Perkins slams rap 'exploiters'

Students and faculty members crowded into the multi-purpose room in W.E.B. DuBois College House last night to hear a scathing criticism of corporate America's role in rap music. Reading selections from his essay entitled, "It All Comes Down To Money: The Political Economics of Hip-Hop," DuBois Faculty Fellow William Eric Perkins spoke out against many popular companies, saying they exploit hip-hop culture. He particularly attacked corporations with any involvement in popular music. Perkins, who teaches several courses on American history and African American studies, has conducted extensive research into West Philadelphia culture and sociology. He blamed popular culture and the profit motive for rap's recent trend toward violence. "It's what sells," he said. "This is all about buying." Perkins said Coca-Cola has exploited the music industry to sell its products, using popular rap icons. He noted that these ads give off messages that "rap and rapitude go better with Coke and Sprite," he said. Perkins also accused McDonald's of advertising malpractice, singling out a television ad that depicts a young, "hip" black male earning a living behind a fast food counter. The ad "extols the virtue of work," but ignores the realities of child labor laws and the low minimum wage, he said. He also assailed the fashion industry, saying it lacks originality and exploits the hip-hop culture. Shocked at the revival of bell-bottom jeans and platform shoes, Perkins lashed out at companies like the Gap, which he said lampoon the classic concept of "cool." "Madison Avenue has gone on a cultural recycling binge," he charged. "The essence of hip-hop is its ability to self-innovate," he said. "African American hip-hop fashion is dictated by a kind of street practicality fashion with a unique sense of style." Perkins also addressed last weekend's death of rap star Tupac Shakur. "We lose one of the big ones every year," he said, referring to last year's death of rap innovator Eazy-E from AIDS. "When life really imitates art, that's a frightening prospect." After his talk, Perkins opened the floor to questions. One student asked him to predict how rap will fare in the future. "Bigger, badder, fatter and more profitable than ever," Perkins said of the billion dollar industry. "Rap's going global." College senior Doug Chavez said he appreciated Perkins's viewpoint. "He recognizes [rap] as a big part of America's future," he said. Chavez also praised Perkins for mentioning the Latin American influence on modern hip-hop culture. Wharton senior Imani Dawson called the session "objective" and "very informative." "[Perkins] can see patterns and the big picture," she said. "His words ring true and that's enough to make anyone come [to hear him]."