Tuesday, August 21, 2012

daddy swagger

The Berkeleyside news site highlighted a new music video today (below) by DJ Dave (David Wittman (creator of the “Whole Foods Parking Lot” video, and the “Berkeley Enough” video).  David Wittman's company is called Fog and Smog a "creative collective of culture vultures from the SF Bay Area and Los Angeles."  Check out their YouTube channel - great, funny stuff!

This video reminds me of another hip hop parenting video, Swagger Wagon, strangely enough by Toyota, featuring the "Sierra parents" to promote the coolness of the Toyota Sierra minivan.

This "genre" of mommy/daddy rap is new to me, but it makes sense.  The history of hip hop music tells us that "hip-hop's roots can be found in a variety of African-influenced musical styles... gospel, folk, blues, jazz and R&B music ... calypso, salsa, soca, ska, reggae and other Afro-Caribbean styles."  Kool Herc (Clive Campbell) and Grandmaster Flash (Joseph Saddler) were among the first DJs to use turn-tabling in the 1970s and early 1980s.  Then, in the 1980s, "modern" hip hop really took off, with artists like  Run–D.M.C., Public Enemy, and the Beastie Boys.  Later, in the early 1990s,  gangsta rap took hold - artists like Dr. Dre and Snoop (Doggy) Dogg.

So, if you were a slightly dorky teenager in the late 1980s, hip hop was cool. You may have spent your college years listening to 2 Live Crew, Biz Markie, DJ Jazzy Jeff & The Fresh Prince and Naughty by Nature.  Now, almost 25 years later, you would be nearing 40 and likely a parent with young kids.  Hence mommy / daddy rap has found their market!

Fitting this age demographic myself, I must say I find both videos hilarious.

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