SXSWorld
Issue link: https://sxsw.uberflip.com/i/129115
Will Emerging Rappers Return Hip Hop to an Empire State of Mind? by Thomas Fawcett N 34 STEVE-OGRAPHY o one disputes that New York is the in high school, last year's 1999 mixtape offers cradle of hip hop, but the city that a fresh take on the jazzy boom bap of New birthed beats and rhymes has had a bit York's recent past. of dry spell lately. It has been 40 years since "Joey is not intentionally retro," Rosenberg DJ Kool Herc first ruled over Bronx block explains. "It reminds you of the '90s, but it's parties, and three decades since RUN D.M.C. just the music that these kids like to make. first laced up their shell toes. Wu-Tang Clan's These kids have parents who grew up playing debut is nearly old enough to drink legally, them the good shit, and they're going to start 15 years have passed since Biggie's murder, trying to make that kind of music because it's and Jay-Z is more concerned with diaper what makes them who they are, even if they're duty than diss tracks these days. Arguably the too young to have grown up in the era itself. Smoke DZA last major movement in New York hip hop Also according to Rosenberg, "It was a came in the late '90s when Mos Def and Talib given that at a certain point New Kweli emerged as champions of the underground. That York was going to stop trying to is, until now. sound like the South." "I feel like more than any other year I can remember, It doesn't get more New York there is really a shift happening in New York with young than Action Bronson, who raps like artists that have the chance to really blow up," predicts the 300 pound caucasian lovechild Peter Rosenberg of New York's Hot 97 and Rosenberg of Big Pun and Ghostface Killah. Radio. "It feels like this is one of those times where you His classic New York cadence, can feel the momentum shifting. This could be a very witty wordplay and elaborate culiseminal moment for New York hip hop because it's nary metaphors have made him a Mr. Muthafuckin' eXquire been so long." darling of music blogs and earned Most of those New York him a passionate cult-like folartists on the verge of big lowing beyond just the five boroughs. His is a path that things will all be under one up-and-coming groups like Underachievers and the Flatbush roof in Austin for an official Zombies hope to follow. Members of both groups grew up SXSW showcase curated by together in Brooklyn and have deep ties to Bronson, A$ap Rosenberg. The showcase Mob and the Pro Era crew. and a Rosenberg mixtape "It's really cool because so many of these artists are conto be released before the fesnected," Rosenberg says. "It kind of has that old super friends tival share the same revealing feeling that used to exist in hip hop." name: New York Renaissance. While the camaraderie has a throwback feel — and the The renaissance includes Underachievers and Zombies both tap into the grimy East artists who have already earned Coast tradition of Wu-Tang — the Underachievers are a national following (Action Joey Bada$$ aiming for something more timeless and universal than a Bronson, A$ap Rocky, Mr. return to the golden era. Muthafuckin' eXquire), up-and comers poised to follow their lead (Joey "People talk about how we're bringing the '90s back, but if anything Bada$$, Underachievers, Flatbush Zombies) and a few in between (The we're trying to bring the '60s back," says Underachievers' rapper Issa Kid Daytona, Smoke DZA, Meyhem Lauren, Troy Ave). Dash. "You might hear a little bit of the '90s in there, but that's just "Listen. There have been great artists during the last decade, but none because we're from Brooklyn, period, not because we're home studying of them have been able to truly galvanize a movement that showed anyBig L. I love psychedelic music and definitely try to tailor our music to thing on a national level where people were like, 'hold on, something is be able to affect people's ears the way psychedelic music did." actually happening,' " Rosenberg says. "The A$ap movement really has Given the unique nature of the group's buzz, the Underachievers will some legs to it, and Pro Era is in the same position." likely reach many more ears in 2013. "I started playing their records, A$ap Rocky (named Rakim at birth after the New York lyrical legend and the second I did, I started getting incredible social media feedof two decades ago) is a Harlem rapper with a codeine cadence imported back," Rosenberg reports. "Kids here are excited and I think with the from Houston, whose January debut Long Live A$AP debuted at the Underachievers, the street was there before the internet which is rare these top of the Billboard 200 Albums chart. days. These kids in Brooklyn really like them. It's a pretty cool situation." ■ A$asp may have the most national traction of the group of rappers Rosenberg Radio's New York Renaissance showcase will be presented tonight coming to SXSW, 18 year-old Brooklyn rapper Joey Bada$$ of the Pro (Thursday, March 14) at the North Door (501 E. IH 35). See schedule.sxsw.com Era crew just might have a higher ceiling. Released while he was still for full details. 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