
Let’s talk for a minute about hype. Public Enemy once famously implored us not to believe it. After all, hype is used to cover up shortcomings in that which is being hyped. There should be no pomp and circumstance—the work should speak for itself, right? Ultimately, children, hype breeds disappointment.
At least, that’s what most dissenters would say. In my opinion, however, the purpose of hype is to get people excited about a project. And that’s exactly what happened with Watch The Throne, the new album from Jay-Z and Kanye West. (The duo have dubbed themselves The Throne, a moniker I refuse to use.)
But the hype also brought a ton of criticism. In fact, people criticized the entire album before listening to it, mind you, saying it would only be a purely materialistic affair, a slap in the face to people who, in this economy, have virtually nothing. It was also said that the album wasn’t being done for the love of hip-hop, it was done so that Kanye and Jay could “win.” And I loved that such sentiments were usually backed up with qualifiers like, “I love these niggas and have supported them their whole careers but …” Fuck outta heah with that noise. Please just listen to the goddamned music.
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