Has Rap Music Hit a Wall?

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That’s the question posed by a recent AP feature story, and the same question we touched on here. This article was too good to pass up mentioning it in a post.

The answer I think is all in how one defines the wall. If the “wall” is defined as the ongoing mainstream commercial viability of hip-hop, then I think it’s possible that the wall has been “hit.” But if the wall is end of the genre, or the utter lack of creativity or vibrancy within this culture, then I think you are dead wrong, and acts like ISWHAT?! are proof of that.

Some of the empirical evidence cited by the author was interesting.

Though music sales are down overall, rap sales slid a whopping 21 percent from 2005 to 2006, and for the first time in 12 years no rap album was among the top 10 sellers of the year.

A recent study by the Black Youth Project showed a majority of youth think rap has too many violent images. In a poll of black Americans by The Associated Press and AOL-Black Voices last year, 50 percent of respondents said hip-hop was a negative force in American society.

For the sake of brevity, I’ll bracket off the race issue (because that’s even more interesting). But like any market, there must be a point where the pop music market becomes saturated with thug rap. But are we seeing that right now, at this particular juncture? I can’t say that for sure (and I don’t necessarily think so), but the prospect is an interesting one to ponder as it is coming, at some point.

But you know what? Even if we are witnessing the end of the commercial viability of hip-hop, I’m not worried. I actually think hip-hop music is as strong right now as it’s ever been. The mere utterance of names like J Dilla, Ta’Raach, Black Milk, Platinum Pied Pipers, (Detroit is in house right now), Madlib, et al. is enough to rebut any suggestion that the genre is dead. And we should throw ISWHAT?! in there as well. People might write off hip-hop, but it’s been written off before–so that doesn’t worry me. Should the hip-hop “bubble” burst, the worst that could happen, in my view, is that Young Jeezy has to pinch a few pennies to make that Def Jam money stretch a little bit further… boo hoo.

viva la hip y la hop…

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