Blame It on the Alcohol? Rap Music's Substance Consumption Scripts and Billboard Chart Rankings

• In Event: 324 - Section on Race, Gender, and Class Roundtable Session (one-hour).
  In Refereed Roundtable: Section on Race, Gender, and Class Roundtables (one-hour). Table 01. RGC and Media Representations

Abstract

Existing research identifies a script of alcohol and drug consumption in hip-hop music; however, research has failed to make connections between the scripts and the broader context in which they are created, namely the music industry and society at large, and the connection between chart rankings and lyrical content, specifically if songs with particular scripts are ranked higher than others. Therefore, this study explores the question: How do the substance consumptions scripts presented in rap songs affect a song’s ranking on national music charts? Three hypotheses are presented: 1) Scripts adhere to commonly held stereotypical beliefs about Blackness. Research that identifies hip-hop music as ‘real’ and uses artists as scapegoats exemplifies this perspective. Accordingly, songs with scripts that focus on illegal substance use will be ranked higher; 2) Scripts are used to promote products and therefore increase profitability. Research that identifies the influence of the music industry and its focus on profitability exemplifies this perspective. Accordingly, scripts that focus on legal substances, such as alcohol, will be higher ranked; 3) Scripts benefit both artists and industry. Artists manipulate commonly held beliefs and industry interests. Accordingly, scripts that merge illegal and legal substances will be ranked higher. To this end, analysis of lyrical content of songs ranked on Billboard Rap charts from 2007-2011 is conducted. Scripts as identified through the prevalence of specific themes (i.e. illegal substances – marijuana and other drugs – and/or legal substances – alcohol) are analyzed for their relationship to song’s chart position.

Author

• Wendy Marie Laybourn, University of Maryland