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That cringe Apple-commissioned Erick The Architect app store rap at the end of the WWDC keynote has gotta be conceptually & culturally one of the farthest points hiphop has come/turned from its original roots. Pure cultural re-appropriation, like a Punk song commissioned by the Tories or Consolidated performing at Turning Point. Sampling the aesthetics of a (sub)culture whilst voiding everything it stood for, leaving nothing but an empty husk, facade, stylistic symbols. It's not the first time nor the last, of course. Corporatized attempts to be "edgy" (?) whilst leaving any edginess or originality at the first pre-production Zoom call with lyrics based on the Apple Intelligence prompt: "Write some child friendly rap lyrics using as many iOS app names as possible"...

🤮

(I remember Rob Dougan telling me once that you can make much more $$$ from a 30-second car advert in the US (in the early 2000s) than a #1 album in Europe. I guess the same is true for contemporary rappers taking on gigs like the above...)

#Apple #WWDC #Hiphop