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"Money" Mayweather
The roots of hip hop in boxing are subjective; we all have our ideas about
the exact time that rap's artistry and the Sweet Science merged. I submit
the 1984 USA Olympic team as the beginning of Hip Hop attitude making its
way into boxing because it coincides with rap's acceptance as a mainstream
(code for "money makin'") genre.
Run DMC struck B-Boy stance, rocked the shell-toed Adidas and made it clear
to MTV executives that it was lucrative to bankroll rap as the new urban
rebel music. I was 16, and I remember Mike and Prince had just broken ground
on the network; but most of our heroes were being seen on BET.
The 1984 Team had 3 fighters that captured the style, ethic and swagger of a
new generation of black kids who didn't hunger for "rights," but status. I
related to Meldrick Taylor; the Philadelphia prodigy with mercury-quick
hands, too damn young to know the levity of the stage and that kind of
swagger resonated with fans of a genre breaking new ground. Pernell Whitaker
was so slick, so defensively sound that he made the intricate look mundane
-like Rakim's monotone, matter of fact delivery, letting MC's know they
don't wanna try and battle him no more. Mark Breland was from the incubator
of Hip Hop. Tall, rangy and lethal, he was supposed to be the era's ode (not
answer) to what many in New York viewed as the immortal king of Harlem;
Sugar Ray Robinson.
With a menacing alternate from the Catskills, this team pushed the ball
forward as the first generation of "Hip Hop" pugilists. As boxers, all of
them (technically) were rooted in tradition, so much so that we are still
awaiting their equals. But stylistically, in terms of branding an image, the
black boxer changed because these guys resembled their peers much more than
those of previous generations.
It wasn't uncommon to see any of them rockin’ sweatsuits, high top fades
with multiple parts and baseball hats. It seemed they were taking a cue from
rappers in how to present themselves and us -more so than our predecessors-
rooted for them as "homies," not as someone as grandly removed as Ray
Leonard. I loved Leonard and Ali, but I never had a friend that reminded me
of them, and therein lied the power of Hip Hop. Tyson, in his early years,
also reminded me of someone I knew, and so did Mark Breland. When Tyson made
the legendary ring-walk, no shirt, no socks, and cats my age heard Chuck D's
bellowing voice indicting "the power" for crimes too varied to count, we got
it. We got it because Mike was 21, angry and rudderless and to a large
degree so were we. A quick search of any hip hop lyric database would
probably yield the fact that the words "Like Tyson" were used by many late
80's rappers when they wanted to establish dominance.
It is no
coincidence that Tyson's imprint on mainstream culture as a force to be
reckoned with coincided with what many music historians believe to be the
"Golden age of Hip Hop."
In 1988, Seoul, Korea, over a decade before Nelly spit "Country Grammar" and
Southern Hip Hop became common place, Roy Jones burst on the scene doing
things similar to Hip Hop production. By this time rap hits were derivatives
of existing songs, whereby the DJ/ Producer sliced, distorted and pieced
together foreign compositions with native grooves. Roy Jones took raw speed
and athleticism and somehow removed essential boxing rudiments like jabs and
body work. In the early years, he (like Rap) infuriated traditionalist
values. He would later fight in the first Hip Hop championship vs. James
Toney in 1994. I call it that because it was the fight that young rap
fans argued about in the barber shops, the fight that entered into the
studio while my friends and I recorded our second album. Gangsta Rap was
looming, and all of the consciousness and innovation was giving way to
another real circumstance of our urban communities: violence. Boxing had
Iran Barkley and James Toney, two reminders that the sport has always been a
legitimate haven for those who might otherwise be incarcerated.
Interestingly enough, with the emergence of Snoop Dogg, Ice-T and Tupac
Shakur, Hip Hop was starting to take on some of that distinction.
Hip Hop is unlike any other genre in music because there is a potential for
danger. Authenticity and tough guy credentials are routinely challenged as
they are (understandably) in boxing. Whatever the case, I believe that part
of the fusion between boxing and Hip Hop is that sometimes they draw from
the same talent pool. Who knows? Maybe in years past Shakur would have been
a welterweight and Dr. Dre would have been a tall Light Heavyweight.
Now we are faced with the present day influence of Hip Hop on
boxing and the business of models in boxing. The genre has gifted us with
many young, black millionaires and a handful have
taken it to the next level and become moguls. Through
apparel, multimedia efforts and establishing labels to get out from under
oppressive royalty rates, rappers have become the model for pound for pound
boxing champion Floyd Mayweather, Jr. From his much publicized split from
Top Rank, and the formation of Mayweather Promotions, Floyd is making an
earnest attempt to
to become a businessman.
No stranger to the Hip Hop scene, Floyd is homies with "Fiddy"
and has been ripped by rappers like Rick Ross on battle tracks. He lives a
lifestyle in which excess is promoted and he attracts the attention of Hip
Hop's mogul elite set; guys like Diddy and Jay Z came out to represent Floyd
when he fought Marquez because they respect winning.
In the late 90's, once Shakur and Smalls were laid to rest,
winning, complete with diamond goblets and "arm candy" became the standard
for Hip Hop imagery, and the word "bling" entered mainstream lexicon. To a
young champion being groomed to be the Ray Leonard of the 90's, a
prodigy complete with the scars of a jailed father, affluence (and flaunting
it) seemed more practical than likeability.

"Blinging" for real....
Remember, what was once Boogie Down Productions and Public Enemy was now
Cash Money Millionaires and a host of clicks that were borrowed from and
glamorized the Mafia. Being the most skilled MC lost its allure and it was
quickly replaced with who had the most money. That Floyd has a record
company called Filthy Rich plays into the Hip Hop racial stereotype satire
by Dave Chappelle's hilarious "If Black Folks got Reparations" skit. Floyd
Mayweather, at age 32, is struggling to break through to maturity from a
generation that popularized schizophrenia and collecting depreciating assets
- aka Bentleys. Yet, Mayweather's maniacal discipline in his chosen field
is a redeeming (old school) quality, so concrete that it may provide him
the skills to translate it to other parts of his life. Surely many of you
reading this are of the Hip Hop generation and can't find any part of your
daily life where you have the discipline of a Floyd Mayweather.
Mayweather, along with Juan Manuel Marquez just generated over one million
buys on HBO pay per view and he is at a crossroads. As Hip Hop sales
decline from 40% of the market share to 10%, Mayweather is being called to
task by fans who have grown weary of his commerce only business model.
For the most part, when rappers have "beef" it is for the most part assumed
that both MC's are wealthy; preeminence with the public is what they battle
for. Floyd is surely going to generate more public scorn in coming months
and will certainly get most of the blame if negotiations with Pacquiao (for
March 2010?) break down. He is bound to lose momentum in public perception
simply because of the gold plated image he has built for himself, whether
he's matured or not. The way he willfully packaged himself, was deliberate
and genuine and you can hear it in the way he points to what he perceives to
be De La Hoya's hypocrisy.
In 2007, like most rappers, Floyd was quick to point out, "I'm Real!!."

"Fifty Cent" and Mayweather
What
Floyd fails to realize is this... Rap, no matter how hardcore, is a
fantasy and the rappers that act an ass in public benefit image wise
because it adds to the "realness" of the fantasy they are selling.
Boxing (as he would attest) is as real as it gets, and mainstream
audiences want gladiators humanized to allow them to process the fact
that they love seeing him legally kick another man's ass.
In
Marketing, your product has to be consistent with the branding you
give it or people will mock it -no matter how excellent (in
Floyd's case) it is. You can't market yourself like a rapper.
Throwing money and talking about money may work with a rapper's
audience but boxing fans are mostly working class,
unpretentious people. Bullets and baby mamas work in the alternative
universe of Hip Hop, but in boxing, a fighter's image is rooted more
to his style than any particular musical subculture. You can't fight
in a defensive style and market yourself like a rapper; putting
people on their asses is what made Tyson the most name-checked boxer
of all-time. His style was angry, like a lot of rap. When Floyd
Mayweather smiles and continues to win with dignity, he attracts
winners; some of them just "happen" to rap -there's a difference. But
when he comes off as surly, hypersensitive and keeps the discussion on
what he's earned as opposed to fighting the best - he becomes a
common, modern athlete, all bling and no sting. And you can blame that
on HIP HOP.
"I'm not a
Businessman. I'm tha business, MAN" ... Jay Z, The Blueprint Volume
3
10-03-2009
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