by (@Lacezilla)

Is “Frat Rap” The Next Big Trend In Hip Hop?

From L to R: Rich Hil, Asher Roth and Chet Haze
In the nineties, you could count the number of commercial white rappers on one hand. Beastie Boys. Vanilla Ice. Marky Mark (and the Funky Bunch). Maybe Everlast and even 3rd Bass count too, although their “household name” reach wasn’t nearly as long. As a result, an entire generation of hip-hop fans grew up listening to a genre that was based in a primarily Urban setting, rarely poking its nichey head above ground into the pop arena. That didn’t stop the audience’s obsession with hip-hop though, and regardless of content relatability, the music managed to draw a crop of loyal, melanin-lacking disciples.

Putting his unquestionable talent aside, it’s not a huge surprise that Eminem’s Slim Shady LP was so well-received when Interscope helped him to first put take his underground music into the mainstream back in 1999. Paving the way for the constant flow of new, up-and-coming white rappers who idolized him back then, Eminem came to market with a blunt, true-to-self, lower socio-economic class character that was refreshing and different from the previous attempts of white rappers past. Looking the accidental mockery in the face, who can forget The White Rapper Show, for example? Whether you hated it or loved it, it was a trainwreck that you couldn’t resist watching, if only to laugh at the contestants’ hilarious missteps.

On Monday, it was announced that white rapper Rich Hil, son of fashion designer Tommy Hilfiger, was signed to Warner Brothers Records. This news not only continues to feed the growing trend of white rapper signings, but also the perpetuates the sub-genre craze that is now commonly referred to as “Frat Rap.” Focusing less on conveying social commentary or more personal issues, Frat Rap flaunts a party lifestyle, celebrating the cliche reckless behavior associated with college fraternities, like getting hammered, bagging girls, and partaking in experimental gateway drugs. Executing lyricism and celebrating the Bronx-born culture aren’t really a priority.

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