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When it comes to Russian rap, hearing English is not entirely uncommon. Many rappers use English words as a way to point or hint towards the place of origin that the genre originates. Everyone from FACE to OG Buda to Husky use English words. However, there seems to be a certain trend percolating just below the surface of Russian Hip-Hop that is becoming stronger and stronger. The case of full-on embracement of the English language which, although it could signal a variety of things, I think points towards the Russian rapper starting to become anxious to join the larger, international arena. This morning, I was introduced to the album 'The Genetic Code' by the Kazahstanian rapper Scriptonite and although he's not technically Russian (referring here from now on as pan-Russian for sake of ease), the majority of his fans (at least from what I have seen) are based in Russia. Nevertheless, this album stands as entirely unique in that it was produced in English and purposefully done so in order to appeal to international (in this case non-Russian) audiences. Apparently, like the American rapper Kanye West and his eccentric social-media antics, back in 2021 Scriptonite decided to reinvent his rap persona, deleting all Instagram posts and only later revealing that he was working on a project with Gee Baller. This need for reinvention seems part and parcel of the rapping career, no?
The album was released back in December of 2021 and had marked the third album released of the rapper in a single year, a daunting feat for any artist regardless of genre. The album consisted of 14 tracks, ALL of which were in English, with the album featuring the voice of fellow pan-Russian rapper Gee Baller (who himself is not entirely Russian, being born in Nigera and moving to Russia only later in life). Scriptonite's self-developed label, Musica36, had relayed that they were planning on expanding to other countries outside of Russia, and it's interesting to see how Scriptonite (along with Morgenshtern and Timati) are looking for future success not solely within the confines of the Russian state. This is a seminal development, as it shows there is a slow but strong minority of artists who are not satisfied with conditioned to finding their career curtailed by the borders of a single audience, and instead are open to diversifying how they create their music and lyrics to fit other markets. According to an article by Music Business International, the rapper has formed a strong relationship with Apple Music and due to his popularity in the CIS (Commonwealth of Independent States), of which Apple Music apparently does quite well, it seems only logical to partner with the company when releasing certain musical projects. The independent album is doing quite well, having now 12 artists to its name, and it will be interesting to see how English is infused into their texts and aesthetic as rappers.
But the overall consensus, at least from my external place, is that Russian rappers (despite having connections with labels like Universal and Warner Records) are taking it slow in their partnering with artists outside the country (although the rapper Obladaet has been working on a collab with UK rapper Unknown T). Who blames them? Many of the young Russian rappers artists who are popular now are little known outside the country, and to get their names to be well-known it would take a bit more than collabs or transcultural networking. I think it would take a whole shift of global perspective, seeing the Russian rapper as not simply a domestic star but an artist who is a part of the larger genre, and I just don't see that kind of mindset becoming the ubiquitous norm just yet. Because Russian rap is really quite young (only being 30 years or so) only time will tell. But from what I can see, artists like Scriptonite seem a rarity. Perhaps such things will change but if they do, what does that mean for Russia Hip-Hop? Will it adopt English to the point of sacrificing itself for the international market, or will Scriptonite retain his Slavic identity, using English as a garnish not the meal? If it was me, I'd think holding steadfast to my identity would override everything. Not to say that using English detracts from such pursuits but it obfuscates originality by way of polluting one's non-Western, ethnic identity with the parasite of conformity.
Take a listen to the album here and tell me what you think? Can authenticity still be adequately maintained if pan-Russian rappers start using English in their songs?
Did you know I have a Russian rap Instagram?
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