Friday, March 16, 2007

photoshop on em

It's hard to be mad at Nyckz. Ja Rule's new single is called "Style On Em", a blatant jacking of the self-proclaimed YouTube king's claim to fame. And so Nyckz did what you do when you get disrespected these days: he took it to YouTube.

The diss itself is pretty good, capable punchline shit that easily poops on "Style On Em". But more notable than the raps are the four minutes of extra shit-talking and the "Oh You Mad Cuz I'm Stylin On You" hoodies that he and his whole crew are rockin. As if the rise in ringtone sales and drop in album sales wasn't enough to make the point about the rap-related attention span, note that Nyckz is basically a one-line wonder. For what it's worth, it was the response to that line and few others that got him fame, but "I respect the shooter" is a little moot here; getting sucker punched in a battle is a sign of your indimidation, I guess. Still, with some decent production "oh you mad cuz I'm stylin on you" could have been the keystone for a decent one-hit-wonder similar to Cassidy's "I could sell salt to a slug" that made "I'm A Hustler" a couple years back. But what's done is done and now dude has to trade on the ten seconds of video that made him slightly famous, up to and including stylin on midget ex-rap stars.

This whole situation reminds me of several companies' fights to keep their intellectual property out of the public domain. Unfortunately for Nyckz, he's more TiVo than Photoshop; a small-timer with a good idea big enough to overshadow its creator. Stylin on dudes is generic enough to become apocraphyl in little or no time, even if Ja Rule's track doesn't do shit. As if to prove the point, "Style On Em" is as much Capo Status as it is Nyckz ("STYLIN!"), but Jimmy doesn't begin and end with "We Fly High".

It's also a little depressing to hear Nyckz rambling on about all the media outlets that covered "oh you mad". He simultaneously devalues himself and every single establishment that dapped him. The only thing worse than being the "King of YouTube" is being the legitimate, billion-dollar corporate media entity (or two-stack hip-hop website run out your mom's basement) that avidly covers his royal highness. His decree? Another reminder that in this day and age fame is surprisingly attainable and utterly meaningless.

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