GRAMMY AWARDS

What did rap’s first Grammy GRAYSON Exactly. People felt that N.W.A later came to the forefront. Award represent, commercially “real” hip-hop, so to speak, wasn’t [Jazzy Jeff and The Fresh Prince] and culturally? being recognized — which is were hip-hop; we [radio DJs] were DRAKE It put rap culture on the actually a knock to Jazzy Jeff and playing that. And hip-hop was mainstream map. But it was the The Fresh Prince. They were more being recognized. If you pull up lighthearted version of rap. You commercial, and commercial hip- the category’s [nominees] then, also had N.W.A [which was not hop at that time wasn’t necessarily it was different parts of hip-hop, nominated] talking about taboo respected in the same way. like J.J. Fad and Kool Moe Dee. But subjects like oppression and it wasn’t [like], “Man, we’re not W police brutality. This highlighted BIG BOY Being probably the oldest being represented.” Jazzy Jeff and Grammy’s true relationship with one sitting here, I remember that Fresh Prince took the stance that, rap and hip-hop culture: to not Jazzy Jeff and The Fresh Prince “They’re not giving out the award air [more] categories and really were the shit in 1989. It wasn’t [on TV], so we’re not going.” We WHEN THE GRAMMY AWARDS support rap. Will Smith was the like, “Oh, they’re corny” or “Fuck weren’t saying, “Why them?” return to Los Angeles from New zeitgeist, but he was just one part. that shit.” It wasn’t [like] when They were saying, “Why not us?” York on Feb. 10, the ceremony That was the difference. will signal a momentous occasion: the 30th anniversary of the first CHERY It was important because Grammy for best rap performance, it cracked the door open. And I won by DJ Jazzy Jeff and Will “The specifically use the word “crack” Fresh Prince” Smith for “Parents because it wasn’t like, “It’s on.” Just Don’t Understand.” From that point on, the evolution From the beginning, the of rap started to be included. Grammys have struggled with But there have always been giving hip-hop its proper due: challenges, like the category not Smith and DJ Jazzy Jeff boycotted being televised or the right artist the show when they learned their [not] being acknowledged. If you award presentation wouldn’t look at history, albums revered as be televised. To address such the best in the genre have never criticisms, The Recording Academy been nominated, like Dr. Dre’s has taken steps that include last The Chronic, Snoop Dogg’s year’s addition of a rap nomination Doggystyle and Nas’ Illmatic. Nas review committee. The 2017 and Snoop Dogg, people that we nominees and winners came closer cherish in the culture, have never to reflecting rap’s established and won a Grammy. Forget the general emerging players, but it’s now categories — not even in the rap approaching 15 years since a rap categories. release — OutKast’s 2003 double LP, Speakerboxxx/The Love Below — DRAKE You make a great point. won album of the year. The Chronic was talking about the Just before nominations for ’hood and what was happening the 61st Grammy Awards were to people in the everyday life of announced on Dec. 7, Billboard institutionalized racism in this sat down with four industry country. And the Grammys was executives offering their takes on like, “We don’t want to highlight repairing rap’s relationship with that. We’re going to allow you the the Grammys, the evolution from fun side. The rest is not OK.” trend to genre and their favorite moments in hip-hop: iHeartRadio How would you describe the syndicated morning personality current relationship between the Kurt “Big Boy” Alexander; Spotify rap industry and the Grammys/ head of urban music Carl Chery; Recording Academy? Sony/ATV Music Publishing GRAYSON The Recording Academy’s senior director Jennifer Drake; relationship with hip-hop and the and Society of Composers, culture has really been a problem Authors and Music Publishers of from the beginning. To be fair, Canada senior A&R executive Jeriel Johnson [the academy’s Erica Grayson. Grayson former senior project manager

36 BILLBOARD | DECEMBER 22, 2018