Covering the music beat? Then tune in and get in touch with our resident hip-hop expert

Jun 2, 2022

6 min

Adam  Diehl

Augusta University Professor Adam Diehl is an expert in hip-hop culture, lyrical analysis, rap as a form of literature and specifically, the works of Kendrick Lamar.


Diehl gives an update on what's new in hip-hop and of course, answers questions about Lamar and his highly anticipated new album. 




How has the hip-hop music scene changed over the last 5 years?


The hip-hop music scene has changed faster than any other genre the last five years. Whereas country still uses radio play and music videos to gauge success (along with album sales and streaming numbers) and rock uses touring to supplement and offset recording costs, pop and hip-hop have a great advantage in that they can raise people to stardom almost overnight.

In fact, several of the biggest pop stars like Billie Eilish and Post Malone made their rapid ascents through the same channel many of the top hip-hop stars did: Soundcloud. Because this platform allowed new artists the chance to put their music alongside heavyweights, it democratized the listening process.



What sent Soundcloud soaring?


To put it succinctly, Soundcloud was the great reset of the hip-hop world. But when COVID hit and musicians couldn't tour for upwards of two years, the hip-hop community soared past country and rock (which they were already outselling pre-pandemic) because they didn't base their profit model on touring. Even pop stars were at a disadvantage, because the TV appearances and interviews they used to promote their new releases were few and far between for at least a year, and virtual events just couldn't replicate award show appearances and performances.

Hip-hop, meanwhile, continued to be "Black America's CNN" and reported on the protests and outrage following the high-profile deaths of George Floyd and Breonna Taylor. The resurgence of Black Lives Matter brought mainstream media and cultural attention to the Black community, and as such the importance of hip-hop grew, just as it did in the wake of the Rodney King verdict and the deaths of Trayvon Martin, Michael Brown and Eric Garner.



How has the economy of music changed?


Most people under 20 don't own any CDs.

What money these kids don't spend on music can now go to a modern cultural institution: the music festival. Increasingly, cities are hosting these previously camping-required concerts, which has been a particular advantage for hip-hop artists, who don't need roadies or sometimes even other people on stage. All they need is a setlist with six to 10 catchy songs, an entrancing light show, a DJ/engineer and a strong stage presence, and they can captivate the audience as easily as some of the all-time greats of any genre.

Going forward, the music industry is going to be about return on investment. Instead of developing artists over a five-year period and then letting them blossom for two to three decades, they are looking for someone to explode in popularity instantly, stay in the spotlight and public consciousness consistently for three to five years, and then maybe stick around. TikTok is, in many ways, analogous to this career arc: the videos are short, the makers are -- to some extent -- largely forgettable, and the popularity relies heavily on a "hook." It's no surprise that hip-hop has been the most adopted genre by TikTokers: the genre has been more effective than any other in terms of codifying "catch phrases." And that's what TikTok is going for: something to hook viewers into watching more.




Did the Super Bowl appearance by hip-hop artists take the genre to a whole new level as far as mainstream music?


If the Super Bowl halftime show in 2022 did anything, it showed that rap and hip-hop are now as household friendly as rock, country and pop. Perhaps because so many best-selling rock acts had already played the halftime show, and perhaps because the pop acts of recent years had failed to maintain the public's attention, the 2022 halftime show featured one of hip-hop's founding fathers: Dr. Dre. His menagerie of artists' careers stretched over 30 years, and the time constraints of the show made hip-hop the ideal soundtrack. In a 13-minute set, six performers all got their moment in the California sun, and the mega-mix model so often used in clubs was perfect to segue from artist to artist.

What 30 to 35 years ago was "Parental Advisory" is now the music that parents listen to. The target demo of the Super Bowl would've thought someone like Simon & Garfunkel or The Eagles much more risky picks than Dr. Dre & Co., even if their music was more family-friendly. Many casual music fans thought Kendrick Lamar was the head-scratcher because of his shorter tenure in the spotlight, but the younger generations watching were much more interested in what Kendrick did than "old heads" like Snoop Dogg and Mary J. Blige.



Was this new album by Kendrick Lamar overdue?


The new Kendrick Lamar album comes right on time: it is the definitive COVID album. If he had released in spring/summer 2020 when he originally intended (i.e. if the early March 2020 pgLang rollout was foreshadowing his record release), this would be a substantially different work of art. Instead, the project voices what so many people have endured in the pandemic: domestic turmoil.

The tracks cover a vast array of topics -- from vaccinations to transgenderism to cancel culture -- but the unifying theme is therapy. As much emphasis as physical health got over the past two years, the pandemic was arguably just as bad if not worse for people's mental health. Accordingly, this album goes into dark valleys in Kendrick's and his family's trials and traumas: child abuse, sex addiction, separation/divorce, deaths, etc. In the two years that society has been persevering through the pandemic, countless marriages and millions of lives have been shaken to their cores.

Listening to this double-album adds another tremor to our already-jostled souls. Tracks like "We Cry Together" capture the rapid-fire romantic arguments that can quickly escalate from disappointment to suicidal ideation, and "United in Grief" recreates the sense of a panic attack with its intensifying lyric delivery and drumbeats. Anxiety and depression are the recurring moods of this album, and the track list ranges in sonic textures -- from Lamar's tried-and-true vintage gangsta rap beats to the utterly unpredictable piano flourishes that come straight from a spoken word poetry reading -- to reflect the all-too-familiar combination of monotony and chaos that the world has undergone for the last two years. It is unforgettable -- just like COVID-19 -- but also, perhaps, something we'd rather not relive.


Why do some consider Lamar the most influential rapper of our generation?


Kendrick Lamar only has two real rivals for most influential rapper of the generation: Kanye West and Drake.



Although Kanye is 10 years older, his career overlaps to a large degree with Kendrick's. Kanye's influence certainly comes more in the production of songs than in lyrical delivery, but his subject matter has been very contagious. Kendrick's mentioning of a Birkin bag in "N95" would never have happened if not for Kanye's lyrical (and career) forays into high fashion. Drake, on the other hand, is probably the rapper most influenced by Kanye...who went on to influence the most artists.

Without Drake, many rappers wouldn't have had the blueprint for being singers as well as MCs. What Kendrick brings to the conversation is, in a way, more elusive; however, he without a doubt has raised the bar for lyrical delivery and flow, such that rappers have a better chance at success if they are comically basic than if they are merely competent. It's as if Kendrick took Eminem's velocity and used it to speak on bigger picture issues. Kendrick has also proven to be a fashion-forward rapper, collaborating with Reebok, Nike and Converse over the last few years. His influence might be most prominent in the "realness" of his lyrics: without Kendrick's "everyday life music," the emergence and popularization of "Soundcloud rap" might have been significantly limited. Instead, he uses Kodak Black -- one of the most successful of all Soundcloud-era rappers -- on Mr. Morale & the Big Steppers.

If Kendrick isn't the most influential rapper of his generation, it's because his ambition and execution have placed him with the all-time greats, and oftentimes that puts artists at odds with their contemporaries. In 100 years, people won't remember some big acts because popularity wears off, but they will still celebrate Kendrick because his work is excellent.


Looking to know more? Hit up Adam Diehl today -- simply click on his icon now to arrange an interview.

Connect with:
Adam  Diehl

Adam Diehl

Lecturer of English

Professor Diehl is an expert in hip-hop culture, lyrical analysis, Rap as a form of literature and specifically the works of Kendrick Lamar.

Kendrik LamarHip-Hop CultureRap as Literature

You might also like...

Check out some other posts from Augusta University

3 min

Nursing researcher receives over $500K in prestigious grants

For the first time in nearly 15 years, a faculty member from Augusta University’s College of Nursing has been awarded a grant from the National Institutes of Health. Blake McGee, PhD, has secured an R03 award of $176,331 from the Eunice Kennedy Shriver National Institute of Child Health and Human Development to study Medicaid’s expanded role in late postpartum maternal health. But he hasn’t stopped there as McGee is also part of the fifth cohort of Betty Irene Moore Fellows, a prestigious program for nurse leaders and innovators that has awarded CON half a million dollars to support his research project and leadership development. McGee, the prelicensure department chair and an associate professor, is collaborating with colleagues from other Georgia universities on both studies, which are occurring simultaneously. “I began my career as an ER nurse and have always wanted to ask bigger questions about the challenges facing patients and how we might best address them as a society,” said McGee, who was recently selected for publication in Blood Advances, the American Society of Hematology’s journal. “As nursing scientists, we are uniquely poised to ask questions about healthcare policy, specifically from the vantage point of the impact that policy choices have on patients and their health outcomes.” This century, the United States has seen rising maternal mortality rates with alarming racial disparities. Over half of these deaths occur in the postpartum period, with 23% occurring more than six weeks after delivery. Medicaid expansion covers pregnant women in households below 138% of the Federal poverty level through postpartum day 60, which has been associated with decreased mortality and reduced racial disparity in maternal death. At the time of grant submission, pregnancy Medicaid eligibility traditionally lapsed 60 days after delivery, leaving postpartum people vulnerable to disruptions in care. McGee’s work aims to identify changes in maternal health care use and health outcomes 60 days to 1 year after delivery that were associated with state Medicaid expansions (2007–19). The team will examine whether the effects of expansion vary by maternal race or ethnicity and will explore whether patient-reported health care access and quality mediate the relationships between expansion and outcomes. “My hope is that after the study we’ll have a better understanding of how health and health care use change for women in this crucial late postpartum period and how they may differ for people of different backgrounds,” said McGee. “Due to the sample design, findings will reliably inform optimal policy for postpartum coverage duration.” He expects this study to provide preliminary data for a future R01-funded study that directly examines the impact of extending the duration of postpartum Medicaid under the American Rescue Plan. As part of the Betty Irene Moore Fellowship, McGee is one of 15 fellows across the nation in a curriculum co-delivered by the UC Davis School of Nursing and Graduate School of Management. A project coordinator from AU’s School of Public Health will also assist with the fellowship project. McGee hopes to involve graduate research assistants or recent alumni as research associates on the team. Specifically, McGee will be studying the Georgia Pathways to Coverage Program, making him one of the only academic researchers in the nation funded to do so. “As a researcher, it is always a privilege to engage in topics that directly impact the current state of health care, and I’m honored to tackle projects that are so relevant to today’s health policy headlines,” he said. Georgia stands out among other states that are exploring an extension of Medicaid to low-income, working-age adults who demonstrate a monthly commitment of 80 hours to an employment-related activity. By studying the effects of this program, McGee predicts the findings will be highly relevant to anticipating the impact of recent Medicaid changes at the federal level and may indicate differences between Pathways participants and those who might qualify but remain uninsured. This focus could provide data that helps the state target enrollment efforts. The state’s own logic model predicts that the program will reduce hospitalizations, and McGee is eager to determine the program’s success. “Our findings should be helpful to the state to better understand those enrolling, what their experience with increased access to care has been and how their health has improved after receiving coverage,” McGee said.

1 min

#Expert Insights: Leaders share insights of Augusta University, Wellstar partnership at Health Connect South

In the two years since Augusta University and Wellstar Health System formally signed an agreement on August 30, 2023, the historic partnership has continued to evolve into a truly collaborative alliance. At its heart, the mission hasn’t changed: improving the health and wellbeing of all Georgians while educating and preparing the next generation of health care providers through access to world-class training. That was the message shared by Augusta University President Russell T. Keen, Medical College of Georgia at Augusta University Dean David C. Hess, MD, and former Wellstar President and CEO Candice L. Saunders at the recent Health Connect South conference held at the Georgia Aquarium in Atlanta. During their panel “Advancing Healthcare Through Public-Private Partnerships,” the three leaders – each instrumental in helping to create, implement and mold the historic partnership – shared with close to 1,100 attendees their insight into what makes the partnership beneficial for all and how it can be a model for advancing health care and health care education in Georgia and beyond. The full panel discussion is available for viewing here: It was an important event, and a full article is attached below as well. And if you're interested in learning more about the partnership between Augusta University and Wellstar, or connect with Augusta's President Russell T. Keen - simply click on his icon now to arrange an interview today.

2 min

Expert Research: Cyber-Enabled Education Operations: Towards a Strategic Cybersecurity Curriculum for the Social Sciences

Recently, Craig Albert, PhD, was published in the Journal of Political Science Education. The article, 'Cyber-Enabled Education Operations: Towards a Strategic Cybersecurity Curriculum for the Social Sciences,' looks into how U.S. cyber intelligence training is overly technical and should integrate political science and social science courses to build strategic thinkers who understand adversaries’ motives and policies, ultimately strengthening U.S. national security. Craig Albert, PhD, is a professor of Political Science and the graduate director of the PhD in Intelligence, Defense, and Cybersecurity Policy and the Master of Arts in Intelligence and Security Studies at Augusta University. His areas of concentration include international security studies, cybersecurity policy, information warfare/influence operations/propaganda, ethnic conflict, cyberterrorism and cyberwar, and political philosophy. View his profile here. Here's the abstract from the paper in Research Gate: Most cyber intelligence analysts within the United States Intelligence Community (USIC) typically enter the field with strong technical expertise, often derived from degrees in computer science or extensive technical training. However, a critical gap exists in education and training on the strategic dimensions of cyber threats. This paper advocates for the integration of cybersecurity-focused courses within social science disciplines, particularly political science, to cultivate strategic thinkers who can contribute effectively to the USIC. The inclusion of strategic policy coursework in political science curricula, as well as more broadly across social science programs, would better prepare students for careers in the USIC by deepening their understanding of the motivations, capabilities, and intentions of the United States’ strategic adversaries in cyberspace—specifically Russia, China, Iran, and North Korea. Such training would equip analysts with critical insights to improve their effectiveness in identifying, attributing, and mitigating cyber intrusions. Moreover, a stronger emphasis on the human behavior and policy dimensions of cybersecurity would enhance the overall competency of the USIC workforce, thereby strengthening U.S. national security policy. Looking to know more? Let us help. Craig Albert, PhD, is available to speak with media. Simply click on his icon now to arrange an interview today.

View all posts