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Topic of Interest: How can we apply the lessons taught by Rap and modern music in encouraging youth to become cultural creators in the literary arts scene?
CASE STUDY: Rap and modern music industry
Background
• 1997 Malaysia’ s hip-hop industry was the biggest in South East Asia. With the boom of hip hop albums and a rapidly growing industry, Tamil rap was first popularized in Malaysia.( Jesz 2016)
• Even though the Tamil Rap music industries outside of Tamil Nadu in Malaysia and in Sri Lanka were small, they were groundbreaking and novel enough to grab the attention of music listeners all over the world.
• As such, artistes such as Emcee Jesz and ADK’ s independent albums were well received and they have been successful in rapping mainstream Tamil movie songs as well.
Reasons for Success
Social media • Using new social media platforms that go beyond geographical lines that allow artistes to bring attention to their work more easily and get a world audience.( Saivi, 2016)
• With geographical boundaries becoming less of a barrier the mainstream Tamil music scene has become more international. E. g. Homegrown musicians Pravin Saivi and Shabir are music directors for Tamil films.
Method of raising the aforementioned topics
Means of effecting social change
• Been successful in attracting young aspiring artistes – at the same time incorporating strong Tamil influences in their music and lyrics.
• They are attracted to the lifestyle of being a rapper or a musician.
• Creating a following from a youthful demographic.
• Many experts believe that the reason behind why Rap was successful is that it was used as a means of expressing the feelings of the oppressed.
• Many consider Rap to be a means to effect social change. One such example is‘ South Dandies Swaraj’ which is a Tamil Rap Group Is Challenging Corruption and Inequality in India( Mansi Choksi, 2015)
Shortcomings and improvements
• Many are attracted to the lifestyle rather than improving the art.
• Rather than just using the Tamil language. Tamil rap music should also reflect different aspects of Tamil culture. Example: ADK and Sri Rascol will be producing a Tamil rap album featuring Kongu Thamizh.( Kanagratnam, 2016).
• Compared the to 80s, the importance for live music has decreased. More audiences prefer listening to music online now � need for change in mindset among audiences to value live music.( Saivi 2016)
Main takeaways from the case study
• Linguistically Japanese is a rigid language. Yet when there are new English words, those words are assimilated to the Japanese language by making the new vocabulary their own.( Nicholls, 2003). Hence, for a language to remain authentic and relevant, it needs to embrace other influences and make it, its own rather than rejecting it.
• Rap music might be seen as something foreign but when the rap lyrics are written in quality Tamil and reflect Tamil narratives, they help to preserve and promote the language rather than dilute it.
• Rapper ADK said that Tamil rap is not as foreign as we think it is. For Mahakavi Barathiyar had produced lyrics that were controversial and political at his time which in spirit is very similar to the core qualities to rap music. The only difference was that rap was not even a concept at that time.( Dinesh 2016).
• Other examples include bilingual theatre productions and bilingual poetry anthologies
• Therefore, new cultural phenomenon can be framed into Tamil culture.
• Rap Industry was the result of a marriage between the growing trends of user-generated content, social media, hip-hop and passion for Tamil. The catalyst behind the success was the purpose for which the artistes performed rap. How can we apply these lessons to encourage more cultural creators amongst youth in the literary arts scene?