Name dropping, game dropping, etc
This edition of RRH focuses on rap and designer names lovechild.
It started in the '90s when everyone in the rap industry began wearing Calvin Klein and it has only grown exponentially out of control since then. It seems to me that as soon as a rapper gets their moment in the spotlight they feel inclined to have to name drop the biggest designer labels of the moment. For example 'Tom Ford' by Jay-Z, 'Fashion Killa' by A$AP Rocky or 'Christian Dior Denim Flow' by Kanye West. Now my issue is not that these songs are being made by rappers but simply why do they feel the need to have to throw these designer names into their songs when most of the time these rappers do not come from this kind of lifestyle, they've only recently joined it. We can go back to Harlem in the 1950's and justify this sort of consumerism with dandyism. Men and women would wear high quality suits, dresses, shoes and jewelry despite not actually being a part of the upper class based on their income and location. It was a way to say that even though I may not live with the upper class I still hold a high standard for myself and if I can't make that $ I'll at least look like I do. This act of dandyism is clearly still prevalent, just look at boys who are obsessed with their sneakers and snapback's or girls and their purses. But when I saw A$AP's 'Fashion Killa' music video where him and Rihanna are walking through major designer stores trying on clothes and there is a break away moment at 3:06 where I'm assuming it's doing a flashback to A$AP before he was the superstar he is today and he is free-styling with friends on the street. No designer duds to be seen, just A$AP before fashion became such a major part of his persona. My mind was racking for reasons the director decided to include this scene in the video. It made no sense to the storyline and is not included in the original recording of Fashion Killa, so why????? Was this an attempt at making a subdued statement on what's happened to A$AP now that he is famous vs. who he was before the fame? How the fashion industry and it's bougie-ness been forced upon him so he can be successful? I was talking to a friend about these thoughts and she quickly cut me off saying how she finds it completely ridiculous that these rappers name drop these designers, make songs dedicated to them but in reality the designers don't give two flying fucks. Their sales don't change just because Jay-Z made a song about Tom Ford because the people buying Tom Ford were buying it long before Jay-Z mentioned him and the people that now know Tom Ford's name because of that song are still oblivious to who exactly the man is and what he does. Hell, I know a friend who got asked if Tom Ford was a strand of weed because Jay-Z name dropped him. Smh...... Getting back to my point, designers aren't changing their campaign model types or the people they send down runways because they are now mentioned in a rap song, they are just getting free press and the rappers are only looking like one more sap in the industry. It would seem more beneficial for rappers to stop designer dropping and take that money to support the community they came from that they use to give them street cred as a hard core gangster rapper. Just a thought to ponder the next time you're jamming out in your car to 'Tom Ford'.
Disclaimer: I jam out to 'Fashion Killa' practically every day, I am only questioning the video direction, not the awesome-ness of the song.
-Yours Truly, A Ranting Redhead