Word: rapping
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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...
...lesson was Capitalism 101: rap music's market strength gave its artists permission to say what they pleased. And the rappers themselves exhibited an entrepreneurial bent unlike that of musicians before them. They understood the need to market and the benefits of line extensions. Theirs was capitalism with a beat...
Today that same market is telling rappers to please shut up. While music-industry sales have plummeted, no genre has fallen harder than rap. According to the music trade publication Billboard, rap sales have dropped 44% since 2000 and declined from 13% of all music sales to 10%. Artists who were once the tent poles at rap labels are posting disappointing numbers. Jay-Z's return album, Kingdom Come, for instance, sold a gaudy 680,000 units in its first week, according to Billboard. But by the second week, its sales had declined some 80%. This year rap sales...
...Longtime rap fans are doing the math and coming to the same conclusions as the music's voluminous critics. In February, the filmmaker Byron Hurt released Beyond Beats and Rhymes, a documentary notable not just for its hard critique but for the fact that most of the people doing the criticizing were not dowdy church ladies but members of the hip-hop generation who deplore rap's recent fixation on the sensational...
...ultimate irony. Since the 1980s, when Run-DMC attracted sponsorship from Adidas, the rap community has aspired to be big business. By the '90s, those aspirations had become a reality. In a 1999 cover story, TIME reported that with 81 million CDs sold, rap was officially America's top-selling music genre. The boom produced enterprises like Roc-A-Fella, which straddled fashion, music and film and in 2001 was worth $300 million. It produced moguls like No Limit's Master P and Bad Boy's Puff Daddy, each of whom in 2001 made an appearance on FORTUNE's list...