| The emergence of hip-hop in the early 70's produced | | | | in sync. While MCs abound in every corner of the |
| four elements, which continue to be mainstays of the | | | | globe, talent comparable to the innovators who |
| genre: disc jockeying or a DJ, break dancing, emceeing | | | | dominated the 80's and 90's is hard to come by. As |
| or an MC, and graffiti art. How prominent are these | | | | hip-hop aficionados anticipate "the new," music |
| elements today and how were they represented | | | | executives search desperately for the one or ones |
| during BET's first annual hip-hop awards in Atlanta? | | | | who will carry the hip-hop torch to the next phase. |
| Upon acceptance of the "I Am Hip-Hop Icon Award," | | | | Invariably, advances in technology and a shortage of |
| rap pioneer, Grandmaster Flash paid homage to a host | | | | lyricists who have solid albums have caused a |
| of DJs. According to Flash, DJ's were once the | | | | noticeable erosion of hip-hop's staying power. |
| gatekeepers between the record labels and the | | | | For the past six years, hip-hop was the top-selling |
| streets. In 1996, thriving regional radio stations that | | | | genre over R&B and country music and was |
| reflected a community's heart and soul were replaced | | | | second only to rock music. This year's lack-luster |
| by media conglomerates with syndicated play lists. | | | | Billboard ratings are a warning sign of the genre's |
| Followed by a myriad of changes in music distribution | | | | potential to slow to a lull until new life respires. Pending |
| and leadership at radio stations and record labels, the | | | | change, BET Hip-Hop award recipient, Common is the |
| fire that fueled hip-hop's reputation began to fade. To | | | | current standard for aspiring lyricists. Busta Rhymes, Lil |
| maintain integrity, Flash encouraged a shifting to the | | | | Wayne, Lupe Fiasco, and T.I. are among his peers. |
| way things use to be--where new music was | | | | Graffiti art was once an economic menace to society. |
| received and circulated by the DJs. Knowing that DJs | | | | For years, buildings, buses, trains, sidewalks, etc., were |
| spend all of their time in tune with the streets via clubs | | | | regular targets for unwanted and unappreciated artist |
| and parties, Flash commented, "It makes sense that | | | | tags. Today, graffiti art is perhaps the most embraced |
| [DJs] break a record." Flash also admonished MCs to | | | | aspect of the hip-hop culture. New canvases of the |
| allow DJs to perform on stage. "The template was | | | | profitable, permanent, and mobile enterprise now |
| designed for DJs to play a part," he said. Embodying | | | | include skin (by way of tattoos), clothing, and vehicle |
| the original template, Atlanta's DJ Drama, was among | | | | wraps. Among the many artists profiling their "tag" or |
| several DJs who held it down on stage alongside | | | | some else's during the awards were The Game, Nelly, |
| notable MCs. Even though break dancing and poppin' | | | | Jim Jones, Chamillionaire, T.I., and Juelz Santana. As it |
| are nostalgic forms of hip-hop both are visible in | | | | relates to the four elements of hip-hop, BET's hip-hop |
| varying forms of dances including the Bay Area's | | | | award show recognized exceptional work and |
| hyphy. Newer dances that help hip-hop maintain its | | | | contribution to the hip-hop genre by acknowledging the |
| hype include snap, shoulder lean, motorcycle, and | | | | Producer of the Year, Lyricist of the Year, Hip-Hop |
| chicken noodle soup. DJ Unk and the Big Oomp Camp | | | | Dance of the Year, and Director of the Year. |
| showed attendees just how easy it was to walk-it-out | | | | |