When I heard of people flocking to recreate “Gatsby Dress” costumes for Halloween 2013, I couldn’t help but ponder the seemingly-perpetual cultural allure of F. Scott Fitzgerald’s The Great Gatsby, particularly its latest cinematic incarnation in spectacular Baz Luhrmann-style. More than a little of the momentum of the recent revival, however, had everything to do with the film’s soundtrack–executive produced by Jay-Z (who also executive produced the film)–that drew heavily on hip-hop. This sonic move was not without controversy, however, sparking intense debate when the film was released in May 2013. Take this line from Vice Magazine’s UK music blog Noisey (from a post snarkily entitled “Who Let The Great Gatsby Soundtrack Happen?”) that describes Kanye West and Jay-Z’s Watch the Throne album, from which many of the film’s songs are taken, as “a record that couldn’t be further removed from West Egg than a pauper trying to gain access to a Gatsby soiree.” This statement reveals more about this particular listener than it does about either the record or the film, which are intimately connected through the labor of Jay-Z and what I theorize here as a “sonic hip hop cosmopolitanism.”
I’ll admit that when I was first hip to The Great Gatsby my junior year of high school, I thought it was boring and couldn’t stand Tom or Daisy Buchanan or their rich white folk problems. I rooted for Jay Gatsby but couldn’t for the life of me understand why he was so sprung over Daisy, who wanted her daughter to be a “beautiful little fool” (17). But as I got older, I found myself returning to the novel time and time again, coming back to Gatsby like a forlorn lover and reconsidering what Jay Gatsby’s character represents: unrequited love, American idealism, (capitalistic) hustle, and (white) masculine performance. However, I’ve always been part of the camp that secretly hoped Gatsby was a black man passing for white, yearning for a life – and a woman – out of his grasp no matter how much “new money” he acquired.
It was not until Baz Luhrmann’s film adaptation of Gatsby that I realized how hip (hop) Gatsby really could be.
Luhrmann’s modernization of classic literary texts is not new; Romeo + Juliet (1996) got me through high school readings of Shakespeare’s play in ways Sparknotes could not. While Shakespeare’s words remained intact, the scenery and aura of the play burst to life on the big screen. Luhrmann uses in that film sonic cues of contemporary (youth) popular culture to make Shakespeare’s characters relatable. Verona is a hip, urban hub of violence that vibrates to grunge and pop artists such as Garbage, Everclear, and Quindon Tarver instead of mandolins and harps. The grittiness of grunge rock signifies the grittiness of Verona street life while Quindon Tarver’s angelic voice signifies the innocence and vulnerability of (first) love.
But Luhrmann’s Gatsby takes it up a notch, looking to hip hop culture as a bridge between the roar of the 1920s and the noise of the present. Aside from the literal presence of hip hop sound – mostly snippets from Jay-Z and West’s Watch the Throne – the materiality of hip hop sound also serves to update the Gatsby narrative. Consider how Gatsby’s parties are loud and bass-filled with a live jazz band. The loudness of the party and “surround sound” stereo sound of the film amplifies the vibrancy of the Jazz era while drawing in the audience with a contemporary interpretation of live parties seen and heard in contemporary hip hop culture. “The question for me in approaching Gatsby was how to elicit from our audience the same level of excitement and pop cultural immediacy toward the world that Fitzgerald did for his audience?” Luhrmann told Rolling Stone. “And in our age, the energy of jazz is caught in the energy of hip-hop.”
The film itself is stunning: vividly colored with panoramas and ground shots of New York City, Luhrmann’s film draws in an audience possibly unfamiliar with Fitzgerald’s novel. The film utilizes the more traditional jazz aesthetic that captures the novel’s initial element, but invokes hip hop to span a generational divide and update the (black) cool factor of the film. Indeed, both jazz and hip hop best signify black cool and its commodification into mainstream white America. For example, Norman Mailer’s discussion of the white hipster and Jazz aficionado as a “white Negro” is also tantalizingly useful in thinking of Gatsby as a black man passing for white. His affinity for Jazz and throwing jazzy parties incites the probability of Gatsby’s racial and social background. The film uses sound to create a hybrid of timeless black cool, while highlighting the presence of African Americans’ contributions to American culture. Hip hop’s birthplace and the portal for many immigrants into America, New York is arguably America’s most mythological city, grounded in both white and African American culture memory as such. Jay-Z’s own mythic rise to fame, wealth, and power in New York City–exemplified in some lines from 2009′s “Empire State of Mind,” “Yeah I’m out that Brooklyn, now I’m down in TriBeCa/ Right next to De Niro, but I’ll be hood forever/ I’m the new Sinatra, and since I made it here/I can make it anywhere, yeah, they love me everywhere”– grounds the film’s rags-to-riches mystique.
In addition to such extradiegetic associations, the film’s soundscape itself enthralls, with brassy, lively instrumented notes of jazz – which carried the sonic narrative of the 1920s – sounds of the hustle and bustle of urban spaces, particularly New York City, and hip hop. The film’s soundscape presents a hybrid of sonic black identities – jazz and hip hop – and uses their blended aesthetics to speak to the continued framework of black popular culture as a gauge of Americanism. In other words, the marginalized perspective is used to decide whether or not something is authentically American or not.
Hip hop aesthetics bridge old New York with the current New York as a foundation of Americanness. Gatsby bridges the old adage of New York as a space of opportunity with the familiar New York adage that Harlem-born and Mt.-Vernon-raised P. Diddy drops in Jermaine Dupri’s “Welcome to Atlanta,” “if you can make it here, you can make it anywhere,”a call back to Sinatra’s “New York, New York” that is also echoed by Jay-Z that forms a foundational trope of the film and the novel. A particular striking example of the merging of these adages is a scene in the novel where Nick and Gatsby are on their way to the city. They pass a car with black passengers and a white chauffeur:
As we crossed Blackwell’s Island a limousine passed us, driven by a white chauffeur in which sat three modish negroes, two bucks and a girl. I laughed aloud as the yolks of their eyeballs rolled toward us in haughty rivalry.
“Anything can happen now that we’ve slid over this bridge,” I thought; “Anything at all” (69).
While the novel does not describe a sonic accompaniment to Carraway’s observation of the black folks in the limousine, there is an inherent understanding of the “modish” fashion of the black folks as jazzy, as cool. In the film, there is an audible sound associated with the black folks. They are sipping champagne and listening to Watch the Throne. Although visibly symbolic of the 1920s – dressed in zoot suits and flapper dresses – the aural blackness associated with the scene suggests a merger of jazz and hip hop cool and cosmopolitanism.
In order to understand how hip hop updates the struggle for realness, entitlement, and respectability in the Gatsby film, it is important to return to the major sonic influence of the literal hip hop sound in the film: Jay-Z and Watch the Throne. Jay-Z’s work on the album raises questions of how hip hop culture impacts not only the American dream but the aspirations of mogul-dom seen and heard in the film and novel. Christopher Holmes Smith’s discussion of hip hop moguls in Social Text (Winter 2003) is particularly useful in teasing out the implications behind the hip hop mogul and such figures’ social-cultural responsibility to their respective communities. Holmes Smith argues:
The hip-hop mogul bears the stamp of American tradition, since the figure is typically male, entrepreneurial, and prestigious both in cultural influence and wealth. The hip-hop mogul is an icon, therefore, of mainstream power and consequently occupies a position of inclusion within many of the nation’s elite social networks and cosmopolitan cultural formations (69).
Jay-Z’s status as a hip hop mogul – serving both as a creative talent and corporate backer – lends credence to thinking about hip hop as a space of entitlement and a site of struggle to attain that entitlement. It is from this perspective that I think of Gatsby as a hip hop figure/mogul: his working class background, hyper-performance of white privilege, materialistic pursuit of wealth for visibility, and desperate need for approval as “authentic.” To borrow from rapper Drake, Gatsby “just wanna be successful.”
Mark Anthony Neal’s discussion of Jay-Z as a hip hop cosmopolitan figure in Looking for Leroy (2013) further enables an understanding of how Jay-Z lends his (sonic) hip hop cosmopolitanism to sonically navigate between hip hop’s working class aesthetics and his own sense of entitlement because of the way he mobilized those working class experiences to become wealthy. While the film does have performances by artists who are not considered hip hop – i.e. Lana Del Rey, Jack White, and Florence+the Machine – Jay-Z’s use of his own raps, including tracks from the Kanye West collaboration Watch the Throne suggests a “sonic hip hop cosmopolitanism” complements any sense of the film as a case study of white entitlement. Tracks like “100$ bill,” “No Church in the Wild,” and “Who Can Stop Me” both prop up and tear down Luhrmann’s visual rendition of Fitzgerald’s critique of the uppercrust of America as corruptibly entitled.
Baz Luhrmann’s adaptation of The Great Gatsby is an intriguing and useful tool through which to analyze the (in)consistencies of race and cultural authenticity in the United States. Both jazz and hip hop exist in the interstitial spaces that lie between black cultural expression and white entitlement to those expressions. Luhrmann uses hip hop’s sonic and cultural aesthetics to pump up the capitalistic and all-American narrative of “pull yourself up by the bootstraps” narrative in Gatsby by also declaring, “get yours by any means necessary.”
Featured Image adapted from Flickr User kata rokkar
Regina Bradley recently completed her PhD at Florida State University in African American Literature. Her dissertation is titled “Race to Post: White Hegemonic Capitalism and Black Empowerment in 21st Century Black Popular Culture and Literature.” She is a regular writer for Sounding Out!
REWIND! . . .If you liked this post, you may also dig:
“The Victoria’s Secret Fashion Show and the Soundtrack of Desire“– Marcia Dawkins
There’s a fable that some beats are so contagious that they can transform crowds. “Black magic,” some whisper. Dance magic. The rumors are true – there are some songs so awesome that they simply can’t be stopped. No! As speakers rumble, bodies shake. This is the music of legends, the kind that evokes moods beyond any single person’s control. For Sounding Out!’s third Blog-O-Versary we present a mix so potent that it won’t be stopped. -AT
CLICK HERE TO DOWNLOAD: Blog-O-Versary Mix 3.0: Can’t Stop Won’t Stop (The Awesomeness)!
SUBSCRIBE TO THE SERIES VIA ITUNES
Please note, if you have trouble seeing the audio player above, you may need to upgrade your browser to its newest version.
“Fake Patois” – Das Racist (Osvaldo Oyola Ortega)
As a consumer, you’ve experienced desire: that longing for someone, that appetite for something more, that expectation of pleasure and satisfaction that comes from getting what you want. Whether what you want ranges from an ideal body type, to a cool technological gadget, to fashionable clothes or new cars, someone beautiful is out there selling it to you—beautifully. If you’re like me then you’ve found yourself suddenly and inexplicably under the influence of desire, only later trying to understand where your money went. If you’re a lot like me then you’ll eventually realize that desire has this effect because of the way it looks and, perhaps more importantly, because of the way it sounds.
One of the more interesting snippets of what desire looks and sounds like right now is The Victoria’s Secret Fashion Show (VSFS), which aired on November 29th and rebroadcast on December 15th. Rappers and rock stars serenade the audience while Victoria’s Secret Angels don Swarovski crystal-encrusted lingerie and angel wings. The visual and aural cornucopias echo ideas of abundance and break down the boundary between public and private spaces by implying a type of intimacy—Victoria wants to share her secret fantasies (privately) with just us (in public). The intimacy implied is totally illusive, which makes it all the more desirable.
This illusiveness starts with the models, who enact intimacy and embody silence as the sound of desire. The VSFS’s onstage choreography fixes women squarely in the visual domain and undercuts their credibility in the sonic domain. Instead of raising their voices for self-empowerment while on the air the VSFS suggests that women should push up their breasts and show as much cleavage as possible, playing to audiences as seen and not heard.
Bernd Schmitt, David Rogers, and Karen Vrotsos explain what’s behind the VSFS’s strategy of strategic silence in their book, There’s No Business That’s Not Show Business: Marketing in an Experience Culture:
“Since 1995 Victoria’s Secret has gone from imitating marketing ideas of true luxury retailers to becoming the model for some of those retailers… Every step of this dramatic progression has been pure show business—pushing the boundaries of fashion and taste, engaging (and sometimes enraging audiences) and transforming the industry into re-imagining itself. Like a teenager wearing her first Wonderbra.”
Through a maelstrom of controversies and publicity over the lack of women’s voices represented in the fashion shows, the VSFS was re-imagined in the early 2000s and took on a (post-)feminist message of empowerment. Here’s the idea: VSFS models are “superheroines” because they brandish their assets on their own terms on the catwalk, in an emancipatory celebration. Silent, desired objects are glorified as consumers are bewitched.
The show facilitates desire by creating additional intimacy for consumers, incorporating an “All Access” website replete with revealing video clips and exclusive photos, biographical videos about the models. The actual broadcast now also airs backstage interviews in which models share their private thoughts about why the VSFS is more than a pornographic commercial or a fantastic rejection of old-school stereotypical bra-burning feminism. For example, during the show one model commented that she’s “living the American Dream.” Another said that she feels senses of accomplishment and growth because “It’s every girl’s dream to walk in VSFS… the minute I stood on the runway I felt like I became a woman.” Yet another model encouraged young female audience members to aspire to participating in a future VSFS, pronouncing that “someone that’s watching this will be an angel.”
Despite this backstage commentary much goes unsaid. Noticeably absent from the models’ remarks is any mention of how the opportunity to speak their minds is presented only to sell more merchandise that is not certified fair-trade. Then there’s the total silence around the privileging of light skin and thinness and their relations to higher levels of “erotic capital” in mainstream popular culture. Out of 10 models in the 2011 show, 3 appeared to be women of color (Asian-American and African-American or mixed race) and only 1 appeared to be a darker-skinned woman of color. No women of color contributed to VSFS’s on-air backstage footage. And, adding insult to representational injury, the women of color are hypersexualized even as they are muted. What’s more is that all models appeared to be under the size of the actual US female consumer (sizes 10-12), suggesting that most real women are still not considered the target audience for VSFS and thereby suffer a profound lack of agency in voicing images of desire for themselves.
The absence, and silence, of average women and women of color in desire industries has been noted by sociologist Siobhan Brooks in Unequal Desires: Race and Erotic Capital in the Stripping Industry. Brooks writes,
“Many feminists argue that women cannot assert agency within sexual economies; their belief is that women are victimized and/or controlled by heterosexual male desire that is not in the best interest of women. On the other side of the debate… contemporary feminists have focused on sexual agency and the empowerment of women within sexual economies as an expansion of women’s control of their bodies. However, within the debate… there remains a theoretical void in examining US-based racial and sexual hierarchies present within desire industries, and how these hierarchies mirror existing forms of racial stratification in US institutions.”
This racial stratification is stitched into the very soundtrack of the VSFS, which loudly reinforces women’s silence as the sound of desire. The VSFS soundtrack nourishes desire through presenting what Deanna Sellnow and Timothy Sellnow, in their article “The Illusion of Life Rhetorical Perspective: An Integrated Approach to the Study of Music as Communication”, call an “illusion of life—a dynamic interaction between virtual experience (lyrics) and virtual time (music).” Racial, gender and class differences produced virtual experience. Lyrics expressed these differences through some form of heterosexual, aspirational and consumptive desire—from getting one’s ideal sexual partner, to traveling to exotic locales, and enjoying celebrities’ exciting and extravagant lives. The pop and rap songs offered fast tempos, driving rhythms, loud dynamics and full instrumentation, representing intensity and power.
The VSFS’s performers show the gendered dimension of that “illusion of life.” Kanye West’s version of masculinity was on display as he flirted with each model strutting down the runway, making his voice the only one heard as models appeared. His famous line from “Stronger” (“I need you right now”), when coupled with the women’s silent sauntering, sounded as relevant as it was politically incorrect.
Maroon 5’s performance of “Moves Like Jagger” also addressed the theme of desire, especially when lead singer Adam Levine planted a kiss on the cheek of his girlfriend Anne Vyalitsyna (as she remained silent). Jay-Z and West’s show stopping performance of “Niggas in Paris,” in which the duo performed without any models on stage, highlighted the rappers’ “untouchable” status as rap gods and throne-dwellers. The live audience responded more emphatically to this male-only performance than it did to any other segment of the show.
Nicki Minaj was the only female to appear on stage in the role of non-model, performing “Super Bass” with a hint of Rob Base and DJ EZ Rock’s “It Takes Two.” Though her performance can be read as a subtle critique of the lack of authentic audience agency and absence of a womanist standpoint in VSFS, it sounded no less male-centered than any of the other performers’. For instance, the first line of “Super Bass” is directed at a male audience driven by consumption, “This one is for the boys with the booming system.” In this respect Minaj could be seen as The Female Voice of VSFS, as her rapping about self-image and relationships with men is consistent with sanctioned topic areas for women in general.
However, and in keeping with the show’s theme of women’s silence as the sound of desire, Minaj’s performance does offer a quiet critique of hegemonic images of desire and desirability. Unlike the male performers Minaj always stayed behind the models and in the background. Consequently, Minaj’s short stature, colored wig, thicker figure, sneakers, outlandish outfit, and darker skin were presented in sharp contrast with the tall, high-heeled, thin, lighter-skinned, scantily clad, and perfectly coiffed models who she stalked as they came down the runway. A scan through tweets posted as the show aired confirms that audiences got Minaj’s message even if they eventually turned it against themselves, revealing that desire can sometimes be displeasing and painfully restrictive. Take the following tweet from viewer @kelcicoffey: “Going on a diet after watching #VSFashionShow tonight XD.”
Though Minaj’s soundless critique speaks volumes, the VSFS soundscape ultimately seals the edges on a spectacle brimming with hegemonic impressions and sensations of desire. The end product is an illusion of life that is mostly white, nearly naked, always feminized and conspicuously silent.
Marcia Alesan Dawkins is an award-winning writer, speaker, educator and visiting scholar at Brown University. She is the author of Clearly Invisible: Racial Passing and the Color of Cultural Identity (Baylor UP, 2012) and Eminem: The Real Slim Shady (Praeger, 2013).
Marcia writes about racial passing, mixed race identities, media, popular culture, religion and politics for a variety of high-profile publications. She earned her PhD in communication from USC Annenberg, her master’s degrees in humanities from USC and NYU and her bachelor’s degrees in communication arts and honors from Villanova. Contact: www.marciadawkins.com
Last February, Chrysler premiered during the Super Bowl its “Imported From Detroit” campaign with a stunning 2-minute ad that showcased Detroit to the soundtrack of Eminem’s “Lose Yourself.” Helen Freund and David K. Li at The New York Post called Eminem the star of Super Bowl XLV’s ads. MyFOXDetroit.com mentioned how the people of Detroit showed their love for the ad on social media. Jeff Karoub and Mike Householder from The Associated Press said the ad “sent shivers of pride through the battered city.” Although the ads are, ultimately, about cars, they also sell us stories of the Motor City.
The commercial starts with scenes from a grey day in Detroit. We see streets, factories, and street signs. The voice-over helps weave a story of a working-class city: “What does this city know about luxury? What does a town that’s been to Hell and back know about the finer things in life?” From the vantage point of a Chrysler, we see shots of Detroit as it drives through the city and the suburbs. At the end, Eminem, a Detroit native, parks the Chrysler 200 in front of the Fox Theater and walks in to finda choir singing along to “Lose Yourself.” Ultimately, the video is a declaration of pride in American craftsmanship but also a statement of the strong will of an American city with working-class roots; this is emphasized when Eminem looks straight at the camera and states, “This is the motor city. And this is what we do.”
Although I tend to be critical of the messages advertising sends viewers, this commercial drives chills up my spine every time because it shows pride in an American city. However, what moved me to write this post was one of the most recent ads from the “Imported from Detroit” series. The commercial for the Chrysler 300 (2012 model) uses a sample of Bobby Blue Bland‘s “Ain’t No Love in the Heart of the City” (Dreamer, 1974) from Jay-Z’s 2001 hit “Heart of the City (Ain’t No Love)” (found on his album The Blueprint). The commercial starts with a panoramic view of Detroit, followed by the Chrysler 300 emerging from an underpass. The camera moves on to shots of different areas of Detroit as well as people on the street and street signs (for example, one of the signs we see is the sign for 8 Mile). Also, whereas most car commercials show cars without license plates, this ad proudly display the cars’ Michigan tags.
The music in both of these ads acts as a way of reminding us about Detroit (the first a song by a Detroit native, the second a song that makes us think about cities), but the music also calls into question the luxurious excess of the automobile. The ads try to draw attention away from the automobiles and toward the working-class community that keeps Chrysler running; they emphasize their ties to the Motor City. However, as Angie Schmitt points out in her blog post “The Hypocrisy of Chrysler’s ‘Imported from Detroit’ Campaign,” the ads betray the viewer:
Chrysler is selective about the Detroit it celebrates. Absent is the ruin that now accounts for a large share of the city. Invisible is the crushing poverty, constantly present in the urban landscape. The driver in the most recent installment, traveling out from the center of Detroit to its suburbs, is in control of his fate (thanks to his snappy ride) in a way few in the region really are.
Despite the defiant sentimentality of its ads, Chrysler, as well, is selective about its commitment to the city of Detroit.
Although the ads are visually stunning (but many of the ads produced by Wieden+Kennedy advertising company are–just look at their roster of clients and click on some of the brands), the ads also stage a conflict between race and class through the soundtrack. What is the message these commercials are trying to communicate through their music and their cars? On the one hand, they affirm the presence and reemergence of an American car company, one of the major car companies that was hit hard in the most recent U.S. recession. On the other hand, the ads use a discourse of class (also race) to sell a luxury product. The commercials want to connect Chrysler to Detroit’s working-class identity, and the soundtrack is supposed to act in service of that through the choices of artists and music.
A good example of this is the John Varvatos “Attitude” ad for Chrysler (less popular than the Eminem ad and the more recent Chrysler 300 ad).
Varvatos is a designer from Detroit, located in New York. The commercial shows us Varvatos at the Dope Jams record store in Brooklyn, on his way to his Manhattan studio. The voiceover tells us the key to his success is that he was “surrounded by the perfect combination of rock and roll and heavy industry.” The working-class theme is emphasized in this commercial, especially in the last line uttered by the narrator: “that’s what a blue collar attitude can do in a white collar world.” (It also creates a dichotomy where New York is the “white collar world” to Detroit’s “blue collar attitude.”) Unfortunately, the ads commodify class struggles and class values. The ads use working-class values to appeal to the consumer.
Music is not far removed from the automobile industry in Detroit. The Motor City not only exports cars, but is also an exporter of music. Suzanne Smith, in her book Dancing in the Street: Motown and the Cultural Politics of Detroit (2000), traces the development of Motown within the sociocultural context of Detroit in the 1960s. She explains how the automobile industry in Detroit benefited from African American labor, meanwhile excluding them from “controlling the means of production” (15). On the other hand, Smith also points out that Motown profited from the introduction of the transistor radio in 1953, for drivers could now listen to music in their cars. Motown execs were very aware of the new market that this would provide them. “Both the musical form and the audio fidelity of Motown hits such as ‘My Girl’ and ‘Shop Around’ were well suited and often produced with a car radio audience in mind” (123). The ads remind us how listening to music has become part of the experience of driving–and how that was not coincidental.
Ultimately, these ads remind us of how sound can act as a door into the social and cultural context surrounding the cars. However, I want to leave my readers with a thought: the ads are also about Detroit. If car ads require, in general, remarkably non-specific setting, Chrysler goes in the opposite direction and makes it all about the location. The ads, although problematic, remind us of the power and importance of place, whether in its Detroit ads or in its Portland, Oregon ad or its Los Angeles ad. If Jay-Z and Bobby Blue Bland sing “ain’t no love in the heart of the city,” these Chrysler ads show that the city has plenty of love to give.
Liana M. Silva is co-founder and Managing Editor of Sounding Out! She is also a PhD candidate at Binghamton University.