A couple of years ago no one knew what a hype was. It is now impossible to imagine Russian YouTube without this concept. But few people know the meaning of this word, and even more so what is “anti-hype”. Let's try to understand this difficult question.
Hajpanem a little bit ...
Translated from English, the word “hype” means noise, vanity and unjustified excitement around an event or person. The Russians began to use this word in large quantities, after the famous video blogger Nikolai Sobolev took part in the program "Let them talk." Two appearances in the program dedicated to Diana Shurygina, and his sharp comments on the air, bring him several hundred subscribers in a couple of days. Kolya was immediately accused of being a “high-fire” and PR for a sensational story. Then Sergey Druzhko brought a new wave of popularity to this word, uttering the famous phrase “Hajpanem a little bit”. The word quickly took root and now more and more often sounds on federal channels.
back side
Opponents of this method to become popular or to promote their product, were several St. Petersburg rappers, acting on the battle site SLOVO SPB. They knew firsthand what anti-hype is. Unlike many popular rappers, members of the group do not advertise their tracks and clips. Purulent in his plan was well demonstrated by Purulent in the battle with Oxymiron. Most of the accusations against the opponent were directed at his “hype” in connection with the release of a new album called “GORGOROD”. The clash between the two sites ended in the defeat of Versus, and the WORD fully demonstrated what anti-hype is. It is worth noting that Miron had less fans, but Purulent immediately rose several steps in the eyes of the entire rap hangout of the northern capital.
Who is the anti-hype?
The group numbers more than 10 people, but the most significant figures are Khan Zamay, Booker and Slava Purulent, aka Sonya Marmeladova, aka CPSU Slava, aka Buter Brodny. Previously, the movement was called the "Renaissance" and ranked itself as an underground. After several high-profile stories on YouTube, the group was renamed "Anti-Hype." The leader is the famous rapper SD.
Zamay and Purulent often challenge their opponents from the 1703 club to Versus, but these battles seem like varying successes and it cannot be said that any platform is noticeably weaker than its rival. Anti-Hype has always had a lot of haters, and mostly they were fans of the Restaurateur and his party. After the historical battle, the situation smoothed out a bit, thanks to Purulent. Zamay was always an ambiguous figure and caused a lot of negativity among all fans of Russian rap. In his texts, he makes fun of rappers, with the exception of his group. If you characterize in simple terms what anti-hype is, this is the St. Petersburg movement of rappers who do not pursue popularity and are not looking for a way to become famous.