Where Technology meets Art: Social and Technological Drivers shaping the success of Indian Hip-Hop
Author
Bagul, Mukul Sanjeev
Term
4. Semester
Publication year
2023
Abstract
Hiphop opstod i Bronx, USA, og er nu en af verdens førende genrer. I Indien er den relativt ny, men den er vokset hurtigt de seneste år. Denne afhandling undersøger, hvilke sociale og teknologiske faktorer der har gjort udbredelsen af indisk hiphop, ofte kaldet Desi Hip-Hop, mulig. For at besvare dette gennemførte studiet otte interviews med hiphopartister og skabere af hiphopindhold. Spørgsmålene var organiseret i to temaer. Det tekniske tema undersøgte rollen for digitale medier som sociale medier og streamingtjenester, hvordan kunstnere bruger dem, og deres bagsider. Det sociale tema udforskede, hvad der gør Desi Hip-Hop særpræget, hvordan kulturelle faktorer former den, hvordan publikum kan spejle sig i den, og fællesskabsfølelsen omkring genren. Resultaterne viser, at væksten i Desi Hip-Hop i høj grad er drevet af digitale medier. Forskellige former for onlineindhold, herunder korte opslag og videoer, har øget synligheden og gjort det lettere for kunstnere hurtigt at promovere sange og album. Antallet af kunstnere og indholdsskabere stiger, og det løfter scenen. Samtidig kan jagten på online tendenser få kunstnere til at prioritere indhold frem for selve musikken. På den sociale side har publikum taget genren til sig, fordi den afspejler deres sociale og kulturelle virkelighed og giver både identitet og fællesskab. Indiens kulturelle mangfoldighed giver Desi Hip-Hop en unik karakter, der tiltrækker opmærksomhed i Indien og internationalt. Kort sagt øger teknologien adgang og rækkevidde, mens sociale faktorer fremmer accepten, og tilsammen muliggør det genrens udbredelse. Fremtidigt arbejde kan undersøge andre elementer af hiphopkulturen i Indien, herunder B-boying, graffiti, mode og beklædning.
Hip-hop began in the Bronx, USA, and is now one of the world’s leading genres. In India it is relatively new, yet it has grown rapidly in recent years. This thesis examines which social and technological factors have enabled the wide spread of Indian hip-hop, often called Desi Hip-Hop. To explore this, the study conducted eight interviews with hip-hop artists and hip-hop content creators. The questions were organized around two themes. The technical theme examined the role of digital media such as social media and streaming platforms, how artists use them, and their downsides. The social theme explored what makes Desi Hip-Hop distinctive, how cultural factors shape it, how audiences relate to it, and the sense of community around it. Findings show that the growth of Desi Hip-Hop has been driven largely by digital media. Different kinds of online content, including short-form posts and videos, have boosted visibility and made it easier for artists to promote songs and albums instantly. The number of artists and content creators is rising, which is lifting the scene. At the same time, the push to follow online trends can lead artists to prioritize content over the music itself. On the social side, audiences have embraced the genre because it reflects their social and cultural realities, offering both self-identity and community. India’s cultural diversity gives Desi Hip-Hop a unique character that draws attention at home and abroad. In short, technology increases access and reach, while social factors foster acceptance, together enabling the genre’s spread. Future work could examine other elements of hip-hop culture in India, including B-boying, graffiti, fashion, and clothing.
[This abstract was generated with the help of AI]
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