HIP-HOP fans love to bemoan the state of the art. The genre, it seems, will never sound quite as good as it did whenever you happened to be in high school. But perhaps even hard-core curmudgeons will agree that 2004 has been great fun, thanks in large part to the vociferous Southern hip-hop stars kind enough to take over the pop charts. Over the past year, radio stations across the country have been hijacked by a string of rebel yellers -- Petey Pablo (North Carolina), Lil' Flip (Houston), Young Buck ("Cashville," Tenn.), T.I. (Atlanta), Juvenile (New Orleans), Trick Daddy (Miami) -- bearing one exhilarating hit after another.
This is isn't a new trend: Southern accents have been ubiquitous in mainstream hip-hop since at least the late 1990's, and the biggest Southern hip-hop acts, like Missy Elliott (Virginia Beach) and OutKast (Atlanta), have been so successful that many listeners don't even think of them as Southern rappers: they're pop stars now.
But whereas they once worked to join the hip-hop mainstream, now Southern rappers are the hip-hop mainstream. A recent article in Vibe magazine found that they accounted for 43.6 percent of hip-hop radio spins this year (through October). The once-dominant East-Coast hip-hop establishment accounted for only 24.1 percent. Even the most proudly parochial New York City street vendors do a brisk trade in Southern hip-hop mixtapes. And from Britney Spears, who hired Atlanta's Ying Yang Twins, to the Roots, who recruited Houston's Devin the Dude, acts from all genres have decided that their albums aren't complete without a cameo appearance from a guest star with an aversion to terminal consonants.
No one has done more to help this year's Southern takeover than Lil Jon, the screaming, pimp-cup-holding Atlantan who also happens to be one of the country's most exciting, and most successful, electronic composers. His huge, whizzing synthesizer lines helped Petey Pablo score one of the most exuberantly nasty Top 10 hits of all time ("Freek-A-Leek"), turned a new singer named Ciara into an overnight celebrity (her brilliant single "Goodies" was one of the summer's biggest hits), and helped launch Usher into the stratosphere (blame Lil Jon the next time Usher's "Yeah!" becomes stuck in your head).