Marguerite de Bourgoing was among the first students I got to know when I arrived at USC, and she has been blessed with the entrepreneurial spirit. In 2010, I featured on the blog her grassroots media franchise, LAstereo.tv, which deploys YouTube and social network sites to showcase the Los Angeles hip hop scene. At the time, I wrote, "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." SInce then, she's taken this work much further, producing a documentary exploring the roles which new media has played in building and promoting contemporary hip hop culture, and she asked if I'd be willing to share a progress report with my readers, since she's currently running a Kickstarter campaign to push this project even further. So what follows is her account of what she's trying to do and why it matters. Full disclosure: I am one of the talking heads included in the film (even though I know less about hip hop than the average bear). She is collaborating on the film with my colleague, Taj Frazier, from USC's Annenberg School of Communication and Journalism, a gifted scholar whose work touches on the politics of race, globalization, sports, and popular music. The World is Yours: A Film About Hip Hop and the Internet by Marguerite de Bourgoing
Thanks to social media, today these words make even more sense: one can now access the world through one’s own perspective and interests and eschew the uniform vision constructed by the media. Spheres of influences are spreading and multiplying. Young hip-hop artists are creating their own movements and communicating directly to their fans without taking the traditional PR route. These young artists have re-appropriated the idea that it is better to make yourself discoverable than to be discovered.
The World is Yours probes the most innovative and enterprising of these artists. It focuses in particular on three different movements that have each been seminal in the recent changes that occurred in hip-hop and what those changes mean for the music industry.
Shooting star Wiz Khalifa went from being dropped by major label Warner Bros to becoming the biggest hip-hop breakthrough artist of 2011 with the massive international hit “Black & Yellow” — all thanks to the support of his fans, the “Taylor Gang.” He shows us why radio isn’t the be all end all for a rising artist, and how it’s essential to build a buzz on your own. Today he is one of America’s biggest stars.
Lil B's bizarre creativity set a new precedent in the amount of music released by one artist in a short timespan. A marketing genius who does it all on his own, Lil B has been setting trends in style, fashion, music, and new producers ever since his first viral hit “Vans” in 2007 with Bay Area group The Pack. Since going solo, he has developed a strong cult following around his alter-ego, the BasedGod, which is cultivated through social media twenty-two hours a day. (see clip below)
Lil B Pic: Kasey Stokes/ LA Stereo TV
Finally, media darlings Odd Future took the music industry by storm becoming the first DIY evangelists of this hip-hop generation, doing all production, graphics and videos by themselves. We focus on their sound mixing engineer/dj/producer/singer Syd the Kyd, the only woman of the collective and one of the group’s pillars, whose homemade studio enabled the artists to created a cohesive sound before catching everyone else’s attention.
The Internet is giving birth to a new face of hip-hop, introducing artists who less than five years ago would have never been given a chance of making it as a rap artist. There is more diversity than ever in the new hip-hop landscape. Queens born Albanian chef Action Bronson raps about food, Childish Gambino is stand-up comedian Donald Glover, Iggy Azalea is a white Australian woman, Detroit’s Danny Brown was turned down by 50 Cent for wearing skinny jeans, and Harlem-born rapper Asap Rocky takes inspiration from Houston. These are just a few examples of new artists who all owe their careers to the internet. New models are being created: Chance the Rapper collaborated with Justin Bieber on the strength of his free album, Mac Miller has his own series on MTV, Macklemore was the first independent act in years to have several hit songs on the radio.
In the film, we talk with the people who have identified those cultural shifts along the way (like Henry Jenkins!) as well as people who contributed to those changes. We focus on key moments like the closing of hip-hop record store Fat Beats, or the making of multi-million dollar rap lyrics website Rap Genius. We look at how this movement fits in the history of hip-hop and the recording music industry. From the fans' perspective on some of their favorite artists, to the camaraderie of The Foreign Exchange, the multimedia vision of a QD3 and the birth of a new music group The Internet composed of Odd Future’s Syd the Kyd and Matt Martians, the film offers offers unique point of views documented over several years.
The closing of Fat Beats Pic: Kasey Stokes/ LA Stereo TV