Occasionally, I seek the assistance of my friends by asking them to submit music-related questions via Instagram. This time, I responded to questions/statements substantive and unserious. Thank you, friends!
- “The fact that Saucy Santana is actually from Connecticut.”
A quick Google search confirms that Saucy Santana, born Rashad Spain, was indeed born in Bridgeport, CT. He spent his early years in the Nutmeg State before moving to North Florida when he was ten. His association with the City Girls and tracks like “Material Girl” led me to assume he was from Miami or South Florida.
Saucy Santana isn’t the only rapper from a place we wouldn’t expect. Need proof? I bet you didn’t know Ludcaris, Mr. “Southern Hospitality”, grew up outside Chicago and didn’t move to Atlanta until he was 17!?
Rap and geography are inseparable. An artist’s birthplace significantly impacts their sound, direction, and influences. Moreover, the places rappers are from, or claim, have the potential to create beef spanning the country or just a few blocks.
Saucy Santana growing up in Connecticut is hilarious. It’s the type of fun fact you’d never believe without proof. One can only imagine how different things would be if he didn’t move to Florida. In rap, the areas we claim hold as much weight as the places we’re actually from/lived.
2. “The fact that there aren’t as many homies singing on the train for money.”
If you live in a big city, odds are your train entertainment will be more Randy Watson than Brain McKnight. The sudden superstardom of Steve Lacy and the gradual ascent of Kali showcase social media’s growing influence on music. TikTok is the most likely breeding ground for the next R&B sensation. So, it’s safe to say that the 2 Train or the Red Line don’t rank high on the pathways to the Grammys.
The last time I saw “the homies” singing was in 2018. Two high school-age kids set up in the middle of the train and began their…rendition. At first, the off-key singing was funny but quickly became unnecessary noise. To make matters worse, they purposefully started after the train left the station.
We need to bring back shaming people. I wish folks knew when to make something a private hobby. Every dream isn’t worth being followed, in public, especially when I’m just trying to go to work. Sorry homies, leave that shit at home, or at least on SoundCloud.
3. “The connection between rap and Vitaminwater”
Okay, this took some research. 50 Cent’s once intimate relationship with Vitaminwater has been long lost in my brain of rap facts. In 2004, arguably at the height of his career, 50 Cent formed a partnership with Vitaminwater, increasing sales by $600 million in just three years. When Glacier, Vitaminwater’s parent company, was acquired by Coca-Cola in 2007, 50 earned a reported $100 million. 50 Cent’s clever moves to use his likeness in video games and early engagement on YouTube showcase just how ahead he was, even if we didn’t realize it at the time.
This question makes me think generally about marketability. Growing up, it was rare to see rappers be the leading face of national brands and companies. Today, you can get rap snacks at your local convenience store or your favorite rapper’s custom meal at Mcdonald’s. The increasing importance of social media marketing has only expanded the streams of revenue rappers can access.
Method Man and Queen Latifah are pioneers in this space, demonstrating longevity outside of rap. Master P, Diddy, and Jay-Z raised the bar with their savvy business acumen that made us conceptualize rappers as billionaires. 50 Cent’s connection with Vitaminwater markered a turning point, with rappers realizing their potential to acquire generational wealth outside of music.
4. “Can you talk about Ari Lennox and her perception?”
Somehow, Ari Lennox has become a polarizing figure in R&B. Recently, the discourse has centered around whether she should be more popular and if her label is marketing her correctly. I have also seen videos on if Ari Lennox has “the look” to be a mainstream artist.
This thinking is flawed on many levels. The notion that Lennox lacks the appeal to maximize her popularity is rooted in colorism and our distorted expectation of what an R&B star should be. It’s harmful to push a narrative that attractiveness is obtained by looking a certain way, narrowing the broad spectrum of Black beauty.
Musically, Lennox’s standing within R&B makes sense, with proper context. The success and journey of Jazmine Sullivan allow us to gain perspective. Fifteen years after her debut single, “Need U Bad,” the Philadelphia songstress’s popularity exploded with her acclaimed 2021 album, Heaux Tales. Despite its critical and commercial success, Sullivan’s 3.1 million monthly listeners on Spotify are behind Lennox’s 4 million. Among Lenox’s ten most linked artists on Spotify (including Mereba, Rayana Jay, and Ravyn Lenae) only Snoh Aalegra exceeds her streaming numbers at 4.2 million.
Lennox’s latest album, age/sex/location, is a quality project that received positive reviews but only peaked at #69 on the Billboard charts. The hard truth is that neo-soul isn’t as popular as fans want to believe. There is also the awareness that her career trajectory is more Amel Larrieux than SZA. People like the concept of Ari Lennox’s success more than her actual music. Against unrealistic expectations, there is only so much she or her label can do.
