Shake Up Your Library: Using Hip Hop and Rap to Attract Teens and New Adults

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  • EntrepreneurshipRoc Nation is a record label, management, music publishing and entertainment company founded under Jay-Z.“Tanning is the catalytic force majeure that went beyond musical boundaries and into the psyche of young America-blurring cultural and demographic lines so permanently that it laid the foundation for a transformation,” says Steve Stoute, entertainment marketing icon whom Shawn ‘Jay-Z’ Carter refers to as, “the conduit between corporate America and rap and the streets.” Steve Stoute has made a career out of identifying with and activating a new generation of consumers to create extremely successful marketing campaigns.In a deal that could signal the arrival of a prominent new player in digital music, Beats Electronics, the company that has transformed the high-end headphone market with its Beats by Dr. Dre line, is in the process of buying MOG, an online music service. In less than four years, Beats, founded by the hip-hop star Dr. Dre and the record mogul Jimmy Iovine, has come to dominate the headphone field. With sleek designs and canny marketing, the company has made a symbol of high-fidelity audio as well as of high fashion.The headphones, which sell for up to $500 a pair, have spawned a growing field of deluxe, celebrity-branded listening devices. As of last year, Beats Electronics’ annual sales were nearly $500 million.
LIFE Camp incorporates best practices in youth violence prevention and intervention and develops teens and young adults into peer leaders.Paul D. Miller, aka DJ Spooky: Musicsoft Arts has had about 10 million downloads. Miller is also the editor of Sound Unbound: Sampling Digital Music and Culture (2008). Rhythm Science was about how things flow musically, while Sound Unbound is about the remix. Professor of Music Mediated Art at the European Graduate School where he co-teaches (with Michael Schmidt) an Intensive Summer Seminar in Saas-Fee.
  • POLITICS/Diplomacy – George Martinez & the Global Block Collective:The Global Block harnesses the spirit of innovation, creativity and activism at the core of the Hip-Hop movement to empower youth and transform communities across the globe. The founder of the Global Block is the Hon. George Martinez, aka Rithm who is an official US Hip Hop Ambassador, renowned educator, award winning activist and Hip Hop political pioneer. He is the co-author of, The Organic Globalizer: The Political Development of Hip Hop and the Prospects for Global Transformation, (New Political Science, 2010), and the 1st practicing Hip Hop emcee elected to political office in the US (2002).In 2004 P. Diddy   founded the political service group Citizen Change .  It was backed by Mary J. Blige , Mariah Carey and 50 Cent.  The goal was to get young people registered to vote (presumably Democrat) and to encourage them to get out to vote.  Their campaign slogan  'VOTE OR DIE' was used on T-shirts, signs and they even made a video.Reverend Lennox Yearwood, Jr. is the president of the Hip Hop Caucus which will provide "community-based street teams" to to do the legwork in seventeen cities from the Bay Area to Miami to Cincinnati. Artists like T.I., Ludacris, Keisha Cole, Eve, Phife of A Tribe Called Quest, and Brother Ali. focuses on educating, registering, and mobilizing young people of color between the ages of 18-39 who live in urban and rural communities, do not attend college or attend Historically Black Universities and Community CollegesRosa Clemente is the first Hip-Hop activist to become a VP candidate for the Green Party in 2008Kevin Powell from the Real World ran for Congress three times.
  • The Hip Hop Re:Education Project  and  Gangway e.V., Berlin's largest street-work organization, have developed the Bronx-Berlin Connnection, a year-round cross-cultural exchange program that uses the mediums of spoken word and music—particularly, rap and hip hop—to explore and express the unique experiences of urban youth around the world, the critical challenges they face and the solutions necessary to enact change in their communities.  Using the same beats, common lyrical themes and different languages on two separate continents this program works to not only produce multi-lingual, cross-cultural poems, songs and albums, but more importantly it seeks to engage today’s youth in a continual process of cultural exchange.  Thus far this partnership has developed 2 full-length records, facilitated 4 international cultural exchange trips and filmed and released dozens of music videos and mini-documentaries.Trinity Int’l Hip-Hop Festival – 7th annual - Founded in the spring of 2006, the Trinity International Hip Hop Festival was created to combat the disunity, segregation, and violence of Hartford, CT and Trinity College. Using the historically education-oriented and politically revolutionary medium — Hip Hop – and focusing on its global potency and proliferation, the Trinity International Hip Hop Festival works to unify Trinity College, the city of Hartford, and the Globe.Panmela Castro aka Anarkia founded the Nami Feminist Urban Art Network that is a way to continue with my work with others girls that divide with me this felling and love about the faith of change the world. It is important to try to talk with people in a way that they want to listen. People wants to say things but today we have so much information in everywhere that people can´t pay attention in everything, especially if it is boring. To talk with youth, you have to talk with the same language of them. Nami do this job. Since I start with this work about use graffiti as tool to promote women rights, people has been interesting about how it can happens, specially because of the graffiti that for then is a different kind of media that is lots of time been seen just as vandalism. Really special women have been honored with the same award such former Chilean President Michelle Bachelet and the Nobel Laureate Muhammad Yunus, and for me was very important to be in the same position as these powerful women and to see my work in Rio with the graffiti girls being recognized. Working in our homelands, sometimes, we cannot always see how important our work is important and how much we are helping the others. Vital Voices was founded by the sub-secretary Hillary Clinton, when she still was the First Lady of the United States, and is doing a good job promoting and acknowledging important work made by women who are trying to make the World better.On May 16, 2001,KRS’s Temple of Hip-Hop formally introduced The Hip Hop Declaration of Peace to the United Nations. Hip-Hop was officially declared a culture of peace through a charter. There the document was signed by hip hop activists, pioneers and UN delegates. In 2001, UN HABITAT Messengers of Truth launched and Toni Blackman became the first US State Dept. Hip-Hop cultural envoy.Cinema/Politics - African Underground: Democracy in Dakar is a groundbreaking documentary film about hip-hop youth and politics in Dakar Senegal. The film follows rappers, DJs, journalists, professors and people on the street at the time before during and after the controversial 2007 presidential election in Senegal and examines hip-hop’s role on the political process. Originally shot as a seven part documentary mini-series released via the internet – the documentary bridges the gap between hip-hop activism, video journalism and documentary film and explores the role of youth and musical activism on the political process
  • A new wave of educators and cultural workers influenced by Hip-Hop culture, technology, and globalization have emerged in recent years. The first wave began in the early 90s with a little over a dozen artists, scholars, and entrepreneurs who grew up with Hip-Hop. Today, we have hundreds of teachers, artists, scholars, social workers, social entrepreneurs, and administrators in K-12 and institutions of higher learning who are able to serve as an inter-generational cultural bridge. Whether Hip-Hop culture is used inside the classroom to teach a subject, serve as a hook to teach a lesson, or as an academic subject itself, vocation, or art form, teachers from all backgrounds are integrating it into their curriculum as a liberatory, critical, and culturally relevant and responsive pedagogical tool. Like other educational fields, Hip-Hop Education practitioners aim to meet youth where they are and employ all resources at their disposal to improve the students’ plight.Tricia Rose at Brown UniversityMichael Eric Dyson at Georgetown University9th Wonder at Duke UniversityBun B has been guest lecturing at Rice University for a class called Religion and Hip Hop Culture In America. The teaching gig was set up through the H.E.R.E project (Houston Enriches Rice Education Project), an on-going mission to improve relations between Rice University and the greater Houston community by offering students research opportunities and different classes.Clive Davis Department of Recorded Music at New York University’s Tisch School of the Arts announced that super producer, artist, and entrepreneur Swizz Beatzhas been named its first Producer in Residencedead prez' M1 Announced As Scholar-Artist In Residence At Haverford College - The rapper's position will allow him to lecture to students, sit on panels and lead creative workshops. The residency, sponsored by the Africana Studies program and AcadeMIX Hip Hop Symposium and other college organizations will complete with M1 producing a free EP, The Africana Digital Project. Mare 139 and IonalRozeal Brown at NYU
  • In 1991, Howard University became the first university to bring hip-hop to the academy through a student run conference. The Hiphop Archive was officially established in 2002 under the direction of Marcyliena Morgan. The Archives Research Center of AtlantaUniversityCenter Woodruff Library houses the TupacAmaruShakur Collection, a rich resource for understanding the life and work of one of hip-hop's brightest stars.Cornell’s hip hop collection documents the origins and growth of hip hop culture through the preservation of its original artifacts. The collection includes the largest institutionally assembled collection of early hip hop recordings on vinyl (7,000 recordings and growing), sound files of early battles and live performances, the photographic archive of Bronx photographer Joe Conzo, Jr., several hundred 1970s and 1980s hip hop party and event flyers, including the working archive of noted flyer artist Buddy Esquire, the archive of Breakbeat Lenny, books, magazines, textiles and more.Hip-Hop Education week launched by Essex Community College in Newark, NJOne Mic Movement - Fordham University’s Graduate School of Social Service In collaboration with Hip Hop Therapy & Hip Hop Psychology presents“ONE MIC, ONE MOVEMENT: Advances in Hip Hop Therapy & Hip Hop Psychology”Show & Prove - growing number of practitioner-scholars and generations of those raised on the culture who are now taking classes, writing, and publishing work, we are in a moment ripe with possibilities to think in concrete terms about what Hip Hop Studies is and what it means to do this work.
  • EDUCATIONIn 2002, Rob Principe and the late Jam Master Jay founded Scratch DJ Academy with the goal of lowering the barrier of entry to the art form of the DJ. Today, Scratch teaches over 100,000 people how to DJ annually through its physical locations and national tours. Scratch has taught students from all 50 states, 35 different countries, and is widely recognized as the world leader in DJ and music production education.McNally Smith College of Music’s Hip-Hop Diploma program, dedicated to Hip Hop Studies, got underway this year with 14 Students who will make up the music school’s first Hip-Hop Class of 2010.  The leading program in the country is designed for students who want to explore and develop in a cross-departmental curriculum that covers music, recording technology, language, music history, and music business. The first college in the country to offer a diploma in Hip-Hop is looking for more B-girls to join its ranks. To help recognize the contributions women have made in Hip-Hop, McNally Smith College of Music has just announced a new three-semester scholarship program called “B-Girl Be Hip-Hop Diploma Scholarship” to cultivate the next great female practitioners of the popular worldwide music form. Applications can be made at the college from September 19 until March 1, 2010 for the 2010-2011 school year (see details below). The “B-Girl Be Scholarship” is available to young women performers and non-performers, and will allow a student to receive half tuition (a $16,000 value) free of charge.  Scholarship review panelists will include representatives from B-Girl Be, Intermedia Arts, and McNally Smith College of Music.  The scholarship winner will also have to meet McNally Smith College of Music admissions requirements.Toki Wright, coordinator of the music school’s Hip-Hop studies program — and an outstanding emcee, poet, community organizer and recording artist for Rhymesayers Entertainment — lauded the scholarship decision, saying it will validate even more the work of women in the genre.Marc Ecko’sArtists & Instigators empowers producers to GET IT DONE. We believe best in class producers built great business by assembling brand, vision, talent, design, and by delivering consumers utility and value. A&I curates game changing producers who have the ability to reshape industries ripe for reinvention. Big Boi's Big Kidz Foundation - Established in 2006, with a firm belief that cultural exposure, musical and literary expressions, and the invaluable experiences of travel, makes for a well-rounded personHSRA - High School for Recording Arts was born in July 1998 with its approval as an independent charter school district by the Minnesota Department of Education. Danny zarazua- History / Vice Principal / Advisor, Unity High School in Oakland, CAThe  Peapod Music and Arts Academy was launched by the Black-Eyed Peas' Peapod Foundation on January 17, 2008, at the  Watts/Willowbrook Boys & Girls Club .  This cutting-edge arts school sponsored by the  Black Eyed Peas caters to disadvantaged and foster kids aged 13-19 in South Central Los Angeles. The Oakland Peapod Academy is housed at The Green Youth Arts & Media Center, a creative empowerment hub in Oakland, California, engaging disadvantaged youth to gain knowledge, self-confidence, and leadership skills by addressing systematic forms of violence, using arts, media, and eco-literacy.YoYo, Kanye West, Pharrel summer schools/camps
  • A new wave of educators and cultural workers influenced by Hip-Hop culture, technology, and globalization have emerged in recent years. The first wave began in the early 90s with a little over a dozen artists, scholars, and entrepreneurs who grew up with Hip-Hop. Today, we have hundreds of teachers, artists, scholars, social workers, social entrepreneurs, and administrators in K-12 and institutions of higher learning who are able to serve as an inter-generational cultural bridge. Whether Hip-Hop culture is used inside the classroom to teach a subject, serve as a hook to teach a lesson, or as an academic subject itself, vocation, or art form, teachers from all backgrounds are integrating it into their curriculum as a liberatory, critical, and culturally relevant and responsive pedagogical tool.
  • FIRST NATIONAL REPORT ON HIP-HOP EDUCATION THAT highlights Hip-Hop courses and programs that improve attendance, increase student engagement, prepare students for college and access to college, prevent drop-out for students at risk for school failure, reconnect out-of-school youth to school (drop-in), and provide character education (e.g., building self-esteem, citizenry, leadership), including mentoring or sports and recreation programs. NARRATIVE THAT ILUSTRATES HOW EDUCATION is embedded throughout Hip-Hop history, making the study of its culture, leaders, literature, music, movies, and artifacts essential to the exploration and growth of Hip-Hop education movement. In communities around the nation, youth are learning to organize and build community, collaborate on music, publish books, start businesses through Hip-Hop. Not enough prominence is given to the ways that Hip-Hop-based education and pedagogy can be used to transform our society. Hip-Hop culture has rendered a movement that is intimately accessible, educational, visceral and real.
  • Program structures: Hip hop programs are focusing on writing and oral skills development
  • 82 include a performance as part of their curriculum, while developing a product was the least integrated component with 56%. We assumed that developing a product requires additional resources and funding.
  • Fifty-five cities are represented in the survey including major cities such as New York, San Francisco, Atlanta, and Houston, and smaller cities such as Irvine, CA, Saratoga Springs, NY, and Evanston, IL.  The average state that participated only had 1 or 2 programs. Although the census was predominantly focused in the U.S., there were participants representing Canada, China, Russia, South Africa, Singapore, Germany, Uganda, Australia, New Zealand, and Brazil. Nearly 10% of the courses and programs are in middle school classrooms, 21% in high schools, 14% in colleges and 22% include other settings within school. 37% are in after school programs, 2% Saturday programs, 3% summer camps, and 37% other settings outside of school. The other settings include juvenile correctional facilities, town halls, religious congregations, and human rights forum.
  • 81% or 150 programs serve youth between 14-18 years of age, while 115 programs serve youth between 19-22 years of age. This demonstrates that Hip-Hop programs are mostly serving early to late adolescent youth, high school age students with college age students coming in second, not necessarily attending school.
  • The most frequently youth being served are African American and Latinos, while Native Americans were the least served. We assume that reaching different populations, especially those in rural areas and reservations, requires additional resources and funding.

Transcript

  • 1. “Shake Up Your Library:Using Hip-Hop and Rap to Attract Teens and New Adults” JUNE 1, 2012 PRESENTED BY MARTHA DIAZ METROPOLITAN CENTER FOR URBAN EDUCATION
  • 2. USING HIP-HOPMEDIA, LITERATURE, ANDCOMMUNITY FORPROJECTS
  • 3. HIP-HOP MAKES ANIMPACT ACROSSDISCIPLINES, SECTORS, AND BORDERS
  • 4. HIP-HOP APPEALS TOEVERYONE.TRANSCENDSRACE, GENDER, SOCIO-ECONOMIC BACKGROUND
  • 5. BUSINESS
  • 6. POLITICS
  • 7. DIPLOMACY/INTERNATIONAL CULTURAL EXCHANGE
  • 8. ACADEMIA
  • 9. ARCHIVES/CONFERENCES
  • 10. K-12 SCHOOLS
  • 11. FOUNDED IN 2010The Hip-Hop Education Center [HHEC]was founded in collaboration with theMetropolitan Center for Urban Educationat New York University’s SteinhardtSchool for Culture, Education, andHuman Development, and the Hip-HopAssociation.MISSIONThe mission of the HHEC is to cultivate and develop Hip-Hop scholars, educators, teachingartists, cultural workers, students, community leaders, and social entrepreneurs toprofessionalize the field of Hip-Hop Education and inform the larger education sector. Itachieves this through research and evaluation of programs, development of standards andbest practices, documentation and archiving, community outreach andprogramming, leadership and teacher training, teacher placement, policy and advocacydevelopment, and social enterprising
  • 12. FIRST NATIONAL REPORT• Published a 35-page Report titled, ReimaginingTeaching and Learning: A Snapshot of Hip-HopEducation (November 2011)• Nearly three hundred participants, courses andprograms indexed• Published a 10-page Narrative titled, The World IS Yours: A brief History of Hip-Hop Education
  • 13. RESULTS
  • 14. HIP-HOP ELEMENTS: Primarily focus on oral and writing skills, and self resilience
  • 15. MOST FREQUENTLY CITED ACADEMIC DISCIPLINES• English Language Arts• Entrepreneurship• Ethnic (Africana, Latino, etc.) Studies• Gender and Sexuality• Geography• Interdisciplinary• Leadership/Experiential Knowledge• Math• Media/Technology• Performance• Science• Social Studies/Global• Theater/Drama• College Prep
  • 16. Frequently cited skill-building activities used with the elements of Hip-Hop•Team building•Career development•Identity formation•Community activism•Media Literacy – video/digital production•Graphic designing•Gaming•Storytelling•Mentoring/tutoring•Cross comparative•historical/cultural analysis•Writing skills•Oral skills/debate•Problem-posing solving•Negotiating/diplomacy
  • 17. The greatest number of programs were located in New York State with 76 responses. Location of Program Implementation
  • 18. WHO DO THEY SERVE?
  • 19. AGE RANGE OF YOUTH SERVED: Early to late adolescent youth are the primary groups served by these programs 5-9 years old 25.50%10-13 years old 52.75%14-18 years old 81.50%19-22 years old 62.50%23-30 years old 38.60%
  • 20. PERCENTAGE OF RACE/ETHNIC GROUPS: Majority of programs are serving Black, Latino, and Mixed Race youth Native American 38.60%Asian American/Pacific Islander 60.30% White, Non-Hispanic 61.40% Mixed Race/Ethnicity 79.30% Latino/Hispanic 84.20% Black, Afr.Am, Caribbean 88.60%
  • 21. WHAT IS AVAILABLE IN HIPHOPMEDIA, LITERATURE, ANDCOMMUNITY FORPROJECTS?
  • 22. HIP-HOP MEDIA LEGAL
  • 23. HIP-HOP MEDIATABOO WOMEN RACE
  • 24. HIP-HOP MEDIA INTERNATIONAL HIP-HOP
  • 25. HIP-HOP MEDIA NARRATIVE FILMS
  • 26. PUBLISHING
  • 27. STREET LITERATUREhttp://theubs.com/articles/features/top10.php
  • 28. HIP-HOP HISTORY/SCHOLARSHIP
  • 29. HIP-HOP EDUCATION
  • 30. HIP-HOP BUSINESS
  • 31. HIP-HOP COMMUNITY HIP-HOP ARTISTS HIP-HOP SCHOLARSHIP-HOP ACTIVISTS HIP-HOP FILMMAKERS HIP-HOP ENTREPRENEURS
  • 32. HIP-HOP PIONEERSKOOL HERC AFRIKA GRANDMASTER BAMBAATAA FLASH
  • 33. HIP-HOP COMMUNITY
  • 34. PROJECT IDEAS• USING HIP-HOP CULTURE TO EXPLORE ISSUES OR SOLVE A PROBLEM (E.G. STUDENTS RESEARCH SOCIAL JUSTICE, SEXISM, HOMOPHOBIA…WITHIN HIP-HOP)• USING HIP-HOP CULTURE TO DEBATE OR MAKE AN ARGUMENT (E.G. HIP-HOP HAS CONTRIBUTED TO COMMUNITY DEVELOPMENT VS THE DESRUCTION OF COMMUNITY)• USING HIP-HOP CULTURE TO MAKE COMPARISONS AND SHOW SIMILIARITIES (E.G. HIP- HOP’S BREAKDANCING ELEMENT CAN BE COMPARED TO CAPOIERA IN BRAZIL)• USING HIP-HOP CULTURE FOR YOUTH PARTICIPATORY ACTION (E.G. STUDENTS USE HIP- HOP IN THEIR VOTER REGISTRATION CAMPAIGN)• USING HIP-HOP CULTURE TO PROGRAM AN EVENT (E.G. STUDENTS/LIBRARIANS INVITE A PIONEERS OR OTHER MEMBERS OF HIP-HOP TO SPEAK AT THEIR LOCAL LIBRARY)• USING HIP-HOP CULTURE TO BRIDGE MUSICAL GENRES, ACADEMIC DISCIPINES, AND GENERATIONS (E.G. FROM THE BLACK ARTS MOVEMENT TO THE HIP-HOP MOVEMENT• USING HIP-HOP FOR SELF-EXPRESSION (E.G. CREATIVE WRITING, SPOKEN WORD)
  • 35. Thank you! www.hiphopeducation.org martha,.diaz@nyu.edu