Hip Hop has morphed dramatically since its origin in the 70s. Each generation adds its flavor and layer of creativity to the art. As we’ve fully stepped into the new decade, it has become increasingly obvious that producers have come for the crown. Rap has always been about the rhythm and poetry created by the DJs and emcees. But the years have brought a new audience, and a new sound. Melodic, drill, and trap rap are now international. Hip Hop is global and connecting personally with the lyrics isn’t necessary. Countries as vast as Russia, Korea, and Italy have adopted rap music. Where verbal communication falters, the rhythm does all the talking.
Now, simply what’s heard sonically is enough to connect one to a song. The impression of the bass, the emotion and tone of the vocals is key to evoke a response. Entire cultures are infused into Hip Hop, then shared even further through streaming and social media. At the core of these experiences are the producers and engineers. They’re able to create instrumentals so timeless and organic that it doesn’t take a certain listener to appreciate it. Producers search for fresh and enticing sounds to add texture and brand the beat into listeners’ brains. This all comes together in the studio as engineers take the best qualities of the beat and the artist’s vocals and create the hits of today.
It’s hard to say you haven’t liked a song just from the beat, especially the drop. That energy is hard to ignore. Production in itself has always been a prominent skill in creating music. Now, thanks to social media, young listeners and artists can follow their favorite producers, learn from them, and listen to all of their songs. Producer collectives have launched their recording careers. In this era, the artists are the instruments. Internet Money, the multi-faceted music collective, has earned themselves over twenty weeks on the Billboard Hot 100. Stars can be discovered at any stage when it comes to production. A young and driven collective is more than capable of leaving their mark. The collective Neilaworld acquired credits on multiple platinum projects in 2020, including Pop Smoke’s Shoot For The Stars, Aim for the Moon. In this new decade, everyone gets their credit. Anyone can be a star.
