There are people in the world who are angry that Madonna was snubbed by Grammy voters for her 2015 album Rebel Heart, which debuted at number two on Billboard’s album charts. However, more so than Madonna, it’s the snub of rap superstar Future — he of 2015-released Billboard album chart number one DS2 fame — that should be caused for greater alarm. 2015’s list of Grammy nominees showcases the National Academy of Recording Arts and Sciences of the United States loving rap like never before. Kendrick Lamar received 11 nominations and Drake’s Meek Mill diss track “Back 2 Back” got a nod, too. However, there may be something deeper to consider in Grammy accepting Future’s What A Time To Be Alive mixtape partner Drake, Kendrick, and heck, even R&B star The Weeknd, but leaving the undeniable star Future out in the cold. In breaking this down to a conversation regarding brand management, we might understand what ultimately governed Grammy’s decision-making process.
It’s important to always remember that since the beginning, the Grammy’s have had a difficult relationship with applauding the “best” in rap music and having that excellence be reflected in what the streets are truly feeling. In 1989, the Grammy’s named Jazzy Jeff and The Fresh Prince as the winners of the inaugural “Best Rap Performance” award for “Parents Just Don’t Understand.” The presentation of that award was untelevised, and the lack of airing led to a boycott of the Grammy event by the award winners themselves and others who also felt that more qualified artists were overlooked in the nomination process.
30 years later, we’re looking at the awards only two years removed from the hubbub regarding Macklemore’s The Heist winning when many felt that Kendrick Lamar’s Good kid m.A.A.d city was the most deserving winner. In 2016, Drake, J. Cole and Kendrick Lamar share equal billing with Fetty Wap and Paul McCartney, yet somehow Future Hendrix, the lord of Atlanta, the strip club kingpin and arguably the streets’ favorite emcee and quite a deserving potential Grammy winner, is nowhere to be found.
One must only look to branding to find the answers regarding why Future remains un-nominated though a chart-relevant and pop-friendly emcee. From Will Smith and Young MC to Macklemore and Eminem, the Grammy’s have always erred towards artists with brands that on the surface don’t necessarily push drugs, sex, and mayhem over a mainstream-aimed appeal. Eminem and Lil Wayne didn’t win golden gramophones until it was well-assured that for as much as they loved drugs and violence, they also had more human and relatable qualities like being a doting father and glee-filled skateboarder, respectively.
There’s a great argument for Future and Drake’s What A Time To Be Alive mixtape single “Jumpman” or DS2 single “Where Ya At” being a Grammy nominee over Drake’s Meek Mill diss “Back 2 Back” and Nicki Minaj’s “Truffle Butter” being the only Drake jams receiving Grammy nominations. #WATTBA is nearing gold album status, and Drake falls well in line with Grammy’s love of pop-appealing black rappers with a movie-star reach like Will Smith, who, himself, won four Grammies. However, one look at Future’s 2015-beloved singles NOT involving Drake includes considering tracks like “Fuck Up Some Commas” and NPR-cosigned street favorite “I Serve The Base,” a track on which NPR describes Future as appearing “defiant, intoxicated and conflicted.” Future does say, “Give no fucks yeah, we don’t give no fucks, yeah” on “Fuck Up Some Commas.” In Future not having a brand that’s balanced and not just being known as Ciara’s ex-husband and not-present father of her son, while also being someone pouring up a double cup after popping a Xanax as he throws 100 bands on strippers at Magic City, he may have ensured that the Academy honestly had no reason to give a fuck about him, either.
http://www.youtube.com/watch?v=6BRTIvyFYwA
There’s a great argument that many in the streets and on the Internet will have that says, “F*ck a Grammy. Future gon’ keep servin’ dat base regardless.” However, the music industry is an increasingly fickle business, and the mainstream credibility of having a Grammy-nominated song or album can go a long way to opening doors and ensuring Future’s career sustainability. Regarding this notion, Cage The Elephant’s Matt Shultz (whose band’s album Melophobia was nominated for Best Alternative Album in 2015) tells Medium’s Cuepoint: “It definitely opened up some doors for us and created opportunities that maybe weren’t there before. Even for some people who hadn’t quite seen the album in its right light yet, I think maybe they revisited it and changed their opinions on the record.” Continuing, he says, “Everyone wants to have good billing at a festival and I think that’s where GRAMMY nominations and GRAMMY wins help the most for a band like ourselves.”
Consider also an artist like The Weeknd, who’s nominated for seven Grammy awards in 2016. Not unlike Future, The Weeknd’s entire brand is deeply based in drug culture, to the point that his breakout single “I Can’t Feel My Face” is an ode to excessive cocaine use. However, unlike Future, The Weeknd’s brand as an artist is also now heavily steeped in being buoyed by a bevy of masterful pop productions, an apt vocal comparison to Michael Jackson and an interview in Rolling Stone in which he asks if a soundcheck at the UK’s Jools Holland Show for his performance of his other hit song “The Hills” is “swearing or no swearing.” The Weeknd’s brand, like Future’s, may still be salacious, but it’s now double-edged. Thus, The Weekend’s assured himself broader appeal and increased the potential for sustainable growth.
Intriguingly, in an interview with Noisey from October 2015, Future said regarding his career that “[he was] halfway happy. Halfway happy. There’s a balance to life. It’s all a balance. Some being halfway happy, that’s fair.” Maybe in tempering his turnt-up proclivities, embracing fatherhood and showcasing a graduated level of attention to his artistic craftsmanship, he can achieve said professional and personal balance. If his brand evolves, by 2017 Future can earn the Grammy nomination an artist bearing his undeniable appeal and talent deserves.
“Eminem and Lil Wayne didn’t win golden gramophones until it was well-assured that for as much as they loved drugs and violence, they also had more human and relatable qualities like being a doting father and glee-filled skateboarder, respectively.”
???
Em won with his debut album (and his next two). His first two albums were the dirtiest, angriest albums around. Wtf are you talking about? It’s about making catchy music that white people in their 30s don’t mind listening to with their teenagers. Future is not in that category.
I think G Eazy is another that should have made it he is hot at the moment These things Happen has been on the charts like 80 weeks and his new album dropped this week and is gonna be the number one rap album in the country not to mention it’s a banger!
It’s not about content (like you said, The Weeknd is a good example of that). It’s about a particular sound. Rap artists that get Grammys don’t benefit from darker sounding production. It needs to have “white people bounce” and lyrics that white people can understand. That’s not to say this is always a bad quality in music, but a person like Future stands no chance with that audience. This goes for more genres than rap too. The committee doesn’t look for critics’ reviews, they look for accessibility.
Hahahahaha future…a grammy? Dude u cant even understand anythung this fake loser says…thank god he didnt get any nominations…cause thatll be messed up…man future suxks
LUPE!!! LUPE!!! LUPE!!!
I read 1/3 of his article and I think it’s ludicrous that somebody dedicated an article to their opinion that Future deserves a Grammy Nod? Future hasn’t done a fucking thing worthy of a Grammy. Mumbling over Metro Boomin produce with a catchy club song doesn’t warrant rammyGrammy attention.
Do people actually think its that easy? You need to actually make some great music first and then we can put you in that discussion. Just because somebody had a hot year doesn’t mean they deserve a Grammy.
What Genre is Future supposed to be nominated in though? Cuz in the words or Erykah Badu, “Your Music Is Not Rap”
No, Future doesn’t deserve a Grammy nomination.
HAHAHAHAHAHAHAHAHA! Future deserved a grammy nomination, you’re killing me. Nobody can understand his incoherent babble.
I…is this a opinion article?!
Future is garbage!!!
Who gives a fuck about the stupid grammy awards…you all focus too much on that shit…
A Grammy award is (supposed to be) about quality of music not your popularity. There is no way artists like chief, young thug, future and them are going to get Grammy nominations for the garbage that they put out
RESPECT!
and you are antiblack congrats
“Future Deserved A Grammy Nomination” said no one. Ever…… Oh wait!
Dear Marcus,
You’re a dumbass.
Sincerely,
The World
Future deserved zero grammy nominations, Big Sean’s album is the real snub.
The Grammy celebrates excellence. You would have to prove me in what Future Hendrix excel. I’m waiting. Maybe they don’t find a category Future/Migos/Young Thug can fit in.
Let me write for you guys. I don’t know who let this editorial clear, but you’re out of your fucking mind – vacuous piece of garbage Future is, diminishing my brain cells with every song. His producer on the other hand, deserves a Grammy nod at least.
Reply to this and I’ll seriously contact you with my email so I can write for you. You don’t need it, but you deserve better.
Popularity over quality? Congrats Mr. Dowling, you’ve done it again, a long rant about nothing. On top of that some of your errors a simple google search could have corrected. Your blogging/writing is lackluster and unimaginative.
Bruh grammys are grammys for a reason. Not for dudes that mumble on beats.
Dude.. Lupe deserved a Grammy, fuck a nomination. He deserved that shit. And here are journalist defending Future instead of Lupe and his Masterpiece Tetsuo and Youth. Are you F’ing kidding me bro? This is wha’ts wrong with Hip Hop. And by the way, Lupe is Hip Hop Future is Rap BS. Big difference.
Who the fuck cares about grammys? I don’t give a shut about award shows. Future better than lupe by the way
Future better than Lupe? HA!! HOW? Lupe can actually rap and you can understand what he’s saying, Future just mumbles in Autotune. Lupe is better than Future, you got it backwards.
This Dude “Raps” like he just came out of a coma – He needs Medical Attention –
And Jadakiss put this dude on his album – what a shame
Please listen to Hospin (Rap sucks)
Obviously Marcus is all on Future’s dick. Who else would write a fuckin essay about how much he loves Future which fuckin sucks in my opinon good to know the dx staff loves that corny watered down southern no rap skill havin trap bullshit!!! Fuck Crap music and Fuck Mylanta
NO DX, Future does not deserve an Grammy nod.
Future deserves a grammy? For what? All dude does is mumble over beats.
Lol the Industry really has the media and the children FOOLED. Marcus thought Future is the shiznit bc of the Major Advertising by the labels when in fact nobody likes him or his mumbling. Marcus thought he would get positive feedback bc Future is Great ACCORDING TO T.V and thecharts, which are all controlled by the recording companies and their advertising money $$. Wake up
For who ever wrote this article – PLEASE – PLEASE listen to some real rap albums!
Nas – I am
Eminem – Marshal Mathers LP
Busta Rhymes – Extinction level event
Redman – Doc da name
I could go on but please delete all Future tracks from your IPod! (Save yourself) and phone an ambulance for Future, Kanye West Rap through the Wire – He had a car crash. my only explanation for Future is he had serious head injury in the past.
Smh, everyone has something negative to say about the man, damn get off his dick. Music is music whether a person “vibes” to it or not. He has a right to feed the people just like ANY other artist from ANY other genre of music!!! You don’t need a piece of paper or metal to do/speak what you love and be an artist. His shit selling apparently so hate all you want you shallow minded creatures. And to the one dissed ATLANTA, fuck you too the feeling is very mutual my friend!
Wow, you sound butthurt defending a man who makes incoherent Aututune trash.
Was that a shot!? Opinions are like assholes. Everyone has their own individual preferences. Quoting his very words. “Unless you’ve been where I been, did what I’ve done, you wouldn’t understand.” So butthurt…but with good lube.
Its always the same.thing with you lames… “Oh hes selling” .Its the sleepwalking zombies that buy his wack music. The record companies have over a billion ways to flip and sell you this hot garbage. Its a billion ways to advertise this shit in the media, youtube, social media, tv, commercials poseers etc. Hannah Montana is selling, chiefnkeef is selling that dont mean SHIT to mf that like REAL music and.mithafuckaz that actually.speak English.
And ode to Hip-Hop vs. Rap! Three 6 Mafia WON a Grammy and they are legends! A lump of coal can become Diamond!
Future ain’t hip hop. Dude makes the most moronic music ever
Future is garbage. When ever is listed on a track list as a feature on an album I am looking forward to I get annoyed. 95 percent of the time he makes a song worse.
Future it’s the best at his category, I don’t know if call it trap or whatever, but he excels at what he does. Kendrick Lamar is saving rap, and Drake it’s very versatile too. J Cole, Drake, Kendrick.. well deserved. You guys right, Future is far to be a traditional rapper, but he has his own style and he the best at it, for one reason he sells all that number of albums, and I think 56 nights, DS2 and WATTBA are worth hearing, he has improved, king of trap for me. But c’mmon, nicki minaj won a fucking grammy too, that can’t be forgotten. KLamar is my favorite to win this one
King of trap? You mfs are so lame and so far up futures ass ita not even funny. I was listening to trap music back in 2002-2003 Gucci Mane and Jeezy are the kings of this shit. Future excels.at what exactly? Mumbling.out words, no flow.having ass. Always drugged.out on.prescription pills and lean. Come on man gtfo this is not music.
bullshit marcus
you guys used to be a credible site
1. Didn’t read the future dick riding “article”
2. Fuck the grammys
3. Fuck future
You can’t understand him cause your to soft.
This is A Wack Article..Really..Future Can’t do shit..He destroying Hip-Hop..And come on dawg..Future cant be compared to Kendrick nor Cole..Man,Hiphopdx be Losing It Now..you should be fired..Do U Know what Hip-hop Is..
only game changers deserves a grammy or any good recognition.
future just raps the same type of shit any other “trap artist” does , nowadays the only diffrence between there music is the beats and vocals, other than that its the same old played out subject matter such as, weed, poppin bottles in the club hoes, fuckin another niggas bitch, sellin/cookin dope, carrying choppas of nine milis, whippin rarris, whippin rattis… its all so fucking plain. its a joke.. if they had something new, fresh to talk about maybe i would listen, but until then i wont.
Damn a lot future hate in these comments. I thought everyone loved future he could do no wrong.
Future uses auto-tune way 2 much it’s probably why he got nominated