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Macklemore rose to fame in 2012 on the strength of his frugal anthem “Thrift Shop,” a catchy hip-hop tune with an anti-consumerist bent that managed to get serious radio play. After its release in August, it topped the Billboard Hot 100 in January, and still remains there today. Those who associate hip-hop with commercialism hailed the rapper as a radical new voice in the genre—while others pointed out that plenty of rap artists have challenged consumerism before, even if they didn’t have number-one singles.
Success is rarely simple, and Macklemore’s anti-consumerist fans may want to watch his three-minute promo for the NBA’s All-Star week, featuring “Wing$,” the second single from the rapper’s debut album, The Heist. In its original form, “Wing$” is a critique of Nike and the obsessive sneaker culture that triggered $200 shoe prices. You may be confused why the NBA, a key player in the rise of the big-time sneaker industry, would choose the song to hail its product. But that’s because it’s not the same song anymore: In the promo, Macklemore drops all the lyrics that criticize Nike and consumerism.
Adapting a formerly anti-consumerist song in order to promote that endeavor is what some would call selling out. The song is still catchy (is it though?), and if that’s what matters most to you, then the spot serves its purpose. But those who loved Macklemore for his smart, socially conscious lyrics may want to revise the tune they’re singing about what the rapper supposedly represents.
(Italicized lyrics do not appear in the promo)
I was seven years old, when I got my first pair
And I stepped outside
And I was like, Momma, this air bubble right here, it’s gonna make me fly
I hit that court, and when I jumped, I jumped, I swear I got so high
I touched the net, Mom I touched the net, this is the best day of my life
Air Maxes were next
That air bubble, that mesh
The box, the smell, the stuffin, the tread, in school
I was so cool
I knew that I couldn’t crease ‘em
My friends couldn’t afford ‘em
Four stripes on their Adidas
On the court I wasn’t the best, but my kicks were like the pros
Yo, I stick out my tongue so everyone could see that logo
Nike Air Flight, but bad was so dope
And then my friend Carlos’ brother got murdered for his fours, whoa
See he just wanted a jump shot, but they wanted to start a cult though
Didn’t wanna get caught, from Genesee Park to Othello
You'd get clowned for those Pro Wings, with the velcro
Those were not tight
I was trying to fly without leaving the ground, cause I wanted to be like Mike, right
Wanted to be him
I wanted to be that guy, I wanted to touch the rim
I wanted to be cool, and I wanted to fit in
I wanted what he had, America, it begins
[Hook]
I want to fly
Can you take me far away
Give me a star to reach for
Tell me what it takes
And I’ll go so high
I’ll go so high
My feet won’t touch the ground
Stitch my wings
And pull the strings
I bought these dreams
That all fall down
We want what we can’t have, commodity makes us want it
So expensive, damn, I just got to flaunt it
Got to show ‘em, so exclusive, this that new shit
A hundred dollars for a pair of shoes I would never hoop in
Look at me, look at me, I’m a cool kid
I’m an individual, yea, but I’m part of a movement
My movement told me be a consumer and I consumed it
They told me to just do it, I listened to what that swoosh said
Look at what that swoosh did
See it consumed my thoughts
Are you stupid, don’t crease ‘em, just leave ‘em in that box
Strangled by these laces, laces I can barely talk
That’s my air bubble and I’m lost, if it pops
We are what we wear, we wear what we are
But see I look inside the mirror and think Phil Knight tricked us all
Will I stand for change, or stay in my box
These Nikes help me define me, and I’m trying to take mine, off
[Hook]
They started out, with what I wear to school
That first day, like these are what make you cool
And this pair, this would be my parachute
So much more than just a pair of shoes
Nah, this is what I am
What I wore, this is the source of my youth
This dream that they sold to you
For a hundred dollars and some change
Consumption is in the veins
And now I see it’s just another pair of shoes
Gonna make me fly
Read more at ONTD: http://ohnotheydidnt.livejournal.com/75615053.html#ixzz2X39BM410 [the end]
[enter upsetting the set up...]
original, non-bastardized, before selling out version...
some examples to further challenge the absurd idea that macklemore is an "anti consumerism pioneer.":
afterthoughts: makes you think about how saul williams sold out to nike a few years ago or how mystic did to bud light before that...
Success is rarely simple, and Macklemore’s anti-consumerist fans may want to watch his three-minute promo for the NBA’s All-Star week, featuring “Wing$,” the second single from the rapper’s debut album, The Heist. In its original form, “Wing$” is a critique of Nike and the obsessive sneaker culture that triggered $200 shoe prices. You may be confused why the NBA, a key player in the rise of the big-time sneaker industry, would choose the song to hail its product. But that’s because it’s not the same song anymore: In the promo, Macklemore drops all the lyrics that criticize Nike and consumerism.
Adapting a formerly anti-consumerist song in order to promote that endeavor is what some would call selling out. The song is still catchy (is it though?), and if that’s what matters most to you, then the spot serves its purpose. But those who loved Macklemore for his smart, socially conscious lyrics may want to revise the tune they’re singing about what the rapper supposedly represents.
(Italicized lyrics do not appear in the promo)
I was seven years old, when I got my first pair
And I stepped outside
And I was like, Momma, this air bubble right here, it’s gonna make me fly
I hit that court, and when I jumped, I jumped, I swear I got so high
I touched the net, Mom I touched the net, this is the best day of my life
Air Maxes were next
That air bubble, that mesh
The box, the smell, the stuffin, the tread, in school
I was so cool
I knew that I couldn’t crease ‘em
My friends couldn’t afford ‘em
Four stripes on their Adidas
On the court I wasn’t the best, but my kicks were like the pros
Yo, I stick out my tongue so everyone could see that logo
Nike Air Flight, but bad was so dope
And then my friend Carlos’ brother got murdered for his fours, whoa
See he just wanted a jump shot, but they wanted to start a cult though
Didn’t wanna get caught, from Genesee Park to Othello
You'd get clowned for those Pro Wings, with the velcro
Those were not tight
I was trying to fly without leaving the ground, cause I wanted to be like Mike, right
Wanted to be him
I wanted to be that guy, I wanted to touch the rim
I wanted to be cool, and I wanted to fit in
I wanted what he had, America, it begins
[Hook]
I want to fly
Can you take me far away
Give me a star to reach for
Tell me what it takes
And I’ll go so high
I’ll go so high
My feet won’t touch the ground
Stitch my wings
And pull the strings
I bought these dreams
That all fall down
We want what we can’t have, commodity makes us want it
So expensive, damn, I just got to flaunt it
Got to show ‘em, so exclusive, this that new shit
A hundred dollars for a pair of shoes I would never hoop in
Look at me, look at me, I’m a cool kid
I’m an individual, yea, but I’m part of a movement
My movement told me be a consumer and I consumed it
They told me to just do it, I listened to what that swoosh said
Look at what that swoosh did
See it consumed my thoughts
Are you stupid, don’t crease ‘em, just leave ‘em in that box
Strangled by these laces, laces I can barely talk
That’s my air bubble and I’m lost, if it pops
We are what we wear, we wear what we are
But see I look inside the mirror and think Phil Knight tricked us all
Will I stand for change, or stay in my box
These Nikes help me define me, and I’m trying to take mine, off
[Hook]
They started out, with what I wear to school
That first day, like these are what make you cool
And this pair, this would be my parachute
So much more than just a pair of shoes
Nah, this is what I am
What I wore, this is the source of my youth
This dream that they sold to you
For a hundred dollars and some change
Consumption is in the veins
And now I see it’s just another pair of shoes
Gonna make me fly
Read more at ONTD: http://ohnotheydidnt.livejournal.com/75615053.html#ixzz2X39BM410 [the end]
afterthoughts: makes you think about how saul williams sold out to nike a few years ago or how mystic did to bud light before that...
