Rock the Bells has recently announced the line-up of its upcoming traveling hip-hop festival, which includes “special appearances” by rap legends Eazy-E and Ol’ Dirty Bastard.
The deceased artists will take to the stage as “original virtual performances,” much like the dazzling Tupac Shakur hologram at 2012’s Coachella festival.
Indeed, Shakur’s surprise “resurrection” launched a frenzy surrounding what many saw as the start of a new trend in the music industry.
And many would say Rock the Bells’ decision to “resurrect” the rap icons is an attempt to capitalize on the Tupac outrage/hype, which in turn will translate to more ticket sales. In an interview with Radio.com, founder Chang Weisberg admitted he wants to use multimedia visual effects to blow people’s minds.
Big bucks raised by the dead
ODB, who died of an accidental overdose in 2004, will return to the stage with his old group Wu-Tang Clan, while Eazy-E, who died in 1995 from an AIDS-related illness, will reappear with Bone Thugs-n-Harmony.
Paul Porter, the founder of RapRehab.com, says he expects big stunts in the hip-hop industry to continue because it makes good business sense.
“There are less than a handful of hip-hop artists that can command major tours and sell-out at 14-20,000 seater stadiums,” said the former BET executive. “They need some extra hype and these holograms are bringing back icons that have survived the test of time.”
The most successful touring artists are veteran music stars, who are often white, says Porter. So for instance, established performers like Bon Jovi, Madonna and Bruce Springsteen are most able to draw the crowds.
In fact, a quick glance the latest Billboard list of highest-grossing concert tours confirms Porter’s analysis. Elton John tops the list and the majority of the top 100 are golden oldies and/or white artists. Only 5 of the 100 are black acts, which includes old-timers: Smokey Robinson, Johnny Mathis and Freddie Jackson.
Younger hip-hop artists tend to be limited to nightclubs as opposed to arenas or concert halls, adds Porter. “They are not as polished and don’t have a large body of work to draw from.”
Technological savior of an ailing industry
Artists like Jay-Z and Kanye West are an exception, says Porter. Even with his phenomenal success Jay-Z is smart enough to organize his forthcoming tour with Justin Timberlake, which will attract the “Suit & Tie” singer’s huge urban and white following.
Julia Beverly, Ozone magazine founder and producer of the Ozone hip-hop awards, says she applauds the technological innovation.
“If we don’t pursue technological advances we’ll never know how far we can take it. Creativity is the only way music can continue to grow, so I applaud their creativity,” says Beverly.
“It’s the idea in this life that we can be at any place, at any time, at any point in history, “says psychologist Dr. Jeff Gardere.”It opens up to a whole universe of people who never saw these rappers.”
What’s more, the hip-hop community has always been fascinated with conspiracy theories surrounding the untimely and sudden deaths of young rappers. Even today rumors persist that Tupac Shaker and Biggie Smalls faked their own deaths to step out of the limelight.
A wave of publicity
Beverly believes Tupac’s hologram had such a massive impact because it was a “surprise.” But she is less convinced by “virtual performances” being announced in advance amid a wave of publicity.
Whatever the publicity value, there are moral implications in projecting images of dead stars onto a stage in hologram form. Is it okay to recreate an artist’s likeness for your own financial gain?
According to a report from HipHopDX, Icelene Jones, Ol’ Dirty Bastard’s widow and administrator of his estate, says she is “disappointed” by Rock the Bells organizers because she was not contacted about ODB’s likeness being used in a digital performance.
However, Rock the Bells say they got permission from Ol’ Dirty Bastard’s mother, Cherry Jones. But ODB’s estate has issued a cease and desist order against Rock the Bells organizers.
Follow Kunbi Tinuoye on Twitter at @Kunbiti