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Message to Hot 97 Hip Hop is All About Skillz by Davey D

Nowadays a lot of folks are upset with the current state of Hip Hop especially as it is presented on commercial radio and popular video outlets like BET and MTV. The recent drama and fallout involving New York’s Hot 97 and their anti-Asian Tsunami song appears to be the tip of the iceberg of what is to come.

 More and more people are simply fed up. They wanna hear more then the same 10 songs which are all produced by Lil Jon or Kanye West. They wanna hear more songs from particular artists other then the single that the record companies are insisting be the only song played on air in order for them to maximize the marketing efforts and promotional campaign they are lining to push an album.

 More importantly, more and more people appear to losing patience with the constant barrage of songs that insult and assault their sensibilities. In short how many explicit sex songs can we hear? How many cuts do you wanna hear about how hard and how gangsta some one is? How over the top and shocking do we want our artists to be? For many of us the forgone conclusion we are coming to is that in the commercial arena Hip Hop music and the lifestyle attached to it is increasingly stale to the point that it relies on controversial and gimmicks to get over.

 situation that took place with Hot 97 where their morning show featuring Miss Jones, decided it would be compelling radio to play a parody of the song ‘We Are the World’ where they poked fun of the 200 thousand tsunami victims by referring to them as ‘chinks’, ‘Chinamen’ and ‘bitches’ exemplified just how UNCREATIVE and how UNIMAGINATIVE Hip Hop has become. Adding insult to injury the station went and posted the song on their website as well as a picture of a cracked out Whitney Houston with the caption ‘Is this Whitney Houston or a Tsunami Victim? To top everything off, Miss Jones then got into a heated argument with Asian co-host Miss Info and accused her of acting better then everyone because she was Asian and did not want to participate in a song parody that called people chinks. The other co-host Todd Lynn who believe it or not is a supposed to be comedian on TV’s Comedy Central threatened to go out and shoot all Asians.

 This unimaginative bunch left more then a few people scratching their heads and asking the question ‘What were they thinking?’ There used to be a time when those of us who are involved in Hip Hop would face a problem and have full confidence that we could either out think, outshine or out hustle are adversaries. To create something of nothing, or in the words of Digital Underground’s Shock G, ‘create a dollar out of 15 cents’ was the badge of honor we carried. It has always been the core essence of Hip Hop. Let’s take the Miss Jones and Hot 97 situation. Here they are suddenly finding themselves in a radio ratings war. Hot 97’s former morning duo Star and Buckwild are now back on the scene in New York on Hot 97’s rival station Power 105. Because the pair were so popular (they would regularly beat Howard Stern in the ratings) and controversial when they left, all eyez are on them when they return after a two year absence. The media is waiting in the wings anxious to write stories about them. Many in New York whether they liked them or not are tuning in just to see and hear what they do.

 So Miss Jones and Hot 97 find themselves in a bind. They understandably wanna do something to dampen the attention going to their competitors. Now for those who us who live and breath Hip Hop, such a challenge would be welcome one. Competition is always healthy. It makes you step up your game and ideally brings the best out of people.

 Since Miss Jones who used to roll with Doug E Fresh and Get Fresh Crew is supposedly rooted in Hip Hop culture you would expect her to rise to the occasion. Since Hot 97 proudly proclaims to be the ‘Epicenter for Hip Hop Culture’ you would expect them to come with a tighter game.

 What would a true Hip Hopper do in the face of competition?

 What would a true Hip Hopper do to outshine Star and Buckwild?

 The answers are varied. It could’ve ranged from Hot 97 putting together a free morning time concert everyday of the week the same week Star and Buckwild re-emerged. If they wanted to cause drama, maybe they could’ve used some of their venom by going after some of Hip Hop’s bigger enemies like critic Bill O’Reilly of the Fox News Network who is right there in New York. Perhaps they could of led a convey of freestylers down the Presidential inauguration to let George Bush know that not everyone was happy with him getting a second term. The winner could got 10 thousand dollars. Or even 100 thousand dollars. There’s so much they could’ve done.

 Instead, Miss Jones and Hot 97 reflected the lack of creativity plaguing Hip Hop. They went for the gimmick. They took the cheap shot and borrowed tactics that have already been mastered by the Howard Sterns of the World. They went and made fun of tsunami victims and whereas a guy like Howard Stern might’ve pulled it off it apparently backfired with Hot 97 and Miss Jones.

 Yes Hot 97 got worldwide media attention. Miss Jones got lots of press. Hot 97’s childish antics was written about in newspapers coast to coast and everyone from Bill O’Reilly to Chris Mathew’s Hardball Show on MSNBC covered the topic. However, what Miss Jones and Hot 97 failed to realize was that they were in the birthplace of Hip Hop-New York City. They forgot that the Asian community they insulted has a rich history rooted in Hip Hop culture.

 While Miss Jones and friends opted not to Lean back and rely upon tired outdated gimmicks to win a ratings war, the Hip Hop oriented coalition of activists that got together did not. Without the benefit of large sums of money or access to the airwaves or news outlets, folks like DJ Kuttin’ Kandi of the deejay crew 5^th Platoon, DJ Jsmooth of HipHopMusic.com, the folks over at Okayplayer.com which is run by The Roots, Asian Media Watch, elected officials like New York City councilmen John Lui and a large group of Hip Hop activists and from all over the country did what Hip Hop does best they created something out of nothing. They made a dollar out of 15 cents. They out thought and used more creativity then their opponent to solve the problem-which in this case was a insensitive racist attack by a morning team and their large radio corporation. 

The first thing they did was analyze the situation and instead of getting sidetracked by going after Miss Jones who they figured really didn’t care if she upset anyone, they went after the Executives of Hot 97 and put them on blast. Today we all now know that Jeff Smulyan is the CEO of Emmis Broadcasting -the parent company to Hot 97. We all know that Barry Mayo is the general manger and that John Dimick is the program director. Folks made their phone numbers and email addresses known to all.

Next they had the good sense to go after advertisers and stockholders. Through the use of blogs, newsletters and website message boards the names of Hot 97’s sponsors and the email addresses to their CEO were posted with detailed instructions on how to write a letter expressing one’s dissatisfaction.

Former Hip Hop promoter Lan Pham who used to manage DJ Vin Roc, DJ Apollo and the Triple Threat DJs tapped into her old mailing list of 70 thousand people as well as the mailing list of her alumni Stanford University and put Hot 97 on blast with instruction on how to not only contact advertisers but also how to complain to shareholders.

 It wasn’t long before folks started to see results. First Jackson Hewitt pulled out. Next was McDonalds. Later on Sprint and Toyota added their name to the list. Organizers started to create a Tsunami of their own as tapes of the song and incident started to make their way to boardroom meetings and other outlets including a well attended Asian Music Conference in San Francisco where the keynote speaker stopped his speech and played the song and ensuing argument between Miss Jones and Miss Info. People who had come from all over the country were called to action. To top all this off Jin recorded a scathing response song that dissed the hell out of Hot 97. 

A week after all the protesting against Hot 97 had started Emmis decided to make some face saving moves. First they suspended the morning team, then they later fired co-host Todd Lynn and producer Rick Delgado who actually wrote the song. Dj Envy and Miss Jones remained on two week suspension with their salaries going toward Tsunami relief efforts. Hot 97 then announced that they would be donating one million dollars to Give2Asia.

 Now here’s the good part. John Lui’s office along with Asian media Watch sat back and said no way. They want 10 million dollars donated to the Tsunami victims. Kuttin Kandi and the large coalition of Hip Hop activists wanna know how come Miss Jones has not been fired and fully intend to turn up their efforts utilizing more creative tactics until she is. As far as they are concerned this is just the tip of the iceberg.

So where we stand now, is that Hot 97 got their wish. Everyone knows Miss Jones and the Morning Show. Thus far it coast them a lot of credibility and at least one million dollars. We’re not even counting lost revenue from advertisers pulling out. If only Miss Jones and Hot 97 had lived up to their slogan ‘Home to the Epicenter of Hip Hop’. They should’ve followed the number one rule governing Hip Hop. Its not about gimmick.Its about SKILLZ. May that be a lesson to ya…

Now you can watch Sway, Tech & Rap Attack's own, DJ Revolution on the "Wake Up Show" for free! All you gotta do is have a Windows computer with a cable or dsl modem & you can watch the "Wake Up Show" 24/7. Log onto this link at: http://www.nft-tv.com/clients/wakeupshowTV.zip

Check your mail for the brand new 12" by Time Machine "Grime Machine" (Glow In The Dark). One of their tracks "Mind In A Spin" debuts out of the box on this weeks' Rap Attack Top 5 Underground Chart plus it's gettin' some early airplay love from our radio & mixtape panel of dj's! If you need to get laced, holla at my dawg, Mekalek at (323) 906. 8819 or online at: radio@gitdrecords.com...

My favorite track off The Game "The Documentary" (GUnit/AM/Interscope) is the Just Blaze produced track "No More Fun & Games." This is the NWA equivalent of "Gangsta Gansta" for 2005.Big ups to Maricia & the Interscope posse for hooking me up!...

Egyptian Lover is back! Yup, the man who brought you, "Egypt, Egypt" & "My Beat Goes Boom" is about to make his 2005 comeback. Stay tuned...

Bum Squad announces their first ever BumSquadDjz.com Award nominees for various catagories which will run till the end of February 18, 2005. The award show itself will be held in Miami on February 24th at the Core Dj's retreat. Log onto their site, register & again peep their message board & vote for our peers:

COLLEGE RADIO PROMOTER OF THE YEAR:

1. Corporate Ken Universal

2. Papa D Brick

3. Jessica Weber SPECTRE Music

4. Lee L'Heureux & Double J Foundation Media

5. Nasty-Nes RapAttackLives.com

BEST COLLEGE RADIO DJ:

1.   KHDC DJ Kazzeo Salinas, CA COMMUNITY RADIO

2. KUSF DJ Raw-B S.F., CA Univ. of S.F.

3. WCBN DJ Chill Will Ann Arbor, MI Univ. of Michigan

4. WNUR DJ 3rd Rail Chicago, IL Northwestern Univ.

5. SolOfHipHop.com Patrick Buddhabong Cal State Fullerton

6. WXDU Chela Durham, NC Duke University

FLORIDA MIXSHOW DJ OF THE YEAR: DJ EFN

Here is our new address for 2005 to send material for review, etc (vinyl & cd's)! Same address, just a new Ste. number:

 RapAttackLives.com

4750 Kester Avenue, Ste. 11

Sherman Oaks, CA 91403

Attn: Nasty-Nes

Rap Attack takes a "WHAT'S UPPER" look this week with:

Jason Gloss (WOWL-FL): "Please make sure jgloss@adelphia.net is added to your priority mailing list. Also, we're looking to do some giveaway this month, so if you have any product you'd like for us to giveaway, please holla at me at: www.philaflava.com"...

Raw-B (KUSF-SF): "We had a packed house this past Sunday on Beatsauce. Big thanks to DJ Blaqwest <http://www.blaqwest.com/ > for dropping a nice set and bringing through a solid roster of soul artists who will be performing at Dig this Saturday. Jacore Baptiste <http://www.jacorebaptiste.com/> was one of those along for the ride. This kid has got a great voice and an equally impressive sound. Baby James <http://www.ghettoretro.net/> was also in the place. DJs should peep his single "Tricks" featuring Keak Da Sneak. Shouts also go out to Fiyawata <http://www.fiyawata.com/> for stopping by with an exclusive track. Next up...we had DJ TD Camp of Hella Records come through with his new group the Co-Deez. Thier new album Royalty is solid and is in stores this week. Don't sleep on this album...these old pros got major heat. Check out <http://www.hellarecords.com/> . Lastly...we were pleasantly suprised to have Pep Love from Hiero and Rashaan Ahmad from the Crown City Rockers come through with new releases. Pep's got a new mix CD out featuring DJ Icewater called the Foundation. Ahmad's been busy as hell touring with the Rockers and working on solo projects...one of which is his new record with Thes One which is ridiculously hot. Check out both these talented cats performing live this Saturday @ the Independent in San Francisco.Finally...hit me up if you'd like a copy of my new mix CD Golden Age Crates"...

Earthquake (Live365.com): "I spent Tuesday night and Wednesday morning in the Hospital getting filled up with antibiotics and steroids from IV. I had epiglottitis which basically is a swollen epiglottis (in your throw) that caused sever throat pain and started causing speech and breathing problems and is a minor situation if treated at the hospital overnight. So I am black feeling great and ready to send out this chart. Check out the playlist for my Off Da Richter Scale Rapshow #95 that went up on Sunday. My Northwest Aftershock show from last week is included. This week for the reason stated above will be a repeated show on hiphopfundamentialz.com. After I wrote this I read a allhiphop email about Houston. My thoughts are with him.

DJ A-Beats (WGMU-Wash., DC): "As everybody knows Hot 97 is on the hot seat for playing their stupid tsunami song. Now I by no means agree with them and its in incredibly poor taste to make fun of the victims of the tsunami; but don’t you think people are going overboard with the whole race issue. In my opinion people are being very hypocritical. The N word is splattered all over songs (and said by almost all) but as soon as a derogatory remark about Asians is stated people seem to forget their favorite MC says n$%@& this n$%&*^ that. I just think people are way too sensitive when it comes to race. Just chill out on the whole race issue. The fact they where mocking people who experienced one of the worst natural disasters is what should be the focal point of the Hot 97 bashing, not race. Once again I am not condoning their actions and I think it was in very poor taste that they where laughing at the tsunami victims, but people are way too sensitive about race. And remember this is just my opinion, so don’t go crazy when u read this and start sending me tons of hate mail. Justo’s Mixtape Awards are approaching and you can vote for you favorite mixtape DJ at <http://www.themixtapeawards.com/>. I would highly appreciate any love in the Best Underground DJ and/or Rookie of the Year categories"...

Jason-D (KHDC #2-CA): " I've seen a lot of mixed reviews about whether people are excited about the superbowl. I say if you aren't looking forward to it, you ain't doing it right. I personally can't wait and considering that my two favorite teams (49ers & Raiders) won about 4 games collectively, I am definitely in it for the party. I hopped on a plane to Vegas last Friday. This is the first trip with wifey and no kids for about a year so we are definitely on some rock star shit. Those with kids, I know you can feel me. Personally, I say go Eagles. At the risk of my servicing from Papa D, I'm just feeling the Eagles more. It's like an independent label going up against a major. I just can't decide on whether I can afford to put my money where my mouth is. Shouts to all the perverts out there hoping to see another celebrity breast. I say count your losses and buy a magazine homie. That's like finding a twenty spot in the parking lot and going back the next day hoping to find another one. Ain't happening. If you want to know what really caused the wardrobe malfunction last year, check out www.budweiser.com to see the commercial that they pulled. It explains a lot"...

DJ Radd1 (WDBM-MI): "As many of you know, I am currently studying to take the February 2005 State of Michigan Bar Exam (I WANT TO PASS THE FIRST TIME!!!!). The exam is a 2 day exam on Feb 22 & 23 (THIS MONTH). Your are eligible to apply to take the exam after you receive a juris doctorate (JD) from an accredited law school. I received my JD from Michigan State College of Law (December 2002). Because I accepted a great position as a State of MI - Mediator (with the Bureau of Hearings) right after graduation from law school, I was unable to take the bar exam until now. Fortunately, I am able to take a month's worth of vacation time to study for this mosterous exam!!!! Now, I know some of you aren't interested in this much info, but many people are asking, so I'm trying to answer all of their questions at the same time. The bar exam is comprised of 15 essays on the first day (9 - in the morning, 20 mins. each, 6 - in the afternoon), and 200 multistate m/c questions on the second day (100 - in morn/ 100 - in afternoon). Furthermore, the exam covers 21 subject areas of the law. The pass rate for first-time takers for the last exam (July 2004) was in the low 60 percent range. The bar exam is given twice a year (July & February) on the last Tuesday & Wednesday of the month. To become a licensed attorney, I must pass this test (note: there is also a character & fitness component that is like an FBI background test, but worse, and a Professional Responsibility exam that I will take on Sat, March 12, 2005, but it isn't nearly as difficult as the main portion of the bar exam in February). Lastly, the reason I'm telling you all of this is b/c for THE REST OF THIS MONTH, MANY OF YOU MAY GET IGNORED, BUT PLEASE DON'T TAKE IT PERSONAL!!! IF IT IS REALLY IMPORTANT, send me an EMAIL and I will respond asap. Other than that, I wll talk to you on February 25th. THANKS!!!!"...
 

Ahsan "The Golden Child" (WRSU-NJ): We've got Ahsan's updated info for your records! Here it is; c/o TheBlueprintRadio.com/WRSU FM- 14 Easton Avenue #208- New Brunswick, NJ 08901. Email your weekly priorities to: ahsangc@theblueprintradio.com. If you'd like to receive weekly WRSU charts hit up: charts-subscribe@theblueprintradio.com
(We're adding emails but, to make sure you're on please subscribe -- an email will be sent back to you just follow the instructions). Ahsan's show airs every Wednesday 10 PM to Midnight (est) on 88.7 WRSU FM, you can listen live via the internet as well by visiting TheBlueprintRadio.com. Thanks for supporting TheBlueprintRadio.com on WRSU FM. NJ -- Rutgers State University -- Celebrating their 10th year and still going strong with TheBluePrintRadio.com...
 

DJ Lt. Dan (Mixtape-DE): " NEW FOCUS!!!! It's the 2K5 and Lt. Dan is ready for the next level. NEW MAILING INFO - I have recently moved, and my record service has slowed down a bit. Many of you may not have the new address, here it is. For those who do not have me on your mailing list, please add me and don't be afraid to reach out to me for more info: .DJ Lt. Dan-1336 Riverside Dr.- Wilmington, DE 19809. DJ LT. DAN and ROCKSTAR GAMES? -
http://www.rockstargames.com/?section=news. DJ Lt. Dan "Going Back to Cali" mixtapes are the next big thing, just check for yourself...Vol. 2 is due in a week, it's not too late to get me any new joints/drops/exclusives for this one or future volumes!!!"...

Edgie Kokoski (WUNH-NH): "“I got a hundred guns, a hundred clips, I’m from New Hampshire, New Hampshire…” Sorry about that…I just got lost in one of those many moments every day when I fantasize that I’m Ja Rule. I had to laugh as I read a feature this month about producers Cool & Dre where they basically say that they thought up the hook and made the beat for the Ja re-vitalizing “New York”. Even funnier is the fact that the track was for Fat Joe and he gave it to Ja Rule as a thank you for the Murder Inc. assist on “What’s Luv?”. If you’re Ja Rule, you have to know that you are in rough shape when someone else is making the hits for you. And if you’re Fat Joe, you’ve gotta have a better album coming then the lackluster “Loyalty”, which featured almost exclusive Cool & Dre production. Time will tell. I guess that the biggest story in hip hop this week is the Hot 97 “Tsunami” parody song. Nothing gives a college radio DJ a hard on like hearing that a whole staff of big city commercial DJ’s are on the chopping block. Being a Hip-Hop person who gets most of his notoriety from making fun of others, you would think that I would have some sympathy for these people. But how do you lampoon a worldwide tragedy in a city of 9 million people and expect to keep your job? It’s like me expecting to get a girl’s phone number wearing my Master P “Ghetto Postage” T-shirt.While I was surfing the internet yesterday, I had MTV’s “Pimp My Ride” on in the background. As I watched Xzibit turn people’s shitboxes into custom cavi hits, I couldn’t realize how much danger X to the Z actually puts these kids in. Most of them live in a suburb of Los Angeles. Xzibt drives a camera right up to their front door, and shows their house and neighborhood on national TV. Then he shows their pimped out car at the end with a crystal clear view of the license plate number. Once the MTV cameras are gone, and Xzibit is off shooting a Right Guard commercial, how long do you think it takes for the neighborhood gangbangers to stick a tec-9 in the kid’s face and relieve him of those new wheels?"...

IT'S BACK: EXCLUSIVE NEW RAP ATTACK OFFER: $50 SIDEKICK II - 2WAY DEAL:  I've got the exclusive hook up if you're lookin' to buy a "Sidekick II" 2 way. They normally retail for $300 plus. TMobile is offering our Rap Attack DJ's & affiliates (friends & readers of RapAttackLives.com & business associates) the following special:

$100.00 plus a $50.00 rebate ( $50.00 for the unit)

$39.00 monthly fee for cell & unlimited text messaging & online, etc.

Contact Alex Nguyen at (408) 310-3933 or online at: vtxguy4O8@yahoo.com.

Tell him Nasty-Nes from RapAttackLives.com sent you & save yourself up to $250 on a brand new "SIDEKICK II."

SHOUT OUT TIZIME: Happy Birthday to ThirdFloorRadio.com celebrating their 6 year Anniversary! Get well to Nick Vidal of the Baka Boyz (HOT 103 in Miami & KDAY in L.A.). Monica Busby, The Blue Scholars (Great seeing you Geo & Mark from RainyDawg.org), Time Machine, Natasha (formerly on Universal- Yo can I be your Boris babeeee?), Albert Gomez (www.TwistedRegion.com) & to Marcus Morton.

PEACE, LOVE & HIP-HOP UNITY (God Bless & Isa Mahal),

Nasty-Nes

(Pinoy Pride4Life / John 3:16)