Materialism and Consumerism in the Hip Hop Culture

Introduction

            The Hip Hop community in which I am a part of is changing. Materialism and consumerism are conquering Hip Hop rapidly. Many people love materialism and consumerism in the Hip Hop culture. People feel like this is the “true” key to happiness. Many others oppose it because materialism and consumerism are not the true reason why Hip Hop was made. Hip Hop was about the talking on the various issues we face economically, socially, and politically. Also, Rappers portray a negative image by being materialistic. A lot of modern rappers have music videos with nice cars, girls, nice houses, and jewelry. Rappers who have products such clothes or liquor often talk about them in their song and also they have their product in their videos. The Hip Hop industry is a great way to advertise. Many people spend money on the things we do not need that rappers present to us. Materialism may make us feel better socially but will drastically hurt us financially. Most people are influenced by rappers to buy a certain product. I am a victim of consumerism in Hip Hop. Writing this article made me realize why do I spend so much money on name brand clothes? This article made me question my identity and question the reasoning why I actually buy some of the things I do

Materialism and Consumerism in the Hip Hop Culture

            Hip Hop is very materialistic. Hip Hop sends out a message that materialism and consumerism are the key to happiness. In Hip Hop many of the artists talk a lot about the materialistic things they have such as luxurious cars, mansions, girls, clothes, and jewelry. Rappers feed these images to the audience and make materialism look great and show listeners a lifestyle they wish they had or could have if they were rich like some of the rappers.

According to the article Journal of Black Studies “Slouching toward Bork: The Culture Wars and Self-Criticism in Hip-Hop Music”, the purpose of Hip Hop was not about materialism or consumerism; Hip Hop was about bringing up issues people deal with discussing them. Rappers would talk about social problems, political problems and problems in our society that are important (Ogbar 169). Artist like KRS-One, De La Soul, The Roots, and A Tribe Called Quest rapped and talked about the issues and problems we face. These artists did not talk about materialistic things that rappers talk about now.

Music videos were even made that exposed rappers who talk about the materialistic things they got in their videos, such as girls, cars, and their mansion. According to Journal of Black Studies “Slouching toward Bork: The Culture Wars and Self-Criticism in Hip-Hop Music”, two videos that did this were “Ego Trippin” by De La Soul and “What they do” by The Roots (Ogbar 169). In both of the video they show a fancy mansion, cars, and girls with subtitles they all of the things in the video that rappers put in their videos are not theirs. In the lyrics of both songs they talk about how the lifestyles that materialistic rappers have in their videos is fake.

Hip Hop purpose has drastically changed from what it was suppose to be. Hip Hop used to be about discussing many issues we face in life and on society. According to "De-evolution of Hip Hop: The Commodification of Hip Hop Music into Mainstream | New Comm Ave.", now most of the rap artists talk about the materialistic things that they can buy with their money and how happy it makes them. Artist like Jay-Z, P. Diddy, Notorious B.I.G, and Rick Ross constantly talk about their materialistic possessions and how these things make them live a “dream life” people wish they had (Murillo).

In some of the videos made by rappers like Jay-Z, P. Diddy, Notorious B.I.G, and Rick Ross they have fancy cars, clothes, mansions, and women. These rappers boast and brag about the things they have in the videos. They talk about how great their life is being a rapper and being about to afford all the materialistic things that show off like their homes and cars. They also have some scenes in their videos of throwing a lot of money around or buying jewelry or cars.

Consumerism and materialism are a huge part of the Hip Hop culture. Hip Hop is very popular. According to Stanford Law Review “Much Respect: Toward a Hip-Hop Theory of Punishment”, Hip Hop sells to a lot of people of all different backgrounds and areas of the world. Rap stars like P. Diddy and Jay-Z clothing lines have a major impact on fashion (Butler 992-993). P. Diddy’s Sean John clothing line and Jay-Z’s Rockawear clothing are very popular. These clothing lines have produced millions of sales and have made these rappers millions of dollars.

According to Stanford Law Review “Much Respect: Toward a Hip-Hop Theory of Punishment”, other things like liquor, energy drinks and footwear are heavy advertised in the Hip Hop culture and their music. Rap Artist promote their products through their lyrics (Butler 992-993). P. Diddy’s liquor drink Ciroc is very common among Hip Hop consumers who drink liquor. Rappers like Rick Ross, Meek Mills, and P. Diddy himself mention in their songs how they are having a fun good night while drinking Ciroc. The songs that mention the liquor Ciroc, heavily advertise it and boost the sales of it. Since a lot of the artists mention it, listeners are tempted to go out and buy the product. Ciroc is becoming more famous every time someone mentions it in a song. Through rappers constantly talking about it, Ciroc has become Hip Hop’s official liquor.

Many listeners do not realize that rappers use their music to get richer not only by selling albums and doing tours but to also sell their products to listeners. How are rappers selling their products by advertising it in their music? Rappers constantly talk about their products in their songs, sometimes other rappers talk about the product too. By constantly talking about a product in a song, listeners may feel pressured to buy the rapper’s product. The listener may feel like a “loser” or not “cool” if they do or did not buy the rapper’s product that was constantly talked about in numerous songs.

Hip Hop artist send out the message that consumerism and materialistic things can complete life. A question is “How and why are artist successful in persuading listeners that materialistic things make life better”? Most Hip Hop listeners come from urban or low-income places. Rappers easily influence their listeners because rap artist usually come from the same place and face similar situations that their listeners face before they became famous. Listeners realize that rap artist and themselves are similar in many ways. Rap artist are examples of people who were fortunate in getting signed to record deals and that have enough money so that they can live good and be able to move out the “ghetto” or the “hood”. Listeners see that it is possible to leave the “hood” or “ghetto” and want to follow rap artist footsteps.

Another reason why artist successful in persuading listeners are that materialistic things make life better is because according to the African American Review, “Metaphorical Conceptions in Hip-Hop Music”, Hip Hop listeners are fascinated with living the American dream. Rap artist show what living the American dream looks like in their music videos (Crossley 507). The American dream shown in videos is going to the club to smoke marijuana and drinking liquor in a nice car to go see beautiful girls. Some other videos show them in mansions with their expensive exotic cars and girls in their mansion’s swimming pool. All of the things rap artist have in their videos is materialistic. Girls like rap artist because they have money. The girls in the videos are bought and are only attracted to the money not the artist as a person. Rap artist make these “fantasy lifestyle” look like they are the best way a person can live. The lifestyles shown are driven by materialistic things bought with a large amount of money.

Hip Hop listeners fantasize about these lifestyles and often try to duplicate it. According to "De-evolution of Hip Hop: The Commodification of Hip Hop Music into Mainstream | New Comm Ave.", listeners often become materialistic and huge consumers because of rap artist influence. Listeners try to keep up with their favorite artist dress style and also try to obtain the materialistic things they see their favorite artist with. Listeners want to live the lavish lifestyle that rappers talk about in their songs and portray in their videos (Murillo).

Consumerism in the Hip Hop industry and its image of obtaining an excessive amount of materialistic things are bad for people who try to follow. According to "LiveLeak.com - History of Rap/Hip Hop Music.", people who try to follow the actions of the artist and also the things they have. Materialism is hurting Hip Hop’s finances and youth behavior (noordinaryman). A large consumption of materialistic may cause you to gain respect among your peers but it would hurt you financially. By obtaining materialistic things you will not go up in social class. Just because you try to obtain or do obtain these materialistic items that you see rap artist in videos with does not mean that you are rich. Listeners want to buy everything they see rap artist with from the liquor they drink to the clothes they wear. Materialism does not only harm people financially but also harms the behavior of our youth. The youth follow the actions of artist and what they talk about in their songs. The youth learn in some songs that being a rapper is not the only way you can make money and obtain the materialistic items they have. Youth learn that selling drug, committing robberies, and doing other criminal activities can earn you enough money so you can obtain the items they have such as expensive cars, clothes, and jewelry.

Cornel West is a very important and intellectual figure in the Hip Hop industry. According to "Cornel West's 'Never Forget' Aims to Shift Hip-hop's Focus”, Cornel West feels the Hip Hop industry now portrays a negative image and he wishes to make it positive. He lectures on such politically charged topics as the war in Iraq, the n-word, homophobia, corporate power and the aftermath of 9/11 with musical support from Andre 3000, Jill Scott, KRS-One, Killer Mike, Gerald Levert and others. Cornel West believes that people should be aware of history and important issues going on and also he believes that the youth should be educated about history and the issues around us instead of being fed a negative materialistic image from Hip Hop music. He thinks Hip Hop should bring together the spiritual and the social, the personal and the political, while keeping it artistic. Cornel West is against the violent and materialism that Hip Hop portrays now (Jones).

Consumerism and materialism is definitely a huge part of the Hip Hop culture and industry. Many rappers now talk about the materialistic things they have like cars and fancy mansions, they also talk about the excessive amount of money they make and how they spend it. Rappers talk about these materialistic things instead of politics and the many issues we face in our society and life. Old school rappers oppose talking about materialistic things and think that we are moving away from the real essence of Hip Hop and what it stood for when it was created.