Rap culture is structured around capitalism both in practice and framing

The way rap culture is organized and practiced, it is structurally similar to capitalism. In a late capitalistic society like America, this synchronicity allowed hip hop to go from a localized practice to a central element of American culture. The adaptation of hip hop into the mainstream was facilitated by its capitalistic characteristics. While the hip hop culture arguably envisions itself as opposed to and outside of the ideals and views of dominant culture and society, because of its structure it is actually an integral part of the culture industry and thus enhances dominant culture. The element of rap that best exhibits hip hop’s capitalistic characteristics is also what it is primarily known for: Emceeing. In capitalism, individuals or collectives start up businesses and compete directly against other businesses. Rap artists closely match capitalistic trends because they directly challenge and compete against one another. Businesses market their products by 32 promoting them whenever an appropriate opportunity emerges, and sometimes even when it seems inappropriate. While the image of early hip hop is painted as that of a localized phenomenon whose practitioners sought artistic pleasure while eschewing material gain, Rose (1994) writes that hip hop artists were simply unaware that they could get paid for their activities: The problem was not that they were uniformly uninterested in profit; rather many of the earliest practitioners were unaware that they could profit from their pleasure. Once this link was made, hip hop artists began marketing themselves wholeheartedly. (p. 40) Rappers have been battling one another since hip hop began. In hip hop rappers directly battle other rappers. In capitalism, businesses and corporations are known to promote their product as being better than the leading competitor. Similarly, it is embedded in the standard rhetoric of a rapper to deem themselves and their work better than other rappers, whether on record or off. Even during a collaborative recording effort with other rappers they are affiliated with or friends with, they still proclaim their superiority over all other rappers. On the 2006 song “Speed Racin’” rapper Chaundon appears, proudly exclaiming how he is better than all other rappers. This includes the three other emcees who recorded it with him. This is standard practice in rap. Rappers spare no expense to promote their emceeing brand furtively much like businesses relentlessly advertise their products and services.