Isaac Siegemund-Broka
Staff Writer
When Kanye West and Jay-Z’s “Watch the Throne” was released in 2011, it was met with, among a wave of praise, criticism for its elitist focus on opulence. Though the album was a collaboration, this narcissism and materialism is exhibited particularly by West, while Jay-Z tends to have a more sophisticated and moderate air. Rappers have always bragged about material success, but West takes this love of wealth to new heights—instead of rapping simply about money and fast cars and other material things, Kanye focuses on Louis Vuitton and the Lamborghini Murcielago.
Then came Macklemore. We all laugh at the cheerful jokiness of “Thrift Shop,” but while Macklemore may simply be expressing his love of used clothes, he is also bashing on everything that West stands for. “Thrift Shop” has gained the popularity of a West song despite having a much different mantra: “One man’s trash, that’s another man’s come up.” “Thrift Shop” features little brand names or gold chains, yet Macklemore seems just as happy, if not happier, than West.
According to Macklemore’s “Thrift Shop,” Kanye is getting “tricked by business.” And so is everyone else who buys expensive, brand-name items. While most people want decadence and fame, only a few individuals, like Kanye West and Jay-Z, can achieve them. As Macklemore espouses a new gospel, where people “forget about the fame, fortune and the mansion,” he’s giving the common man a way to be content even without the brand names. Regardless, West sticks to his motto, thus giving the roots to two camps: the haves and the have nots, so to speak. Luxury rap versus Modest rap.
Already there are clearly artists more associated with each philosophy. While West has worked and performed with members of rap collective Odd Future, the ideological divide between him and them is undeniable; Odd Future’s Tyler, the Creator would probably prefer burning Kanye’s beloved Gucci to actually wearing it. On the other side are members of Kanye’s “Clique,” like 2 Chainz and Big Sean, as well as more established artists like Rick Ross.
Will these groups ever cement into distinguishable sides, as the infamous East vs. West rap battle did? No, probably not. In fact, as previously mentioned, they sometimes work together. But at least there now is a counterpoint to West’s unabashed love of what the rest of the world can’t have.
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