
D.O.A.A.: DIE OLD ASS ARTISTS (YOUR CAREERS, THAT IS)
Older rap artist’s careers are already dead. They’re just carrying them along, like Larry and Richard did Bernie in Weekend At Bernie’s. It doesn’t have to be like this, though. If older artists catered to the people who actually grew up listening to their music and started making music that people at their age could actually relate to, their rap careers could still prosper.
Take LL Cool J, for example. James Todd Smith is 41 years old. He’s married with four kids. On his last single “Baby” featuring Dream, he talks about banging out a chick at a truck stop and banging out a chick in the back of a pickup truck. He even says in the record that the girl he’s with doesn’t care if he’s married or single.
But the reality of the situation is this: LL, you are married! Act like it! That record could’ve been so much harder if you as a married 41-year-old man made a record about your wife. Imagine husbands all over the country coming in the house singing to their wives, “You’re my baby, my baby, my baby, my baby.” That’s some G shit; G for Grown. That’s the problem with old artists in Hip Hop. They don’t want to grow up.
Radio is partly to blame for this also. Your favorite Hip Hop and R&B station caters to the 18-34 demographic. So when these old artists are making records, they’re targeting that audience. People my age – 29 – and up are still in that demo, but truthfully, outside of my career in radio, I don’t listen to the radio too much because the playlists are way too redundant. I like Soulja Boy’s “Turn My Swag On,” but one station is playing it a hundred times a week. That’s insane.
Some radio stations are called Urban AC stations, which cater to the 25-54 demographic. They play a lot of older music, but when you listen to these stations, you have to ask where the Hip Hop is. Most of these Urban AC stations ignore the fact that Hip Hop has been the most dominant form of urban music for the past 20 years. They’ll play old school R&B but won’t play old school Hip Hop. Why not? The people that are in the 25-54 demo grew up on Rakim, Big Daddy Kane, LL Cool J, Outkast, and Scarface.
Since these Urban AC stations ignore these older records and don’t include them in their playlists, a lot of artists have nowhere to go. Imagine if there was a Hip Hop Urban AC station that played the best Hip Hop from the 80s and 90s. That would bring revenue to so many older artists. People would start buying Hip Hop catalogues again, more older artists could tour, and most importantly, when these older artists still want to record and put out albums, the people who grew up listening to them probably would still go out and purchase them.
It’s not that older rappers shouldn’t record anymore. They just need to rap about what they’re going through now in life and stop trying to relive their youth. I don’t want to see Fat Joe ice grilling the camera and rapping about shooting people anymore. I don’t want to see him laid up in the project hallways; he looks ridiculous at 40 years old. I like what artists like Ghostface, Nas, and Andre 3000 do. They rap about life as it is for them now; they don’t make records catering to the youth. They’re not stressing whether or not they get radio play, or if the young kids will embrace them at Summer Jam. They’re just painting their pictures from a grown man’s perspective.
Ghostface spoke on his new album recently saying, “You gotta tell the fans that you’re not gettin’ no younger here. We’re gettin’ older and everybody doesn’t sell crack no more, man. I don’t sell crack, you. I ain’t movin’ no bricks or none of that other shit. I ain’t shoot nobody in like since the early 90s, man. How long you gonna be 40 years old and actin’ like you still sellin’ crack and you on the block and you doin’ this and you doin’ that when times is more serious, man. It’s time to talk about grown-man situations.”
This leads me to the one artist who just won’t grow up: Jay-Z. He tried on Kingdom Come, but when that album wasn’t critically acclaimed, he resorted back to the same drug-dealing street talk he’s been doing his whole career on American Gangsta. He said he was influenced to record the album by watching the movie American Gangsta; he said it took him back to that era of his life when he was running the streets. That’s bullshit, Hov. You just wanted to rap about trapping again because you want to be relevant to the young crowd. His latest attempt at reliving his youth is “D.O.A. (Death Of Autotune).” I find it humorous that of all the things he could declare Death on in the rap game, he chose Autotune. That’s pretty weak, Jay.
How about Death to celebrating the drug culture? If you really lived it, fine, tell your story. But if you didn’t, stop using the trap as a gimmick. Trap music is not crunk music. Everybody can’t make a trap record just because that’s what’s “in.” Why didn’t Jay-Z declare Death to gangbanging on records? This is Hip Hop and all these rappers become gang members after they get deals. What part of the game is that? Why didn’t Jay-Z declare Death to bling? It’s a recession, stop spending money on Big Ass Chains (T-Pain, this means you) and invest in something that doesn’t depreciate with value. Why didn’t Jay-Z declare Death to older artists not acting their age? Why didn’t he co-sign what Ghostface said? Because he would’ve ethered himself.
Autotune never heard anybody. It’s amazing that the same guy who said “what you eat don’t make me shit” is now declaring Death to the way others are eating. What if back in the day someone like 2Pac declared Death to Big Money Talk while Jay was on the come-up? How would that have affected him? Why is Jay getting points for making a song about what the internet has been saying for the longest? I personally don’t believe Jay feels strongly about the “D.O.A.” thing. He just needs a quick gimmick to jumpstart hype for the Blueprint 3.
Do I find Autotune annoying? Yes. Is it necessary on every record? No. Does it sound good on some records? Yes. Did Jay-Z have to declare death to it? No. Will it have an affect on people using Autotune, or fans embracing Autotune records? Not at all. Jay-Z doesn’t have the same influence he had when he declared “I don’t wear jerseys I’m 30+ / Go get a button-up.” If he does, how come nobody is dressing like him now? Where’s your nappy Afro and glasses like Roger from the old TV show “What’s Happening”?
Jay-Z, if you want the culture of Hip Hop to move forward, you need to step back. We need people like you in the board room. You did all you could do as a player. If you’re the Michael Jordan of rap like you say you are, sit down and own your tea. Groom the next generation of artists.
All of you who are saying Hip Hop is dead or the rap game is whack must be listening to the radio way too much. Hip Hop is in the best space it’s been in a long time, but you won’t realize that if you keep trying to bring that old feeling back. Life is about forward motion; it’s not about bringing back what was. It’s about embracing what it is and what it’s going to be. What it is: T.I., Young Jeezy, Lil Wayne, Rick Ross, and Plies. What it’s going to be: Glasses Malone, Nipsey Hussle, and Strong Arm Steady from the West Coast; Maino and Red Café from New York; Drake from Canada; Killer Mike from Atlanta; and the whole Stupid Dope Moves regime from South Carolina which includes Trapstar, A Rizzla, and Marly Marl.
Respect the past, but embrace the future. That’s my motto, and for all older artists who don’t feel that way, D.O.A.A.: Die Old Ass Artist (your careers, that is).
Streetfully Yours, Sincerely Gangsta, Gutter Always,
Charlamagne Tha God