Would you say that is a major problem with the hip-hop industry today? That they dictate the direction now, rather than listen?
RD: One of many problems, I’m afraid. The industry is all about the hard sell and they make no secret of it. This youth market the largest ever will be the name of the game for the foreseeable future and with hip-hop already established as the world’s most effective delivery system, young consumers are about to be taken for a ride the likes of which we have never seen. But it’s not their fault, because until you are old enough to develop some semblance of critical reasoning, you will fall prey to every bright, shiny object that comes along. The industry is in the middle of the perfect storm and they plan to stay awhile. They are no longer compelled to listen to our wishes, and as consumers we don’t do nearly enough to voice our displeasure at the way things are going. So we get what we get.
How did this sad state of affairs come to pass? One word: laziness. Instead of going out in the wilderness and finding interesting things to expose, most industry shot callers and gatekeepers just sat back and let things come to them. Now, they still have to sift through a lot of garbage in order to find whatever gems might be lurking about, but what tends to happen is that people all over the country are sifting through the exact same piles of junk and simply selecting and serving up the best of the worst. And if the consumer has no objection which very few 13-year-olds will – and older heads who might raise the alarm have been long pushed to the sidelines, then junk becomes the standard and the industry makes sure that its junk is attractively packaged and ready for replication and distribution.
This is why so many of the magazines are the same. If the same publicist sends out the same press package to everyone under the sun, and if five people bite, then you’ve got five magazines running the exact same story. If a radio format works in Seattle and Atlanta, then it will probably work in Chicago, Miami and New York. And if these institutions are profitable, then there won’t be any pressure or need for them to reinvent themselves. And this is the rut in which we find ourselves today. Back in the day, when the industry or “machine” was still ramping up to speed, it had no choice but to follow the culture – which is why Hip Hop always seemed able to reinvent itself every eight months or so, and stay ten steps ahead of stagnation. The culture had an elasticity that we all took for granted and assumed would last forever. But the industry and remember: the industry employs thousands of people whose only goal in life is to refine a successful approach until it becomes an irresistible force is like the Borg from Star Trek: it will consume; it will adapt; and ultimately, it will set an agenda that serves only itself. It took about 20 years, but Hip Hop is now safely in pocket and it hurts my heart to see it come to this. McDonald‘s is already paying rappers to name check hamburgers. Can it get any worse?