With the economic recession affecting the daily lives of people all over the globe, it is no surprise that the negative effects are also hitting the world of Hip Hop. But the failing economy is doing more than just leaving a dent in Hip Hop album sales. According to the Wall Street Journal, a lack of financial resources is also making it difficult for rap artists to afford the obligatory diamond-studded accessories and heavy, laced out gold chains.
“A lot of these rappers simply don’t have the money for real stuff anymore,” said Jason Arasheben, Beverly Hills-based jeweler whose clientele includes Hollywood celebs and Saudi royalty. “It’s to the point where they are wearing imitation jewelry, and that’s ridiculous.”
Music producer and co-founder of Cash Money Records, Bryan “Birdman” Williams [click to read] agreed with the assessment that artists are finding it hard to keep up their collection of jewelry. “Times are hard, ain’t nobody rocking it like that anymore,” he said. His brother, and other co-founder of the label, Ronald “Slim” Williams, agreed. “People think these big pieces are blinding but they be like D-quality diamonds and when you try and sell them you learn they ain’t worth a thing.”
Merely two years ago, Hip Hop jewels were not so difficult to come by as they are in 2009. Artist Lil Jon managed to make the 2007 Guinness Book of World Records for owning the largest diamond pendant on Earth (encrusted with 3,756 round-cut white diamonds, the necklace spelled out “Crunk Ain’t Dead” and weighed more than five pounds).
But the days in which Rap artists could spend money frivolously on ice seem to be long gone. “TV Johnny” Dang, a Houston jeweler who sells grillz and is a business partner to Paul Wall [click to read], said that the failing economic climate has forced him to adapt by selling customers the cheaper jewelry they want and can afford. Consumers have ditched the 18-and 14-karat gold and have settled for 12k, which is only 50% gold (for half the price).
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“The look is still big,” said Dang, “but people are going with smaller karat diamonds and lower-karat gold.”
Many rappers have not been too enthusiastic about admitting to the influence that the economy has had on their buying power. However, this is not surprising in a culture where the shiniest bling classifies one as elite.
More recently, rapper 50 Cent took shots at adversary Rick Ross for wearing what he claimed were fake and rented jewelry. “Everything that you see has to be absolutely fake,” 50 said in a radio interview.
Rap artists may see their images threatened as the struggling economy affects their ability to purchase “authentic” jewelry.
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“You gotta understand, it is every rapper’s fear to be exposed as a fraud,” said Gregory Lewis, who interviews artists for his personal website. “If you admit you wear fake jewelry, it is over for you. It’s like bragging you drive a Lamborghini when you really drive a Toyota.”
