Ask JohnJohn
Tunette from Texas asked:
What’s up with the rap game? Sales are at a record low. No one’s buying albums anymore… a lot of rappers aren’t even doing albums anymore… all I see are a couple of hot singles, a lot of ring tones and too many mix tapes… what do you think the problem is? Is it just bootlegging music from the internet or is there something more to it? I remember a time where people bought two copies of a Tupac CD, one to listen to in the car or in the house and one to keep sealed and stored away… are those memories that are meant to just remain in our past or what?
JohnJohnSaid:
I think you speak for at least 90% of hip-hop fans around the world. So many are asking what happened and how can we fix it. There are probably 10 major issues I can point out in regards to rap but, for the sake of time, I’m going to focus on one issue in particular. Record sales are down across all music genres, but I believe rap is struggling more than other genres because of talent or the lack thereof. Let’s be honest, rap today is probably the one art form where you can have little or no talent and still have your music played all over the world thru television, internet and radio.
A lot of artists speak about being on “the grind” and how their hustle has created their success. I’m all for hard work and sacrifice but there is something to be said about having talent. For instance you could be the hardest working person in the world but without talent you couldn’t be a top selling country singer, you couldn’t be an elite professional athlete, you couldn’t be an award winning author or dancer. But in hip-hop, not only could you make it in the industry with little or no talent; you can win awards and be considered among the best at what you do.
Think about this, we watch our favorite sporting events because professional athletes have gifts and talents that we respect and admire. We pay to see our favorite actor or actress on the big screen because he or she has gifts or talents that we enjoy and appreciate. How can I respect and admire a rapper when my nephew can rap just as well or better than the artist on the radio. There is a fundamental flaw in the hip-hop system that rewards mediocrity. There are many artists that can release a hit single with a “tight beat”, but you can’t expect people to continue to love and support an artist based on one song. An artist should be measured by his or her complete body of work.
So to answer your question, things will get worse before they get better. The good news is, just like all bad things, this cycle in hip-hop will pass. I believe that the day will come when hip-hop listeners will no longer tolerate mediocre artists, and rappers won’t be able to hide behind a “tight beat”. Only then will we see a change. But don’t worry; the storm of change is coming and you can tell everybody that JohnJohnSaidIt.
If you have a question you would like to ask me, please feel free to send it to and I will pick at least one question per week to answer.