good kid, M.A.A.D. city
Hype is an important factor for any musician’s start in the business, but out of all the genres, it is most important in the world of hip-hop. Hype made artists like 50 Cent, Drake, and Nicki Minaj household names before they’d even released their first record. In the world of rap music, hype is king, whether it be legendary hype-men like Flavor Flav and P Diddy, or the multitude of hip-hop outlets that rely heavily on the idea of “hype” (Hoodhype.com, H.Y.P.E. Magazine, Hypemixtapes.com). In recent years, a major factor in the growth of an artists hype results from the online, mix tape movement, an avenue for budding artists to get their sound out there.
One of the artists to get his start through the mix tape avenue is Kendrick Lamar and his Black Hippy crew. After several mix tapes, he released “Section.80,” a promising album for a young rapper. From there, the hype began to grow (out of proportion). After doing a concert with Dr. Dre, Snoop Dogg, and The Game, the trio called him “The King of the New West Coast.” Dre took it a step further, signing Lamar to his Aftermath label. Before his first release on the label even came out, Dre and him could be found mean-mugging on the cover of XXL Magazine, and inside, the XXL touted his latest album as “the biggest debut since Illmatic.” Even Nas himself said that Lamar was the future of hip-hop. Before anyone had even heard the album, Vibe Magazine ran a story on why his new album would change California rap forever. All of this had gone down before anyone had even heard the album!