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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.).
Jay-z Is Soo Real And I LOVE HIM FOR THAT!!!…Stand Up For whatsz Happening Now a daysz…This Is why He is One Of the Best….And Auto-Tune…Is Played Out…Itsz For those Who Cant Sing For Nuthin…Auto-Tune ARe For Fake TALENTS>
yea, Hov is a bit late to try and talk down on the auto tune, i’m with him on it being played out and it’s obvious certain artist used it for it to become a “gimmick” but other then that the auto tune is another chapter in hip-hop that has to be respected and if anybody deserves a pat on the back for using it, it should be T-Pain and him only…everybody else after was just trying to jump on the band wagon that T-Pain created…
Jay is a master at creating ways to promote and build hype around his release of a new album. I personally think it’s a gimmick with what he’s doing being that he’s responsible for the release of a Kanye West record that has all auto-tune. If he was really sincere about it why would he let kanye do it? when kanye sells records jay makes money so the very thing he’s talking about ending is what his record company ( The Roc) is releasing to the public. Lets look at it for what it really is
It’s a difference between played out and auto-tune not being used anymore. T-Pain should be criticized for using the autp-tune. That should be his trademark. he didn’t event it obviously but thats his thing. It’s no different that if a rapper had a style that was unique. Other people have watered down the auto-tune. T-Pain the artist is figuratively in costume and part of his act is the auto-tune. It shouldn’t be taken that seriously. He’s here to entertain. Hopefully this won’t be an indictment of T-Pain but the others who just have to use it. Jay-Z not being a public figure on issues that matter, doesn’t matter. he’s never been that person and the masses still support him regardless.
t-pain and lil wayne kanye west, we the beast of the new hip hop jay z riiippp jaja
auto tune yeaaahhhh
T-PAIN UBER (SEPTEMBER 2009) IS THE REVOLUTION
T-PAIN UBER (NEW ALBUM SEPTEMBER 2009) IS THE REVOLUTION OF THE AUTOTUNE
I’ve been waiting on this song for a long time. Thanks again Jigga cause these other rappers need to hear that.
All I can say is that new Jay-Z track “DOA” isn’t worth publicity it has been receiving. I also feel that to many artist use auto tone but if it sells and them dudes is eating is gravy and I ain’t hating.
I think this is a gross simplification.
Is auto-tune played out? Yes and no. It can still be used very artistically and cleverly, but it’s gotten to the point where everyone who can’t sing just throws some auto-tune on a track and puts out a song. It’s gotten to the point where groups are completely revamping their identities (insubstantial as they may have been) to jump on the auto-tune bandwagon – c.f. Black Eyed Peas and The E.N.D. (disclaimer: I like Boom Boom Pow).
It’s ripe for someone to step up and call people on it, and Jay is nothing if not savvy. Is it hypocritical, in light of ‘Ye’s 808s and Heartbreak (which I think sucked)? Again, yes and no. Yes because Kanye demonstrated auto-tune overreliance (he can do a lot of things, but singing isn’t one of them). No because the level of saturation industry-wide was nothing like it is now.
However, the jump from “Jay-Z is opportunistically seizing on auto-tune overuse/saturation” to “where is Jay-Z when we’re discussing and defending the culture, such as on Hip-Hop vs America” is specious. I’m sorry, Kim; I saw Hip-Hop vs America (and I worked for the Black Star at the time), and I wasn’t impressed. There was no commercial, cultural or critical currency to be gained by participating. I mean, what has it done for Nelly, exactly?
Anyway. I excuse T-Pain because he’s still entertaining and aurally interesting. Other than that, it’s time auto-tune showed up D.O.A – dead on arrival.
(Shout out to the boys at Antares. Too bad we couldn’t make that T-Pain/AutoTune/iPhone application project work out.)
(Also, tell Bruce ‘n ‘em that these ‘Press blogs don’t support newlines in comments – what’s up with that? Is Dave Newman still there?)
I honestly think Jay is trying to keep the rap game from progessing. This type of conversation always arises each decade as one generation of rappers concedes to the next. It’s like my dad telling me that what I listen to isn’t real music. Am I the only who sees this cycle? Jay is not comfortable with the current state of hip-hop. So, he’s trying to bring it back to his comfort zone. He is a beast when it comes to what he is most comfortable with. I liken it to basketball. If you are on a fast-break team, you don’t slow down your tempo to play the other teams style of basketball. They will have the advantage because it’s their strength and it takes you out of your element. It’s crazy that Jay has such a huge influence on rap music that he can single handedly disrupt the current artistic flow of the genre.
LOL….he is killing a gimmick…It just so happens that’s his gimmick..Am not mad at Jay..Matter fact I like the joint.
Dear J ,Thats why you should not rap if you over 30
Jay knows that Auto tune is not going anywhere. Instead of making a song “D.O.A” he should’ve named it “D.O.L.W” aka DEATH OF LACEFRONT WIGS that his wife wears, now that’s played out…
AUTO TONE IS BEING OVER USED BUT I THINK IF U MAKE HIT WIT IT KEEP USING IT AND I LIKE JAY-Z BUT IM NOT FEELING THE DOA SONG IF U GONNA CALL PPL OUT U GOTTA GO HARD AND DOA JUST DIDNT DO IT.AND HIP HOP WILL SOON CHANGE WITH DRAKE COMING SO ITS ALL GOOD
I AGREE WIT J CATS NEED TA GROW UP ND MAKE REAL MUSIC LIFE AINT ALL PARTIES ND DANCIN U FEEL ME ITS A RECESSION BUT WIT DA MUSIC DEY MAKIN DEY GONE TURN IT TO DA GREAT DEPRESSION
I agree with Jay-Z on this one. People can’t get mad at what he said. You got to remember everyone has their own opinion and he just said what was on his mind. As for the comment about him rapping cause he’s over 30 come on now he’s 10 times better than some of these so-called rappers out there right now. But to touch on him being over 30 I can somewhat see where you coming from because some feel Jay is out of touch with the younger generation. But i’m still feeling Jay no matter how old he gets or what he talks about.
Hello, I think that Hip-Hop as a whole is a gimmick. We don’t control hip-hop anymore.
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