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Jay-Z’s D.O.A.: To Kill A Gimmick Or Be A Gimmick?
June 16th, 2009
That is today’s question. Let me first say that I always have to commend Jay-Z for giving hip-hop something to talk and think about. But with the new song that he recently released and the interviews that he’s done the last two weeks to support the song, this question is begged.
Recently, Jay-Z unleashed his song “D.O.A.” on the hip-hop community. The track, which stands for “Death of Auto-tune,” takes aim at the overuse of what has become a popular staple in recent hip-hop hits. ”This is anti-Autotune, death of the ringtone/This ain’t for itunes, this ain’t for sing-a-long,” he raps. Later on in the song, he continues, “I know we facin’ a recession/But the music y’all makin’ gonna make it a great depression.” After the song caused a bit of a stir on the radio and internet, Jay-Z blew it out by showing up at NYC’s Hot 97 Summer Jam as a surprise guest to perform this past weekend. The industry went nuts. Now, auto-tune is the devil.
Last Monday, interviews with radio personalities such as Angie Martinez further added hype to Jay-Z’s song and comeback. In an interview with Chicago radio station WGCI, Jay-Z called the use of autotune in hip-hop a “gimmick.” He said, “I just think in hip-hop, when a trend becomes a gimmick, it’s time to move on.”
Of course, because it was Jay-Z that decided to do a song about it, so many hip-hop heads immediately jumped on the bandwagon. But the interesting thing is, I distinctly recall the use of autotune getting much criticism when Kanye dropped his last album, “808’s and Heartbreak” in November. If auto-tuning it was so bad, then why didn’t Jay drop a record about it back then?
Maybe because it wouldn’t be setting up his album as it is now. Jay-Z’s upcoming “Blueprint 3″ is set to drop in September. I understand Jay-Z’s concern with originality in hip-hop, but if he was so concerned, then where was he when BET attempted to discuss major issues in hip-hop on the television show that this here blog is named after (Hip-Hop Vs. America)? Do we ever see Jay-Z defending the culture the same way we see folks such as Talib Kweli? Do we ever even hear from Jigga when he’s not about to drop?
Ironically, during Jay-Z’s summer jam performance, he himself was surprised. T-Pain unexpectedly joined Jiggaman on stage. The irony, is that the Autotune phenomenom of recent years can be attributed to T-Pain. But of course, Jay-Z wasn’t talking to T-pain, right? And chances are, he will never truly come clean about who he was talking to. T-Pain? No. Kanye? Never!
Well, it seems as though what we could possibly have here in ”D.O.A.” is the same thing the song set out to destroy: a gimmick. Think about it. Why is it that, now, almost a year after the auto-tune phase has been beaten like a dead horse, does Jay-Z decide he’s going to address it? It’s not that what he’s saying is without merit, it’s just that it’s a little too late.
During the interview, he mentioned that he saw a Wendy’s commercial using auto-tune, and they were ”joking on it,” he described. And when the interview began to address some individuals Jay might be directing the song towards (ahem, DJ Webstar–remember the “Chicken Noodle Soup” guy who used Auto-tune recently), Jay responded, “He’s a young guy. So he doesn’t have a full understanding of what I’m saying. Maybe he’ll understand one day.”
So in conclusion, is auto-tune played out? Hmm, probably so. But wasn’t it played out last year around this time. Um, probably so. What people seem to be leaving out is that while Jay- Z takes aim at auto-tune users, young guys, and Wendy’s restaurants, he’s forgetting to give some credit to the one thing that is giving him something to rap about these days: auto-tune.
–KIM O.
For another perspective on this Jay-Z “Auto-tune” phenomenon, check out Dr. Todd Boyd’s blog (the Notorious Ph.D.).
Writers of these blogs have gotten so bad that you have to go back to every interview that whomever they are speaking on, and bring out the facts yourself. First off, this is Jay-Z’s opinion. Even though I agree with him that Auto-Tune should have been stopped at T-Pain, its still his opinion. No one else. Why do people get so offended when a hip-hop artist voice their opinion in their songs. You don’t have to agree with them! Second, Jay-Z stated on 106 & Park that he wasn’t on Hip-Hop vs. America because he felt like people were talking AT Hip-Hop Artist and blaming them for things that didn’t even have to do with rap instead of talking with the artist and coming up with a logical solution to current issues. I agree with that as well! If you watched the show, nothing was settled, nothing was understood, and no solutions were given for any problems. All you seen was BLACK people yelling at one another and not even giving the other a chance to speak. I GET that Jay-Z is a great rapper and blah blah blah and everytime he says something, oh my god its the end of the world, BUT c’mon!
Jay-Z himself is a gimmick. I not really a big fan of auto tune, other than T-Pain using it I think it should cease. T-Pain uses it as a form of entertainment, and his use of it is great!! The “D.O.A.” track is weak and if Jay is trying to make a statement then he has no longs to stand on in the South..
106 N PARK TROW BACK BRING HIP-HOP BACK J5 , BUT WITH THE RAP HIP HOP IS CHANGE HIP HOP IS NOW LOOK AT THEM NOW KINDA THING OR GO DOWN SOUTH AND HIT UP CHIGO BLING AND LIL FLIP AND ALL THEM GO TO THE FLEA MARKET AGIAN !!!!!!!!!!!!!!!!!!!!!YEAH
When will people understand its just a song just because he say its dead don’t mean its dead people still gonna use it wake up bloggers and I thinks he’s right yous your real voice stop being fake
U PEOPLE ALWAY”S MESSING WITH MY HOMIE HE IS THE HARDEST RAPPER AROUND HE CAN DO WHATEVER HE LIKE & NOBODY CAN SAY SO JAY Z IS THE BEST RAPPER ALIVE SO HE CAN DO ALL THE GIMMICK HE WANT”S…. PEACE OUT ALL U HATER”S
i do agree with jigga i am really tired of hearing the auto-tune crap at first it was iight now everyone that comes out want to do it and it sucks when rappers do it i mean i dont care if an singer did it but not a rapper so kill’em jay D.O.A.
D.O.Auto tune……..
I’mm tired of it + Anyone can be sucessful using it sooo in that case real hip-hop fans would know that it is making hip-hop watered down. Also Jay is not thinking bout himself; he neva have. Maybe he thinking about hip-hop and future finances for upcoming real artist that love music over money!! ITS NOTHINGGG…
look, lets think about it iam from the south and it doesnt matter what they use to make there music, its like some people think when they make it to the top there words are the law but to all who do there thing just keep it real i listen to all kind on both side of the table. c people sometime only use there know how its like if you drive a lex or whatever i should .
@lady HUSLAA ….GAY-Z doesn’t care about the future of other artists or their finances. GAY-Z only cares about GAY-Z.
I like Jay’s music but the only thing I smell is a rat unlike most artist Jay Z sells with amazing lyrics’ and well planned beats let your talent sell records
not your yes man opinions your sick of DOA I’m not I like it sporatically in songs just think didn’t you retire rapping didn’t you also say you stop rapping at what age. let those voices keep calling stop with the gimmics already
I agree with the whole auto tune issue. But I dont agree with how this writer is tryna play my man Jay. If he did his research fully he would’ve found out that Jay did say who it was directed towards, which were people who use it and are wack. He said Tpain n Kanye can use it because they make good music.
At the end of the day everything in Hip Hop is a gimmick anyway. The fact that Jay put out the song now is only a testament to his genius. I mean come on now all that was just said in this was prolly Jay’s intention. He is not a dumb guy, he makes strategic moves at the right time. I do agree with the whole part about him not being around to support the culture, but we don’t know what that man be doing. JMT
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Jay-Z is the best
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auto tunes is not for everyone one person bring it back T-pain, and everyone else who notice he was making money so they tried it .Thats hip hop these days monkey see monkey do
I agree with Jay-Z. I have been tired of this for a long time now. NO real rap has been released in years. The new generation hears this ‘music’ and thinks this is hip hop no boo this is bubble gum rap. DOA
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jay-z can do what he wants , if he doesn’t likee autotune then thats his opinion.because me personally agree with him , !
people are making
a big deal.
out of a little tiny problem.
chillax.
dont judge.
hes #1
before kanye#2
i love jay z!
i think that maybe this song was made to the new boys or audio push( a lot of you might not of heard of them) but they wear the skinny jeans the lip rings etc ( lsiten to B.O.A by audio push)
im not hating on jay z or anything but our generation is the skinny jeans his mighta been the baggy pants but he still shouldnt be hating on guys who wear skinny jeans and stuff like that
like i said i love jay z but its time to move on