Hip-Hop Uncovered Part I - An Inside Look At Hip-Hop's Newest Regime

[Arianna Chenoweth]

For more than three decades, hip-hop has evolved beyond a genre of
music to a lifestyle that has sex appeal and worldwide influence on
everything from movies and fashion to houses and vehicles. A
formidable genre for conservative music lovers, hip-hop is both
influential and highly controversial. While many of the industry's
critics speak against its lyrics, lewdness, loudness, and lack of
values in video themes, industry advocates embrace the diversity hip-
hop brings.
"Undeniably, hip-hop is one of the strongest tools by which we can
reach a segment of our youth and demonstrate the ideals stated in our
mission," said James Ammons, chancellor of North Carolina Central
University (NCCU). In addition to co-sponsoring the Hip Hop Music
Summit with Atlantic Records, the school offers a Hip-Hop 101 course
taught by rap pioneer, Christopher "Play" Martin. Speaking to the
initiative, Sharon Saunders, assistant to the chancellor for public
relations at NCCU advised, "We wanted to have a discussion about rap,
and whether it's going in the right direction. Are there other ways to
express ourselves in rap besides exploiting women and romanticizing
crime?"
Fearing the repercussions of changing their method and/or their
message (a decrease in fan base, which ultimately equates to a
decrease in sales) artists fail to see that hip-hop's mass appeal is
simply a launching pad for something greater. In sync with Ammons and
Saunders, one hip-hop fan asserts, "For the most part, people just
want to hear good music that gets them through the day. So it's OK to
keep the method--just change the message."
Holy Hip-Hop 101
Maintaining the method while conveying a different message is holy hip-
hop. Akin to holy hip-hop music is freeing words wrapped in pulsating
beats. Artists skillfully combine hip-hop's lyrical and social
conscious rap origins with gospel and urban themes. Some even combine
hip-hop with crunk, R&P (rhythm and praise is dubbed as an
alternate to rhythm and blues), pop, and/or soul. Along with being
diverse in their approach and taking on the social responsibility that
comes with being in the public eye, holy hip-hop artists set standards
where young people especially are encouraged to have fun and be
themselves without compromising good values.
News for most hip-hop aficionados, holy hip-hop emerged alongside rap
in the late 1980's. While percolating in a variety of circles
stateside and internationally, last year, the genre gained media
attention via Newsweek, Jet, Geraldo at Large, Reuters, The Source's
blog, CNN, and the Associated Press. Momentum was so great that the
National Recording Academy of Arts and Sciences, added a Grammy
category titled, Best Rock or Best Gospel Rap. * According to the
Gospel Music Association, sales growth for rock and gospel rap is
largely due to churches embracing diversity in music to appeal to
youth and adults.
One of the most notable pioneers of holy hip-hop is a group called,
Gospel Gangstaz. Founded in 1989 by South Central Los Angeles native
and former gang member, Mr. Solo, group members include Chille' Baby
and Tik Tokk. From a life of "selling crack, drive-by shootings, car-
jacking, and illicit sex," the "gangstaz" managed to become a part of
a growing body of holy hip-hop artists, who speak to life themes and
challenges outside of traditional gospel music. Key influencers of
Atlanta's movement, Canton Jones, Big Ran, and eDDie Velez, help
uncover hip-hop's newest regime.
Canton Jones for Platinum Two-time Grammy nominee and aspiring
platinum artist, Canton Jones is the epitome of versatility. With
songs ranging from hip-hop, R&P, to soul, CJ, as he is known, is
better described as a total package artist. His ability to generate
music that crosses virtually all age groups and several genres is
uncanny.
Jones is a singer, songwriter, producer, and vocal coach from
Deerfield Beach, Florida. The Morehouse College alum is best known for
creating "situational lyrics that relate to every day life." His tour
credentials include concerts in the U.S. and abroad: Africa, Denmark,
Poland, Russia, etc. Besides being engaging, Jones' music is exciting,
thought provoking, and absolutely fun.
The multi-gifted artist began producing music at age 16. Like many of
his peers, it was a challenge to enjoy the hip-hop lifestyle without
compromising his core values. After being introduced to holy hip-hop
in 2001, Jones' life made an abrupt turn.
Like having your cake and eating it too, Jones found that he could use
his talent to deliver a clean message, entertain, and encourage his
audience. While it is a challenge to produce music that is both
entertaining and clean, from Jones' perspective, holy hip-hop music is
the best fit. "A person has to be more creative in order not to curse.
They've got to be more creative to keep without using sexual
content . It's challenging to do and still be 'hot' but we accept the
challenge."
In his second album, The Password: Access Granted, the "Cute" single
"encourages dating without compromise or indiscretion. Jones' third
album, Love Jones ranked #23 on Billboard's Top Gospel Chart in the
first few weeks following its release. According to Jones, the album
was named for his daughter Love Angel Jones and the expression of
God's love.
The message Jones delivers is about love because he says, "It's real".
"When you genuinely feel the love--that you are there to help, people
will receive and relate to your message better. That's one thing that
always gets people--the fact that you love on them."
The A&A Way Redefining holy hip-hop's image is Big Ran's goal.
"Our style of relating through music is differentfrom others aswe take
a morepersonal approach to life in general," Ran advised.
Best known for his role in producing various Mr. Del (of Three 6 Mafia
fame), Lil iROCC, and Canton Jones projects, Ran is looking to do holy
hip-hop, the A&A (his record company) way."We want to build a
relationship with our listeners by encouraging them instead of
preaching to them. We want our listeners to know that we are real
people that lead real lives just like they do. We also love God just
like they do."
A native of San Francisco, California, prior to becoming a holy hip-
hop artist, Ran participated in the mainstays of street life including
smoking, drugs, alcohol, pornography, violence, theft, and eventually,
jail. The events of 911 led Ran to turn his life around as well as the
music he listened to. "The music I listened to at that time was
extremely influential in the decisions I made...I believe that my
purpose is to influence people to do good through music the same way
music influenced me to do bad early on."
Ran's debut compilation album, The A&A Way, features a host of
holy hip-hop artists including Canton Jones, Mouthpiece, Kay Bizzy,
Mr. Del, Da Fam, and Adrien the Rock Star. With song subjects that
vary, Ran says the album is, "motivational and aggressive at times".
He also describes the album as "mellow, soothing, danceable, catchy,
and thought provoking". Uniquely packaged, the album combines elements
of Southern bounce, R&P, and East and West coast hip-hop into one.
Also known for his nu-life-soul music projects, Ran's pattern as a
holy hip-hop artist is promoting a first class standard of living as
well as a positive reality. "Music should be relevant to
currentsituations, , andlife issues without being negative," he
advised.
New Testament eDDie Velez is a TV and radio personality and host of
the Holy Hip-Hop syndicate program. He is also the founder of The
Fellowship of Holy Hip-Hop an organization that has promoted the
advancement of holy hip-hop for 11 years.
Velez's industry experience dates back 26 years ago when hip-hop was
known as rap and was only played on Mr. Magic's Friday night radio
show. According to Velez, that was when a good time was nothing more
than a "DJ, two turntables, records, and a rapper to keep the party
movin'."
A native of Jersey City, New Jersey, Velez is a new testament to the
holy hip-hop movement. Even though he began rapping in 1981, Velez did
not start on the holy hip-hop circuit until 1998 when he debuted on
Hot 97.5's holy hip-hop radio pilot in Atlanta. Prior to the program,
Velez spent much of his time on the streets where he was promised
everything short of peace and good health. In 1993, Velez's life
turned around completely and he made a commitment to live for God.
In addition to his media role, Velez is currently the senior director
of Youth Development at New Birth Missionary Baptist Church, under the
direction of Bishop Eddie Long. Weekly, his ministry reaches
approximately 1, 200 youth and young adults. True to his music roots
and vibrant personality, Velez incorporates the elements of hip-hop in
everything he does including graffiti fonts in his PowerPoint
presentations. His natural ability to spit rhymes is so fluid it even
comes across in his responses. Often, he surprises his young listeners
who soon realize that neither his age and experience nor his status as
a youth pastor has anything to do with his ability to vibe.
Velez, who has talked with many prominent artists throughout his
career, encourages the diverse approaches that holy hip-hop artists
have. From being crunk to giving encouragement, what matters most to
Velez is the impact made on society. "At the end of the day, I have to
ask, is my service bettering or worsening society?" he remarked. Equal
to the music, beats, and flow is the message. According to Velez, the
motive of holy hip-hop is to "pick up the mic and encourage people in
Christ." Since his life is now Christ, Velez attests, "This is it.
This where it's at."
Subliminal in nature, and like pictures in a photo album, holy hip-hop
artists leave a lasting impression in the minds of listeners.
Collectively, artists are proving that hip-hop is a genre of music
that easily adapts itself across cultures. As hip-hop continues to
evolve, most assuredly, it will expand to encompass the holy regime
whose artists, lyrics, beats, flava, and flow have already made an
impact, worldwide.
Part II: The Source talks to hip-hop pioneers, Curtis "Kurtis Blow"
Walker and Christopher "Play" Martin about their roles with holy hip-
hop: www.thesource.com/blog.
*The award for Best Rock or Best Gospel Rap was presented during the
49th annual Grammy Awards on February 11, 2007.

http://groups.google.com/group/sonicapro/