The Video
"Juicy," stands as a landmark in the Hip-Hop generation's evolving self-concept."(p. 261)
Ross gives a little background on the song and video and then moves on to explains that the songs sample has a bit of nostalgia to it for the Hip-Hip heads. Juicy has a ranges to riches theme and Biggie keeps his flow simple and easy to understand. Ross says that the link that Pac and biggie shared is the ability to show their weaknesses in their music and use the mic as a "Confession Both". The chapter then explains how "juicy" the video helped cross the song over and convey BIG's version of the "American Dream", showcase his talents as an artist and imposing image, while at the same time showing Combs/Bad Boy's Vision of upward mobility for Hip-Hop. The video also shows a shift in Hip-Hops values moving from one that shuns egocentric/mainstream values, to embracing them as Biggie's lyrics and "Juicy" the video show.
Class Matters
In this section Ross explains that even though many Hip-Hop heads have a strong dislike for Puff, It's likely that we would have never heard of Biggie without Puff's eye for talent and his fashion and business savvy. Ross also explains that, love him or hate him, Combs has had a tremendous impact on Hip-Hop culture. It is also the soul work of Puff after BIG's death that keep him relevant to the mainstream. Biggie didn't leave much for Puff to build on after he passed, unlike Pac who left behind a ton of work. this part of the chapter goes on to explain Puff's background and how he became a bridge between to polar opposites in the mainstream world of Hip-Hop. Def Jam/Simmons had a harder raw sound representing ghetto , while Uptown/Harrell had a sleek, polished sound representing upward mobility. the Bad Boy's image was what Def Jam and Uptown would look like if they had fused.
Ross also talks about Blacks in the middle class living between two worlds, integration, acceptance (or lack of) by whites and poor blacks, and the disconnect of the Hop-Hop generation from the civil right movement. Puff came from a middle class, predominantly white area where he enjoyed a good life. Even with the luxuries black kids still felt a bit unwelcome and searched for acceptance some place where they felt more welcome. Hip-Hop gave them this opportunity. because of integration and small successes coupled with the media over looking the hood, the children that came up in the Hip-Hop generation didn't have the urgency for the struggle that was present in the civil rights movement. The Hip-Hop generation was more focused on individual gain. Ross moves on to some of the theories as to why BIG trusted puff to shape his image and this focus on individual gain is one of the given theories; Biggie may have wanted the cash "by any means necessary". The second is that BIG was a cynic and figured that he could either die in the hood or go along with the program and be a rich man. The third theory was that someone like Pac could not deny his heritage in America as a Black man, but BIG was raised by a Jamaican mother and therefore did not have the same since of community to African Americans because of his Jamaican heritage.
The Good Life
This section talks about how Hype Williams help shape Biggie's cross over appeal while single handily reshaping and legitimizing rap videos and havig an inpacton all music video in the mainstream. The stage opened up for Hype to do his thing due to MTV and to the huge success of "the Chronic" and "Doggystyle." Labels saw that Hip-Hop was bankable and realized the video was an important toll in selling an album. Labels started giving out big budgets to shoot rap videos. the chapter then explores some of the ingredients that lead to the attitude of the Hip-Hop gen in the segment "Sea Change." Much of the problem may be connected to the deterioration of black establishments and community along with the crack epidemic.
Gimme The Loot
In this part of the chapter Ross takes a look at studies that give reasons to the shift in Americans focus economically. Some of the reasons have to do with the adults in the 60's and 70's dealing with anxiety from economic deprivation and this causing a shift to the focus on making money. this, get the money way of life was handed down to the next generations.Ross Move on to discus the middle class black vs. the hood and how the media and America as a whole over looked the poor black community. Blacks that were, "living the dream" didn't want to rock the boat and whites felt everything was good because they saw blacks at levels never reached prior to that point in our history. The media helped perpetuate this image with shows like "The Cosby Show" as the new black American family. Ross then discusses the Hip-Hop communities infatuation with named brands. Much of the reason with our obsession being to show our worth and status through these brands even before corporate America understood the connection in Hip-Hop. All of these elements led up to Puff's version of Hip-Hop that mirrors black culture and mainstream culture