Neerlandica and literary scholar Aafje de Roest, who is doing her PhD on contemporary Dutch hip-hop, says that the popularity of hip-hop influences the way we communicate with each other and how we look. “It really is a youth culture with its own language, so many older people do not immediately understand those words.” Take the aforementioned word saaf; that’s slang for money.
According to De Roest, young people who have never been to the Amsterdam Zuidoost district, where many budding artists come from, are adopting the language and fashion of the district thanks to the music. “A lot of young people wear clothes from hip-hop brands that have their origin in Southeast. Take, for example, the merchandise from the hip-hop collective SMIB. These clothes are worn by young people all over the country.”
And it may not always be immediately visible, but many outward expressions stem from hip-hop culture, says De Roest. “Think of streetwear like sneakers, big earrings and looser clothes. It’s all hip-hop inspired.”
Young people are also generally passionate about this type of clothing, she says; standing in line for a pair of shoes has become quite normal. “Recently a brand released a sneaker and then young people were just camping in front of the store. It is very cool to see what people are willing to pay for it.”
From fitness to fashion magazines
The influences of hip-hop sometimes extend beyond youth culture. “Words popularized by hip-hop like fittie were simply used by the NOS when it came to a difference between Rutte and Kaag.” These are fascinating processes, says De Roest. “Young people and artists create a place with their own cultural product, in which they can tell stories about who they are. Social visions are exchanged in the hip-hop scene and it is an artistic reflection of society.”
Because hip-hop is becoming more mainstream, you also see hip-hop artists more often in other forms of culture, for example as models for major brands or as actors in popular TV series. For example, Joost Dowib, also known as Josylvio, has a partnership with clothing brand H&M. Khalid Alterch, known as rapper ICE, has made his name as an actor in the hit series Mocro Mafia.
The old rebellious character of hip-hop is still there, says De Roest. “That doesn’t disappear, but traditional institutions embrace the artists.”
–
