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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 ?