Back then, the word "cyberspace" wasn't even invented. And if it was, most had never heard of it. Acronyms (or abbreviations) like "LOL" and others were just beginning to gain popularity. And when hip-hop began to gain momentum on the 'net, many questioned its ability to strengthen, or even survive. Much like what many people once thought of the hip-hop genre.
Record labels, who are currently feeling 500+ degrees of the massive internet takeover, are one of the firsts to shrug off the word "internet." In fact, many of these record label folks didn't even have an email address. If they knew then what they know now, they would have deaded Apple and their iTunes propositions-- at all costs. But their ignorance led to what became part of their demise.
Take a look at how it all started. Via WIRED (1997)
"In March 1996, Steve and Felicia launched 4Control, a publication devoted to chronicling the surprise convergence of digital technology and hip hop. While digital recording and distribution promised to reinvent the music industry, many in 4Control's target audience were still hacking analog electronics. Nervous that hip hoppers might miss out on the digital revolution, the zine's first issue proclaimed:
'For those of you wondering who we are - we are some kids from the Bronx who decided it's time to give hip hop a true presence in cyberspace. To date, hip hop online has been wack, boring, and mediocre. Outside of the hip hop room we created on AOL, there's no central place for headz to get down. It is ironic how you can find thousands of rooms for Teen Chat or Romance Connection on any online service, but a hip hop area is virtually nonexistent. This is reminiscent of the "ghettoization" of hip hop, when we could only hear rap music three hours a week on Saturday nights or catch rap videos during Yo! MTV Raps. Is there a lack of demand for hip hop? We think not.'
The online version of 4Control was launched at the same time.
Early this year, Felicia made the decision to morph 4Control into Support Online Hip Hop. With its hip hop search engine linking independent sites and a section with new-media tips and techniques, the venture really took off. "Support Online Hip Hop has developed a strong community," Felicia says in perfect marketingspeak. "And it will become a business. We have the highest daily traffic volume of any independent hip hop Web site, and we have a very desirable demographic. We are merging the community and business aspects of the site, so that independent artists and webmasters ultimately will be able to conduct business through its distribution channels."
The creatives know the music, and the corporations know the silicon. The music industry has yet to arrive en masse, but that, too, will pass. "A lot will change in the coming years," says Harry Allen. "Bandwidth will increase, and ecommerce will become viable. Computers will become more intuitive, but also more kinesthetic. The holy grail of the collision between hip hop and digital media is the oft-promised notion that every artist will become his or her own music label." {end}
I know a lot of these label heads that have been in the game for over a decade wish they would have read (at least) the above quote. Things happened JUST like it was stated.
In further throwback cyberspace affairs, check out this hip-hop forum from 1993 (who knew?)
In his rap, Nothin' But a "G" Thang, what's a "G" Thang??? By vaact01m - Sep 20 1993
Early summer I heard that Snoop Dogg was finna join up with Kriss Kross on a track ("1, 2, 3") for their LP, "Da Bomb". But, that song didn't make it. Then, last week, I heard the whole Dogg pound ripping on Kriss Kross. Anyone know what happened with this song, and what's up with the caps on KK from the Dogg pound? By Crack Baby - Sep 19 1993
Damn, KRS and Marley started some shit when they set off that dis war back in the day...now it has come around to '93 and Dre and Luke are at it. But wait - fast on the rise is the Teeyex / Flash beef! This is the craziest shit I saw since Meteor Man. Just dis (pun intended) weekend, I learned that Teeyex is mad funny, Flash can hold his own (but might want to throw the KO punch before he loses on points) By harp - Sep 19 1993
Chronic Tour is cancelled, at least the Pittsburgh show. I had my tickets and all for this Sunday, Sept. 19, but the day before (today) they cancelled it just like that. Damn, but i hope it continues throughout the rest of the country so that others can enjoy "the show of the century" as Dat Def Dapper Duane had once said... By Michael Anthony Carnevale - Sep 18 1993
Is there any plan by Dre to release Lil' Ghetto Boy as a single? If not, is there a way to get an instrumental version? Also did anyone see the article on Snoop in Newsweek? By Josh J. Kuritzky - Sep 16 1993
Did anyone else hear about the Dre concert in Miami where Luke got up on stage and bet the crap out of Dre? I heard something about this on the radio once but neve once but never again. Supposedly the next night Luke and his buddies drove around in the parking lot of the concert shooting thier guns... By Brian P Baltzell - Sep 16 1993
I think cyber hip-hop is what informs us about we want to know, but is somewhat the cancer of hip-hop. Maybe we know to much?
hardly anybody is checking for talent, real hip hop or anything lyrical. things arent like it use to be when i was growing up. im going on 25 and when i was 13 15 or whateva there was no myspace, youtube or none of that and i use to spend most of my allowance, earned cash, whateva you'd like to view it all on hip hop music. the feeling i would get to open you the cd and look through the cover and play the whole cd with joy, excitement. i cant remember the last time i bought a CD. some years i know much but....... The cyber thing plays a major role in Hip Hop because it takes alot away and in itself draws people away from it in a sense though despite the fact that its easy access but then you'd risk wasting your time clicking on some bullshit but then later you become cautious the next time which deteers a person from being open to the possibilties
yOu seE