We are now winding down the anniversary of hiphop’s 30th year of existence as a populist art form. Testimonials and televised tributes have been airing almost daily, thanks to Viacom and the like. As those digitized hiphop shout-outs get packed back into their binary folders, however, some among us have been so gauche as to ask, What the heck are we celebrating exactly? A right and proper question, that one is, mate. One to which my best answer has been: Nothing less, my man, than the marriage of heaven and hell, of New World African ingenuity and that trick of the devil known as global hyper-capitalism. Hooray.
Given that what we call hiphop is now inseparable from what we call the hiphop industry, in which the nouveau riche and the super-rich employers get richer, some say there’s really nothing to celebrate about hiphop right now but the moneyshakers and the moneymakers?who got bank and who got more.
Hard to argue with that line of thinking since, hell, globally speaking, hiphop is money at this point, a valued form of currency where brothers are offered stock options in exchange for letting some corporate entity stand next to their fire.
True hiphop headz tend to get mad when you don’t separate so-called hiphop culture from the commercial rap industry, but at this stage of the game that’s like trying to separate the culture of urban basketball from the NBA, the pro game from the players it puts on the floor.
Hiphop may have begun as a folk culture, defined by its isolation from mainstream society, but being that it was formed within the America that gave us the coon show, its folksiness was born to be bled once it began entertaining the same mainstream that had once excluded its originators. And have no doubt, before hiphop had a name it was a folk culture?literally visible in the way you see folk in Brooklyn and the South Bronx of the ’80s, styling, wilding, and profiling in Jamel Shabazz’s photograph book Back in the Days. But from the moment “Rapper’s Delight” went platinum, hiphop the folk culture became hiphop the American entertainment-industry sideshow.
No doubt it transformed the entertainment industry, and all kinds of people’s notions of entertainment, style, and politics in the process. So let’s be real. If hiphop were only some static and rigid folk tradition preserved in amber, it would never have been such a site for radical change or corporate exploitation in the first place. This being America, where as my man A.J.’s basketball coach dad likes to say, “They don’t pay niggas to sit on the bench,” hiphop was never going to not go for the gold as more gold got laid out on the table for the goods that hiphop brought to the market. Problem today is that where hiphop was once a buyer’s market in which we, the elite hiphop audience, decided what was street legit, it has now become a seller’s market, in which what does or does not get sold as hiphop to the masses is whatever the boardroom approves.
The bitter trick is that hiphop, which may or may not include the NBA, is the face of Black America in the world today. It also still represents Black culture and Black creative license in unique ways to the global marketplace, no matter how commodified it becomes. No doubt, there’s still more creative autonomy for Black artists and audiences in hiphop than in almost any other electronic mass-cultural medium we have. You for damn sure can’t say that about radio, movies, or television. The fact that hiphop does connect so many Black folk worldwide, whatever one might think of the product, is what makes it invaluable to anyone coming from a Pan-African state of mind. Hiphop’s ubiquity has created a common ground and a common vernacular for Black folk from 18 to 50 worldwide. This is why mainstream hiphop as a capitalist tool, as a market force isn’t easily discounted: The dialogue it has already set in motion between Long Beach and Cape Town is a crucial one, whether Long Beach acknowledges it or not. What do we do with that information, that communication, that transatlantic mass-Black telepathic link? From the looks of things, we ain’t about to do a goddamn thing other than send more CDs and T-shirts across the water.
But the Negro art form we call hiphop wouldn’t even exist if African Americans of whatever socioeconomic caste weren’t still niggers and not just the more benign, congenial “niggas.” By which I mean if we weren’t all understood by the people who run this purple-mountain loony bin as both subhuman and superhuman, as sexy beasts on the order of King Kong. Or as George Clinton once observed, without the humps there ain’t no getting over. Meaning that only Africans could have survived slavery in America, been branded lazy bums, and decided to overcompensate by turning every sporting contest that matters into a glorified battle royal.
Like King Kong had his island, we had the Bronx in the ’70s, out of which came the only significant artistic movement of the 20th century produced by born-and-bred New Yorkers, rather than Southwestern transients or Jersey transplants. It’s equally significant that hiphop came out of New York at the time it did, because hiphop is Black America’s Ellis Island. It’s our Delancey Street and our Fulton Fish Market and garment district and Hollywoodian ethnic enclave/empowerment zone that has served as a foothold for the poorest among us to get a grip on the land of the prosperous…
Picking up where Amiri Baraka and the Black Arts Movement left off, George Clinton realized that anything Black folk do could be abstracted and repackaged for capital gain. This has of late led to one mediocre comedy after another about Negroes frolicking at hair shows, funerals, family reunions, and backyard barbecues, but it has also given us Biz Markie and OutKast.
Oh, the selling power of the Black Vernacular. Ralph Ellison only hoped we’d translate it in such a way as to gain entry into the hallowed house of art. How could he know that Ralph Lauren and the House of Polo would one day pray to broker that vernacular’s cool marketing prowess into a worldwide licensing deal for bedsheets writ large with Jay-Z’s John Hancock? Or that the vernacular’s seductive powers would drive Est*e Lauder to propose a union with the House of P. Diddy? Or send Hewlett-Packard to come knocking under record exec Steve Stoute’s shingle in search of a hiphop-legit cool marketer?
Hiphop’s effervescent and novel place in the global economy is further proof of that good old Marxian axiom that under the abstracting powers of capitalism, “All that is solid melts into air” (or the Ethernet, as the case might be). So that hiphop floats through the virtual marketplace of branded icons as another consumable ghost, parasitically feeding off the host of the real world’s people?urbanized and institutionalized?whom it will claim till its dying day to “represent.” And since those people just might need nothing more from hiphop in their geopolitically circumscribed lives than the escapism, glamour, and voyeurism of hiphop, why would they ever chasten hiphop for not steady ringing the alarm about the African American community’s AIDS crisis, or for romanticizing incarceration more than attacking the prison-industrial complex, or for throwing a lyrical bone at issues of intimacy or literacy or, heaven forbid, debt relief in Africa and the evils perpetuated by the World Bank and the IMF on the motherland?…
For the entire article, please follow the link. It is bracing reading….