Shit, product placement is all over this motherfucker (most obvious example: “If Hov’s a Blackberry Bold / Shawty is a Sidekick” on Venus vs. All of it amounts to a pile of songs that would sound kickass as the background music to a Lexus ad. His anthems come from Swizz Beats, a fucking anthem guru. His hooks are sung by Rihanna and Alicia Keys. Jay shares a mic with everyone from yesterday’s hotness (Young Jeezy) to today’s hotness (Drake, a still largely unproven commodity in my eyes). Kanye West not only co-produces the album, he produces seven of the album’s 15 tracks and raps on two. All the big names, the big money makers, are present. In that respect, it is a massive success. What we have here, in The Blueprint 3, is a pop (not rap, mind you, but POP) record solely and completely focused on finances. And that is one thing Hov can do without effort. Since anyone can get anything for free at any time, you gotta feed the monkey some other way, and selling cars and phones is as good a way as any. That’s how you got to make a buck these days in the music world. It’s a license to print money.Īnd hey, that fine. It’s dollar signs, profit margins, record sales, concert tickets, merchandising deals. These things don’t even factor in during the creation of his music, outside of how they can be manipulated to make money. Rhyme schemes, lyrics, rhythms, word play, flow, delivery.
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