This project based upon research and findings from my dissertation thesis. The thesis research dived into hip-hops history, from how it started to where it is now. As a fan of rap and hip-hop this provided me with different insights into the genre, including cultural and social issues such as the containment that Black communities suffered within the South Bronx.
This is the ethos and purpose of ‘1520’ an installation communicating the changed ‘then vs now’. Looking into the golden age of hip-hop in 1970-80’s comparing to now in the 21st generation. Hip is losing its hop, ‘1520’ is a stepping stone to educate and bring its hop back.
Front cover for '1520''.
‘1520’ is an experimental piece of design. Consisting of critical guidelines influencing the narrative around change and identity. It draws to explain why I personally feel that it is important to understand and appreciate one of the biggest musical industries of modern times. Recognising that when something grows it changes but not always for the greater good.
'1520' is named after the birthplace of hip-hop. Hip-hop was creating by a DJ named DJ Kool Herc, he created the first ever block party where all of the South Bronx first heard hip-hop. It was named 1520 Sedgwick Avenue, South Bronx, New York. There was no better way to establish this installations name than from the start.
Introduction for '1520''.
I developed ‘1520’ as a communication tool to give a conceptual insight into the bad avenues that I believe hip-hop is taking. It allows existing or new fans of the genre to take part in the conversation.
It draws on my experience of studying the industry for a year, providing a visual led dialogue to support my ambition of challenging rap to bring the hop back to its hip!
Story vs glorified '1520''.
I used experimental design to produce the ‘1520’ installation as the solution to communicating the reason for change.
'1520’ provides a visual window into hip-hop over the years, encouraging everyone to enjoy their own experience, allowing them to make their own mind up. The audience can decide if I am right in my thinking that the true message of hip-hop is being lost on todays society, and if so utilise it as a platform to drive change across the industry with the aim of reviving and saving the genre for the generations to come.
Main body pages for '1520''.
‘1520’ looks to educate the viewer on the state of change that hip-hop brought , especially to Black communities from the mid-seventies. It places visuals mixing songs with experience from their specific point in time, identifying the voice and the message being conveyed. Hip-hop and rap gave those communities a voice like never before.
‘1520’ allows those voices to be heard again.