Hype is a general set of events, events, actions and releases of a rap artist, with the help of which he draws 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 is the meaning of the word “hype” today is most relevant both in musical culture and in modern society in general. Also consider the most popular rap artists that were heard in 2016.
Hypit - what is rap in?
This term is used not only in the musical, but also in the financial sphere. 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 teens and listeners of Russian rap music mean by it.
Along with hip-hop, a lot of new terms came into the Russian language, which today are already tightly included in the slang of not only rappers, but also ordinary inhabitants. According to the value in the music industry, hyping is to raise the popularity of your name or production project.
But in youth culture, this term carries another semantic load. So, many teenagers have replaced the words "hang out, come off" with the new American verb "haypit". What is it to be heard? Today, Russian rap culture is enriched with stars, so becoming popular is not so simple. At the same time, in 2016, there were a lot of newcomers who literally “highpied” in hip-hop culture.
Fresh blood is a way to become popular
Versus Fresh Blood is one of the most productive rap sites that produces new stars at tremendous speed. In 2016, such large hip-hop players appeared thanks to this project: Booker D. Fred, (Lonely Old Woman's Hip-Hop), Rickey F. In turn, they were able to make good hip-hoping. What is Versus Fresh Blood? This is a subsidiary battle site 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 Glory to the CPSU, 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 individually. We decided to tell you about the two most discussed emseys of the past year. How to understand "hype"? If you do not know, then perhaps these two stories will help you.
Khovansky
Who would have thought, but the main discovery of the past year in the field of battle rap was the video blogger from St. Petersburg. Yuri Khovansky fought with another blogger - Larin, their verbal battle was the most watched in 2016, already exceeded 20 million views on YouTube. This battle is included in the top 2016 on the HipRap portal. Also, by the end of the year, this artist released several releases, including excellent clips: “Dad in the building”, “Forgive me, Oksimiron”, “NOISE”. He exploded this year, like American gangsters, hip-hop stars.
Khovansky was previously one of the main judges of the Versus project itself. His hype began after a fight with Noize Mc. Prior to this, Yura Khovansky conducted several programs on his YouTube channel, made reviews and helped organize various media projects, and also led his own stand-up.
Purulent
Most of all other rap artists have been heard this year the Glory of the CPSU. This artist is known by other pseudonyms, including Sonya Marmeladova and, of course, Purulent.
It is interesting that the rapper began to develop his career during the collaboration with the SLOVO SPB project. But the largest hype - what is it, we already figured out - the performer began to produce after calling Oxxxymiron'a battle. This happened at the rap battle Versus vs Slovo SPB: Ernesto Shut up against Purulent.
The battle career of Glory reminds in some way Eminem’s youth
Then the purulent hype became even more scandalous. In one of the verbal rap battles, he mentioned Caucasian women and spoke uncivilized towards them. This led to the fact that members of the Chechen community began to search for him in order to physically punish him. The glory of the CPSU began to hide, it was talked about on many rap portals, sites, publics. Numerous memes and cartoons appeared about him. This all positively affected the overall popularity of Purulent.
And at the end of the year, the battle of Rickey F vs Sonya Marmeladova helped to hype even more. What is a battle explosion? This is precisely this rap battle, the analogue of which practically does not exist. She also entered the many tops and ratings of 2016. Today Purulent aka The glory of the CPSU is a star, a concert tour is scheduled for him, and everyone is waiting for his battle with Oxxxymiron.