music
Over the 2010’s we have witnessed the resurrection of the rap collective, from A$AP Mob, Black Hippy, BROCKHAMPTON, Odd Future to Raider Klan and many others. Whether this resurgence is continuing or paralleling the seminal and influential hip-hop collectives of the 90s (such as Wu-Tang Clan, N.W.A., Native Tongues) is to be debated; paradoxically I believe it’s both. What makes these modern collectives unique is that they seem to be used as a springboard for more successful and abundant solo rap careers. However, ultimately what unifies the old and the new is the means of collective resistance against uncertain political and anthropic landscapes. First of all, the appeal of the rap collective should be acknowledged. Ironically, the fan appeal of the rap collective is often to do with the multiple individual personalities within said collective. The contrasting lyricism, styles and flows of each individual member creates conversation amongst fans; fans therefore debate over their ‘fan favourite’ and a ‘cult of personality’ forms around each member. In a sense each member becomes a caricature, with individuated monikers. Crucially, the modern rap collective appears to thrive in the technological environment of the modern day, as fans now have easy access to a new drop or project. Social media seems to be the perfect incubator for these collectives, the group having their own platform as well as each member. An example of a group who utilised a heavy social media/ online presence in order to trampoline into the mainstream is Odd Future. Creating their own merch, the iconic doughnut logo, quirky and outlandish clothing, and their own meta
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