From 1995–1998 hip hop music and culture rose from the periphery of society to mainstream and worldwide commercialization as it rode the wave of increasing globalization, incredible American economic growth, and the explosion of internet and computer technologies, to national and international prominence in mainstream society. During this time, hip hop also developed distinctive regional sounds, styles, and identities, namely in the West Coast and the South, which challenged New York’s hegemony, trend setting, and dominance over the culture and its music. Furthermore, hip hop experienced rampant mainstream commoditization, and widespread cooptation by corporate interests.
Thus, during 1995–1998, because of the crystallization of hip hop culture in corporate and mainstream American society, the hip hop nation struggled to maintain its realness and trueness to its traditional identities and foundational values in the face of cooptation and assimilation from mainstream and corporate America. By the end of the decade, hip hop manifested itself as both a multibillion dollar industry, and as the nation’s number one selling musical genre, highlighting an important shift toward a new era in hip hop’s ongoing development.
|Commitee:||Laird, Pamela, Shah, Alison|
|School:||University of Colorado at Denver|
|School Location:||United States -- Colorado|
|Source:||MAI 51/04M(E), Masters Abstracts International|
|Subjects:||American studies, American history, Music|
|Keywords:||1990s hip hop/rap, Corporate and mainstream America, Hip hop, Hip hop music, Rap, Rap music culture|
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