs like Jay-Z have gone from BET, to Nickelodeon.

B. Sean Combs, has started a brand new way to market to audiences of all ages, not having any concerning that his music is inappropriate to the children that he is trying to market to.

C. It isn.t about the music anymore, hip hop started out as mixing beats and lyrics over old ones.

1. It.s now a way to market to all ages, start new trends.

2. It.s exposing children that are way to young to understand about violence, sex, and drugs.

Hersh iii

D. When stars of one culture and scene expose children of a different upbringing it creates havoc.

1. It glorifies violence, the use of drugs, and twists the images of money.

Hersh 1

Hip-Hop: The Marketing of a New Culture

Hip-hop was started to lead the youth of today in a positive direction. Today hip-hop has lost its original goal of being a positive influence in peoples lives, and it has just become a way to market violence.

Hip-hop was born in the west Bronx of New York in the early 1970s. It was born as a way for inner city kids without a lot of options to express their anger at society through music.(Margolis) One explanation for the birth of hip-hop, as explained by author Ronin Ro, was that it was partly created in the South Bronx to counter act his birthplace.s gang violence:

Hip-Hop was seen as a form that would inspire political change; we all believed that rap performers breaking barriers on shows like American Bandstand and Soul Train, and hearing our music in commercials for Polly-O String Cheese and Flintstones Fruity Pebbles was merely the first step to running the old folks out of office and replacing them with our political representatives, the Chuck D.s, Rakims, and KRS-Ones. Rap albums were selling in the millions, MTV was kissing rappers. asses, a worldwide audience formed and the music was filled with nothing but hope. Hip-Hop would empower the inner city; we didn.t see its perversion into the more .marketable. .hood coming. We were going to be galvanized by art not demonized(..) In our own way, we were as idealistic as the hippies of the sixties, and we truly believed that everything would be alright; we would listen to our music, learn our history and unite to become a political force to be reckoned with. (3)

However, it wasn.t considered mainstream until 1979, when The Sugarhill Gang

Внимание, отключите Adblock

Вы посетили наш сайт со включенным блокировщиком рекламы!
Ссылка для скачивания станет доступной сразу после отключения Adblock!

Скачать