Has Kanye West Compromised His Core Audience?
By Sa’id
Music, once it’s recorded and packaged, is a product. Hence, like all commercial products, how you roll it out goes a long way in the ultimate success or failure of that product. Kanye West, one of the most enigmatic recording artists in recent history, is set to release 808s & Heartbreak, his fourth solo effort in as many years. And the roll-out for 808s & Heartbreak is apparently just as enigmatic as Kanye West himself. For instance, in October, West held a listening party that turned heads–literally (and figuratively). The event, which was held at an obscure warehouse in LA, was actually an collaboration with performance artist Vanessa Beecroft, who’s known for lighting up the place with live (often nude) female models. Well, if you were hoping for the shock and awe, West and Beecroft certainly didn’t disappoint: West entered the room, flanked by 50 naked girls. Hmmm… Though the proper roll-out can make or break a product, the product itself still must deliver. Which brings me to my next point. What is Kanye West trying to deliver this time around, and perhaps more importantly, who is he really trying to deliver it to?
Curiously, many hip hop/rap recording artists (read beatmakers/producers) seem to suffer from some sort of musical inferiority complex. Take for instance this typical journey. Beatmaker makes funky beats, gets some critical acclaim. Next, beatmaker becomes a "producer," gets some success along with that critical acclaim. Next, "producer," who is no longer a lowly beatmaker, no longer makes funky beats; instead, they now "produce" hit songs. Next, "producer," who’s now a self-described "hit-maker," angles to distance himself from the oh so primitive realm of hip hop music. Now, "producer", who’s built his name and brand off of hip hop, no longer wants to be described as a "hip hop producer." And how does "producer" prove that they are not just a hip hop producer? By leaving the "easy" world of hip hop and venturing into the difficult (seemingly superior) world of… rock, pop, etc.
Before I go on, let’s consider some basic facts about culture and people. ALL of us, despite our individual cultural backgrounds, are indoctrinated with the music and culture that we have the most (easiest) access to. Recording artists are very aware of this; after all, they are pros at recording and selling music. Thus, over time, all successful recording artists develop a feel for who their core audience is and what they like. Once they’ve identified their core audience, they go about making the sort of music that their core audience values. This recording artist/core audience dichotomy (relationship) is nothing new. In fact, it has always been a very important staple of the music industry.
Now, here’s the interesting thing about the artist/core audience dichotomy: though the tastes of the recording artist and their core audience can (may) change, the basic music values from which a core audience formulates their musical taste almost never changes! Many recording artists have maintained awesome careers, simply by respecting this relationship to the fullest. However, there have been many recording artists who have wounded their careers by "compromising" this relationship. And sadly, there are artists who have killed their own careers, by ending their relationship with one core audience, in favor of a new (presumably bigger and better) core audience.
When I first heard Kanye West’s Graduation, it was a bittersweet experience. On one hand, it was dope. But on the other hand, the album signaled a shift in Kanye West’s musical aspirations. As I listened to Graduation, over and over, it became clear that to me that, in the future, Kanye West would no longer use hip hop as the base music tradition that he would work from, in creating new music. Needless to say, this was very alarming to me. But now, as 808s & Heartbreak is set to hit stores (iTunes), I’ve become even more alarmed.
Some Historical Context
One of the biggest power struggles in contemporary popular music took place between Michael Jackson, Joe Jackson, and Barry Gordy. In the mid-1970s, Michael Jackson was saddled on one hand by Gordy’s vision of a neat, white-approved Jackson 5; and saddled on the other hand by Joe Jackson’s insistence on being loyal to his brothers and the Jackson 5 family brand. The first phase of this struggle was settled when Michale Jackson and his brothers cut ties with Gordy and got out of their contract with Motown Records. (They eventually ended up on Epic Records). Several years later, the second wave of this struggle was settled when Michael did indeed go solo.
Michale Jackson’s first solo work was Off The Wall, and his second solo effort was Thriller, the #1 selling record of all time. Here, there’s two things worth mentioning. First, Michael Jackson never lobbied to become some incredible pop star, nor lobbied that he was the best. On the co
On the contrary, given his chance, he stuck to the music principles and values that his fans had grown to expect from him. Second, through it all, Michael Jackson never forgot his core audience, nor did he try to swap them. Instead, he expanded his core audience,
by sticking to the core music values that had served him so wonderfully well throughout the main balance of his career. It was only when Michael Jackson made a deliberate attempt to move away from his first core audience did his music change, and his success subsequently decline…
Has Kanye West Compromised His Core Audience?
Kanye West has made no secret about his aspirations and his belief that he can achieve them. In fact, he’s made it known that he wants to make "stadium music," "bigger music," Thriller-like music. Whether 808s & Heartbreak helps him realize his personal aspirations is yet to be seen. However, one thing that appears to be clear, (judging by the songs that have leaked out): at best, Kanye West has made strides towards compromising (alienting) his core audience; at worst, he’s attempting to swap us out for a new one.
Side note to Kanye West and Timbaland: if or when Coldplay, Madonna, and the like calls you in for production work, they are not calling you in for a lesson in melody, chord progressions, or pop star-ism. Nope! They’re calling you for your hip hop flavor…
sorry there’s the rest^^^
original source
http://www.beattips.com/articles/2008/11/h.html
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December 26th, 2009 at 6:54 pm
Kanye has also said that he plans on doing more "hip hop" and "rap" after this. That this was a "side venture" that he took because he felt he needed to. He did it because it was something he was going through in is his life and that is exactly what an artist does. I don’t think Kayne will ever "compromise" himself because I don’t think from the start he was ever a "true RHH head. "Through the Wire" was not a true RHH song, it was mainstream from the start. It was an R&B song with a "bit" of rap in it.
I think Kayne is Kanye and people are going to love him no matter what he does. I am a Kanye fan and appreciate his ability to "expand" and "push the envelope".
I often think that if this was "Outkast" putting out this album would all this negativity surround them? Probably not, their acceptance would be much wider. Kayne has had haters from the beginning. He is an African American who started making mad success just as a Producer, now a rapper, song writer and singer. He is who he is and people are going to love him. I don’t think he had a "core audience". I think "everyone" across the board bought Kayne, not just RHH heads. Kayne is going to be fine, trust me.
Peace & Love
December 26th, 2009 at 6:54 pm
where is the rest?
December 26th, 2009 at 6:54 pm
Yes, I need the rest of this article.
NEED!
December 26th, 2009 at 6:54 pm
Kanye West has been quoted as saying he was to make more "anthem music, the kind of music that will be played in a stadium". He wants to become a pop act like Madonna, Michael Jackson, Britney Spears and so on. His core fans have probably all moved on at this point and his on a one way street to no man’s land. Whether Kanye sinks or swims is still uncertain, but whether he is trying to hard is up for discussion
December 26th, 2009 at 6:54 pm
When I was at music college this was the message that was been preached to the kids, this is not entirely true although the music business jst doesnt want to take chances anymore which is making it more true.The way I see it is that If someone spends all their time and money makin music they feel is good then they do have to take certain things in2 account but it is the extreme to which they take it in2 account that matters.It is expensive 2 buy equipment etc.. but complete image changing & formula music is selling out to urself & ur audience.Led zep didnt do this and they did fine, the industry market music to target audiences n most good producuers session heads whatever will work with acts under diff names becaus they have bills to be paid.What annoys me is when industry say they are bringing music forward not back when most with some savy have heard better versions years previous on the circuits so u kno they r flat out lyin to the kids to make them feel that they need to be listening to these acts.Bands n Acts shud work this system their will always b the fame hungry worthless acts but nowadays everything has angles that hav to be played & bargaining power established.
December 26th, 2009 at 6:54 pm
Whewweeeeee . . . I just gave EVERYONE (and will continue to give EVERYONE) a thumbs up for taking the EFFORT to respond to a LONG text that you have to READ.
BUT (my friends) you are so deep into fandom that you don’t smell the system. "core audience" yeah, that’s what them Republicans play to. Their core . . . so do you want to be one of them? NO! diversify, don’t fall for one guy . . . and for Jesus Michael Jackson, it’s a product to BEGIN WITH, so why worry about Kanye? JUST FIND SOMETHING ELSE TO LISTEN TO! Like Jackie McLean, someone who REALLY stuck to the core . . .
Edit #1a: No one brought up the Vanessa Beecroft connection, a problematic artist in her own right when it comes to integrity and the market. The aesthetic and meaning of her work bums me out – so why does Kanye need to enter the room with hundreds of nude chicks? Is that like some statement on his virility or what? And why does he need to contract a played out "performance" artist when the idea is so plain?
December 26th, 2009 at 6:54 pm
Your Answer:
I really appreciate you posting this.
I was one of those people included in Kanye’s core audience. I became addicted to The College Dropout cd and his Late Registration cd and even things he put out before he was famous. His remix verses were dope-especially the Talib Kweli song "Get By" remix. Ive argued with countless people that Kanye is one of the best emcees to touch a mic….
And then Graduation came out…
And im not going to lie, Graduation was a well put together album, however the lyrics SHARPLY downgraded. The only lyrically credible songs on there in my opinion were "Cant tell me nothin"(which was overplayed anyway, and "Everything I Am"….
And then he stopped collaborating with gifted artists and became a Lil Wayne and Jeezy jockrider. Me as a fan couldnt believe the direction he was headed in, but alas Kanye was indeed, heading into the wrong direction.
And now i had to make a choice. I can support Kanye in his making of eccentric music for the cocaine party goers, or i could move on to greater artists.
And i have moved on, im more of a Lupe Fiasco/Nas fan than a Kanye fan at this point and hopefully one day the old Kanye will return to hip hop and make the music he was once so great for making….
Until then-Im earless so hear this im peerless……..
December 26th, 2009 at 6:54 pm
That is the difference between Soul music and Pop music….Soul was about the Heart and Vibe of the listener..POPular is about what sells…
Kanye without doubt is talented,and possess the knack for both.. he has a great ear for music and sometimes in being artistic you may create a peice only you understand or it may not be appreciated until you pass or years later….and i am looking at the fact the loss of his mother may be surfacing threw his choices…we all grieve differently…. you make a great point about your Core fans…and when you lose them you tend to lose all around…….Now Hip Hop has gone that way in the sense of Real HIP HOP too the B-Boy or the RAP of the Rap fan…ie.. Rakim for Hip Hop and Soulja Boy for Pop-Hop….now as for Kanye straying…ummm that’s a catch 22…imagine if Afrika Bambaataa didnt do the Euro-influenced "Trans,Europe ,Express" for (Planet Rock)…. Or Run Dmc with the Rock riffs of Orange Krush for (Rock Box)..Hip Hop has always experimented with other forms of music Disco being the 1st to sell (Sugar Hill Gang-Rappers Delight) but the official from the hood where it started from was Soul…James Brown or Disco’s Herman Kelly’s (Drummer beat) …i believe Michael Jackson desired to be the greatest entertainer he could be which made him the greatest ever to do it..heavy influences of James Brown and of course adapting with the changing times(Disco) but he kept his Soulful roots about him…after Off the Wall (Dont stop til you get enough and Rock with you)then he created Thriller which was a phenom…it also boostered the sales of his old work…people realized that Off the Wall was the hybrid of change from soul/disco to now an art form mike carved out for himself…i think Kanye is falling into that zone..however 808 and Heart Breaks is risque but that what makes it even the more fascinating he’s willing to take a risk…and his core audience is those caught between Pop and Hip Hop…he going to catch criticism and some might be rightfully so but it is important to try than rather play it safe always…i dont think he’s thinking money he’s thinking like an artist…and the money just comes with the territory….and when artist like Madonna(pop) she lost her soul after she left the club scene (everybody/Holiday) pre Jelly Bean Benitiz days she’s calling because she not only wants your Hip Hop vibe but she just wants to POP and sell records she really aint got nothing from the soul to sing about…….