The Score Magazine July 2017 issue - Page 30

SOUVIK CHAKRABORT Y The Desi Revolution Though the term desi hip hop is often credited to the alternative rhythm and poetry movement in India, it has by its sole merit emerged into one of the most intriguingly remarkable revolution for the youth of our generations to revel in. In the west, rap as an art form was largely an African American oriented pop music that came to the forefront with their quirky turn table effects and their amazing cadence in witty deliveries and of course the unconventional rhymes. While the black rappers for a while had enough of the market share, the white rappers like Eminem, stole millions of hearts with their killer performances in epic rap battles and other record setter competitions. In India, rapping rapping also meant a lot of risk taking and an enormous amount of guts to stand tall in a market that was selling merry go lucky journey songs of Lucky Ali, and newbie wonders like Palash Sen's Euphoria . Neither internet nor Television formulated a communication model that would suffice enormous amount of exchange of ideas to brainstorm and be an emulative reference point to the pre-motioned 'conservative' South Asian communities. However, our market was flooded with different MNC brands ranging from FMCGs, to automobiles etcetera and that resulted in a host of new ideas and brainstorming in the market. And, the synthesis of all that resulted in an amalgamation of hybrid jingles and spots. This was certainly not enough a sparkling reason for something of the stature of 'rhythm and poetry ' to start altogether. However, fashion and music married together for a consumerist and new born generation and that meant that the pop dancers, singers and artists' attire (from their ponies till their boots) were followed to the core. People with half knowledge about the genres of music had come about to picking up shoes, belt and collectibles of the big names from the music industry (much before their music arrived the scene). Something big was about to happen. Then, globalization glocalized the industry and the air was filled with the love of music, passion and love for everything across the world. But, the tectonics were still not that alive to import the beat boxing and acapella movements from the west, though it had otherwise certainly set the stage for the rap and hip hop stars of India to flourish under this avant-garde movement. So, while Apache Indian in UK was busting all charts with his unc