Hip hop’s time has come, mogul says
ATLANTA — Hip hop should dominate the top categories at the upcoming Grammys, according to music executive Lyor Cohen.
Cohen said the Recording Academy should give rap a “deserving” chance. Both Jay-Z and Kendrick Lamar are nominated for album and record of the year. Jay-Z, the leading nominee with eight, is also nominated for song of the year.
“It’s long overdue for the right artists to win the right category in the right time,” Cohen said.
Cohen is YouTube’s global head of music, but has been an integral figure in hip-hop for decades and was the former head of Def Jam Records.
Next Friday, he is hosting a pre-Grammy event with hip-hop artist Nas that will pay homage to rap and include appearances by Grandmaster Flash, Q-Tip, Fab Five Freddy and Chuck D. YouTube’s 80s-themed event will pay homage to the legacy of New York’s hip-hop scene.
The only rap-based acts to win album of the year were Lauryn Hill and Outkast, though Hill’s album was mainly R&B and the Outkast album a mix of pop, funk and rap. A rap song has never won song of the year or record of the year.
Cohen credits the Recording Academy for inserting people knowledgeable of the genre to give hip-hop a “deserving” chance.
“I think they have new blood pumping through their veins that are actually aware of the present and future, and not just holding onto the past,” he said.
Cohen said now is the perfect time to celebrate hip hop with the 60th annual Grammy Awards being held in New York, the birthplace of the genre, for the first time in 15 years on Jan. 28.
For the YouTube event, graffiti artist Cycle created a colourful mural on a 16-metre long wall canvas stacked by 400 boxes containing Google Home Max speakers.
After he finished the mural, it was deconstructed and each box with a stereo speaker device inside was sent to prospective guests as an invitation to the event.
“We thought it would be original and unique,” Cohen said. “Our mission was not to do the typical same old, same old. But we wanted to do something thoughtful and exciting. It was fun.
“It’s about bringing the past to future. What better way to do it during Grammy week?”
Cohen said he’s happy for his friend Jay-Z.
“Jay remains pushing our boundaries and creatively discovering more,” he said. “He’s a creative force. I’m pinching myself because I’m so happy.”