Music is a reflection of the multifaceted nature of our culture, society, and identities. It is a medium through which both groups and individuals are free to express and share ideas, images, and other messages with seemingly endless possibilities. Different genres of music carry differing messages and address multiple audiences in unique ways. Furthermore, the formation of a new musical genre is often correlated revolutionary cultural and social ideals and images, as seen in the early stages of hip-hop The hip-hop movement was a cultural phenomenon within the United States that began in the early 1970's. The genre's roots can be traced back to the introduction of the Jamaican sound system in the South Bronx. The cultural forms or common components of hip-hop include "DJing (i.e., 'tumtablism'), rapping (i.e., 'emceeing'), dancing (i.e., 'breaking' or breakdancing), and art writing ('graffiti art'), which "function as a source of identity formation and social status by and for Black and Latino young people" (Brunson 6). The movement initially served as a means through which young men of color could express themselves and their ideas ranging from oppression and class struggle to personal experiences and stories. Yet, Hip-hop, like many other forms of music preceding it, slowly began to change. Advances in technology (drum machine, etc.) coupled with differing musical approaches and a constantly changing political, cultural, and social environment significantly altered the genre. In its relatively brief thirty-year existence, the course of hip-hop music has significantly shifted. It experienced the rise from underground clubs to global notoriety. In doing so the genre fell victim to the capitalistic nature of the American music industry. While it still possesses the potential to serve as a powerful means of expression, hip-hop exists as a commodity in the eyes of artists, consumers, and producers.

The ideas, messages, and images present within the hip-hop genre are deeply engrained within American culture. Thus, it will be most beneficial to perform a cultural analysis of hip-hop music and culture in order to fully grasp the complexities associated with the commodification of the images and ideals present within the genre. In particular, I will utilize concepts including stereotyping, tokenism, the American Dream, conspicuous consumption, and authenticity in order to provide further insight into the commodification process and its implications. Additionally, through a discourse analysis of various album covers and other art from throughout genres brief history, one can fully understand the ways in which these concepts contribute to the commodification of the hip-hop genre as well as the struggle to participate in the American Dream. Gillian Rose refers to discourse as, "a particular knowledge about the world which shapes how the world is understood and how things are done in it" (Rose 190). Thus, the application of concepts such as point of view, information value, sign, signified, signifier, denotation and connotation, anchorage, and salience will provide insight into the ways in which selected images within the hip-hop genre promote specific actions and thoughts from a target audience.

Hip-hop icons are legendary among their followers. Yet, each rap star shares something in common with their peers. They "made it", meaning that they successfully reached a degree of stardom in a musical genre which is notoriously competitive. On a daily basis, "thousands of would-be rappers…submit demo tapes to record companies in the hope of making 'mad cash'" (Salaam NP). The fans and followers of hip-hop icons idealize artists' mythical assents from inner city ghettos to penthouse apartments, which ultimately promote the idea that it is possible to rise from a life in the "hood" to a lavish life filled with riches and fame. Stereotypes surrounding hip-hop artists add to their fame, due to the fact that once an artist "makes it" they become tokens (African American men from poor often violent backgrounds who dominate the music industry and make millions of dollars) within our society. Fans participate in conspicuous consumption, which is characterized by the belief that following and/or purchasing various media and items which are owned, sold, and promoted by famous hip-hop artists, in an attempt to achieve a similar lifestyle. In this analysis I plan to uncover how tokenism, conspicuous consumption, and a desire for authenticity contribute to the commodification of hip-hop music and ultimately the struggle to obtain and live out the American Dream.

Email: flatleyr@southwestern.edu