When non-American actors go to Hollywood, they often have to learn how to speak with an American accent so that they can increase their chances of landing roles in films (where they are predominantly required to play Americans). Charlize Theron is an obvious example.
The same goes for non-American musicians such as Akon who live in the States. If they want to be accepted by the US mainstream, they need to be assimilated into the culture by sounding American.
However, I’m not sure that I understand the justification (or the value) of putting on an American accent for South African rappers. To me, it is one of the key factors holding SA hip hop back.
It’s one thing to listen to 50 Cent - he is American so we expect him to have that accent - but what does it say to the SA consumer when a local rapper sounds American?
Firstly it speaks to authenticity, or the lack thereof - why listen to a copy of the original when the original is so readily available? Secondly, it implies that these rappers are ashamed of their local culture, feeding into the innate inferiority complex that any country feels when comparing themselves to America, especially in relation to hip hop.
People want to feel proud of their own culture, but SA Hip Hop appears to be a brand built on self-loathing and inauthenticity.
The pro-American accent camp argue that it gives them international appeal that makes them more attractive to the local market. Whilst this may be true to a certain extent, the success of ‘proudly South African’ rappers such as HHP and Skwatta Kamp would point to the fact that the local audience actually prefer their emcees to be more representative of South African culture.
Whilst the top American Hip Hop stars will always be popular around the world, it has been shown time and time again that consumers also want music that is specifically relevant to their own culture. Language is one of the most powerful factors in expressing cultural identity. Limit yourself to speaking in American English and you lose the richness of your cultural identity.
The Sprite Emcee Africa competition highlighted how wack cats can sound when they try to rap with American accents. They can’t say what they want to say because they have learned to speak with American accents by copying what Americans say (in records or on tv). This places huge limitations on them.
It is important to make the distinction between being influenced by something, and copying it. America’s influence on global culture is huge because of the strength of their economy and the power of their media. We take it for granted that most of what we hear on the radio or see on TV is produced by America. It is all too easy to see global culture in terms of what America says it is - after all, they sell more records and gross more at the box office than anyone else.
This distinction between ‘influence’ and ‘immitation’ is a delicate balancing act that local emcees often get wrong. There is nothing wrong with wearing Bathing Ape or dressing along the lines of any global fashion trend. Likewise, there is nothing wrong with using a crunk beat. However, the balance between local and international must resonate with local consumers and the fine line between influence and immitation must not be overstepped.
The tiny island of Jamaica has a population of just 2,780,132 (2007). They are influenced by American culture as much as anywhere else in the world yet they retain their cultural identity. Africa should be taking its lead from Jamaica and start trends, not follow them.
7 responses so far
Anne-Sophie // Apr 3, 2008 at 01:04 a.m.
Powerful cultural comment you have made there.
I hope the hip hop culture will take note of it and think about who they are, their culture and question what they represent.
Superb! Thank you :)
msaniixj // Apr 3, 2008 at 08:28 a.m.
Powerful Dp,,,,,
mbulelo samby // Apr 29, 2008 at 06:35 p.m.
Kasi language doesn't make money... you can ask your artists (T.O.P and RAH) when they were on the grind with us, we were Rocking turning the roof upside down in English yep in English... no American accents; just plain English before there was SPAZZA... you just have to write what we can all relate to and paint a perfect picture with words.( Culture has nothing to do with that, it's only the skill on the mic, how you think, what you read and your environment that is your identity and that you're not rapping to impress girls) but to let them know where you're standing as an ARTIST. Truth is we as Artists,Writers @ the moment we are standing on wobling legs, that's why we still caught up on AmeriKKKan accents and this Spazza thing that doesn't put any food in the table, accept for beers and getting layed.(WE HOLDING A SNAKE IN THE TAIL) now it's biting back on us. I REPRESENT, Yang Quaz.
7784 // Apr 30, 2008 at 12:22 p.m.
Ek'se Mbu, sure I feel you mfethu, it's embarrising how white people they will talk about our culture like they know our struggle.Every day I'm on a hustle because I got mouths to feed.And these cat's that are signed are being Pimped by record producers, because they want the record to sell. Remember Intellectual Seeds, I have respect for those cats here in Cape Town on the Hip Hop cause they strictly holding it down for all the Cats in 7784
... Lyrics on point, no baggy pants, as you said only skills on the Mic. Culture has nothing to do with it, White folks in this industry they will never understand our STRUGGLE, because they7 all about making money...Cats in the hood are starving and that's why some other cat's they're checking for the EASIEST ROUTE and they're getting PIMPED>
Dplanet:: // Apr 30, 2008 at 01:06 p.m.
If you read what I wrote, you'll see that I didn't say anything about rapping in English. I'm only concerned with cats copying American rappers to the extent that they have nothing interesting to say, and therefore no relevance to South Africans. If you rap in English, stay true to yourself and have something interesting to say, it's all good.
You should check your facts before making superficial generalisations about 'white people'...
How is Rattex (or anyone else signed to Pioneer Unit) being 'pimped'? It's straight and simple business. I'm doing my best to make sure artists can have careers and make money. I'm doing my small part to help make SA Hip Hop a viable industry.
Obviously I want to make money too (just like you do), but what's wrong with that? No one on the label is being exploited or tied into long-term and unfair deals that they don't understand. You must be confusing us with a major label.
If you don't believe me, ask Rattex if he's being ripped off. Ask him if he's happy with what we're doing for him and his career. Ask anyone else on Pioneer Unit if they're unhappy.
Peace!
mbulelo samby // Apr 30, 2008 at 02:02 p.m.
Yoh Dplanet,
Not you, but some other labels here in SA they are forcing issues and some of those companies are runned by White Folks who don't even care and not even respecting the Artist ideas it's only about what appears in the MARKET and SALES.
RAH is my Boy and we all have his back and we all proud of him. 7784 no doubt!
The issue it's about CULTURE & IDENTITY...
OUR hustle differs cause we all hungry and CATS's broke out there... deffinately these 50 cents wanna bis they're KILLING OUR MOVEMENT...
That's the voice from 7784 and 7750 including 7785...we all wanna eat and this music it's our meal ticket...rightiously.
I love white people, and there's no buts and doubts if they true to what they do.
Talking about Identity no race is having it's own Identity now, especially here in SA, so that has to stop it's boring it doesn't help it's just blocking us from achieving what we want to achieve. IT has to STOP.
Peace.
blacnwite // Dec 23, 2008 at 10:39 a.m.
Tjo nice article,i agree wit die maan,sounding american is "killing us" and it limits the level of creativity and being abstract.Rap should be expressing YOUR ideas and not recycling somebody elses...err btw nothing wrong with rapping in english :p
Leave a Comment