Since the early beginnings of hip hop in the 1970’s , it has become a mainstream, multi-billion dollar industry. It has undergone an almost unfathomable transformation, from a radical and rebellious fringe political statement to an international phenomenon that has spawned its own widespread culture.
Though hip hop has kept much of its own fan base, the music and the culture have also spread to become popular among mainstream consumers. As underground hip hop culture grew and commercial rap developed, lyrics promoting and glorifying drugs, misogyny, and violence overtook the genre, and many believe that it’s only by seeking out independent, socially-conscious, and politically-oriented artists that they can find the “true” hip hop.
These alternative artists harken back to a time when hip hop was unconcerned with—and rejected—mainstream tastes and standards. Hip hop was largely developed among impoverished and excluded minorities in the South Bronx, NY who were frustrated by their political and social exclusion. But as it gained popularity, especially as it became radio and television-worthy in the 1980’s, hip hop became available to a wider audience, one that was largely made up of middle-class suburban youth. Naturally, a great divide in subject matter and subject matter and musical style began to set in.
Critics of mainstream hip hop would argue that it’s here that rap went wrong—and that the real hip hop remained outside the mass media system in the underground. A fundamental question remains, however—how can hip hop, as an art form characterized by radical political expression, defined by its rebellious roots, ever reach a large number of people while still maintaining its original character?
Absolute Underground Radio promotes each and every artist in rotation, trying to get listeners to tune in, so that all artists gain more exposure using Absolute Underground Radio as a “doorway” to new fans and new listeners.
On the other end, each and every artist in rotation should promote Absolute Underground Radio as much as possible, on Facebook, Twitter, etc. Why? Because in rap/hip hop there is a line between mainstream and underground music, and you as an artist will have a very difficult time being both underground and mainstream. However, Absolute Underground Radio can become a MAINSTREAM STATION, that plays underground artists. This would put all artists in the global spotlight without compromising your “underground” status.
IT’S A WIN WIN SITUATION.
So, let’s form a “Promo Team.”
If you are an artist in rotation, comment below what you think we should call this Online Promo Team of independent hip hop artists?
Let’s get that feedback everyone, this is for your benefit!