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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.).
I personally agree 101% with Mr. Carter, Because auto-tune is played out and has been to me when it originiated. To many artists could learn something from this man. My moto is do you and not do auto-tune. Just think auto-tune is just like doing a replica of Millivinnelly, not kewl. Deuxces. XOXOXOX!
Man! who really cares! people got to eat the best way they know how.
i disagree. i think if people like it, if its bringing in money… then keep doing it. dont just stop making the kind of music that makes people feel good, gets them up to dance and ect just cus jay z said so. so i think if kanye and who ever else loves there music and wants to release it… do it. calling it a gimmick is his opinion, but if you like it, then there isn’t anything wrong with it. if you dont like it, dont listen to it.
I agree with Jay it has gotten played out. I never really like it in hip-hop in the first place, I NEVER jumped on the T-Pain bandwagon of it all and don’t even get me started on Kanye last album…. RIP Roger Troutman!!!!!!!!!!!!!!!!!
Houston rapper Slim Thug recently shared his thoughts on Jay-Z’s “Death of Autotune” record and sided with the ant-Autotune sentiment.
Comparing his next album, which he claimed will be completely “honest,” Slim Thugga said the rap game has changed within the past few years.
“I’m really just out there like not giving a f*ck.,” Slim explained in an interview. “So it’s gonna be hard for me to find a decent single that could actually go on the radio. Sh*t like Jay-Z’s “D.O.A” sh*t, I feel him on that. N*ggas is too soft right now. It’s all about the girls. It ain’t used to be like that. It used to be about everything else, the streets. And that’s what it’s about with me. I’m just trying to keep that sh*t alive.”
Stay tuned to ThaTruthIsHere for the latest updates regarding Slim’s next album.
Isn’t that what we do as Americans…we play things out!!! Really, we are the professionals on beating a dead horse. Yes, I agree with Jay, here is the thing, the reason he didn’t mention it last year probably has something to do with the fact that he wasn’t dropping. He IS after all a business man! Respect the game people!
The auto-tune thing is still ok for now.. but by the fall, lets move on from it please.
i agree wit u 100%. i got mad respect for J and wht he has done for hip hop bt come on this seems like a publicity stunt becus his album is coming out. if he was sooo tired of auto-tune he wouldn’t b getting help from “Mr. Auto-tune” ( kanye west) for his album. You never see him rallying for hip hop or doing specials like hip hop V. America with talib and mos def. i think jus becus he is Jay-Z whatever he says and does is always rite and never justified!.
So you mean to say, the only way Black people can make money is to resort to Auto-Tune Please. Black musicians are known for being creative. So why should we stiffle the life out of our music. Jay-Z is right !!!!!!!
I disagree if artists wanna use auto tune in their songs den that’s just that way it is who really cares anyway if the fans like it then leave it alone n move on plain n simple
People are blowing this way out of proportion!The man just wants “real hip hop”back….it was ok to do auto tune for a minute but literally everybody using it now!Yeah he may be using it as a publicity stunt…but “Jay-Z”doesn’t need a publicity stunt to sell records!At the end of the day…”all”artists use some sort of publicity stunt,that’s how you get paid!
Shot out to Ricky Ross whose eating 50 up right now….BAWSE!
One of the best articles I’ve read on BET. Wow! I’m amazed! Considering the history on this board I was pleasantly suprised. I completey agree too!
Gay-Z rapping is like his wife(Beyonce)with fashion-a little too late. They are so stale and out of touch!