Jay Z came in the game as a boss, not as a gangster or a petty drug dealer. The problem other hardcore rappers like Jadakiss, 50 Cent, Styles P, Game, T.I and the likes have is that it is only so long you can keep telling the same story before people get tired of you. Alright, you came in the game rapping about selling crack on the corner, and sticking up people. So, now you have a luxury car, and a mansion...are you still on the corner? Why are you still rapping about that? Once it is not coming from a sincere place, then creativity starts to diminish. And instead of these rappers taking time out to find a way to reinvent themselves, they keep trying to do the same thing over and over again, and keep complaining about the state of Hip Hop when things don't work out. With his last album (Jesus Piece), it is evident that Game has started the transition away from rapping about low riders, gang-banging and Chuck Taylor's; I am happy for him about the growth.
But as for the rest, especially most of the New York rappers, you can't keep rapping about what you were rapping about when you were in your twenties and expect people to keep buying into it. The only thing constant in life is change, and in the music business, if you don't change, you will be left behind...it's as simple as that. And I don't mean you have to bend your ways to fit the popular style of the day; no, you just have to give the world the new you. That is why rappers like Jay Z, Kanye West, and Nas stand the test of time. I was about to put Eminem in that list, but I feel Eminem didn't show much growth going back to his old ways on his latest album (The Marshall Mathers LP 2). Well, we know Eminem is a super WORDSMITH, and his delivery is out of this world. But content-wise, I think he needs to reinvent himself.
Rappers need to be more creative in this new era of Hip Hop. If you are no longer a hungry teenage on the block selling crack cocaine, why do you still have to put all the aggressiveness of that time into your music now? It was easy for Jay Z to grow with the time, cos he never really saw himself as a street corner nigga...He always saw himself as a boss. Just look at the cover of his first album from 1996 ...he isn't half naked with tattoos all over his body. He is wearing a suit like a Frank Sinatra or a Sammy Davis, Jr...with class. His fans followed him through all the stages and levels he had to go through to be where he currently is in his life. And as he keeps growing, he would keep giving them the stories on his road to more success.
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