Run DMC and the Commodification of Subcultures - 998 Words

What can the Rap Group Run-D.M.C tell us about the commodification of subcultures and how the style of a subculture can be sold to the mainstream, how does this redefine Hip-hop? Introductory Section: From the socio-economic struggles of 1970s New York, a new kind of subculture emerged with a new style of music known as Hip-hop. The group Run-D.M.C pioneered, to some extent the transformation of Hip-hop from an underground phenomenon to a genre recognised as mainstream and an asoect of pop-culture. Run-D.M.C produced the first rap album to go tripple platinum and the first rap song to be featured on the 24 hour music channel, MTV. The group became increasingly popular throughout the 190s and because of this, the style of the subculture they represented was sold to the mainstream not only through Music, but other forms of Media. The Album Raising Hell released in 1986 is an important album to discuss. Particular tracks from this album are examples from Run-D.M.Cs career that could be used to discuss the commodification of the group, therefore the subculturethey represent. The tracklist includes songs that introduce the merging of seperate subcultures to make them mainstream, the selling of style and brand directly through music and the continual promotion of the group post the peak of their popularity. I will discuss what Run-D.M.C exemplifies and the implications that this has on Hip-hop, does becoming pop dismiss the authenticity of a genre and the origins of a