MA Studies > Fashion communication > Fashion communication alumnus > Yildiz Celie

Yildiz Celie

Corporate business meeting sub cultural lifestyle
Profound AW09-10

‘Skateboarders and hip hop tribes are negotiating with capitalism businesses’ 
 A strive for the ultimate balance  



In this research will emphasize on collaboration between corporate business markets and skateboarding –and hip hop culture. I choose to research this subject because I noticed, it is necessary to coorporate with companies for two reasons:  (1) As designers we need to earn a living and (2) to finance our own creative work. But how can you work with profit related companies, without forgetting your own values? 

The main question scrutinized is: ‘How can “sub cultures” cooperate with profit related companies without betraying their own principles?’  Furthermore an answer is sought for these sub questions:  (1) How can you tell whether a company is right for you or not and where to draw the line, (2)How to monitor these limits, (3) Which values do you hold on to, (4) How do you reconcile with your conscience, (5) What is the alternative, and (6) what are the advantages and disadvantages?

1          Introduction 
When I was young, my brother introduced me to hip hop. He taught me how to listen to it: he emphasized the importance of the message inside the rhymes. Around the age of 12 I started not only to listen to the beats, but also to the lyrics. 

In the beginning of the 90’s we watched the program “Yo! MTV raps” and discussed most of the raps passing by. We became bored if they turned on some, in our opinion, meaningless hip hop, such as: Snoop Doggy Dog and Topic. We rather listened to MC Serch and BDP/ KRS one. 
Over the years, we noticed the quality of the program, in terms of meaningful hip hop, becoming worse, i.e. the meaningful hip hop which kept it value was reduced and in return the more shallow ‘mainstream’ rap, increased. 

Although we liked MTV paying attention to Hip hop music, it is however arguable one of the factors that caused the music scene to become more commercialized. Henceforth Hip hop merged into rap. In my opinion Hip hop was selling its soul: from the streets into the hands of the commercial record labels and producers. Not to say all producers delivered ‘mainstream’ rap, nevertheless the ones who did, earned considerably more money. “A record costs $16,99: fourteen dollar goes to the record label, if you are lucky, two dollar goes to you” [Street Prophetz: 2003].  In sum I suspect the commercialization is the reason that hip hop became, to a large extent, meaningless. 
When hip hop was selling its soul to the commercial record labels and producers, I could have said: Hip hop was ‘selling out’. Selling out means, commerce is taking over sub cultural styles in order to make money. For the same explanation Tobias Krasenberg used the term ‘Sell Out’ in his book ‘WHY NOT?’ IS THE NEW ‘NO WAY!’ [Krasenberg: 2007, 8] considered the term Sell-out “as anyone making good money for his own pocket” while not staying true to their or any sub culture.  

To see the complete content of this research click here