The Values of Independent Hip-Hop in the Post-Golden Era by Christopher Vito

Author:Christopher Vito
Language: eng
Format: epub
ISBN: 9783030024819
Publisher: Springer International Publishing

The Resistance: An Age Old Story Made New for Hip-Hop

Like Tech N9ne , Macklemore LLC’s Macklemore and Ryan Lewis have achieved critical acclaim for their independent success in the hip-hop industry. Their debut album, The Heist , was released in 2012 and reached number two on the Billboard 200 and eventually reached platinum status in 2014. Their album included notable hits such as “Can’t Hold Us” featuring Ray Dalton, “Same Love” featuring Mary Lambert, and “Thrift Shop” featuring Wanz. The duo eventually earned 2014 Grammys for Best New Artist, Best Rap Album, and Best Rap Performance (iTunes 2016) . Macklemore and Ryan Lewis have noted that they reached success through a small to medium size business model, which is characterized by independently owned record labels that operate with less than 500 employees in the USA (Smith 2012). But this alternative means to success is not a new phenomenon. Instead, the technological advancements and concordant shifts in the marketplace have created a new avenue for independent success despite resistance from large corporations. Indie hip-hop artists find that the small to medium size model can help mitigate economic exploitation and create a viable means of financial and commercial success with less corporate oversight and minimized economic exploitation from the majors.

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