When Videogames Publishers Go 'Street'

Thanks to 1UP/OPM for its article discussing what they describe as the 'thugging' of the videogame industry, referencing games such as Def Jam Fight for NY and Midnight Club 3: Dub Edition. The piece suggests: "Whether it was established franchises morphing into more streetwise versions of their former selves or new franchises emerging wearing their hip-hop influences on their sleeves, it was clear that the urban lifestyle is being embraced by developers and publishers alike." Marc Ecko argues "I think the problem is that the games industry is generationally nostalgic", and Steve Allison of Midway charges: "The guys bitching about this new trend are inching up on 35 years old, and they grew up on old-school gameplay. They're a very vocal bunch, but they're just not the market anymore."

Comments

Sell out

[BWJones]

Steve Allison of Midway charges: "The guys bitching about this new trend are inching up on 35 years old, and they grew up on old-school gameplay. They're a very vocal bunch, but they're just not the market anymore."

Well, this is likely true, but as one who used to play online shootemups, I can say the trend toward this has been going on for a little while at least. When all the little white kids got their computers around the same time hip-hop started going mainstream, you started seeing comments like "Whasssup Biatch" when someone joined the game or "I'm your pimp daddy" or some other affected effort at manifesting some pathetic street cred. I have sort of expected this sort of thing for a while now, but see it as a continued effort to squeeze some more marketing $$s out of a saturated hip-hop market. Perhaps when NWA or Ice-T was around this would have been interesting but come on now folks, the hip hop scene is dead and has been replaced by the thug-life affected persona that now simply looks and appears absurd. Nowhatimsayin?

So, essentially what Steve Allison from Midway is saying is that Midway has sold out and are adopting the grow the company, mainstream marketing bit. Steve..........Do you know what this means?.............It means that Midway is no longer cool. This of course is the risk companies take when they try to break from their roots and become something they are not, but hey......that's America and at least companies have that option.

Re:Sell out

[dilweed]

What pisses me off about this is how myopic this guy is. He's a fool if he doesn't realize that I continue to buy games at a rate that outpaces what I used to slam into quarter slots when I was 16, but I'm also buying games, consoles, magazines, and online subscriptions for my *3* children!

Bonehead.

Re:Sell out

[Lord Kano]

Perhaps when NWA or Ice-T was around this would have been interesting but come on now folks, the hip hop scene is dead and has been replaced by the thug-life affected persona that now simply looks and appears absurd. Nowhatimsayin?

I think you meant to end this paragraph with "Yah'mean?"

Moreover, it enfuriates me to no end when I'm out and I see a preppy thug trying to act tough. Some metrosexual who spent 2 hours ironing perfect creases in his sweatpants and 76ers jersey thinks he's a tough guy.

Every wannabe gangsta and his mother wants to talk about his Glock. It has even gotten to the point where idiots like "Brotha Lynch Hung" say things like "Take ya glock off safety", but, as anyone who has ever held a Glock pistol will tell you, there is no external safety on a Glock this gangsta thug has just exposed himself as a poseur.

The other thing that drives me crazy is when I'm out and there's some white dude who you just know was listening to Korn 5 years ago who thinks he's cool now because he's blasting Eminem in his Rice Burner.

The crossover of hip hip into the mainstream has only fostered te persuit of style over substance.

LK

Re:Sell out

[DAldredge]

No, it's about how to sell lots of CD's, clothing, cars, and other high margin items to a 'new' demographic. THAT is what hip-hop is about, it didn't start out that way, but that is what it is now.

Re:Sell out

[goodviking]

Is it really selling out when aspects of a sub-culture break out to the greater culture?

Yes. When your sub-culture is a counter against bubble gum pop culture, and you buy into the bubble gum pop culture for a wider market, then yes Virginia, you have sold out. When you find FUBU in every mall, it's all about the money. When lyrics went from
"teachers teach and do the world good, kings just rule and most are never understood"
to
"it's getting hot in here, so take off all your clothes"
you've lost your purpose. My problem is that the purpose driven mainstream hip hop no longer exists. You have to go behind the scenes to find it. Take a look at the artist in my sig and you'll find a taste. Oh, and he's also a EE. You don't have to de a thug to have credentials.

Re:Sell out

[Lord Kano]

Hey, you sound like an angry white man who likes his guns and borders on racism.

I'm black, you idiot.

Let people be what they want

It's a free country, people can be what they want. I am also free to make fun of them as I see fit.

LK

Re:Sell out

[Lord Kano]

a) What would make being "the real thing" so fantastic?

It's like in the spaghetti westerns where they'd fire their revolvers 38 times without reloading. At the very least, if you're going to portray a character that you've made up, you should make a nominal effort.

b) What generation hasn't had some sort of silly set of idols? What generation hasn't looked for "style over substance"?

In hip hop, at one time (and still in a few places) the ability to "rock the mic" was more important than the ability to sell records.

LK

Re:Video Games and Teen Thugs

[Angry Toad]

Spending money like an idiot, drinking to an excess, being only turned on by bimbos with no brains, beating eachother senseless with tire irons or whatever, shooting people you hate, getting shot at by people who hate you, eating only at drive thru, drinking alize and crystal, attending strip clubs like they were the new church, membership at the The Player'S Club, Gucci, bling-bling, bust

Riiiiiight.... with Daddy and Mommy's money. I think this kind of thing is just another outlet of "validated" rebellion the way Rock music was in the 70's - an ultimately safe way for middle-class kids to pretend they're pushing the boundaries.

The real people who actually live that lifestyle are revolting thugs.

Re:35 years old

[Deraj DeZine]

The "musical fad" he was talking about is fake gangster rap music, e.g. G-Unit. I don't care how "real" or "hard" they are, real gangsters are on the streets, in jail, or dead, and they're never something to look up to.