Hip Hop Goes Transmedia (Part One)

Transmedia Entertainment keeps getting more and more buzz these days — and so over the next handful of installments, I am going to be sharing with you a range of different perspectives on the concept.

Today, I am running the first of two installments showcasing the work of Marguerite de Bourgoing, one of the USC students who took my transmedia entertainment class last fall. de Bourgoing has been developing a grassroots media franchise, LAstereo.tv, which deploys YouTube and social network sites to showcase the Los Angeles hip hop scene. de Bourgoing represents the Trojan spirit at its best — a social and cultural entrepreneur who is taking what she’s learned as a media maker and deploying it to serve her larger community. de Bourgoing shared some of this work with us during the class and I’ve wanted her to talk about it for my blog since. In this account which follows, she both shares some of the videos she’s been producing and also talks about the way LA Hip Hop artists are using new media to expand the community around their live performances. It’s a perspective on transmedia we don’t hear very often here and further helps us think about the impact of media convergence on our culture.

Hip Hop Goes Transmedia: Seven Laws

by Marguerite de Bourgoing

Hip hop by essence is a fertile terrain for transmedia; born from the practice of sampling (borrowing a beat and reusing it in a different context), it also incorporates dancing and graffiti. As those aspects evolved they have become more independent, but contemporary hip hop trends like jerkin (from L.A) remind us how intricate style, music and dance still are.

With LA Stereo we document the current LA scene characterized by a strong rise of independent artists. Up and coming artists are using digital means to communicate directly with their fans, taking in hand their own marketing, using that power to leverage distribution deals or cut out the middle man. In parallel the independent practice of the arts is flourishing around that movement leading to what some are calling an “L.A renaissance”. New digital means of expression enable the genre to multiply itself and evolve across different platforms. LA Stereo is a translation of that broader movement broadcasting everything hip hop in L.A. The team is made of a DJ (Val the Vandle), the tastemaker, a photographer (Kasey Stokes), the eye, a rapper (Belvi), the lyricist and thinking head, a journalist (Rebecca Haithcoat), and a filmmaker (myself) also the producer.

Here are the seven practices of transmedia inspired by my observation of this movement in the past year or so.

1. Spread your brand: Open Mic

Hip hop today feeds from both an active online and offline presence that contaminate each other. A good performance generates new fans who in return will follow you online to know what you are up to. Similarly a well-presented project with a good backing from blogs and other artists will generate a strong online buzz that in turn should translate in a greater attendance. In any case both online and offline are crucial to get the word of mouth going. In hip hop every artist is its own brand (for lack of a better word) with an active online presence that started with MySpace a few years ago and today culminates with Twitter. Twitter more than Facebook is a fertile terrain for transactions of all sorts: business, artists to artists, fans to artists, artists retweeting other fans. It’s used for promotion, casual conversations, to express opinions, and indicate what the artists are up to. Independent artists control that aspect of their communication. Many artist are avid experimenters using gimmicks such as bubble tweet, twitpic, but also tumblr, blog and other devices. That online presence extends itself to file sharing. The music is now available online, often for free, as artists generate mixtapes or leak tracks as part of their process of reaching to fans. The bigger music labels have recuperated this practice as they also “leak” songs of established artists before the albums drop. Music videos have been re-apropriated by the independent artists as a strong visual support for the music. Many are made independently and often demonstrate more creativity than the mainstream ones. (Here’s a making of Basicali’s “Nobody Cares” music video that was shot in a Mac store and edited in 24 hours).

2. Keeping it real: be authentic yet marketable

Classically, hip hop feeds from an aesthetic of authenticity and yet isn’t adverse to being commercialized, even for underground hip hop. Hip hop artists are pioneers in the way they have marketed themselves to brands and have used that to be successful. Run DMC years ago sported the Adidas look and Adidas ending up creating a special pair of sneaker for them. Today the LA independent rappers sport clothing brands such as Diamonds, and Crooks and Castle. The owners recognize their artistic potential and influence within the community and the artists are proud of that association. Style plays a big role in hip hop therefore it’s natural that clothing brands are amongst the first to sponsor hip hop artists. Young rapper Skeme for instance is developing his own hat with Nicky Diamond. This association often stems from the artist’s originality as they express their own individuality. Taking it all the way, some artists develop their own merchandise, like group U-N-I who despite being courted by record labels have so far decided to go independent, and created a line of hats, that they promote in turn by wearing them on the cover of their album.

3. Be the change you want to see

After the Obama election: the biggest transmedia movement to date, arguably any successful transmedia franchise is a movement. For an artist/group to be successful it is important to strike your audience’s imagination with something bigger than yourself. The idea of unity has always been a strong theme in hip hop. Today a movement is emerging in California dubbed the “New West” or the “LA Renaissance”. Many of the current artists or groups endorse that idea of movement whether it is consciously or not. This translates in the names choices from Pac Dic (Pacific Division), to U-N-I ( you and I), or even El Prez (short for el president). They promote a new kind of cool as revealed by “Mayor” the new LA anthem “Just another day out in sunny LA there’s dealers in the streets and the coppers don’t play, got my 501 jeans, my crew neck sweater saggin in my pants cuz i don’t know better (….) feelin so good i think i might run for mayor”.(Pac Div) It’s in response to what the LA hip hop – west coast- was known for: inventing the very successful gansgta rap franchise. Well today the new generation, who was mostly under ten during the LA riots, has swapped this image for a more chilled and hedonistic approach. Instead the LA rappers are some of the biggest spokespersons for the “Cali lifestyle”. It’s part of what the LAX Paper Boys recently called the “just be cool” (JBC) attitude and that they were able to show when they organized in a very short amount of time, a benefit concert for Haiti with all the actors on the LA hip hop scene.

4. Collaborate

While hip hop is notoriously an individualistic expression, the collaborations give depth to what is otherwise an individualistic expression, and independent rappers are no exception. They need to support each other to attain their common goal. Collaborations often have the strategy of reaching out to each other’s followers. Beefs (verbal fights) are equally standard and entertaining in hip hop but fans also like to see artists united and collaborating. This goes back to the idea of movement. The idea of collaboration is exemplified in the rapport producers have with artists (who make the beats and often the arrangements for the songs). The DJ is also often the third element to the association, Producers in hip hop are mainly their own persons, and while many producers have a special relationship with one or several artists, it is by no means exclusive. All hip hop albums with hardly any exception, feature other artists.

El Prez in one of the interviews he gave us, was comparing the scene to superheroes in comic books, aware that the fans like to see the artists get together. Indeed to push the comparison there are different factions of superheroes that also interact with each other more or less loosely. For a fan spotting the cameos in the music videos is part of the construction of this mythology. Watching the video of an up and coming rapper artist like Fashawn (who chose his name because he wanted it to sound like a superhero), it is fun to spot how many artists briefly appear, showing the wide backing he has amongst the hip hop community.

To fin out more about LA Stereo you can find us on Twitter @LAStereotv, become a fan on Facebook, subscribe to our Youtube channel and join the community http://www.lastereo.tv.

Marguerite graduated from Oxford University and the Sorbonne Paris IV, with an M.A. in Art History and in Philosophy. She then worked for two years at the Cinémathèque française in Paris where she developed a passion for cinema. During this time she assisted Marc Riboud, a photographer from Magnum, with whom she explored the language of documentary. She moved to London where she lived for six years, working as a Production Coordinator on factual programs, before joining Discovery UK in the programming department. Recently Marguerite moved to L.A and completed the Annenberg Online Communitites Program MA at USC to define and develop new audiences online, particularly for documentaries. She’s currently developing her own franchise LA Stereo.tv with the help of her team: documenting the rise of the independant hip hop scene, and urbansalt.com with former classmates: curating the LA street style.

Reblog this post [with Zemanta]

Comments

  1. While sampling came to be an important compositional tool in the production of hip hop recordings, it is wholly incorrect to assert that sampling gave rise to hip hop.

    The foundations of Hip Hop as a culture predate its first recordings in the late 70s* as Jeff Chang (2006) and many others have documented. (It’s interesting to note that many participants in New York at the time thought hip hop could not be documented, that it was unrecordable, an event, a happening with no point of omniscience.)

    It’s important to remember that hip hop began as a kind of communal embrace of different but related kinds of expression (i.e. the four pillars DJing, rapping, dancing, graffiti).

    However, if we want to concentrate on the use of beats then hip hop owes its origins in this area to one of the great analogue hacks of our time: DJing with vinyl records. (The subject of some of my own research.)

    For a discussion of how digital sampling in hip hop was shaped by the companion practices of collecting records and DJing with them, see J Schloss, Making beats: The art of sample-based hip-hop (2004).

    –Margie Borschke

  2. clintschaff.wordpress.com says:

    Very cool, Marguerite. Curious… Are you seeing hip hop artists do their hip hop across media platforms in innovative ways that others may want to emulate?

  3. Austin web design says:

    Now-a-days hip-hop song is getting more and more popular.Basically the young listener are very much interested about hip-hop music and song.I think their is no contradiction between bazz and hip-hop.Just two pattern of music keeping variation.I liked the way you present the information.

    Austin web design

  4. nice article for your post ,thanksyou very much\

    perlunya web komunitas event

    perlunya web komunitas event

  5. Very cool, Marguerite. Curious… Are you seeing hip hop artists do their hip hop across media platforms in innovative ways that others may want to emulate?

    Best regards, Sofia, CEO of iscsi network design

  6. madhatter says:

    Yesterday, while I was at work, my sister stole my iPad and tested to see if it can survive a twenty five foot drop, just so she can be a youtube sensation. My apple ipad is now broken and she has 83 views. I know this is entirely off topic but I had to share it with someone!

    shoe reviews

    designer shoe reviews

    walking shoe reviews

  7. joshabrams says:

    The homeowners recognize their inventive potential and affect within the neighborhood and the artists are pleased with that association. Style plays an enormous role in hip hop subsequently it’s natural that clothing brands are amongst the primary to sponsor hip hop artists. http://buy-blackberry-phone.com

  8. robie evans says:

    The music is now out there online, usually at no cost, as artists generate mixtapes or leak tracks as a part of their means of reaching to fans. http://erinlarsen.com/

  9. markweee says:

    Sed sem nisi, venenatis non, auctor sed, mattis et, lacus. Quisque et diam. Fusce vel metus varius est posuere vehicula. Ut est. Vivamus est. Sed molestie augue ac diam Distance Learning AND Affordable Degree AND Education Degree

  10. markweee says:

    People can enjoy both more passive formats, as well as more interactive ones. Online Degree AND Bachelor Degree

  11. health articles says:

    Be the change you want to see is the bets pont up there. Hip Hop as a culture can be inspiring and artistic, as a music it tends to sell in the artists own area. It’s good to see some great, educational informstion about the Hip Hop clture and music.

  12. Hey I absolutely love this write-up and it was so nice so I am surely going to tweet it. I Have to say the Indepth research this article has is greatly extraordinary !!! Who goes that extra mile now days? Well Done !

    Innsbruck hotels

  13. I’d been obsessed with my free porn videos younger sister’s sex life for almost two years when I finally found the courage and mobile porn the means to take a part in it. In fact, my obsession had probably been developing for quite some time before that without my noticing it free porn tube, my teenage unconscious taking in the form of her developing body, her budding breasts, her pheromones and whatnot since the onset of her puber

    ABB728019395

  14. I agree that Transmedia entertainment is quickly becoming the single most powerful way to convey messages and narrative to a mass audience.

    Some television networks and big movie studios are using it – and if you follow politics, the Obama election machine employed it with the interaction between politics, media and the American people.

    It’s about building a compelling narrative, and taking advantage of television’s reach, the Web’s interactivity, editorialization of radio, and the intimacy of town halls. Though still in it’s infancy, we’re starting to see more mass media entertainment embracing transmedia entertainment – and it’s working.

    Regards

    Ross

    free ipad 2

  15. have read a few of the articles on your website now, and I really like your style of blogging. I added it to my favorites blog site list and will be checking back soon. Please check out my site as well and let me know what you think.

    Child Behavior Problems

    Potty Training Boys

    Potty Training Tips

    Potty Training Regression

  16. fuihuuhuo says:

    Very cool, Marguerite. Curious… Are you seeing hip hop artists do their hip hop across media platforms in innovative ways that others may want to emulate?

    Health Insurance Discounts

  17. welcome great web for shopping text to speech and rolex replica

    Shop and find the lowest prices on products from louis vuitton outlet. Price comparison shopping, product reviews, and armani watch – all the tools to help make wow gold simple

  18. Thanks for the VIDEOS ABOUT Hip Hop Goes Transmedia.

    Where is the Part ONE.

    Jessica

    best exercises to lower belly fat

  19. Thanks for the PART 2 OF THIS VID.

    Jessica

    best ab workouts

  20. yangrui says:

    Retailers have realized that sunglasses shop the more they put into store flyers the better. People look over these flyers very carefully trying to cheap mbt find the best deal in discount shopping. Shopping malls know that these store flyers drive traffic to their shopping malls and even spend some of mac eyeshadows their advertising budget to get people into these shopping malls. Ontario shopping malls are some of cheap christian louboutin the most popular malls in Canada and the wide selection of gift shops make it a must stop. Store flyers are a consumer’s best friend as they will show you the best deals in Ontario shopping malls and others nearby. This can actually cut down the time you spend looking for that special gift. Store flyers are a good way to gucci bags use discount shopping as more people are realizing that these store flyers are more than just pretty pictures.

  21. grandchester says:

    Online follower not only monopolized by hip hop. Every genre and even every aspect that including fans will generate online follower. Online follower can generate phisical follower.

    online high school classes

    high school websites

  22. THis is so great informations. I will come back

    If you have free time, please visit:

    Notebook News

    Laptop News

    HTC Android Smartphone

    Slim Digital Camera

    Android News

    Moto Droid

    Gadget and Tech news

  23. If you are using liquid adhesive, apply a thin layer of liquid glue around the circumference of the head. After allowing the adhesive coat to dry, gently place the wigs under 50 dollars in your head. Then, press the wig on the glued area firmly to set the wig in place. The double-sided adhesive tapes may also be used to attach lace front wigs. Cut the tape into desired lengths and place these strips round the perimeter of the hairline, leaving open spaces between the strips. After that, fasten the Full Lace Wigs hair having a hair clip or a tight rubber band. Remove the backing from the adhesive tape strips after which place the wig about the adhesive tape. Apply the wig by pressing it onto the adhesive tape for sometime.

  24. Now-a-days hip-hop song is getting more and more popular.Basically the young listener are very much interested about hip-hop music and song

  25. The new features are well received on this end and will surely help the community share and progress more rapidly.

    Bankruptcy attorney NY

  26. Highly helpful thank you, There's no doubt that your followers would possibly want significantly better afrika mangosu written articles like that maintain the excellent work.tütüne son klavis panax nanomatik orjin krem

  27. ı love hiphop