Word: gangstas
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Dates: during 2000-2009
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When the political activist Al Sharpton pivoted from his war against bigmouth radio man Don Imus to a war on bad-mouth gangsta rap, the instinct among older music fans was to roll their eyes and yawn. Ten years ago, another activist, C. Delores Tucker, launched a very similar campaign to clean up rap music. She focused on Time Warner (parent of TIME), whose subsidiary Interscope was home to hard-core rappers Snoop Dogg and Tupac Shakur. In 1995 Tucker succeeded in forcing Time Warner to dump Interscope...
...Shakur both alive and dead has also sold more than 20 million records. Death Row Records, which released much of Shakur's material, was run by ex-con Suge Knight and dogged by rumors of money laundering. But between 1992 and 1998, the label churned out 11 multiplatinum albums. Gangsta rappers reveled in their outlaw mystique, crafting ultra-violent tales of drive-bys and stick-ups designed to shock and enthrall their primary audience--white suburban teenagers. "Hip-hop seemed dangerous; it seemed angry," says Richard Nickels, who manages the hip-hop band the Roots. "Kurt Cobain killed himself...
...faces a generation that takes gangsta rap as just another mundane marker in the cultural scenery. "It's collapsing because they can no longer fool the white kids," says Nickels. "There's only so much redundancy anyone can take...
Artists who never jumped on the gangsta bandwagon point the finger at the boardroom. They accuse major labels of strip-mining the music, playing up its sensationalist aspects for easy sales. "In rock you have metal, alternative, emo, soft rock, pop-rock, you have all these different strains," says Q-Tip, front man for the defunct A Tribe Called Quest. "And there are different strains of hip-hop, but record companies aren't set up to sell these different strains. They aren't set up to do anything more of a mature sort...
...course, gangsta rap isn't a record-company invention. Indeed, hip-hop's two most celebrated icons, Shakur and Notorious B.I.G., embraced the sort of lyrical content that today has opened hip-hop to criticism. And the music companies, under assault from file-sharing and other alternative distribution channels, are hardly in a position to do R&D. "When I first signed to Tommy Boy, [the A&R person] would take us to different shows and to art museums," says Q-Tip. "There was real mentorship. Today that's largely absent, and we see the results in the music...