The Glorification of Materialism in Hip Hop Music
Today, the words ‘Hip Hop’ are as popular as they are controversial. It is widely held by many that the current Hip Hop music industry is one that embraces the ideas of violence, misogyny, homophobia, drugs and materialism. It wasn’t always that way, however. Residing in the Bronx, in the early 1970s, Hip Hop emerged from street party music through teenagers who would not conform with the conventional music being played at the time. People, mostly low-income, Black youngsters, would go to parks, house parties and clubs to dance to a mixture of records not heard on the radio. Hip Hop then, was about having fun in the dance floor. As time passed by, the MC would soon be introduced. The master of ceremonies was the one who would get the crowd going at dances with distinct phrases, like, ‘put your hands in the air…’. Then they would incorporate rhymes in longer phrases, which would eventually turn into rapping. The content of their lyrics varied greatly, but one topic that most MCs shared was their exposure and commentary on the African American community’s daily struggle. Rap touched on economic, social and political issues surrounding their environment. In 1979, a mayor change occurred. After the first commercially successful rap record hit the radio, giant record labels turned their attention to Hip Hop. With a new music industry in mind, the commodification of Hip Hop began to be diluted for mass consumption. Many had the goal of targeting white young teens as their audience, therefore, many times, rap reinforced racial and social stereotypes of African Americans and the ghetto life in order to appeal to its listeners. In this sense, Hip Hop vigorously changed. The idea of the ghetto reality in the Bronx, like gang activity, drugs, and masculinity was already in play, but Hip Hop’s commercialization in no doubt, increased its amount exponentially and added new vices. The result was a profitable industry. Today, the idea of materialism in Hip Hop music and music videos is more than ever present. Current Hip Hop artist, often have lucrative lifestyles (with fancy cars, money everywhere, and gold chains, for example) going on in their song themes that is meant to reflect their success in the music industry. Children and teens from all ages see and hear this with awe and imitation in mind, which usually leads them to confuse reality with fantasies. The controversy over Hip Hop has led to disapproval of it, more questions, alternatives, and other possible solutions. Although I think Hip Hop is a complex beautiful culture, I am definitely opposed to the materialistic mentality popular Hip Hop embodies. I suggest that contemporary recording companies and artists that overly portray the glorification of materialism in Hip Hop music and music videos should be put to a committed boycott through iTunes, YouTube, Rhapsody and others for the sake of curtailing the negative ideas/results created, like intense consumerism, the loss of self-worth, and the deterioration of ones relationship with others.
By intense consumerism, I am referring to idea that life is partly based on all the objects and property one buys and owns. This idea is constantly demonstrated through lyrics and images Hip Hop artists rap and show in their videos. As mentioned before, it is common to see scenes of rappers striving in a paradise-like life with expensive cars, trendy clothing and listening to phrases like ‘all I care about is money…’. In addition, especially within the music videos it is more than often that brands and logos are put into view. This type of advertisement is known as product placement (usually shown in movies), where certain products with its logo are discreetly emphasized. Many times, however, it is more than obvious that the brands are there. According to PricClick, a product algorithm for consumers, Jay Z is known for mentioning Gucci, a fashion and leather brand, the most in his songs, out of other brands. Kanye West’s favorite brand to promote (or at least the one that pays more) is Louis Vuitton, another fashion brand. Others, like Lil’ Wayne and Notorious Big represent brands like, Nike and Chanel (a fashion brand), respectfully. With these and many more examples, an abundance of children and teenagers are exposed to advertisements every time they hear or see a song/music video in these conditions, and sometimes without even knowing it. As Annie Leonard, the executive director of Greenpeace USA and the author of the prominent book, The Story of Stuff, states in her book, “Brand loyalties are established in children as early as age two, and by the time they get to school, they can identify literally hundreds of logos” (163). In other words, children who have not even learned how to ride a bike or swim, or have gone through other principles of life experiences, are already being influenced into becoming obedient consumers. Much of this influencing is certainly derived or will be, from the logos and ideas present day Hip Hop music depicts. The idea of intense consumerism doesn’t only make an individual base his/her life deeply if not solely on objects but it can also replace and inflict on one’s identity and happiness.
In our current society, it is commonly understood that the more objects and property one has, the more successful he/she is in life. Hip Hop music is one of the main advocates of this belief. However, if success includes being a happier individual and someone confident and proud of whom they are or have become, then materialism does not lead to success. In Leonard’s observations from The Story of Stuff, in consonance with, Tim Kasser, a psychology professor at Knox College, “materialistic values are associated with a pervasive undermining of people’s wellbeing, from low life satisfaction and happiness, to depression and anxiety, to … personality disorders and antisocial behaviors” (151). In this sense, people who, for example, believe the more Nike shoes or cars he/she owns the more satisfied and happier he/she will be, are actually in a position of hurting themselves. This is not to say that, stuff won’t make a person happy, it probably will, but the more of that stuff obtained, the less the individual will like it and apparently alter his/her wellbeing. Further, conforming to what Carolyn Gregoire, a senior writer at the Huffington Post, investigated, “A 2002 study published in the journal Psychology and Marketing found that those who chronically doubt themselves and their own self-worth tend to be more materialistic” (The Huffington Post). This means materialism and a person’s ego go hand in hand. Therefore, adolescents who are still developing their person (usually insecure of who they are) easily fall into the dominion of a materialistic Hip Hop and lose their true identity. It is then necessary to diminish, if not end, the immense amount of materialism expressed through Hip Hop in order to prevent our youth from losing their way in life. A bold way to have this done, is by getting them (those labels and artists) where it hurts the most, in their pockets.
Another reason to take the boycott in to deep consideration is that the materialism illustrated in Hip Hop music doesn’t only damage a person individually, it also hurts that person’s relationships with others. In line with a research study put in place by Brigham Young University and William Paterson University, Jason Carroll, the main author of the study and a professor at BYU, “Materialism [is] linked to less effective communication, higher levels of negative conflict, [and] lower relationship satisfaction…” (ABC News). That is, a ‘materialist’ has trouble speaking to others, when he/she does speak to people disputes are typical, and in a relationship there is little contentment. There can be a number of rational for this, and one of them comes from Professor Tim Kasser’s research. As stated by Carey Goldberg, a New York Times staff writer, and in accordance with Kasser’s research, “Feelings of insecurity incline people toward materialistic values (as mentioned before) and that insecurity can also lead to relationship troubles and other problems related to a materialistic lifestyle” (NYTimes). Another more simplistic and straight forward reason would be Daniel Gilbert’s. Gilbert, a psychology professor at Harvard, claims that, “When people spend their effort pursuing material goods in the belief that they will bring happiness … they’re ignoring other, more effective routes to happiness” (NYTimes). Other effective routes like focusing on ones relationships with family, friends, community and others. The materialism in Hip Hop, in this right, acts as a barrier to a person’s social circle of people.
Despite all of this, some people argue that whatever children or teenagers do as a result from listening/watching to this type of music, it’s not the Hip Hop artist’s or the record company’s fault. They say that the artist is merely entertaining and the label is just making business. Some even go further to blame everything on the parents for letting their children be exposed to such material. I say that, yes, the parents/legal guardians do take responsibility but the main factor responsible for this poisoning is the record label and the Hip Hop artist. They both are more than aware that the type of music that is created has been popularized and therefore, is what makes money. They are also aware that children and teenagers may suffer negative side effects to the exposure, yet when it comes to choosing either the child’s health or the money, they choose the money. The artist purposefully focuses on these type of themes and it’s not just making business; it’s robbing young people’s lives.
In conclusion, a serious campaign to boycott materialism in Hip Hop Music needs to be carried out, first by the older generations that are becoming aware of these cons and then with some reeducation and guidance, the younger generations that are the ones mainly affected. In general anyone can help by not buying those specific albums on ITunes, not adding those songs to a playlist in Rhapsody, or even not listening or watching to those YouTube videos. The facts are there, materialism as a core concept of someone’s beliefs will eventually wound that person in different ways. For the sake of the youth (the future generation that will lead this world), materialistic Hip Hop must be challenged in any form. I have only supported one possible solution.
Works Cited
G. Muller, Marissa. “The Most Mentioned Grand in the History Hip Hop Might Surprise You.”
MTV. Viacom International Inc, Oct. 02 2014. Web. March 02 2015. (Supplement)
Goldberg, Carey. “Materialism is Bad for You, Studies Say.” NYTimes. The New York Times
Company, Feb. 08 2008. Web. March 02 2015.
Gregoire, Carolyn. “The Psychology of Materialism And Why it’s Making You Unhappy.”
Huffington Post. The Huffington Post, Dec. 15 2013. Web. March 02 2015.
Hutchison, Courtney. “Can’t Buy Love: Materialism Kills Marriages.” ABC News. ABC News
Internet Ventures, Oct. 13 2011. Web. March 02 2015.
Leonard, Annie. The Story of Stuff. New York: Free Press, 2010. 151, 163. Print.
By intense consumerism, I am referring to idea that life is partly based on all the objects and property one buys and owns. This idea is constantly demonstrated through lyrics and images Hip Hop artists rap and show in their videos. As mentioned before, it is common to see scenes of rappers striving in a paradise-like life with expensive cars, trendy clothing and listening to phrases like ‘all I care about is money…’. In addition, especially within the music videos it is more than often that brands and logos are put into view. This type of advertisement is known as product placement (usually shown in movies), where certain products with its logo are discreetly emphasized. Many times, however, it is more than obvious that the brands are there. According to PricClick, a product algorithm for consumers, Jay Z is known for mentioning Gucci, a fashion and leather brand, the most in his songs, out of other brands. Kanye West’s favorite brand to promote (or at least the one that pays more) is Louis Vuitton, another fashion brand. Others, like Lil’ Wayne and Notorious Big represent brands like, Nike and Chanel (a fashion brand), respectfully. With these and many more examples, an abundance of children and teenagers are exposed to advertisements every time they hear or see a song/music video in these conditions, and sometimes without even knowing it. As Annie Leonard, the executive director of Greenpeace USA and the author of the prominent book, The Story of Stuff, states in her book, “Brand loyalties are established in children as early as age two, and by the time they get to school, they can identify literally hundreds of logos” (163). In other words, children who have not even learned how to ride a bike or swim, or have gone through other principles of life experiences, are already being influenced into becoming obedient consumers. Much of this influencing is certainly derived or will be, from the logos and ideas present day Hip Hop music depicts. The idea of intense consumerism doesn’t only make an individual base his/her life deeply if not solely on objects but it can also replace and inflict on one’s identity and happiness.
In our current society, it is commonly understood that the more objects and property one has, the more successful he/she is in life. Hip Hop music is one of the main advocates of this belief. However, if success includes being a happier individual and someone confident and proud of whom they are or have become, then materialism does not lead to success. In Leonard’s observations from The Story of Stuff, in consonance with, Tim Kasser, a psychology professor at Knox College, “materialistic values are associated with a pervasive undermining of people’s wellbeing, from low life satisfaction and happiness, to depression and anxiety, to … personality disorders and antisocial behaviors” (151). In this sense, people who, for example, believe the more Nike shoes or cars he/she owns the more satisfied and happier he/she will be, are actually in a position of hurting themselves. This is not to say that, stuff won’t make a person happy, it probably will, but the more of that stuff obtained, the less the individual will like it and apparently alter his/her wellbeing. Further, conforming to what Carolyn Gregoire, a senior writer at the Huffington Post, investigated, “A 2002 study published in the journal Psychology and Marketing found that those who chronically doubt themselves and their own self-worth tend to be more materialistic” (The Huffington Post). This means materialism and a person’s ego go hand in hand. Therefore, adolescents who are still developing their person (usually insecure of who they are) easily fall into the dominion of a materialistic Hip Hop and lose their true identity. It is then necessary to diminish, if not end, the immense amount of materialism expressed through Hip Hop in order to prevent our youth from losing their way in life. A bold way to have this done, is by getting them (those labels and artists) where it hurts the most, in their pockets.
Another reason to take the boycott in to deep consideration is that the materialism illustrated in Hip Hop music doesn’t only damage a person individually, it also hurts that person’s relationships with others. In line with a research study put in place by Brigham Young University and William Paterson University, Jason Carroll, the main author of the study and a professor at BYU, “Materialism [is] linked to less effective communication, higher levels of negative conflict, [and] lower relationship satisfaction…” (ABC News). That is, a ‘materialist’ has trouble speaking to others, when he/she does speak to people disputes are typical, and in a relationship there is little contentment. There can be a number of rational for this, and one of them comes from Professor Tim Kasser’s research. As stated by Carey Goldberg, a New York Times staff writer, and in accordance with Kasser’s research, “Feelings of insecurity incline people toward materialistic values (as mentioned before) and that insecurity can also lead to relationship troubles and other problems related to a materialistic lifestyle” (NYTimes). Another more simplistic and straight forward reason would be Daniel Gilbert’s. Gilbert, a psychology professor at Harvard, claims that, “When people spend their effort pursuing material goods in the belief that they will bring happiness … they’re ignoring other, more effective routes to happiness” (NYTimes). Other effective routes like focusing on ones relationships with family, friends, community and others. The materialism in Hip Hop, in this right, acts as a barrier to a person’s social circle of people.
Despite all of this, some people argue that whatever children or teenagers do as a result from listening/watching to this type of music, it’s not the Hip Hop artist’s or the record company’s fault. They say that the artist is merely entertaining and the label is just making business. Some even go further to blame everything on the parents for letting their children be exposed to such material. I say that, yes, the parents/legal guardians do take responsibility but the main factor responsible for this poisoning is the record label and the Hip Hop artist. They both are more than aware that the type of music that is created has been popularized and therefore, is what makes money. They are also aware that children and teenagers may suffer negative side effects to the exposure, yet when it comes to choosing either the child’s health or the money, they choose the money. The artist purposefully focuses on these type of themes and it’s not just making business; it’s robbing young people’s lives.
In conclusion, a serious campaign to boycott materialism in Hip Hop Music needs to be carried out, first by the older generations that are becoming aware of these cons and then with some reeducation and guidance, the younger generations that are the ones mainly affected. In general anyone can help by not buying those specific albums on ITunes, not adding those songs to a playlist in Rhapsody, or even not listening or watching to those YouTube videos. The facts are there, materialism as a core concept of someone’s beliefs will eventually wound that person in different ways. For the sake of the youth (the future generation that will lead this world), materialistic Hip Hop must be challenged in any form. I have only supported one possible solution.
Works Cited
G. Muller, Marissa. “The Most Mentioned Grand in the History Hip Hop Might Surprise You.”
MTV. Viacom International Inc, Oct. 02 2014. Web. March 02 2015. (Supplement)
Goldberg, Carey. “Materialism is Bad for You, Studies Say.” NYTimes. The New York Times
Company, Feb. 08 2008. Web. March 02 2015.
Gregoire, Carolyn. “The Psychology of Materialism And Why it’s Making You Unhappy.”
Huffington Post. The Huffington Post, Dec. 15 2013. Web. March 02 2015.
Hutchison, Courtney. “Can’t Buy Love: Materialism Kills Marriages.” ABC News. ABC News
Internet Ventures, Oct. 13 2011. Web. March 02 2015.
Leonard, Annie. The Story of Stuff. New York: Free Press, 2010. 151, 163. Print.