I acknowledge off jump I’m a random white dude in Quebec writing on this topic.
That being said you can learn about what motivates other people by pursuing the online zeitgeist. There is a clear feeling out there that Hip Hop is not exactly what it used to be. A certain je ne sais quoi that is not captivating the interest of the masses.
Thankfully the internet is abuzz lately with debates over who’s disses were dope and which were trash.
2024 has become a year of drama and it’s pretty fun
2024 started with Katt Williams kicking off the year with some spicy beef over at his Club Shay Shay interview.
As I write this we are in the midst of the Drake versus everybody beef. Kendrick has yet to respond. J. Cole has apologized. Chris Brown and Quavo are going at it.
The timelines are abuzz and all of a sudden we’re talking about popular rappers non stop. For the first time in a while we care for more than a couple of days post album release.
A lot of people feel this is because negativity sells but I disagree.
There is something attractive to aggression in sports
In 2008 I really cared about hockey, fantasy league participation and everything.
At the time I recall people celebrating hockey fights. Big body checks were cheered. The aggressive nature of the sport was part of why people enjoyed it.
I’m sure there are many who feel that fighting doesn’t belong in hockey. I was never drawn to it. However there is something to combat that is alluring.
Knowing that two players hate each other with such passion that when their teams face, something is going to set it off.
Every single time.
Still with referees, cameras and safety gear you could say those fights were in controlled settings.
Controlled violence is pretty popular these days
The rise of MMA proves we like controlled violence.
Disses in music are definitely a version of it. Even if the words were said spur of the moment, it was clearly something the person felt strongly enough to articulate.
Unlike physical violence, a lot of the time the beef world ends up quite dramatic.
Anything that dramatic ends up featuring controversial choices.
The ethics of fighting in MMA can be divisive. The same way the tactics chosen by artists in their beefs will create polarization. Even if everything is orchestrated in a controlled and safe fashion, the choice to participate will cause different reactions among people.
It all gives us something to talk about.
Gossip related content does extremely well because people like drama
When I was young my mother taught me the art of being a yenta.
I am all about that tea spilling content. I watched all of #WHOTFDIDIMARRY and then peeped the stories of the other wives. I know I’m not supposed to like it, but I do.
It’s very difficult for me to stay out of people’s business. At this phase in my life I keep to myself and am comfortable not knowing things. But for most of my life getting the scoop on the juicy tidbits was what I was known for.
Whether or not it’s staged, these rap beefs bring out some drama, which captures attention and in this economy, generates money.
The drama lets us argue with each other
Direct messages start getting leaked. Camps start dropping rumours. All the people start formulating what they believe could have/should have happened.
The whole WWE styled plotlines that emerge around the beefs is what really captures attention.
Everyone becomes an expert and jumps to conclusions without any real knowledge.
It’s similar to sports.
You have no idea who is going to win a game. Yet everyone’s super down to talk their ish, prophecy style. Beyond the games and betting, the part where people argue with each other is the real draw.
Rap beefs bring out the gossip, which leads to moralizing, which leads to picking teams like sports fans.
Nobody really wants anyone to get hurt
While there are some who may disagree with that heading, most of us want this to be entertainment.
We want people to make their songs and throw their memes and make it something fun we can argue about. You are either team Drizzy or you are team everybody else. Drake using Tupac to diss Kendrick was the ultimate heel move.
I love it. Others find it wildly disrespectful. To me that’s the point.
The polarized passion it brings out of us is what makes this interesting.
People find it boring when everyone gets along nicely
When everyone stays in their corner and releases their music, getting along, it gets kind of boring. As has been taught to me by those who know, Hip Hop is competitive in nature. You are setting out to be the best.
How that manifests is clearly open to debate, just open any Hip Hop forum thread.
What is consistent is that people feel the need to have the GOAT chat. From greatest artists to the greatest beefs. We care about all of it.
The history of the greatest beefs show us the antics and drama were as important as the songs and disses themselves.
It’s not about the negativity, it’s about the drama.
Virality is based on people arguing
Virality is based on people arguing in your comments more than anything else.
Social media more or less exists for this. By creating a “who won” element to Hip Hop, it creates more engagement. Especially because there are people out there who don’t agree with me that right now Drake is TKOing everyone.
I’m sure that statement made some of you agree and others want to talk foul at me.
For real though, I believe Drake is dominating this. Canada stand up. I am baffled at the people who hear the same thing I hear and come to the opposite conclusion.
It makes me want to waste time arguing.
Whether or not these beefs are controlled or for realsies, they are making people care about all the names involved.
Even if for a moment.
Live Long and Prosper Everyone
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