The only Hip Hop that matters
I’m trying to move away from the idea that the only hip hop worth watching on TV is rap. And yes, it’s true that most hip hop stars have been successful enough to give their music their own music channel, but that success comes with high expectation.
This might sound like a negative, like we should all just watch rap videos all the time rather than the other way around – there’s an argument to be made that rap has some unique advantages that make it superior as an entertainment medium, and those advantages are often difficult for TV to capture. But really, what’s the point of saying that rap is better than reality television or sitcoms?
If you are a rapper and you want to be heard as well as seen, it doesn’t really matter if you’re a rapper who actually has enough fans to make you famous, or a rapper who has only a handful of fans because of the success of your music. If your music reaches a specific number of fans, who you hear on “RapFix Live” and “RapFix Live with Chris Brown” and “RapFix Live with Big Sean” and “RapFix Live with Juelz Santana” and “RapFix Live with The Weeknd”, it can really matter how you do it. What you do as a rapper matters.
The truth is that rap is only as good as the people who are listening to it. It’s the same as any other art form, so long as the listeners are enthusiastic to see it live. It’s an inherently competitive market – artists need to win, and there is a lot riding on having fans that get excited about what you’re doing. A lot of rappers have been doing a great job building their audience while building relationships with fans – they have been doing the “it” thing, or they have managed an “it” time without being overtly manipulative about it. It would be unfair to expect any given rapper to deliver the next great rap album before their next big success or the last big hit. But if one does, they should absolutely be rewarded.
The problem is that the rap ecosystem is not like any other ecosystem. It’s not like the music business, which requires artists to have a major label backing to put out music and to be able to monetize their music. It’s not like the movies business, where an artist can make a movie and be guaranteed money – it’s more like a sports franchise. A sports franchise is a franchise driven by a specific
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