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Clipse: Critical Love Doesn't Mean Pop Success

By Tom Breihan, Wednesday, Dec. 6 2006 @ 6:20PM
Comments (12)

clipse-hhnf-cvr.jpg
Have you bought your copy yet?

A couple of years ago, before I knew her, my friend Seung Min-Lee acted in a no-budget indie movie called Mutual Appreciation. Earlier this year, the movie opened at one theatre in downtown Manhattan. Mutual Appreciation didn't have a big PR campaign going for it; there wasn't a lot of money for billboards or ads or anything. But the movie did get great reviews in the Voice and the Times. It was a critics' movie and people don't really go see critics' movies (I still haven't seen Mutual Appreciation). But some people did. Seung is Zach Baron's girlfriend, and a few days after the movie started screening, he told me how they'd been drinking in the bar below her apartment and two of the six people there recognized her from the movie, people who didn't know each other and just happened to be at the bar separately. To Zach, this was a nice little display of the importance of criticism. A good review wasn't going to turn Mutual Appreciation into Pirates of the Caribbean or anything, but it would convince a few people to go see it, and so Seung got recognized on the street pretty often for a couple of weeks there.

I wasn't especially surprised when I went to buy my copy of Clipse's Hell Hath No Fury at the Best Buy on the corner of Broadway and Houston and found that all the copies of the album had been sold. This is Lower Manhattan, after all. More than anywhere else in the country, maybe even the world, critics are thick on the ground here, and so are people who read criticism and take it seriously. This is the sort of place where quixotic idiots like me live or work, and some of us think it's perfectly reasonable to buy an actual physical copy of an album we already downloaded just because we love it and we want to send a message to record labels that they should keep putting out brilliant and noncommercial records like this one. It also didn't surprise me when last week's Soundscan numbers came out this morning and showed that Hell Hath No Fury had done Lupe Fiasco numbers. It moved 78,000 units, good enough for #14 on a week when not many big albums came out. That's certainly not great for a group that sold close to a million copies of its last album and had a close working relationship with one of the most successful production units working. But for an album of terse, apocalyptic drug-rap with virtually no big-name guests and no concessions to radio, those sales figures don't look all that bad. It makes for a pretty good illustration of the power of criticism right now. The critics of America are capable of convincing 78,000 Americans to buy a rap album in its first week when we put on a total full-court press. That's certainly not a huge number, but it'll have to do.

Criticism works differently with some genres of music than it does with others. When Radiohead turns up on a kajillion magazines' year-end lists, their sales go up considerably. But Radiohead fits a sort of public-image archetype of the critically acclaimed geniuses; they're willowy white British men who spend years tinkering in studios and nurture intellectual personas, and they sing about being sad. They're critical catnip. But when critics get behind non-granola rap or prefab pop, I think there's an idea that we're not being serious, that we're practicing tokenism or being ironic or whatever. Clipse, two black men who rap about drugs and jewels, aren't particularly well-positioned to take advantage of all that critical love. The Knife, two Swedes who wear masks and play icy synthpop about alienation, also aren't really poised to ride their critical love to superstardom, even though their Silent Shout is probably the best-reviewed album of the year. Early last year, M.I.A.'s Arular came out the same week as some Decemberists album, and I was apoplectic spitting-mad when the Decemberists album ended up debuting something like 70 Billboard spots above M.I.A. But then, the Decemberists were a long-running American band with indie-rock connections and a fan-base they'd cultivated through hard touring. And, maybe more importantly, they fit the archetype of poetic-dramatic genius types. They're supposed to get critical love, and so the critical love that they do get ends up translating to more sales.

Clipse probably don't really owe all 78,000 sales of Hell Hath No Fury to critics; they did, after all, have two videos and a few great mixtapes and a couple of hit singles in the not-too-distant past. But the loudest support for the record came from the Pitchforks and XXLs and Village Voices of the world. The album didn't do big pop numbers, so they're officially a critics' favorite now, and there are worse things to be than critics' favorites. If Jive takes a look at the numbers and decides to drop Clipse, Clipse can move over to Koch or another label like that. Maybe they'd maintain their relationship with the Neptunes and maybe they wouldn't, but it wouldn't much matter; their cold, fatalistic aesthetic would translate just fine to less expensive beats. And they'd be free to pursue their muse, further perfecting their thing and keeping their core audience happy. Those guys take their craft very seriously, and they were fully conscious of making a noncommercial work in Hell Hath No Fury. I'd like to imagine they'd be comfortable with the prospect of cult success and nothing more. Things are a little more complicated since a lot of their style rests on the hard hauteur that comes with money, and maybe it won't be as believable if everyone knows they're not making that much money. Still, commercial or no, not a whole lot of music is making money these days; Clipse's modest chart showing comes the same week that Jay-Z's Kingdom Come, maybe the most relentlessly and extravagantly marketed event-album in recent memory, took an 81% drop from first-week sales that weren't as high as the projected sales in the first place. In dark times like these, critical love might work as a sort of shelter from the rain. A rap group beloved of critics probably isn't going to get absurdly rich anytime soon, but they aren't going to starve either. Maybe that's enough.

Voice review: Zach Baron on Clipse's Hell Hath No Fury

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More About:

  • The Clipse
  • The Decemberists
  • Zach Baron
  • Hip-Hop and Rap
  • Hardcore Rap

Comments (12)

Trey says:

Great topic, Tom. One has to wonder if that 70,000 sales or so is really the effect of "critical love" or if Clipse's reputation worked wonders for them. One thing's for sure, music generally doesn't sell that much nowadays.

Posted On: Wednesday, Dec. 6 2006 @ 9:19PM
riffraff says:

not to dwell on post hoc=/propter hoc, since you know that one, and not to dwell on the elephant walk dynamics of this piece, since i empathize, and not to shortchange "every little bit helps," since it does, but this is the wrong act to get high/mighty about you know? plus i think it's pretty unhealthy to think of criticism as like this kingly "we say who eats around here" gig, or at least to intend it as so, which is what you're suggesting towards the end. i like to think maybe (some) critics have some control over the canon, and twenty or thirty years from now maybe (maybe) girl talk will be something somebody still cares about and chooses to be influenced by or whatever.

but all the sales stuff is icky, man, really really icky, and then you get into "responsibility to the artist," and suddenly you're running a really "nice" website, staffed with really "nice" people who all get along *really well* at the CMJ staff gettogether, who all refuse to pan records because the guitarist has two kids and a wife and a dog, writers who have all but forgotten how to get excited about music both good and bad, because their job suddenly has social-work type implications. hey, i'm guilty just as much as the next guy for thinking he can save the local falafel place--one $3.50 falafel/babaganush at a time.

which is maybe why this post is really aggravating. not that i want this gig to be some behind-doors boys club, but i can't help but think there's a terribly insecure tagalong spirit to the "i helped make *you* happen" post-positive-review circle jerk that i'm beginning to witness with clipse post-11/28. it's like fuck off! you didn't make the record! you didn't do a single fucking thing. and instead of being upset about that, maybe it's time to realize that's the best thing writing-wise you have going for you.

Posted On: Wednesday, Dec. 6 2006 @ 11:09PM
pinder says:

This happens when you're too big to be on Koch, but not big enough to do Jay-Z numbers.

Phonte of Little Brother recently had an excellent post on their myspace blog about the 3 types of LB fans: the Heads (care about the music and want to see us win at whatever the cost), Loyalists (care about the music and want to see us win as a team.....but still have emotional stake and loyalties to certain players), and Stans.

"The average music listener likes Little Brother because we make good music. Our 'base' however (internet heads, music nerds, and other aspiring rappers/producers), likes us because we're underplayed, underpaid, and (for now, at least) fit snugly in their back pockets. We're the group that music nerds use to one up their Clear Channelized friends on some, 'yo, I bet you ain't up on THESE n***as tho....' They then walk away feeling all warm and fuzzy (read: high and mighty) because they did a good deed and educated the savages.

So, what happens when a music nerd's personal best kept secret gets out, and the rest of the world catches on? They turn their backs and move on to the next Little Rap Engine That Could, that's what. I seen it happen to The Roots. I seen it happen to Kanye. I see it starting to happen with Lupe."

Posted On: Thursday, Dec. 7 2006 @ 1:11PM
coqui says:

i just want to say, on some half joke/ half serious ish, that Trey's unrelenting hate on Hell Hath No Fury has kept me from buying the album, because the holidays is too damn close for me to risk spending my precious few dollars on a wack album. whenever i finally do cop, i hope it's NOT hot, or i'm going to be upset at dude.

jaja

Tom, can we PLEASE get some fukkin commentary on Hip Hop is dead, i would like to know if I'm to be angry at you or impressed with your incite on the subject.

Pinder: I use to pull that shit in high school, then I noticed it about myself and cut it the fukk out. Real annoying habit some of us have.

Posted On: Thursday, Dec. 7 2006 @ 1:31PM
tray says:

Tray's the name. No, see, the album's okay, on paper it reads very well, but it's mostly a series of drily delivered punchlines about coke, you know, "it cools to a tight wad, the pyrex is Jewish," that kind of thing. And over dull beats. I don't see the big fuss. If I could predict Tom's take on Hip Hop Is Dead, I'd say that he'll find some reason to not like the album, or what he's heard of it. Perhaps alleging that Nas seems "grumpy" these days. Myself, I've been very pleased with everything I've heard from it so far, lyrically it's far from his best work but he's coming a lot harder on tracks than he usually does and his flow almost seems as if it's improved.

Posted On: Thursday, Dec. 7 2006 @ 2:01PM
DocZeus says:

I think of Clipse's lack of success can be attributed to the general public disagreeing with the critical praise heaped upon Hell Hath No Fury. If you were to go on to any hip hop message board, I think you will find that the majority of the people found the album to be underwhelming and not the classic that the critics heap upon it. I personally found the album underwhelming for the sole reason that the beats are so blah. I thought Malice and Pusha really brought it but the Neptunes spaced aged boom bap sound doesn't really fit with the Clipse's style. It was too "underproduced" and sounded as if it were some budget ass Neptunes beats. I feel as if Clipse would be better suited with Blueprint and Ghostface-esque soul sampled beats. I feel it would add gravity to their subject matter. Instead, it comes off as shallow and materialistic.

I'd also like to note that I think punchline lyricism is a complete different form of lyricism than the traditional, more poetic lyricism of Nas or Rakim. Being clever with punchlines does not make you a lyricist. Clipse are way too punchliney for my taste but I still thought they really brought it on this album, anyway.

Posted On: Thursday, Dec. 7 2006 @ 2:25PM
rjd says:

You want to write your 800th post about The Clipse, ok. No problem.

You want to damn near throw your shoulder out of its socket patting yourself on the back (writing paragraph upon paragraph of subtext suggesting that you in some way contribute to their success), fine. That's cool too.

But your continual agenda pushing bullshit about Jay-Z, is really starting to wear on me. It wouldn't bother me so much if you hadn't already shown that you're capable of so much more.

I woulda just stopped reading a while ago, but part of me wants to believe you're not doing this consciously. I'm hoping against hope that if people point out your unnecessary and sometimes (as in today's post) completely out of nowhere petty sniping at Jay, that you'll stop, or at least review the album that seems to have become the bane of your existence
"...the same week that Jay-Z's Kingdom Come, maybe the most relentlessly and extravagantly marketed event-album in recent memory, took an 81% drop from first-week sales that weren't as high as the projected sales in the first place."

I mean really, aren't there about a million other ways you could have made the same point without backhandedly celebrating a second week drop off? Careful if this rampant hating doesn't find its way out of your column, people are going to start calling you TomZino.

As always, what continues to be most distasteful about the whole situation is utter gutlessnes of your approach. If you think the album sucks, maybe you're right. Maybe it does. Maybe the 700,000+ people who bought it the first week are wrong about about it. Its possible. I mean, the millions who keep buying Nelly and Chingy albums sure are. But until you step up and tell us why you think the album sucks, shut the fuck up.

Posted On: Thursday, Dec. 7 2006 @ 2:27PM
riffraff says:

i am definitely going to start calling you tomzino

Posted On: Thursday, Dec. 7 2006 @ 3:43PM
pussyctrl says:

riffraff - all you're doing is playing the part of another equally aggravating critical archetype: the cynical whistle-blower; the guy unafraid to tell us how it REALLY is because that's what real critics do.

So you think Tom's cash talk is icky. But what's the subtext behind disassembling the life of a critic for 'the rest of us'? Do you want a pat on the back?

Posted On: Thursday, Dec. 7 2006 @ 6:35PM
Will Dukes says:

idol building is dangerous; idols, after all, are built to be destroyed (i seen the same thing happen to kane...and the guy who said he saw the same thing happen to kane; and Granola Bar Rap; and, um--prolly--lupe fiasco)

'cause, like, one minute they're getting 9.2s on pitchfork, then the next they're doing Folklore numbers--which, come to think of it, they were probably already doing--and whining to their constituites (the people who, in this case, actually went out and bought *most* of those $78,000 copies) about how "hipster journalists" are ruining EVERYTHING. (the inevitable clipse backlash STARTS NOW; so says the existence of posts like these.)

so i guess maybe in a way, the okayplayers are right--maybe we should seek to examine the reasons why we single out certain shit (and why we tend to pat ourselves on the back for singling out said shit)--especially when it's always sometthing that clearly IS ironic (witty, high-art hustlers over futuristic beats? and again, i must return to: "backpacker on a baller's budget"? word to me: his ass is so fucking lucky that george bush doesn't care about black people)

fawning over someone's perfect imperfections is a great way to blog but it's a terrible way to have an attention span.

so i guess we've gotta get to the point where "critiscm" doesn't = idol building. which is gonna be very hard; ask lester (r.i.p.).

Posted On: Friday, Dec. 8 2006 @ 9:33AM
phallicgreatness says:

Breihan and Sylvester are both mis-appropriating, pompous, detached academics. Backpacker, thug and all else aside these guys are wolves in sheep's clothing: new-Age Orientalists fawning (great word I had to borrow) over what they feel is exotic.

Read further comments here.
myspace.com/biggestthingsince

Posted On: Saturday, Dec. 9 2006 @ 11:33PM
plogo says:

Three points:

1. Clipse sales weren't so bad comparatively speaking.

2. Their "critical success", is, i think, less universal than suggested by this article.

3. Is it so surprising that an album without a strong single didn't blow up?

Posted On: Wednesday, Dec. 13 2006 @ 4:19AM

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