Washington, DC. (Top40 Charts/ www.wtwmagazine.com) - Four major events have radically shaped African Americans: slavery, the Emancipation Proclamation, the Civil Rights Act of 1964, and the advent of hip hop. Hip hop's decline and the emergence of the post hip hop generation will be the fifth major event.
Rap sales have been waning over the last several years. For instance, 107 million hip hop albums were sold in 2000, but by 2006, sales had declined to 59.5 million. While many young people spent this summer chanting "bay bay bay, bay bay bay," hip hop sales didn't get any better. Insiders know the industry is in trouble, and this year something shocking is underway.
Before 2007, big name rappers like Jay Z, Ludacris, and The Game were able to sell a respectable quantity of albums. But in 2007, not only have the lesser-known emcees (Ray Cash, Lupe Fiasco, etc.) been unable to push units; even the top-selling rap artists have had a hard time moving albums. There were no platinum rap albums through the first eight months of this year. Finally, after 9 weeks on the market, T.I.'s newest release, T.I. VS T.I.P, will be the first platinum rap album since Young Jeezy's The Inspiration, which was released on December 12, 2006.
September 11, 2007, will herald the release of 50 Cent's new album Curtis. Hip hop executives realize the importance of this day because they know that if 50 Cent - who sold more than 20 million albums in the last four years - can't bring back hip hop, no one can. History has shown us that when a generation leaves, so does the music to which that generation listened. If 50 Cent's album flops, September 11, 2007, will officially mark the emergence of a new generation.
A new book, The Post Hip Hop Generation: 20 Things You Should Know, takes a closer look at the decline of hip hop and answers three critical questions: (1) What will come after hip hop; (2) How will the decline of hip hop affect the next generation; and (3) When hip hop artists like Jay Z and TI leave the scene who will be the new icons?
The author, gospel rap activist Kymo Dockett, wrote this book to help prepare a new generation of urban youth. Dr. Cornel West, Benjamin S. Carson Sr. MD, LaMarr Darnell Shields and many others have endorsed this book. Look for The Post Hip Hop Generation: 20 Things You Should Know in stores across the country in the summer of 2008.
