Just Say No to the Majors: Independent Hip-Hop Culture

Abstract

This chapter aims to uncover how independent hip-hop in the post-golden era challenges or reproduces cultural ideologies within US mainstream hip-hop culture and US culture more generally. Based on a content analysis of artists' lyrics, the author identifies three recurrent themes found in albums by twenty-five indie hip-hop artists. First, these acts resist the majors through mainstream artists, large radio stations, and major record labels. Second, they reject the corporatization and commodification by major record labels and mainstream culture in favor of independently owned companies. Third, they advocate for an indie culture based on alternative cultural ideals. They instead socially construct and advocate for a brand of authenticity rooted in hip-hop's origins. Keywords Independent hip-hop • Authenticity • Corporatization and commodification • Mainstream hip-hop • Major record labels • Independent record labels Immortal Technique's song, entitled "One Remix" (2003a), emphasizes the sentiments of many independent artists who believe that hip-hop needs to continue to be free from economic and cultural control by large corporations who dominate mainstream culture. As Rose (2008) states, three record labels nicknamed the "majors" (Universal Music Group, Sony Music Entertainment, and Warner Music Group) distribute more than 85% of the music globally in the industry. Conversely, independent CHAPTER 2