Stereotypes are known to derail progress. While that statement is common knowledge, society at large finds it difficult to break free from the bounds of limiting beliefs, propelling the dangerous spiral of cultural decline. The everlasting circle of conventions strengthens daily, with every trope-confirming case overpowering hundreds of those that negate stereotypes. Clichés exist across all industries, nations, and professions, and no one is immune to their impact. Throughout decades, entertainment has been an accurate representation of societal and cultural sentiments – from the ‘hedonistic and psychedelics-driven’ hippie music to the ‘sex, drugs, and rock’n’roll’ land of rock – it’s evident that any veer away from the status quo will be met with hostility.
Rap originated amidst the lively clatter of the vibrant Bronx in the 1970s. While the genre has transformed along with the evolving reality, the depreciative and outdated perception of hip-hop is still widely spread. Violence, misogyny, drug abuse, swear words, and crime are only a few keywords often ascribed to rappers. While hip-hop content tends to be more explicit than other genres, cultural context explains that discrepancy. Rap’s provocative nature transcends mere shock value, dating back to the 1970s when it was the only outlet for African Americans to express frustration and anger with their disadvantaged socioeconomic role. Currently, rap is mainstream, and people worldwide, especially youth, indulge in its raw and unfiltered fiber. However, hip-hop still faces the same narrow-minded accusations it did 50 years ago.
Yes, rap can be aggressive, but to think the stereotype is purely about music is nescient. The violent perception of hip-hop is a reflection of society’s attitude toward Black men. Jordan Jetson, a rapper from Louisville, Kentucky, believes that trope drives regress, especially in Black communities. Against the grain and according to personal beliefs, Jordan made it his mission to fuel inclusivity in art. That quest led him to The Space Campaign, an eccentric artistic collective led by Yons, an award-winning producer and Jordan’s friend. “Because of The Space Campaign, the idea of inclusivity became tangible, and that concept didn’t seem so distant anymore,” adds Jordan.
Similarly to Jordan, Yons discovered his passion for music at a young age, relentlessly chasing his artistic dream since then. When the two rappers met, they rapidly bonded over their shared infatuation with the rhythmic and poetic craft and their different approaches to hip-hop culture. “We had a performance together, and Yons was the only name I didn’t recognize. As soon as we started recording, he was impressed with my rapping skills, and I was astonished by his engineering acumen. We started talking and realized we were both going through a similar experience and were struggling with the sense of superiority that comes from some hip-hop neighborhoods in the city,” says Jordan.
The reality that Jordan and Yons try to change conforms to the stereotypical beliefs that degrade rappers’ cultural position. For the two artists, appearance, attitude, and behavior barriers were tough to overcome. Jordan refers to Yons’ first weeks in Louisville, after moving from Florida, as a prominent example of toxic rap culture, “When Yons moved to the city, he was invited out, and told that if he doesn’t wear jewelry a certain way, doesn’t smoke weed, party, and disrespect women, he would never be accepted.”
As family and God-fearing men, Jordan and Yons have been combating that perception of hip-hop ever since. “Toxic environments happen in all industries and cultures, but not all rappers rely on drugs and violence to establish respect. In hip-hop, more than any other genre, the corrupt exceptions are seen as the entirety of the landscape, which erodes the chances of those who want to stand against the brutality,” adds Jordan.
In 2015, under Dave Will Chris and Tayg, Jordan, and Yons, alongside other nonconformist artists, conceptualized LouiEvolve, a hip-hop haven for underground rappers. The idea was inspired by another Louisville event that attracts thousands of people from the country and beyond. “The other festival has some of the biggest names, but we felt like local artists weren’t represented enough. You always hear that supporting local creators is important, but the reality doesn’t represent that at all,” Jordan remarks.
According to Jordan, the capitalist model of the world is one reason local festivals like LouiEvolve aren’t more popular. As he says, many artists missed out on a remarkable musical experience because organizers didn’t believe their performance would have the ‘dollar draw.’ On the other side of the spectrum, LouiEvolve relies on a community-based socialist financial plan. In other words, the festival consists of regional underground artists who all appreciate the opportunity to play and collectively fund the festival without burdening anyone’s expenses.
LouiEvolve has been running annually since 2016, each year attracting more and more artists and spectators. The remarkable transformation the community has gone through inspired Jordan to spread his uplifting mission further. That pursuit guided him to AMPED Music Lab, a music production training program for kids and teenagers, where Jordan’s role as a mentor steers aspiring musicians from following the stereotypical path. “We want to give them a place where they feel comfortable fulfilling their artistry dreams without feeling pressured to give in to the stigma and stereotypes,” shares Jordan.
Jordan started his music journey at five, later joining the church where he served as a junior deacon and organized musical proceedings. At 19, after building up confidence in project management, setlist arrangement, and performing, Jordan dived into hip-hop and started creating music from scratch. With a desire to help the current hip-hop scene and future generations of artists, Jordan rose above the stigma and created safe environments for all creators to thrive.
“Not all rappers are gun-slinging, weed-smoking, woman-beating douchebags,” says Jordan. “That stereotype affects the entire community, including those who want to set a better example. The only solution for this problem is a global mindset shift and realizing that art should be treated like a necessity, not a bonus. All creators deserve a space for free expression, and I aim to be part of the revolution where art is about art, not about monetizing the system.”
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