Zusammenfassung
Hiphop hat sich aus einer sozialen und musikalischen Nische heraus zu einem Massenphänomen und prägenden Bestandteil amerikanischer Popkultur mit globaler Reichweite entwickelt. Rapmusik und Hiphop-Kultur sind inzwischen auch eine kommerzielle Erfolgsgeschichte, in der einmal mehr der materialistisch geprägte American Dream realisiert wurde. Wie aber wurde aus dem ursprünglichen Ghetto-Phänomen die heutige Marketingikone, deren einst ausgegrenzten Akteure jetzt von Luxusfirmen umgarnt werden und als erfolgreiche Geschäftsleute und Investoren tätig sind? Dieses Kapitel skizziert die Entwicklung und Kommerzialisierung amerikanischer Hiphop-Kultur in den vier Jahrzehnten von 1979 bis 2019. Dabei werden auch die andauernden Diskussionen über die Bewahrung urbaner Authentizität und die Sorge vor einem (sub-)kulturellen Ausverkauf berücksichtigt. Abschließend steht eine Prognose zur Zukunft der Hiphop-Kultur und -Industrie angesichts aktueller gesellschaftlicher Umbrüche in den USA (Große Teile dieses Kapitels wurden zuerst auf Englisch in Polfuß (Consumption markets & culture 25(3):272–286, 2022) veröffentlicht.).
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Notes
- 1.
Zahlreiche Rapper haben die religiösen Züge des Hiphops hervorgehoben. Sie haben während ihrer künstlerischen Entwicklung die traditionelle Religion stärker in ihre Texte einfließen lassen oder sind nach ihrer Rapkarriere als religiöse Prediger tätig geworden (Barnes, 2008).
- 2.
In Tab. 2.1 werden einige zentrale Meilensteine der kommerziellen Geschichte des US-Hiphops aufgelistet.
- 3.
Hier und im Folgenden werden bei der ersten Nennung der Künstlerinnen und Künstler ihre Realnamen in Klammern angegeben.
- 4.
Im achten Kapitel wird Adidas’ Status als Hiphop-Marke näher diskutiert.
- 5.
Der Vertrieb dieser Rapper-Labels erfolgte in der Regel über angeschlossene Major-Labels, von denen sie in einigen Fällen aufgekauft wurden. Das heute größte Major-Label, die Universal Music Group, verdankt seinen Erfolg auch zahlreichen Engagements in der Hiphop-Musik (Watkins, 2005, S. 124–125).
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Boulaghmal, I., Polfuß, J. (2023). 40 Jahre Hiphop-Kommerzialisierung in den USA. In: Hiphop-Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40578-6_2
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