Hype - a total set of events, events, actions and releases of a rap artist, with the help of which he attracts maximum attention to himself. The term means "to be heard not only among your listeners, but throughout the hip-hop culture." Let's see what meaning of the word "hype" is most relevant today both in musical culture and in general in modern society. Also consider the most popular rap artists who were heard in 2016.
Hypee - what is it in rap?
This term is used not only in music, but also in the financial sector. So HYPE is a kind of Internet pyramid, an economic project in which all participants depend on each other's investments. But in Russian rap, this term has a different meaning. Consider what modern teenagers and listeners of Russian rap music understand by it.
Together with hip-hop, a lot of new terms came into the Russian language, which today are already firmly included in the slang of not only rappers, but also ordinary people. According to the meaning in the music industry, hypeis to raise the popularity of your name or production project.
But in youth culture, this term has another meaning. So, many teenagers have replaced the words "hang out, come off" with the new American verb "hype". What is being heard? Today, Russian rap culture is enriched with stars, so becoming popular is not so easy. At the same time, in 2016, there were quite a few newcomers who were literally "hype" in hip-hop culture.
Fresh blood is the way to become popular
Versus Fresh Blood is one of the most productive rap venues and is producing new stars at an incredible rate. In 2016, such major hip-hop players appeared thanks to this project: Booker D. Fred, XXOS (Hip-Hop of a Lonely Old Woman), Rickey F. In turn, they were able to hype well. What is Versus Fresh Blood? This is a subsidiary battle platform of the VERSUS project, which, one way or another, was able to help many performers in PR. In 2016, the stars of Versus were: ST, Khovansky, Purulent aka Sonya Marmeladova aka Slava KPSS, Oxxxymiron.
In order to understand how they were able to hype, what is popularity based on battle rap, and what consequences this can lead to, we will consider the cases of each artist separately. We decided to tell you about the two most talked about MCs of the past year. How to understand "hype"? If you don't know, maybe these two stories will help you.
Khovansky
Who would have thought, but the main discovery of the pastyear in the field of battle rap became a video blogger from St. Petersburg. Yuri Khovansky fought with another blogger - Larin, their verbal battle became the most viewed in 2016, having already exceeded 20 million views on YouTube. This battle is included in the top of 2016 on the HipRap portal. Also, by the end of the year, this artist released several releases, including excellent videos: “Dad in the building”, “Forgive me, Oksimiron”, “NOISE”. He blew up this year like American gangsters, hip-hop stars.
Earlier, Khovansky was one of the main judges of the Versus project itself. His hype started after a fight with Noize Mc. Prior to that, Yura Khovansky hosted several programs on his YouTube channel, did reviews and helped organize various media projects, and also hosted his own stand-up.
Purulent
Most of all other rap artists were heard this year Slava CPSU. This performer is also known under other pseudonyms, including Sonya Marmeladova and, of course, Purulent.
It's interesting that the rapper began to develop his career while collaborating with the SLOVO SPB project. But the biggest hype - what is it, we have already figured out - the performer began to produce after calling Oxxxymiron to the battle. It happened at the Versus vs Slovo SPB rap battle: Ernesto Shut Up vs. Purulent.
Slava's battle career is somewhat reminiscent of Eminem's youth
Then Purulent's hype became even more scandalous. In one of the verbal rap battles he mentionedCaucasian women and spoke uncultured towards them. This led to the fact that members of the Chechen community began to look for him in order to physically punish him. The glory of the CPSU began to hide, they started talking about him on many rap portals, websites, publics. Numerous memes and cartoons have appeared about him. All this had a positive effect on the overall popularity of Purulent.
And at the end of the year, the Rickey F vs Sonya Marmeladova battle helped to hype even more. What is an explosion in a battle sphere? This is precisely this rap battle, the analogue of which practically does not exist. She also entered many tops and ratings in 2016. Today Purulent aka Slava KPSS is a star, he has a concert tour planned, and everyone is waiting for his battle with Oxxxymiron.
