History of Alt Hip-Hop Alternative hip hop also known This genre originated in the late-80s, in as alternative rap or Mellow Hip-Hop is the Golden age of hip hop, alternative a sub-genre of hip hop music. hip hop was primarily situated by EastAlternative Rap refers to hip hop groups Coast rappers such as De La Soul, A that do not follow the traditional Tribe Called Quest, Brand Nubian, stereotypes of rap. Instead, they blur and Digable Planets and after by West genres - drawing equally from Funk, Coast acts such as The Indie, Rock, Jazz, Soul or Techno. Pharcyde, Digital Underground and Jurassic 5 as well as certain Southern acts such as Arrested Development, Goodie Mob, and OutKast. The Fugees, stand as the some of the first few alternative rap groups to be recognized by mainstream audiences and Missy Elliot as one of the very first solo female in the scene.
Main Artists in the genre at the momentOFWGKTA Kid Cudi A$AP Mob Kendrick Lemar Childish GambinoM.I.A Kreayshawn
Audience for Alt Hip-Hop & DemographicsAlternative Hip-Hop is most common among males from ages 16 – 30. This is a very large scale of audience as because most of the artists in this sub-genre are male. Which doesn’t mean that females don’t listen to Alt rap as much, but suggests that its predominately a male related.
Families in the Sub-genre Within Alternative Rap, all artists sub generate from their music family e.g. The Fugees – Soul & Reggae. Here are a few: OFWGKTA N.E.R.D. Gym Class HeroesIndie Rap/ Horrorcore Rap Rock/ Reggae Dance & Funk OutKast Black Starr Techno Rap/ Neo Soul Soul/ Poetry
Public perceptions of Alt Hip-Hop Hip Hop was once the African-American experiences and the voices of their people being told throughout music in the early 1990’s. African-American youth experiences came about from the rise in police brutality, the cocaine outbreak, and gun crime. However Alternative Hip-Hop defines a style of hip hop music that focusesA reason why this could primarily around horror-influenced andbe critiqued by the anti-religious topics that canpublic as a bad genre is include cannibalism, drug-abuse,probably due to the promiscuity, suicide and murder. Thethemes presented in lyrics are often inspired by anti-religiousthe songs. And also as subjects over moody, hardcore beats,this genre is also seen expressing eclectic sounds, lifenot mainstream enough experiences and emotions.and a moreunderground scene.
Record LabelsXL Recordings held by Richard Russell Rawkus Records is an American hip- who has worked with a few Alternative hop record label owned by Brian Hip-Hop artists such as: Brater. This record label known for M.I.A. jump-starting the careers of both Mos Def and Talib Kweli. Rawkus started in The Weeknd 1996 with initial releases ranging from Tyler, The Creator hip-hop to drum and bass. This same label produced anotherThis record label is currently worldwide, Alternative rap artist named Common, successful and is expanding with who was also successful in the 90s- artists from other genres for instance present. And also the likes of Adele and her recent popularity in the Eminems freshman singles. music industry.
CompetitionThese are the other competitions of The Source & Spin within the Alternative Hip-Hop:
Cross MediaThere are many of cross media concerning Mellow Rap/ Alternative Rap and most happen to be music coverage companies such as MTV & 3VOOR12. Also radio stations just as Red Bull MA FM, Choice FM and Last.FM show a lot of Alt Hip-Hop coverage, and these radio stations also support websites like GotRadio, that present this genre of music.
The Future For Alt Hip-Hop The future for Alternative Hip-Hop from my perspective seems to be growing worldwide as this sub-genre of Hip-Hop in the 90s used to be underground. Until the likes of Mos Def, Talib Kweli, OutKast, Kanye West, Missy Elliot and Common made this a mainstream genre for the 2000s. Alternative Rap as I said is growing worldwide and is seen to many Hip-Hop legends from the past as ‘‘a breathe of fresh air’’. Plus, recent collaborations with other genres shows signs of this genre on the rise.Also the recent expansion on female artists recently conveys this as well. To be honest within the next 5 years, Alternative Hip-Hop could go further than mainstream.