Like You, Like Everybody Else

"I wanna be a mutha f'n gangsta, ya betta aks somebody."

So said a young Snoop Dogg to Mr.Buttworth on the Doggystyle album, when asked what he would like to be when he grew up.

As long as rap has been around, young and old have claimed to be certain things. Bad, dope, fresh, you name it, rappers have claimed it. It's a natural tendency to assert your superiority over those you feel inferior to your talent or respect level. What would rap be without bravado? That would be like country without the pick-up or blues without the infidelity. It's just a natural combination.

The problem with rap music though, is everyone claims the same. We go through these cycles where everyone is this or that. Now, I think it's safe to say that everyone wants to put some credibility behind their brand. And let's face it, music is all about brand building these days. There is no money in just getting by on talent. I just wish everyone didn't jump on the same brand. Imagine if all cereal decided it wanted to be whole grain or every American corporation was claiming to be green? Moving on.

My point is, why do rap artists feel the intrinsic need to homogenize their appeal?

Who is gangsta? Remember when EVERYONE and EVERYTHING was gangsta? Rappers have been gangsta since the early 90's reaching it's apex between 95-98, and yes, some jiggy come latelys are still crip walking on that claim.

Just out of curiosity, I did a "Gangsta" search on iTunes and there are 62 unique songs by different artists called "Gangsta." I'm not including any of the 88 other songs that have variations or "Gangsta" in their title. It seems outrageous, but I expected more.

Over the last year and a half though a seismic shift has rippled through the rap industry. Any rapper worth his Dickies or Dom P has come to embody a new aesthetic. If you aren't talking "Swagga," you might as well sell your neckpieces on Cash4Gold. If you don't have swagga prepare to get your lunch taken. If you don't have swagga, you better go to church (Chuch!) and pray for some.

Doing the same iTunes search, 47 rappers have "Swagga" and if there aren't claiming it, they are accusing you of stealing. Who among us would ever question the swagga of Akapello, Beeda Weeda, G May, Iceman, Kyss Major, Percy-leon or Uckdaddy. Not me. I'm an admitted swagga lacka. If you have swagga in a forest and no one hears you, what becomes of it?

I guess we will move on to a new boastful buzzword once Webster's puts it in the dictionary. Until then I will sit in reverence of Verbal KENT's "Gangsta Swag" and bid my time cold chillin'. I just wish sometimes I was def.