For those plugged into pop-culture (even just a little bit), the release of Kanye West and Jay-Z's album
Watch the Throne has been impossible to ignore. With the release of a
video for the album's single "Otis," the album's mess of contradictions between the rappers' luxurious lifestyles and the street sensibility they've tried to maintain becomes glaringly apparent.
Let's start with the video's placement of Jay-Z and Kanye in front of a giant American flag, in an industrial wasteland. Reminiscent of Budweiser's shameless
appropriation of the flag to hawk beer, and Ford's caricature of blue-collar life in endless truck commercials, the video tries to place two mightily successful rappers in a narrative best
described as "struggle begets success."
Taking the theme one step further, the camera follows the rappers as they advance on a luxury car (a Maybach, hip-hop's new ride of choice) with power tools they've probably never had to use. This is the mythologizing of their commitment to manual labor, with its connotations of hard work and authentic hustle.
Of course, the lyrics of the song pay unashamed homage to the power of capital. Kanye and Jay-Z rap over a very recognizable (and thus, very expensive) sample and exult in their multiple Rolexes, their fleet of luxury cars, and their appearance as "photo shoot fresh, looking like wealth." Compare and contrast to another buzzed-about rapper of the moment, Mississippi's
Big K.R.I.T. Paying homage to his working class roots, Big K.R.I.T.'s song "
Dreamin'" relates the story of a hard-working rapper who makes good. In the song's video, Big K.R.I.T. dons a janitor costume and raps on the same empty stage he has to wipe clean (above).
Big K.R.I.T.'s video smartly picks up on a visual tradition of labor that alludes to racial and socio-economic oppression. While "Otis" merely taps a hyperbolic vein of American exceptionalism, "Dreamin'"references works like Gordon Parks' seminal
American Gothic (below) or Io Palmer's
Janitorial Supplies (above). This, I think, is a better way to tackle questions of heritage and authenticity in hip-hop.