“If the Cap Doesn’t Fit, Wear It”

There is a significant amount of power one has as a bricoleur to criticize, challenge, and instruct mainstream culture. This is because bricoleurs have to be intelligent, cross-cultural, imaginative, and confident; qualities which will enable them to take ownership of their image and commodification and use it to benefit themselves or the groups they represent. Reclaiming suffering and control in society in this way exhibits the power of the bricoleur.

DJ Gangreene’s reference to Odd Future is a great example of the way bricoleurs strategically barge in on positions of fame and power. Gangreene demonstrated how Odd Future uses shock value to garner attention via their premeditated choice of associating with devilry and Nazis. According to Allhiphop.com, two months ago, Odd Future was accused of setting a palm tree on fire on Fairfax Avenue in Los Angeles.

http://allhiphop.com/2012/08/13/hip-hop-rumors-is-odd-future-responsible-for-setting-a-fire-in-cali/

This act was said to reference Odd Future’s song, “Kill People, Burn Sh*t, F*ck School.” A song that begins with “Hey, don't do anything that I say in this song, okay? It's fuckin' fiction
If anything happens, don't fuckin' blame me, white America, fuck Bill O'Reilly.” There is the acknowledgement of the harm that taking the song seriously could cause, and also the sentiment that whatever the outcome is from expressing themselves, it is not Odd Future’s fault because white America’s put them in this position. With lyrics about an absent father, a broke mother, and the messaging, “ Stand for what the f*ck you believe in, and don’t let nobody tell you can’t,” Odd Future seems to have a rather aggressive version of the original message of hip hop, addressing the state of the ‘hood and the frustration at being ignored and put down (rapgenius.com). It seems that the commodities related to Odd Future, such as the eerie, eyeless floating heads on their website and their affinity of “666” seem to build an angry brand, an emotion to which everyone can relate. 666 conventionally symbolizes the Devil, often connotated with Hell. Odd Future has used this historically loaded symbol of hate and (to borrow from Hebdige) juxtaposed it with rap to represent the hell-like conditions of their neighborhoods in LA. By commodifying themselves, the collective has managed to harness the ideation of hate and strike chords with society in a way that rewards them with fame and leadership. They have taken control of their perceived selves and amplified them as if to defiantly say Hey, we’re here. Don’t forget about us because if you do, we will make it a point to regain your attention.

Another example of commodification for the purpose of dignity and power is Nas’s 2008  “Untitled” album, meant to be named, “Nigger.” This racial slur is a loaded pistol pointing a hot bullet at an entire population and has been used perjoratively to deem one as disadvantaged and less than thee. Now why would a black male put himself down in such a way that is so conventionally taboo and harsh? Because as a civil rights bricoleur, identifying and reclaiming the word, he has taken ownership of its subject and approached the issue of racism from a completely different, more confident and controlling manner. Though Nas did succumb to society’s impulses to force him to change the title, he used the commodity perhaps to send the message that yes, he is a nigger and this is how far he’s come. If someone as talented and intellectual as Nas is referred to as a nigger, than call them a nigger because the word will eventually be redefined. Jay-Z commented, "People give strength to words, power to words. If you remove 'nigger,' then you have 'jiggaboo' and 'porch monkey,' the words will keep continuing. How many words you gonna take out? People give the words power. I think we need to direct that [energy] towards the community." (Mtv.com) Nas was directing the energy of the word to society and criticizing it within the "us vs. them" context. 50 Cent accused Nas of strategically going for "shock value," whereas Alicia Keys commented, "If he has something shocking to say, it's because he wants you to pay attention to it." (Mtv.com)

(photo from guardian.co.uk)

http://www.mtv.com/news/articles/1573280/nas-title-gets-support-from-jay-z-alicia-ll-cool-j.jhtml

Contrary to the idea of words, signs, and symbols in Hebdige's words "exploited as an empty effect," the examples of both Odd Future and Nas show the power and meaning behind reclaiming and controlling commodities to make a statement, as would true bricoleurs.

A concept related to our discussion that I would love input on is this. Does hip hop have to be commodified to be appreciated? To "save" hip hop, do the artists have to create a different and new culture of commodities redefining hip hop or can the existing commodities be brought into greater meaning?