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
Powered by

You might also like...

Check out some other posts from Augusta University

When Science Can't Be Repeated: Tackling a Crisis in Research featured image

3 min

When Science Can't Be Repeated: Tackling a Crisis in Research

Science depends on a simple but critical principle: Research findings should be reliable enough that other researchers can reproduce them. But what happens when they can't? Biomedical research is confronting what has become known as the “reproducibility crisis,” with major scientific journals estimating that more than 80% of published biomedical research is negatively affected by defects that can make findings non-reproducible or unusable. Now, researchers at Augusta University are taking a closer look at why research goes wrong – and, more importantly, whether those problems can be prevented before findings are published. Backed by a new $2.5 million R01 grant from the National Institutes of Health, researchers in Augusta University's School of Public Health will identify common research defects and develop strategies to help scientists avoid them. The project is led by E. Andrew Balas, MD, PhD, a professor in the Department of Health Management, Economics, and Policy who has spent more than a decade studying the research process itself. “Research quality is not only a matter of detecting errors after they occur. The critical question is, how can we understand the conditions that produce research defects and develop effective ways to prevent them before they compromise scientific results?”  E. Andrew Balas, MD, PhD The consequences extend well beyond the laboratory. Unreliable findings can influence patient care, waste research funding and send other scientists down paths built on results that were never dependable. They can also contribute to something increasingly important for the scientific community: declining public trust. The Augusta University team plans to create a database of common research defects and examine which stages of the research process are particularly vulnerable. Researchers also envision a tool that could eventually allow scientists to enter information about their methodology and identify potential problems before completing and publishing their work. Wendy Burnett, PhD, an assistant professor in the School of Public Health and co-investigator on the study, summed up the stakes: “Years of work and substantial funding may be invested in studies based on results that were never dependable.”  Wendy Burnett, PhD The interdisciplinary project will also examine the human side of the problem, gathering perspectives from researchers, peer reviewers and journal editors to better understand why research defects happen and what may prevent people from recognizing or addressing them. Ultimately, the research asks a question that goes to the heart of modern science: How can we make research more trustworthy before mistakes become part of the scientific record? After the project is complete, Balas and his team hope the results will ultimately impact science and society in many significant ways. “Research has made wonders in our lives – we have life-saving drugs, we have a lifestyle that is healthier than ever before and so forth. If research could produce more valuable, useful, trustworthy, reproducible results, then we will all be better, and it should also increase public trust in research.” For media covering scientific integrity, biomedical research, public trust in science, research funding, peer review or the reproducibility crisis, this work offers a timely look at how the scientific community can improve not only what it discovers, but how those discoveries are made.

A Silent Disease, a Surprising Discovery: Research Uncovers Chagas Risk in the U.S. featured image

2 min

A Silent Disease, a Surprising Discovery: Research Uncovers Chagas Risk in the U.S.

Chagas disease is often associated with Latin America, but new research from Augusta University is raising questions about how frequently the potentially serious infection may be going undiagnosed in the United States. Jose Vazquez, MD, division chief and professor of medicine in infectious diseases at the Medical College of Georgia at Augusta University, and his team recently tested farmworkers for antibodies associated with Chagas disease as part of a seroprevalence study. Of 155 blood specimens collected, 15 tested positive, a positivity rate of nearly 10%. The finding was particularly notable because Vazquez points to a recent study from Columbia and Greenville, South Carolina, that found a positivity rate of 2% to 3%. Chagas disease is caused by the parasite Trypanosoma cruzi and is found predominantly in Latin America. An estimated 240,000 to 350,000 people are infected in the United States. The disease can be especially difficult to identify because approximately 70% of cases are asymptomatic. When complications do develop, they can include serious cardiac and gastrointestinal problems. Dr. Jose Vazquez studies and treats infectious diseases, including COVID-19, antibiotic-resistant superbugs and fungal infections. View his profile Vazquez's interest in the disease became personal after someone he knew, originally from El Salvador, suffered cardiac arrest and was subsequently diagnosed with Chagas disease and severe cardiomyopathy. That experience helped prompt Vazquez to look more closely at the disease and its potential prevalence among populations in the region. “The reason why I’m doing it is twofold: One is if they’re positive, so we can treat them and maybe prevent these complications.” Jose Vazquez, MD For journalists covering Chagas disease, infectious diseases, health disparities, migrant and farmworker health, disease screening or emerging public health concerns in the United States, Vazquez can provide expert insight into what these findings mean and why greater awareness and screening may be important. Simply click on his profile now to arrange an interview today.

AU Hosts Congressional Hearing on 'Building an AI-Ready America' featured image

3 min

AU Hosts Congressional Hearing on 'Building an AI-Ready America'

The U.S. House Committee on Education and Workforce held its first artificial intelligence field hearing of the year, titled "Building an AI-Ready America: How AI Is Creating Opportunities Across America's Workforce," at the Georgia Cyber Center at Augusta University on July 24. U.S. Rep. Rick W. Allen, who represents Georgia's 12th District and chairs the committee's Subcommittee on Health, Employment, Labor, and Pensions, chaired the hearing. He was joined by U.S. Rep. Joe Wilson of South Carolina and U.S. Rep. Lucy McBath of Georgia. Jeffery Talbert, PhD, chair of Augusta University's Department of Artificial Intelligence and Health at the Medical College of Georgia and a Georgia Research Alliance Eminent Scholar, served as one of four witnesses at the hearing. "Today, we examine how artificial intelligence, AI, is creating economic opportunities for American workers, job creators and our communities," Allen told the committee. "There's no better place to hold this hearing than right here in Augusta." Allen said the combination of the Georgia Cyber Center and Fort Gordon provides the expertise needed to discuss AI. "Fort Gordon is just a short 30-minute drive from where we currently sit," he said. "It hosts the Army Cyber Center of Excellence and is home to Army Cyber School, which trains, educates and develops the Army's Cyberspace and Electronic Warfare workforce. Every year, thousands of people leave Fort Gordon looking for work." He added that the Georgia Cyber Center "was created to meet this growing demand and drive collaboration between academia, government and industry stakeholders to equip a superior cybersecurity workforce with the skills they need." Augusta University President Russell T. Keen told the committee it was an honor for AU's Georgia Cyber Center to host the hearing. "Congressman Allen has long recognized the important role that education, innovation and workforce development play in strengthening our state and our nation," Keen said. He added that AI "will continue to change how we live, how we learn, how we work and how we solve problems," and that Augusta University "intends to lead in that transformation in ways that strengthen our workforce, advance discovery, improve lives, change lives and save lives." Talbert, who has more than 30 years of experience in biomedical informatics, has published approximately 260 times and has led more than 100 funded research projects totaling more than $130 million. He told the committee that in health care, AI is demonstrating its greatest value through augmentation, helping professionals "work more effectively, reducing administrative burdens, improving patient outcomes and expanding workforce capacity." He pointed to ambient documentation technology, which converts clinical conversations into draft notes clinicians review and approve, as one of the industry's most successful AI applications. "Multiple studies show these tools reduce documentation burden, after-hours work and burnout," Talbert said. "One multisystem implementation found clinician burnout fell from approximately 52 percent to 39 percent." He also cited studies showing AI-assisted breast cancer screening detecting approximately 29 percent higher cancer rates, "helping more patients benefit from earlier diagnosis and treatment." America's opportunity, Talbert said, "is not simply to adopt AI, but to lead its responsible development, education and implementation." He pointed to Augusta University's Department of AI and Health, the first of its kind in Georgia, as an example of that approach. Allen closed the hearing by cautioning against a one-size-fits-all approach to AI policy. "The needs of a family farm are not the same as those of a hospital, a manufacturing plant or a small business," he said. "Congress must pursue flexible policies that allow businesses to adopt AI in ways that best suit their industry and workforce." JagWire has the full recap of the hearing and the Augusta Chronicle, Innovation & Entrepreneurs News and Traders Union also covered the field hearing. Augusta University experts in artificial intelligence, healthcare innovation and workforce development are available for interviews. If you're covering similar stories, reach out to schedule time.

View all posts