Commercialising hiphop

After reading week 10’s reading material, Hiphop turns 30: Whatcha celebratin’ for?, I totally agree that hiphop have begun as a folk culture in Brooklyn and the South Bronx but now became the American entertainment-industry sideshow. Hiphop used to be simply defined as its isolation from mainstream society where it has now became all kinds of people’s notion of entertainment, style, fashion, and politics. Hiphop is now globalized, unified culture that is popular in any global marketplace.

Closely examining current issue and representation of hiphop in films and agreeing with what Nabeel said during the lecture, I believe that the hiphop culture has been commercialized in some way through its fashion, activity, and dance. The fashion icon of hiphop; from caps to sneakers is not only the typical image of hiphop style but also became consumable goods that global teens fancy. Greg Tate (2005) stated in his article that ‘hiphop floats through the virtual marketplace of branded icons as another consumable ghost’.

Because of this trend, films and music video sometimes emphasize too much on commercializing hiphop culture. For example, the only film I can remember right now is You got served (2004). The film has been criticized for its terrible script and unrealistic act from actors. This film only draws great emphasis on break-dance, b-boy team, fashion, music, and basketball. It represents typical hiphop culture. Their representation of hiphop fashion is well drawn through different aspects of characters. Its uses of real hiphop singers as their main actors also tell us how themselves and their own music have been commercialized. It also does not seem to have strong plotlines or memorable scene accept dance scenes. However, teenage audiences seem to enjoy this film since it has several eye-catching scenes of break dance especially at the end of the film: where they have the last battle.