Akukho Thengisi-ngaphandle? KwiRappers zangoku, kungaphezulu kwe-No-brainer

Getty Images/Ringer umfanekiso

Ngomoya weHalloween, iChance iRapper iinkwenkwezi kwintengiso entsha yeKit Kat apho anxibe njengoRaccoon Mario osuka. Super Mario 3 . Ucula iKit Kat jingle phezu kwepiyano yomculo ngendlela yeCandy Candy. Intle. Kwaye i-corny, nangona ingeyoyiki kangako njengemfutshane kaKendrick Lamar kodwa ngelishwa ivesi kuMaroon 5 yamva nje, Andifuni ukwazi, nayo ikhutshwe kwiveki ephelileyo. Kwaye kukho uLil Yachty, i-rapper eyaqhuma ngaphantsi konyaka ophelileyo, edlala kwi-rapper. Sprite yorhwebo eyaqala ngo-Oktobha 12. Isivumelwano se-Endorsement! KuLil Yachty! umrepha uyakhwaza kwisibhengezo, ngokungathi inkxaso yenkampani yayizii-telos zakhe zobuqu.

Ezi ziinkwenkwezi ezintathu zodidi oluphezulu lwe-rap ezenza ukuhambahamba ngokungenazintloni phakathi kweentsuku enye kwenye, nganye isondela kwindawo yokungcakaza ngamanqanaba ahlukeneyo olangazelelo. Ithuba likhwela umahluko phakathi kwe-cute kunye ne-corny kunye nokunciphisa inkathalo; urhwebo lwakhe lweKit Kat kukuhlatywa kwento abalandeli be-rap abanokuthi bayibize ngokuthengisa. U-Kendrick Lamar wayesele ezithoba kwi-white-pop-industrial complex kwi-2015 xa edlwengula i-remix esemthethweni ka-Taylor Swift ye-Bad Blood, irekhodi elirekhodiweyo eliphikisanayo kunye neemvakalelo zobugcisa ze-Compton rapper. Akuzange kubekho ziziphumo. Kuhlobo oluncitshisiweyo ngaphakathi kwishishini elincitshisiweyo , ukuthengisa kuphakathi kwezona zinto zincinci zixhalabisayo imvumi.



Ke mhlawumbi akusekho into efana nenkangeleko embi. Iimvumi ezindala ziphila phantsi kwezona ndlela zimbi kakhulu kunentsebenziswano kaKendrick noMaroon 5 - I-LFO ene-M.O.P. ifika engqondweni - kodwa ngoku kubonakala ngathi abalandeli kunye nabagxeki baye banyamezela ngamaxesha athile okuhlawula amaxabiso njengeendleko zokwenza ishishini. Nokuba kukho iirekhodi ezirekhodiweyo kwigama labo, ii-rappers ezisakhasayo zixhomekeke ngakumbi kubaxhamli beenkampani kwimithombo ethembekileyo yengeniso. I-rapper yaseBrooklyn i-Young M.A. isanda kuphuma kwi-single yakhe, OOOUUU, ekhwele kwi-Hot 100 kwinyanga nje edlulileyo, kwaye ngoku indleko ecaleni kukaPharrell, uNicki Minaj, kunye noTravis Scott kwintengiso yeBeats nguDre.



Ukunyuswa kwe-Sprite ye-Yachty yimeko ye-ultramodern. IYachty luphawu lobuqu olwahlukileyo kodwa imvumi engafezekanga noko; ungowesithandathu kuphela kweyona rapper idumileyo kwitshathi yeBillboard yokuHambisa iiNgoma zokuRap, kwaye ekuphela kwento eyabetha ngokwenene kwityala lakhe yiBroccoli, ingoma apho adlwengula khona njengondwendwe lukaD.R.A.M. Njengomculi we-solo, i-Yachty ibonakala ngathi yakhiwe ukuba iphakame kunye nokuzaliseka komnqweno womntwana wokuvela kwintengiso ye-Sprite kunye ne-LeBron James. Umsebenzi wakhe womculo yingxolo nje.

Ku-Yachty, ukuthengisa kwakusoloko kuyinjongo yokunyuka kwakhe, ngoko ke urhwebo lwakhe lwe-Sprite lusebenza njengobungqina obunamandla beetalente zokuhlukana kwe-rapper - ubuncinci phakathi kwabalandeli bakhe. Ngethuba, kwakhona, yonke iyinxalenye yesicwangciso sokuqaqamba kweenkwenkwezi: Ungumntu buqu isibongozo iAkhademi yokuRekhoda ukuba yonyule icwecwe lakhe lamva nje, Incwadi yokufaka imibala , kwiiMbasa zeGrammy ngoFebruwari ozayo. Umtsalane okhubekisayo awunasiphelo.



Kuyavunywa ukuba, iplani elandelwa nguChance noontanga bakhe ngoku yaqala yaqulunqwa zizizukulwana zabo babizwa ngokuba ngabathengisi ababengaphambi kwabo. Ngo-2016, nangona kunjalo, olu budlelwane bobuchwephesha kunye namaxesha e-crossover ngokuphikiswano lugqithise izivumelwano zerekhodi ezibaluleke kakhulu kubomi bomculi. Ke abalandeli baya kuxolela isinxibo se-corny okanye ezimbini, ukuba oko kuthetha ukubona iimvumi ezizithandayo zomculo we-rappers zigqithisa ngokukhawuleza kweengoma zabo kunye neeprojekthi zokuqala.

Kwimillennial rap, ezo ntlungu zokukhula kwezorhwebo ayisiyomeko entsha ngokupheleleyo. Ngapha koko, ngasekupheleni kweminyaka yee-1990 kwavelisa umfanekiso ochaza ubuntwana we-jiggy rap icon UMa$e etyhalela iReptar Wagon ezantsi kweGreen Screen Avenue , ngoncedo lukaJimmy Iovine kwi-Interscope kunye nePuffy kwiiRekhodi zeBad Boy. Ayifumaneki cornier kunoko.

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