Genre research for AS Media coursework

1. HIP – HOP BACKGROUND
Hip – hop is a sub cultural movement which formed during the
early 1970’s. It was formed mostly by the African – Americans that
resided in the Bronx, New York City. By the late 1980’s it became
more well known outside this community, and in 2010 it became
the most listened to genre in the world. It is has impacted and
made a huge development internationally within 40 years.
The ‘birthplace’ of hip hop is said to be at 1520 Sedgwick Avenue,
where DJ Kool Herc, where he would take existing records and mix
samples from them with shouts of his own to the crowd. For this,
he is credited as the ‘Father of Hip-Hop’. Also, the Ghetto Brothers
are said to be the origin of the hip hop culture as they would plug
amps for their speakers and instruments into lamp posts on 163rd
Street and Prospect Avenue. They would use music to break down the racial barriers as during that time, racism was very high, which is why
majority of hip hop songs talk about their upbringing and how life wasn't easy for the artist – N.W.A and the Notorious B.I.G are two both
great and successful group/artist that show this.
Though most people would associated hip hop entirely with music, it is separated four distinct, characterized elements. All of this together
add up to represent the different manifestations of the famous culture:
- Rap Music (is spoken/chanted rhyming lyrics. Rapping contents include:
flow, rhythm, rhyme and delivery with the influence of hip hop that combine
It all). It is distinct form spoken word poetry, as it is performed to a beat)
- Djing (the art of manipulating sound, usually by the method called
‘scratching’, which is done by moving a vinyl record back and forth)
- B – Boying (more known as ‘breakdancing’, it is a style of street dancing,
it was originated from the youths of African Americans during the mid 1970’s,
and has spread overtime to all over the word. The four kind of movements
include: top rock, down rock, power moves, and freezes).
- Graffiti Art (writing or drawings on public walls, usually done by spray paint.
Within hip hop culture it is used to express messages or ‘gang marks’

2. Influential and Major Artist Today
DRAKE (active 2006-) is a Canadian recording artist, record producer, song writer and actor. The
release of his EP ‘Gone So Far” which was released in 2009 made a huge success to the start of his
career, with winning several awards and having his albums reaching no.1 in the charts. His songs are
famously known to be more emotional and related to love, which has attracted a huge span of listeners
as his lyrics relate to not only his past, but to his fans. He is one of the most impacted artist towards hip
hop and has dominated quickly within years.
Kendrick Lamar (active 2003-)is an American Hip-Hop artist from Compton, California. At the
age of 8 he witnessed his two idols Tupac and Dr. Dre shoot the music video for their hit single ‘California
Love’ – to which later proved to be a significant moment in his life. In 2003 at only 16 he released a mix
tape called ‘Youngest Head Nigga in Charge); from this he was recognised locally and then became bigger
when caught attention from TDE, a California based record label. His songs talk about his upbringing and
speaks out honesty to his listener, continuously influencing the culture of Hip-Hop.
J. Cole (active 2007-) is a German-born American Hip Hop artist, record producer and songwriter
from Fayetteville, North California. In 2007 he released his mix tape ‘The come up’, where he caught the
attention of American rapper Jay Z. In 2009, Cole was signed to Jay Z’s record label Roc Nation. J. Cole is
said to be one of the leading and hugely successful hip hop artist of this generation, with his latest album
‘2014 Forest Hill Drive’ debuting at No.1 – making all his 3 albums no.1 in a row. This album also reached
platinum status with no features, a huge, respectable award in the music industry.
Kanye West (1996-) is an American record artist , song writer and founder of GOOD Music record
label. Before perusing his solo career as a rapper, he would produce hit singles for popular music artists
such as Alicia Keys and Jay Z in the early 2000’s. Kanye West has become one of most dynamic artist for
hip hop, especially with his clothing line that has inspired many people to dress similar to him; impacting
the fashion culture for hip as a result. Having sold over 21 million albums and 100 million downloads,
Kanye West is one of the best selling artist of all time
Nicki Minaj (2007 -) is an American rapper and songwriter born in Trinidad. From releasing
mixtapes between 2007 – 2009 she had gained public attention, before signing with Young Money
entertainment in 2009. Nicki Minaj’s rap is distinctive for her fast flow and a hint of ‘British Cockney’
accent. Her songs are usually about money, explicitly, fame and love, which has attracted a huge fan
base. With winning several charts and her singles/albums reaching in the top charts, she is considered to
be the most influential female rapper of all time.

3. Record Labels
An American record label founded by Rick Rubin and Russell Simons in 1983,
which mainly focuses on Hip-Hop/Urban music. Famous current artists signed
to this record label include Big Sean, Jhene Aiko, August Alsina and Kanye West.
A record label founded by Dame, Jay Z, and Biggs in 1995. Over the years it has come
across problems with splitting and personal issues, especially with Jay Z. However,
these artists would constantly be rejected or turned down by other record labels, and
so chose to found Roc A Fella Records. Artist signed to this include Jay Z himself and
Kanye West
An American record label founded way back in 1887, but is owned by
Sony Music Entertainment. Artist signed to this include J. Cole, Juicy J
and Beyonce, along with several other popular artist of different genre’s
such as Adele.
An American record label founded by Lil Wayne – an American hip hop recording artist. It is
perhaps the most popular record label as famous artist are signed to this label, especially
Nicki Minaj, Drake and Tyga. Young Money has released a total of 10 U.S No.1 albums so far,
such as Drake’s ‘If you’re reading this it’s too late’, ‘Pink Friday by Nicki minaj and ‘What A
Time To Be Alive’ by Drake and Future.

4. REPRESENTATION CONTRAVERSY
Perhaps the most common issue some of the public have with Hip – Hop is with the ‘image’ it
gives, as many music videos and lyrics nowadays can be explicit and inappropriate. It also sparks
controversy towards the law and with the police, mostly in America, as the start of hip hop
becoming bigger involved many of the artist with a hard upbringing with racism and the police.
Famous group N.W.A have dedicated some of their songs towards this, telling their fans to be
rebellious against the police – though
back then, and now, it is reasonable as
black people were treated unfair and
their songs were their way of letting
their voice speak out. Some people
believe it’s the song, along with the
portrayed image artist give, that have
influenced the younger generation to
become a lot more violent and have
different mindsets to a more hustle-
based life.
Females are also seen as an
objects for sexual intentions,
which of course creates many
arguments and goes against
many opinions and beliefs for
women, as back then they
were not treated as fairly,
had limited power and were
seen more as ‘maids’ or
‘items’ belonging to men. So,
when dressed explicitly,
seducing a man (the artist) or a group of women surrounding a man in music videos,
it may give contradicting representations to how women are portrayed within the hip
hop culture, though some may argue it’s a woman’s way of showing and being proud
of their body and how they show how much they love their partner. Another issue
are ‘gangs’, as the history of hip hop and upbringings have influenced the youth to be
in gangs, involving themselves with money and drugs. Though to the public this is
seen as something very wrong, it’s perhaps their way of life and how they make
money as life for people are all different, their background and history may relate to
some of the hip hop songs and so is what influences them .

5. FASHION IN HIP-HOP
Over the years, fashion in hip hop have made a huge impact to
how the younger generation dress. Clothing is important as it
gives off how you want to be seen, it’s almost a way of
representing yourself to other eyes. Though judging what one
wears is what many go against with, but it is something that
naturally occurs – which is why you will see artists dress simple,
not very colourful and would wear branded, usually Nike, Adidas
and New Era. They want to show their personalities, though over
time their dress sense changes. Nicki Minaj is a great example as
before she would dress very colourful and crazy, but now has
tamed it down and wears more plain yet sophisticated colours
since she would constantly be criticised for the image she would
portray.
Jewelry is also a statement within the hip-hop culture, mostly involving
gold chains and rings. These are expensive and luxurious items, which is
why some artist would wear them to show their money – as the more
money you have the more ‘powerful’ you would appear. Another
statement that still implies today are snapbacks, you will see many
teenagers and young adults wear snapbacks all year round as it is a
signature accessory to wear.
Hoodies and baggy clothing,
along with jeans are also
commonly worn. A big
influence towards fashion in
hip hop is with both Kanye
West’s fashion sense and his
clothing line. They are plain
and baggy clothing bus has
created a craze, espeically
with his release of collection
of Yeezy’s.