Sunday 28 August 2016

Summer project: Rich the Kid 'Plug' feat. Kodak black & Playboi carti

Research



Source: Live strong

The article from this source (above) attempts to understand why hip hop/rap attracts teenagers and the influence it has on them. Nakia Jackson (publisher) takes a fair approach looking at both sides of the discussion for example: 'Does rap cause violence in teens?' her answers would support dominant ideologies 'Can rap encourage positive behaviour in teens?' her answer relates to teens being able to learn some struggles in life through rap.
This article wouldn't be the preferred reading for most people as it subverts dominant ideologies about rap artists and rap generally influencing criminal behaviour. In addition, sexual behaviour in teens is increasing and there would be no surprise if its due to hip hop music videos. Nakia says, 'research shows the more time African Americans spent watching hip hop videos, the more likely they were to engage in sexually risky behaviour.' This would suggest hip hop is having a negative impact on teenagers as they are now more likely to have children at a young age due to watching their favourite rap musicians boasting about having sex and girls. Despite this Nakia adds, 'However, researchers believed that it was the presence of sexual lyrics or images rather than the musical genre'. Therefore, the lyrics may not be the influence but the video itself.


Source: YouTube 'Private Records '


Madeintyo - 'Uber everywhere' - song in end 'Jerry Stackhouse'

This song is similar to 'Plug' in the way both songs express the use of drugs and rapping about sexual intercourse with women. However, there are women in this music video in contrast with 'Plug' and this immediately suggests (due to genre) women are going to be objectified. They are wearing revealing clothes and the lyrics does strongly associate with sexual intercourse. Therefore, this supports the dominant ideology of women being disrespected in hip hop which could potentially influence not only teenage boys but girls too. They may feel as if they need to follow social trends and impress boys through behaving in similar ways background dancers would in a hip hop music video. Despite this, the women in the music video act in an appropriate way minus the potential drugs they are smoking.


Source: YouTube 'WorldStarHipHop'





Bankroll Fresh - 'Walked in'

In contrast with both songs, this song supports the dominant ideologies hip hop has on the ways women are viewed. Most of the women in the music video are half naked twerking in a house party which would suggest to a young audience that women are used for pleasure. This music video would have more of an influence on teenagers because not only are they objectifying women in the lyrics ('after I smash lil nigger can have her') but the video shows men grinding themselves on the back of the women. The link below holds an article which explains how representation of men and women in hip hop has changed the lifestyles of teenagers.

http://hiphopandpolitics.com/2006/08/23/is-rap-actually-music-or-is-it-a-bad-influence/ 




Bankroll Fresh - 'Walked in - hit dem folks'

Despite the negative influences hip hop is having on youth, we shouldn't forget it is music and people can dance to it. This video shows African Americans in their teens dancing to 'Walked in' which viewers could suggest is allowing them to become more creative and active. In addition, this particular dance move  has become viral with many artists, sports men and ordinary hip hop listeners use when 'vibing' to rap songs. Therefore, we could argue it has helped get a World wide community together filming themselves doing the dance and posting on social media.


Rich the Kid - 'Plug - Kodak Black verse, Odell Beckham Jr and Ben dance'

This video is of an American footballer wide receiver for New York Giants Odell Beckham Jr and his friend dancing to 'Plug'. They include the dance move 'hit dem folks' which has gained international fame in the rap community. This means that young American football fans who look up to Odell could become more focused on creating dance routines with their friends rather than focusing heavily on what the rappers are expressing in their songs.


Nebu Kiniza - 'Gassed up'

The artists of this content is a low key rapper who hasn't yet been recognised by the hip hop community. The song is a remix of 'Plug' by Rich the kid and co. which means the artists allowed Nebu to use their beat. Therefore, this infers the rap community want to help each other become successful in the community as they allow him to use their reliable beat. Especially considering 'Plug' is one of the most viewed songs on WorldStarHipHop this would allow Nebu Kiniza's music to blossom.




Hip Hop influence is nonparallel 

This video is of oddisee talking about what hip hop gives to youth.

http://www.passionweiss.com/2014/10/01/kodak-black-project-baby-interview/ 

This is an interview with one of the artists from 'Plug' Kodak Black. He discusses his childhood in Florida and what that meant for his future. He says 'he was born in the trap' inferring he had no choice but to fall back on hip hop in order to have a decent way of living.


http://impactofrapmusiconyouths.weebly.com/positive-impacts.html

This article thoroughly explains how hip hop provides young people with opportunities to become successful. It tells the audience that hip hop gives young people hope and educates them about troubles they may face in the future. This means that they can be educated on current affairs like police brutality and legal ways of countering them. Also, some rap songs can teach youth (specifically black people) about their culture and their history.


http://news.bbc.co.uk/1/hi/uk/6938411.stm

This article is from 2006 and the discussion is still the same to the one today. Is rap influencing youth? We could suggest opinion leaders would want to influence the majorities ideologies by explaining hip hop is a negative influence of teenagers and other young people.


http://www.bbc.co.uk/music/reviews/p9zb/

This article is about the Ill manors album which Plan B. It highlights the synergy between the film and the album. This means that the rap has been used to tell a story to educate viewers how to not live your life. Therefore, this could be a deterrent for youngster to not become criminals or associate themselves with gangs.


http://www.hotnewhiphop.com/rich-the-kid-plug-feat-kodak-black-and-playboi-carti-new-song.1967289.html 

This website has created a review of the song 'Plug' by Rich the kid, Playboi carti and Kodak black. The website is known for releasing content related to hip hop hence the name of the institution 'hotnewhiphop'. The section with 'quotable tracks' is where a young (any audience) audience would be significantly influenced as it includes the most explicit lyrics. Here for example it has Playboi carti's lyrics: 'I gotta move that traffic, can't let these opps have it. It's snowing in my attic, its snowing in my yard'. He is saying he has a load of drugs in his house and can't let the police find it and take it away from him.





Source: YouTube 'WorldStarHipHop'


Representation

The music video as whole supports stereotypes people have of African Americans through their representation. We see the trap artists, (Rich the Kid, Playboi carti and Kodak Black) of the ages 24, 19 and 19, represent themselves as criminal through the use of drugs and the suspicious amount of money they are 'flexing' with. They are doing this to show off and express their way of living. Rich the Kid says 'I was 13 ran up on the plug stickin them up for the drugs' which means in his young teens he betrayed his drug dealers and stole drugs from them. I believe this is a fair representation of the youngsters as there is evidence of them doing the actions they proclaim as Kodak Black is now in prison for drug use and sexual charges. However, I don't believe it is fair to generalise these criminal activities with all African Americans.

Image result for kodak black ambitionThe artists seem content with revealing all the illegal antiques they do through the song. Their use of drugs and objectifying women would suggest the stereotype of rap songs objectifying women is true (Tesa Perkins theory). This has become a trend/the norm in this genre leading to youth culture learning from it and also becoming criminals.

Although women may be objectified lyrically, we don't physically see it happen. Usually in hip hop videos women would wear revealing clothes and would seductively dance with people in the music video. However in 'plug', there aren't any women in the video and this would challenge negative stereotypes of artists as they haven't been tempted into including women in the music video .

Narrative

The narrative being displayed is typical of the genre of the song and shows the drug dealers at work. The music video consists mainly of the artists and their friends showing off money, drugs clothes etc but this is only for each of the three verses of the song. The chorus shows Rich the Kid delivering drugs to a client which are the ideal moments of the song to show the narrative as the chorus is the most easiest part to remember so the audience's  attention would be on the story line.

Some of the audience may be able to relate to the song in a way because they may be drug dealers so would completely understand the lyrics and narrative immediately. Where as other audiences who listen to the song and don't know the slang used will have trouble understanding the story and possibly the title of the song 'Plug'.

The artists will have medium close ups and close ups or will be positioned in the middle when its their verse. This allows the viewer to establish who will be rapping in each verse so it won't be too confusing for the viewer especially because of the fast paced transitions. Furthermore, in order for listeners to understand what is being said (decipher slang), props and location have been carefully selected in order to tell the story. For example: the phones are constantly in use in order to suggest the amount of calls they are getting from clients.



Institution

The music video is from YouTube from posted by WorldStarHipHop. This YouTube channel is famous for uploading the latest hip hop (specifically trap) and usually has exclusive music videos which would certainly attract audiences interested by this type of music. It currently has 2.9 million subscribers and viewings vary depending on the artist on the music video. The owner of the music publisher is Lee O'denat who created WorldStarHipHop in 2005 with his wife. They began releasing songs as well as short videos of fights which would attract a violent audience and one would assume the typical music Worldstar would publish without having knowledge of the genre of music.
Therefore, you would assume it's main audience would be of African American because of the artists published on the channel. Also, you could imply the audience would be able to relate with the rappers because African Americans are struggling to live in America because of white supremacy either being displayed from southerners or the police - police brutality.

The fact Worldstarhiphop has uploaded on the music video on YouTube tells us the artists and their agents have agreed their music can be accessed through a social media for free. This allows anyone with internet to listen to the song without purchasing the track. In addition, this allows illegal downloading sites to copy the song onto their website allowing anyone with internet to download the song for free but with this the artist hasn't given consent. The track has only been distributed online as the audience for the song mainly uses the internet to connect with music and don't buy cd's anymore.


Genre

This media text belongs to hip hop and more specifically, trap. The name 'trap' suggests African Americans are struggling in finding ways to escape from the ghetto and would have to depend on music to help them become successful and live in more civilised areas whilst supplying/selling drugs. It is obvious this song fits the genre because of the artists' appearance which has become a universal stereotype of black youth. The clothing is typical also because they are wearing designer clothes and are 'flexing' with their expensive assets. Most of all, the lyrics are outrageous because they objectify women, rap about guns and selling drugs to get money which is not moral and is against the law. Therefore, Levis Strauss' theory can be utilised to state the dominant ideologies of young African Americans being criminals is true.

Although women are objectified lyrically, there aren't any women in the music video. This means that the video would challenge  the WorldStarHipHop audience's expectations as their aren't any women trying to be seductive like most hip hop videos. Therefore, this music video wouldn't have as much of an influence of young people as other hip hop music videos because they doesn't visually see women acting as sex objects.

These artists come from places in America people would associate with hip hop. Kodak Black, originally from Florida, began rapping at the age of 14 and has been on the radar since. In that time he has released numbers of albums and has built his fame with the help of popular hip hop and R&B artist Drake who was recorded dancing to a song 'Skrt' by Kodak. Therefore, an audience of WorldStarhiphop would be able to infer the type of song and lyrics they will see in the music video.

Playboi Carti was born in Georgia Atlanta which is hot currently with rising hip hop talent. It is the destination for rappers of the this generation to live or chill. There is a famous strip club called 'follies' which Playboi mentions in his song 'Probably at follies or we up at magic'. They are two strip clubs which rappers attend and this can significantly influence youngsters into working there to impress the rappers as a female or for pleasure. Strip clubs have a negative representation of women and anyone of attends them and because rappers are known for visiting them, the ideologies created about them are reinforced.

Rich the kid is originally from Queens New York which is also known for having a few low key rappers who evolving into successful ones. He has know moved to the Atlanta Georgia where hip hop is currently 'hot' and has worked with famous hip hop group MIGOS. Rich the Kid in 'Plug' definitely reinforces the dominant ideologies of young people in the music video by doing legal and illegal actions. An example of legal would be when Playboi Carti or Kodak Black are rapping and we see Rich the Kid constantly on his phone. This is what any audience would expect to see from a youngster but the purpose of him being on the phone is probably to communicate with his client for drugs. Therefore, this is ironic of the hip hop genre because it is the main way these young thugs would operate and its evident in these rap music videos.


Language and forms 

The obvious denotation in the music video would be the expensive items, money and drugs. The items would include the garments, cars, apartment which all of the artists show off in the music video to tell the audience they are rich and are looking neat. If that isn't enough, they also show off stacks and stacks of money to reinforce the fact that they are 'ballin'. This is typical of a rap music video as most rappers enjoy boasting about their wealth and revealing their money in the videos. This means that youngster are influenced because of the amount of money rappers are earning and in addition to the rap money they earn a little extra through selling drugs. Therefore, the youth are exposed to the criminal life because their favourite rapper is associated with drugs which could be selling or using it impacting the lives of the youth attracted by the lifestyle.

The connotation comes from the lyrics mainly and there are some objects which can be analysed. Rich the kid explains, 'Finessin, I'm juggin the plug, in the trap makin a play like a quarterback'. Rich the kid is using a simile here comparing his distribution/plays with a quarterback from American football. This suggests that he is the main person in his operation of drugs and gives drugs to people paying the right prices. Teenagers could make sense of this lyric and could aspire to do what Rich the Kid does in order to gain similar success as him. Another lyric which can impact the way the youth behave is by Playboi Carti, 'probably at Follies or we up at Magic'. Follies and Magic are strip clubs in Atlanta where many rappers go and have also rapped about in a verse. Young males could eventually be tempted to visit a strip club or learn more about them (depending on age) making them believe all women act in the same way as strippers. This is dangerous as unhealthy relationships can be formed because young males desire a woman of a strippers behaviour which is unrealistic which could lead to domestic violence or rape. Furthermore, young females could be influenced by this song to potentially become a stripper themselves to impress their favourite rapper or get some of the money these rappers show off in music videos.

The non-verbal gestures in the music video are common of hip hop music videos. We see universal dancing, gun gestures, money which a typical audience would expect. The gun and money gestures are popular among youngsters especially when it comes to using a pose for a picture with their friends. Despite these photos being taken as a joke or to cause no harm, it reinforces dominant ideologies of the youth and Tesa Perkins theory of stereotypes being true can be used to suggest they are criminals. The universal dance called 'dab' is included in the video which anyone can use to any song at the right moments. This has allowed youngsters to create dance videos showing off their skills and rhythm which has given them fame and money. Rich the Kid shows us how to Dab:

The setting of the song is Atlanta Georgia to represent their community. This would tell an audience where the artists are chilling at this moment in their careers. Two of the rappers don't originate from Atlanta but the fact they chill there would suggest to youngsters or anyone that it is the place to be especially if you want to become successful in hip hop. Therefore, some may risk damaging their futures just to live in Atlanta Georgia. Also, Atlanta's murder rate is almost 50% which means their lives are danger.

Furthermore, the music video holds dominant images like the constant use of phones. This was done to imply they are talking business or they could be trying to get hold of new clients. Perhaps the teenagers watching this could feel like they could become a client of one of these rappers. The pace of the music video suggests they are trying to hide the criminal activity taking place and to increase to hype of the song.

Values and Ideologies

The ideologies of the music video can vary depending on the audience. The dominant ideology would be that youngsters are out of control and have no respect. It is also the preferred reading for people who follow the dominant ideology because their beliefs are being portrayed which means it can be used as evidence to support their ideologies. The oppositional reading would be from people who enjoy hip hop. Their ideologies would be that these youngsters are trying to get out of the 'trap' and become successful. Most trap music videos are similar because they all show off their assets. Therefore, the aim in 'Plug' was to show off expensive items and money.


Audience

The target audience of the music video is black Americans of any age who have/are struggling to escape the trap. The song can serve as inspiration for people in America who have no choice but to become a criminal to have a good quality of life. They would be of the working class and lower and probably strugglers and mainstreamers. We would assume the audience are those who aren't too wealthy but still find ways to buy expensive items. Although the song is performed by criminals, there are some people who listen to the song who are law abiding citizens but have less money than those criminals.

The age of the artist could suggest the listeners are of a similar age. Their behaviour is being mirrored by their fans increasing drugs in the country and deaths. The way of viewing the song does relate to the audience because the song was exclusive on Worldstarhiphop which uploads various other hip hop music videos. Therefore, the audience of the channel would be the audience of the song which is probably mainly of black people in America. This means that people would be able to suggest what the song will be about and what it could include just because of the origin of the song.

The dominant ideology would be that youngsters are out of control and have no respect. It is also the preferred reading for people who follow the dominant ideology because their beliefs are being portrayed which means it can be used as evidence to support their ideologies. The oppositional reading would be from people who enjoy hip hop. Their ideologies would be that these youngsters are trying to get out of the 'trap' and become successful.

The audiences pleasures would come from being able to dance to the song mainly using the universal hip hop dances which have been created by artists and ordinary people in the rap community. There are some viewers of the song who have personal identification with the rappers because they also are drug dealers and have expensive clothes and cars. Others can build personal relationships with the artists because they are happy for the three becoming successful from being in the trap. Some may try to use this to build a case against the artists but the lyrics aren't too revealing I don't believe.

The text doesn't really influence me as I don't live in America and wouldn't know about the 'trap'. This means that there are things they say that I can't relate with so I wouldn't really understand because I don't know what it feels like to live in the trap. For me, the song is used for enjoyment and although the rappers are speaking their lives, they sound as if they are  shinning light on it.