History of Hip-Hop & Rap Hip hop in the Bronx of New York City in the 1970s. Hip hop is defined by key stylistic elements such as rapping, DJing, sampling, scratching and beatboxing. The term rap is often used synonymously with hip hop, but hip hop denotes the practices of an entire subculture. Hip hop arose during the 1970s when block parties became increasingly popular in New York City. Emigrating to the United States from Jamaica in 1967, DJ Kool Herc became one of the most popular DJs in New York City in the 1970s. The 1980s marked an intense diversification of hip hop as the genre developed more complex styles. During the early 1980s, electro music was formed within the hip hop movement.

Key Artists The Last Poets Russell Simmons Run Dmc Disco Daddy and Captain Rapp In the Development of Hip-Hop and Rap: At the Moment: Jay-z Kanye West Lil Wayne Drake Chris Brown Alicia Keys Keri Hilson Jay Sean Trey Songz Rihanna

Audience/Fans The audience and fans of hip hop and rap would be mostly people of black origin as it was primarily African-Americans and Jamaican-Americans that started hip hop and rap. However, the music is not made for a specific race, there are others races that listen to hip hop and rap. It is mostly teenagers (13-19) and young adults (20-35) that listen to hip hop and rap. Furthermore, there could be older people that listen to the more old school type of rap and hip hop as hip hop and rap nowadays have a different sound.

Sub Genres Alternative hip hop (also known as alternative rap) is a sub-genre of hip hop music that is defined in greatly varying ways. All music defines it as follows: Alternative Rap refers to Hip-Hop groups that refuse to conform to any of the traditional stereotypes of rap, such as gangster, bass, hardcore, and party rap. Instead, they blur genres - drawing equally from funk and pop/rock, as well as jazz, soul, reggae, and even folk. Gangster rap is a subgenre of hip hop that reflects the violent lifestyles of some inner-city youths. Freestyle rap commonly refers to rap lyrics which are improvised through acapella or with instrumental beats, i.e. performed with few or no previously composed lyrics, off the top of the head. Comedy hip hop is a sub-genre of hip hop music that has satirical lyrics or contains some other comedic value. While a lot of comedy hip hop could be considered a parody of the hip hop genre, this is not always the case.

Record Labels Bad Boy Records – founded by Sean ‘Diddy’ Combs Def Jam Recordings – founded by Rick Rubin Derrty Entertainment – founded by Nelly G-Unit Records – founded by 50 Cent Geffen Records – founded by David Geffen Grand Hustle Records – founded by Clifford ‘T.I’ Harris Interscope Records – founded by Jimmy Iovine and Ted Feild Young Money Entertainment – founded by Lil Wayne Shady Records – founded by Eminem In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists and maintains contracts with recording artists and their managers.

Public Perception of Hip-Hop and Rap The public perception of hip hop and rap is how the people view the genres. As of right now a lot of older people don’t like hip hop and rap music because they think that rap music is all about talking about guns and drugs. So rap music puts negative thoughts into people’s heads and make it seem as if it is right to carry a gun around with you and to smoke weed and do other types of drugs. Furthermore, a lot of young people don’t like rap music nowadays because they think that rap music has gone too commercial. They believe that the real rap culture has been lost and rap now is all about sex, new dance moves, drugs and violence. However, there are artists out there that are still keeping the true hip hop values of "peace, unity, love and having fun“.

Competition There are many hip hop and rap magazines out at the moment such as: Vibe, XXL, The Source, Rap-Up. Etc. Most of them come out bimonthly which means a new issue comes out every month. A lot of the magazines have the same features. However, Vibe and The Source have pages to show off new gadgets, clothes, games, jewellery and other things that relate to the hip hop and rap culture.

Cross Media Other media that cover hip hop and rap are: radio, internet, news, TV, etc. On TV there are certain channels that are just for music such as: MTV, MTV Base, Smash Hits, VIVA, 106 & Park, etc. There are also radio stations that play hip hop and rap music such as: choice, kiss, Radio 1, etc. There are websites that keep you up to date on new hip hop and rap music and what the artists have been up to. There are also websites that let you listen to music without paying such as: and Artists cannot rely on their albums bringing them the money as most people are now downloading music instead of buying CD’s. So artists have to go on tour or do concerts.

Predictions for the Future I think that rap is going to go even more commercial during the summer time. T.I will come back with music about what he went through in jail and before going to jail (getting caught. buying weapons illegally). Drake will die down because his music is over-rated. A new artist (Khleo Thomas) will be welcomed into the hip hop/rap industry.