The Business Of Hip Hop Presented By @Ally

Summary

The video script delves into the evolution of hip hop from a cultural movement to a lucrative business. It discusses the early days of DJing, breakdancing, and MCing, leading to the incorporation of fashion and the realization of hip hop's commercial potential. The narrative highlights the industry's shift from cultural preservation to business, with corporations often controlling the business side, leaving artists to negotiate for fair compensation. It also touches on the importance of hip hop artists understanding their economic influence and the need for collective action to protect and profit from their contributions to the genre.

Takeaways

• 🎵 The script uses the analogy of the human body to describe the evolution of hip hop, starting with DJs (arms), break dancers (legs), MCs (voice), and eventually incorporating fashion as 'clothing'.
• 👕 It highlights the transition of hip hop from a cultural expression to a business, noting the importance of recognizing its commercial potential early on.
• 💼 The speaker expresses a sentiment that the business side of hip hop has been 'hijacked', with corporations having more control than the artists and creators who originated the culture.
• 🤝 There's a call for the hip hop generation to rectify the lack of ownership and control in the business of hip hop, suggesting that artists could have collectively invested to create their own infrastructure.
• 📉 The script discusses the impact of streaming on the devaluation of music and the resulting dissatisfaction among artists who do not feel they are being adequately compensated for their work.
• 👟 It mentions early examples of hip hop's intersection with business, such as Run-DMC's 'My Adidas' song, which may have been one of the first instances of product placement in hip hop.
• 🔄 The speaker reflects on missed opportunities for hip hop artists to establish a more significant presence in the business world, potentially through partnerships or collective bargaining.
• 🎤 The importance of hip hop artists understanding their role in the economics of the industry is emphasized, suggesting that they should be more proactive in profit participation.
• 🎬 The script touches on various successful business ventures by hip hop artists, such as Dr. Dre with Beats, 50 Cent with VitaminWater, and Jay-Z with various brands, showcasing the genre's influence on business.
• 👑 It points out that some of the most significant moves in hip hop business have come from artists who have leveraged their cultural influence to create or invest in successful brands.
• 🌐 The script concludes by acknowledging the power and influence of hip hop in the global business landscape, while also urging artists to consider the broader implications of their business decisions on the culture.

Q & A

How is hip hop culture described in the script?

The script describes hip hop culture as a body, with the DJ as the arms playing music, break dancers as the legs, MCs as the voice, and fashion as the clothing that came later.

What does the script suggest about the early perception of hip hop as a business?

The script suggests that in the beginning, hip hop was not seen as a business but more as a culture. It was about preserving the culture, and the business aspect became more prominent in the mid-90s.

What is the script's view on the ownership of the hip hop business?

The script implies that the ownership of the hip hop business does not belong to the artists or the culture itself but to corporations, which have hijacked the business and left the original creators behind.

How does the script discuss the potential for hip hop artists to have more control over their business?

The script discusses a hypothetical scenario where top hip hop artists could have pooled resources to create their own distribution pipeline, ensuring proper payment and more control over their business.

What is the script's stance on the negotiation of deals in the hip hop industry?

The script criticizes the negotiation process, stating that artists often get the short end of the stick due to the power imbalance with record labels, which can lead to unfavorable deals.

How does the script address the issue of streaming and its impact on music valuation?

The script expresses dissatisfaction with the devaluation of music due to streaming, suggesting that it does not sit well with the hip hop community.

What is the earliest memory of hip hop and business mentioned in the script?

The earliest memory mentioned is Run-DMC's song 'My Adidas,' which was an early example of hip hop intersecting with business, although it's unclear if they were financially compensated.

What partnerships are highlighted in the script as significant for hip hop and business?

The script highlights partnerships such as Foxy Brown with Calvin Klein, Salt-N-Pepa with Dolce & Gabbana, and various artists with beverage brands like St. Ides and Sprite, as significant for hip hop's business impact.

What is the script's opinion on the Beats by Dre partnership?

The script views the Beats by Dre partnership as a brilliant brand extension, but also expresses concern about the ultimate control and benefit of the deal, suggesting that Apple may have overshadowed the brand.

How does the script discuss the role of hip hop artists in business deals?

The script emphasizes the importance of hip hop artists considering the cultural impact of their business deals, suggesting that decisions should be made not just for personal gain but for the betterment of the culture.

What examples of successful hip hop business ventures are given in the script?

Examples include 50 Cent's deal with VitaminWater, Diddy's involvement with Ciroc, Jay-Z's ventures including Tidal and D'ussé, and Nas's investments in companies like the Ring camera.

How does the script reflect on the early days of hip hop artists collaborating with brands?

The script reflects positively on early collaborations, such as the commercial with Allen Iverson and Reebok, which showed the power of hip hop merged with business and led to further collaborations between hip hop artists and brands.

What is the script's perspective on the current state of hip hop and business?

The script acknowledges the progress and success of hip hop in business, with artists and entrepreneurs becoming billionaires, but also emphasizes the need for continued awareness and responsibility in business decisions.