Hip Hop Style and Run-DMC

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Hip Hop Style and Run-DMC Hank Williams Hunter College, CUNY AFPRL 290: Hip Hop History and Culture Ways Run DMC and Def Jam redefine Hip Hop • New Visual aesthe-c • Hard core look based on Adidas, black, and black leather • New sonic aesthe-c • Hard-edged, rock-influenced sound: shaped by Rick Rubin • Helps cross-over to general audiences/ MTV • MTV breakthrough: first Hip Hop video on the network • Sales breakthrough: Run DMC albums have unprecedented sales • Marke-ng/merchandising • $1 million deal with Adidas • Crossover success Run DMC’s New Visual aesthe>c • Hard core look based on Adidas, black, and black leather • Black hats/Kangol hats • Adapted from street styles • Clean, uncluMered, hardcore • Promo-on via MTV airplay and starring role in Krush Groove film spreads their look as the “real”/ “authen-c” B-Boy look Run DMC’s New sonic aesthe>c • Hard-edged, rock-influenced sound: shaped by Rick Rubin • Simple focus on drum-machine beats, guitar, lyrics • Call-and-response rhyming • Helps cross-over to general audiences/ MTV Run DMC Sales/ marke>ng breakthroughs • MTV (Music Television channel) • first Hip Hop video: “Rock Box” (King of Rock album, 1985) • Marke-ng/merchandising • $1.5 million Adidas deal: first hip hop group; opens door for others • Magnifies impact of DMC as official trend-seMers • Adidas’s cross-promo-on expands DMC’s reach (see Adidas’s commercial) • Sales • Raising Hell (1986): first double-planum rap album • Hits Top 10 in Billboard charts • “Walk This Way” single hits Top 20 (Billboard #4) • “My Adidas” (Billboard #5) Run DMC crossover success • “Walk This Way” Single with rock group Aerosmith • Billboard #4 • Heavy MTV rotaon for video • Aerosmith literally breaks through wall • Expands Run DMC’s audience base to young white rock fans Revised March, 2014! Some rights reserved! This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc/3.0/" or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA." ".

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T-Iourglass O 8 at 2154
HIGH TIDE LOW TIDE 7-27-69 7-27-69 5 8 at 0330 o £> at 1006 4 5 at 1606 t-IOURGlASS o 8 at 2154 J\.. .. ', I ~~.!,.I;~ ... "':,~ !! KWAJALEIP, ISLAl'JlJS Saturday, July 26, 1969 I, VOL 9, No 8458 L Moon Rocks, Soil Go on Display ost Massachusetts Residents For Select Audience of Scientists Want red to Retain Seat (UPI) -- Most Massachusetts residents SPACE CENTER, HOUSTON (UPI) -- Pampered with all the tender care technology can _apparently feel Sen Edward M Kennedy muster, the Moon rocks and s011 Apollo 11 brought home go on d1splay today for "'" ",,~;" should retain his seat in the Senate a select aud1ence of scientists ~ Initial response from other parts of The first v1ewing--through glass portholes in a special vacuum chamber - was ~ the country to his plea for advice ap eagerly awa1ted by SC1ent1sts who were chosen to analyze them to try to deter peared, however, to be more widely di m1ne the or1g1n of the Moon and perhaps the Universe vided "It's very frustratlng," said Jeff Warner, a geologist who works at the Moon Boston's three da1ly newspapers, the Isolatlon BUlldlng at the Space Center Record American, Globe and Feral Tra "The flrst box came at noon yesterday, veler, reported telephone calls "~2_to and we won't get to look at it unt11 10 Administration Talks 1" in favor of Kennedy am tOllorrow (today)" The Spr1ngfield Union reported less 1he long-awal ted Moon samples--t',o Tough to Business than three hours after the Senator's boxes \"1 th more than 50 pounds of Moon nationally televised speech, they had rock and dlrt--arrlved
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