With his particular arrogance, Kanye West said in an interview with the BBC after the release of his sixth studio album, “Yeezus”, to refer to the new generation of hip-hop artists that make up one of the most musical movements interesting today. Yeezy’s statement is direct and accurate: rap definitely occupies a preponderant place in the world of music and if today there is something similar to the figure of “Rockstars” (already far from sex, drugs and R & R), it can be applied to the artists of this current.
The years of West as a producer, the influence of his albums and his support to certain emerging artists have made him a cornerstone for the gestation of this scene that saw light at the beginning of the years 2010.
With the end of the ’90s the golden age of hip-hop had been left behind and in the face of the advent of the Internet, the music industry went through a transition in the 2000s. In this context, hip-hop stagnated: most of the productions were trapped entirely in the commercial circuit or were destined to remain as one hit-wonders. With the exception of certain artists such as West, Jay-Z, Eminem and Outkast, who presented certain continuity and who were artistically ambitious, the other works, lyrically monotonous, lacked musical creativity.
The wide space generated by new technologies at the end of the decade claimed young blood and that generated the appearance of new artists: simultaneously in different cities of the United States, a group of twenties and teenagers began to express themselves musically. Enthusiastic in the search to promote themselves and attract attention, they launched mixtapes, joined in crews and formed independent labels.
This was noticed by old rappers and producers who, interested in revitalizing the genre, approached the new generations and offered their support. So, for example, Jay-Z sponsored J.Cole and Kendrick Lamar was named “King of the West Coast” by Dr.Dre and Snoop Dogg. Independent record labels like Top Dawg Entertainment (home of Lamar, Jay Rock and Schoolboy Q, among others) and Odd Future Records managed to survive and grow thanks to the support their artists received, which allowed them to interact with important distributors and labels. The mixtapes became LPs and the rappers of this new school started leading festivals and being nominated for industry awards.
“Poetic Justice” – Kendrick Lamar
Another of the substantial changes brought by the new wave is in the lyrics. In 2000, the legacy of Gangsta Funk fed the lyrics of an innovative hip-hop that overloaded them with constant references to a naturalized violence, to the possession of money as a sign of supremacy and to a sex that lowered women’s status. of object. Much of the rap that reached the mainstream in the decade used these traits that strengthened an artistic devaluation of the genre from the outside.
With a reforming attitude, the current scene seems to have deepened these concepts to disarm them from within. The need for expression of young rappers caused a break in the molds of the lyrical content to allow their free expansion: they took up the value and importance of the word, which was combined with new rhythmic patterns of the verses and rhymes, attractive for their experimentation and originality.
The Canadian Drake is one of the main figures of the scene. With four studio albums and five edited mixtapes, it is the MC that has achieved the most commercial success. With the help of his creative partner Lil Wayne, he managed to produce his definitive debut in 2010 Thank Me Later, in which he demonstrated his talent and predicted his immediate success. In his next two LPs he decisively developed his sound: Take Care (2011) in which he evokes his lyrical egoism and begins his famous association with Rihanna; and Nothing was the same (2013) where he alternates between light sound textures (“Hold on, we’re going home”) and then superimpose them with powerful beats (“Worst Behavior”) in which the intensity of his voice becomes decisive.
2015 is the fundamental year of his consecration with the release of two mixtapes (the overwhelming If you are reading this is too late, and his collaboration with Future, What a time to be alive) and mainly with the promotion of the single “Hotline Bling” , the great world hit of that year. This was included in his most recent work Views, and while it is not the best of Drizzy, it admits great moments. With his 29 years, Drake signed this year with the label Boy Better Know what sounds indisputably promising.
The young rapper Lil Pump is the great example of the evolution that has had the genre of hip hop and the current generation. With sticky and repetitive lyrics, but with a style and a good image, it’s all a rock star.
With millions of fans around the world, an incredible energy on stage, the young man of 18, is one of the most popular figures in the music industry at the moment.
As his musical success and popularity continues the rapper has been embroiled in controversy for his continued demand for drugs, such as Lean (cough syrup with Sprite) and Xanax (anxiolytic pills), through their social networks. Although he recently assured that 2018 would be free of Xanax, that remains to be seen.
Lil Pump has managed to take the musical success and the impact on social networks along with capitalizing on its unique, different and controversial style. He shows himself naturally on Instagram lives, taking Xanax before private flights or shouting his popular, ESKERIT! (characteristic phrase that means Let`s get it) in any type of situation no matter who or what surrounds you.