Digital Killed The Rap Star

Technology has forfeited us the comfort of music stores and hot releases, however a new messiah has arrived in Kendrick Lamar (@kendricklamar). We are all onlookers as he attempts to change the game.

The release of Kendrick Lamar’s Damn has spiraled into a resurgence of rap music sales. Officially going platinum, and taking the slot of Number 1 on the Billboard charts from more pop oriented artist like Future and Drake.

In March, the New York Times reported the streaming industry had prompted a 7.7 Billion dollar increase in revenue. A rise of over 11.4 percent from 2016. Digital sales contribute 45% of music sales. The value gap is growing with digital sales increasing over physical music sales for the first time ever in 2016. 1999 was recorded as the death of the Compact Disc, and the last time the format was successful. Purchased Downloads and CD’s combined only totaled 3 billion in revenue last year. While Vinyl is still a beloved format of music it seldom shines as in past decades. April 22nd, known as Record Store Day, was the independent music lovers dream as Vinyl sales went up almost 200 percent. Assisting small-time music vendors in generating profits. The death of hip-hop is often equated to a lack of legitimate sales. While we download music it is often from outside sources. The popularity of outlets such as Worldstarr, Youtube, and digital streaming services have changed the game. Starting a gangster persona while getting with a squad or entourage of like-minded people is nothing new. But the glorified violence or wild behavior (drank sipping, acid tripping, molly popping) has changed the climate of
the culture. While rappers like Lil Wayne outlived the CD era, he has had various issues with his former label Cash Money, and has pinned a new deal with Def Jam Records and Jay-z’s Tidal streaming to release, highly anticipated album, The Carter V. Although lyricism is often forgotten, the new climate has given way to a new breed, and style of rap. Trap Rap music infused with 808 drum kicks, hi tempo, and drug filled lyrics has redefined what it is to be a rapper. The days of radio dominance and heavy bars are dead. We are all stuck in trip-hop, edm, inspired rap music. I admit it’s an acquired taste. Even seasoned rappers have incorporated these new styles into their music. Innovators like Kendrick Lamar are rare, he is able to fuse the knowledge and skill of rap into a new wave of clarity. The industry has its pitfalls but not for lack of talent.

This genre was cemented in the late 90’s we saw artist like T.I., Jeezy, and Gucci Mane use trap music as a fundamental leg up on other rappers. Nowadays, producers such as 808 mafia, Zaytoven, and Lex Luger pump out hundreds of bubble gum beats. Rappers flock, both talented and mediocre to gain notoriety as trap stars. The concept that this is the future has many hip hop heads skeptical. After all rhyming about extreme violence can’t do much for mental stimulation. In screwed and chopped music’s backyard, trap hasn’t taken over, but the concept of fast production and stardom sparks interest in the best of us. How can we pay homage to artist like Pac, Snoop, Notorious BIG, Outkast, or Pun, with rap music that is hot for a week and then dies. All that just in time for another rapper to repeat the same feat.
These old-school rappers built catalogues of albums. Yet still to better understand rap music today we have to explore the genre and dissect the technology.

The basis of trap music is the Roland 808 beat machine. The vocals are pitched higher or lower, thus the artist appearing to yell over the track. All this accompanied by special effects. What is the trap? The trap is a dope house were people gather almost becoming family through circumstances. The trap culture is defined by a brotherhood that you rise and fall
together. Now when you’re pushing weight in a city money is in excess. Guns are in excess. These young rappers are investing in themselves. The sections of trap rap include Drill, Krunk, and Acid Rap among others. Everyone wants the spotlight yet no one wants the longevity in the game. Look at the blueprint of Jay-z, started in the 90’s now 10 albums deep. Now the linguistics of the trap remain simple. “Bando,” is the trap house, to “jugg” is to make a move, “cooking” is making dope, and “sauce” is equivalent to swagger. Trap rap has progressed into a form of edm, that artist like RL Grime with Flying Lotus embody. We see prevalent at venues like Coachella and Rolling Loud Festival.

The basic idea that trap originated from the South, and therefore overtly is simple in tone, can be outright offensive to pioneers such as UGK or even Dungeon Family. Gangster rap has evolved into a monetary motivated mess. Gangster rap once was a platform for current and past mistakes. Most of all it was a release- entertaining. Technology is turning rap into a cookie cutter formula whose results are artist like Young Thug or OG Maco. We live in a society where billboard charts don’t matter; video likes and viral videos do. Rap can always be revived with just two turntables and a microphone. The indie scene can provide a breath of fresh air from the inauthentic, saturated industry. The truth and consciousness is the essence of Gangster Rap. Example a fresh, real Common Sense Perhaps, this new generation has surreal expectations or disappointments. Each musical choice is a reflection of self. No matter how you listen, understand it’s a penny for your thoughts.