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ELAINE
EJA MEDIO
25/05/2021 (88) 9.9206-1843
Brazil's hip-hop scene takes the country by storm.
Rap is exploding into the Brazilian consciousness with the
same force it did in the US. almost 20 years ago. In the gigantic,
gray, oppressive and shockingly unequal city of São Paulo, hip-hop culture had been hidden on the outskirts since it started
developing from imported American influences in the 1980s.
Now the well-to-do are paying attention to a genre that is unabashedly political, highly poetic and witty. Until recently, the
most well-known music coming from rough, urban Brazil was funk from the favelas of Rio de Janeiro, a fast-paced, bass-
neavy dance music that in recent years has taken a nihilistic and sexualized path.
with Brazil's rich lyrical and musical tradition to draw on, rap musicians such as Emicida and Criolo now are turning heads
from London to Coachella. Criolo registered 650.000 paid for downloads in the last year, which is a lot for someone without
the major companies behind him, though not as many as the saccharine pop anthem "Ai Se Eu Te Pego" topping the charts.
Around São Paulo's urban culture. 1990s California is strongly present visually. Wearing a Raiders hat or L.A. Kings sweat
shirt with their distinctive black and white logos, is common way to send a clear message that one is a Brazilian rap fan. Or
there is Emicida's trademark cap, also in black in white, which reads: "We are the streets."
Much of their music celebrates and calls attention to the vast swathes of Brazil that tend to be ignored and left behind,
despite the country's economic boom. "There's a change every day. Every day it's a new age, but it depends what street
you're on," says Criolo. "And I invite you to walk to the streets. If you go, even to the neighborhoods that appear to be
completely forgotten by mankind, you can see an absurd evolution - people maintaining their own dignity, and though they
don't have the material resources, they're teaching us what it means to be creative, they are doing amazing things."
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