New World Order

This excerpt of Jeff Chang's book, "Can't Stop Won't Stop: A History of the Hip-Hop Generation," is taken from the chapter "New World Order."

Hip hop had blown out of its niche into the mainstream. It suddenly seemed difficult to remember a time when youths of color had not been represented in the media, whether as consumers or producers. But just as hip-hop was now crucial content for the consolidated media, media consolidation also affected hip-hop's content. Women in hip-hop lost the most.

During the late 1980s, videos had been a boon to women rappers. Queen Latifah, for instance, presented herself in the Fab 5 Freddy-directed video for "Ladies First" as a matriarch, military strategist and militant. Others – Salt-N-Pepa, MC Lyte, Roxanne Shante – established their own personalities, equals alongside their male peers. A decade later, successful female artists like Missy Elliott and Lauryn Hill were the exceptions rather than the rule. Scantily-clad dancers seemed in endless supply, while women rappers were scarce. Big money clearly had a distorting effect.

At the same time, hip-hop feminism emerged in the work of writers and poets like Joan Morgan, Toni Blackman, Rha Goddess and dream hampton, offering a loyal but vocal opposition to hip-hop's ubermasculinity. Hip-hop feminism's musical counterpart was not in rap but in the so-called "neo-soul" movement, a genre opened up by Elliott and Hill, Mary J. Blige, Meshell Ndegeocello, Jill Scott, and Erykah Badu, that put the groove back into the music and the love back into lyrics. Emblematic of the shift was Angie Stone, who had been a female rap pioneer in The Sequence, and now returned to the limelight as a singer.

In one sense, "neo-soul" was a clever marketing strategy, invented by Motown exec Kedar Massenburg to package R&B artists that he had discovered, including Badu, India.Arie and D'Angelo. In time, the artists themselves would disavow the term, a reflection of their sensitivity to the fickleness of the market and the cycle of cool. But neo-soul also created space for voices to dissect the masculinist attitudes and ideals projected in the hip-hop mainstream. Badu sang, "The world is mine. When I wake up I don't need nobody telling me the time."

There was an unstable mix of Million Woman March-styled self-empowerment and AIDS- and gangsta-rap-era self-defense in the music, perhaps best epitomized by Hill's hit "Doo Wop (That Thing)." In these songs, critiques of hip-hop and patriarchy came together. Jill Scott imagined reconciliation, no longer having to love hip-hop from a distance. On "Love Rain," she sang of meeting a new man: "Talked about Moses and Mumia, reparations, blue colors, memories of shell top Adidas, he was fresh like summer peaches." But the relationship ended badly: "All you did was make a mockery of somethin' so incredible beautiful. I honestly did love you so." If hip-hop had dominated discussion of the crisis of gender relations with a boys' locker-room point of view, neo-soul responded with the sista-cipher.

Neo-soul's hip-hop feminist critique came into sharp relief in 2001. After years of flying high, rap sales crashed by 15 percent, leading a music industry-wide plunge. But newcomers Alicia Keys and India.Arie were honored with a bevy of Grammy nominations, and embraced by millions of fans. Keys and Arie celebrated "a woman's worth" and were frankly critical of male irresponsibility. India.Arie's breakout hit "Video" – in which she sang, "I'm not the average girl from your video" – took joy in flipping the music that had once been sampled for Akinyele's deez-nuts ode, "Put It in Your Mouth." On "Fallin," Alicia Keys wove the chords of James Brown's "It's a Man's World" into a complicated examination of a relationship. In her video, it became a symbol-laden examination of black love – the man caught in the prison-industrial complex, the woman torn between loyalty and leaving.