Power, Beats, and Rhymes: Reclaiming Our Cultural Voice

By Evante Daniels

"Power, Beats, and Rhymes" is the wake-up call you didn't know was on your playlist, but once you hit play, there's no pausing or skipping tracks. Evante Daniels takes you on a raw, unfiltered journey into the soul of hip-hop, where every beat drops knowledge and every rhy

• Language: English
• Publisher: SEEQER
• Release date: Feb 15, 2024
• ISBN: 9798218346706

Evante Daniels

Evante Daniels is ATL's storytelling maverick, the dynamo behind "Power, Beats, and Rhymes." Kicking off as a marketing prodigy at the Acadiana Center for the Arts at the ripe age of twenty-three, Evante's path weaved through grassroots foundations straight into the tech sphere amidst the COVID-19 upheaval. This journey wasn't just a career shift; it was a deep dive into the contrasts of creativity fueled by either shoestring budgets or tech giant bankrolls.But Evante Daniels is more than a strategist; he's a brand wizard courted by giants like Adidas, Apple, and Jordan. Yet, his heart beats strongest for peeling back the layers of our cultural fabric as a Cultural Ethnographer and Brand Strategist. "Power, Beats, and Rhymes" stands as his defiant pushback against profit-first narratives, championing instead the authentic power of our collective stories. Beyond the pages, Evante Daniels is the voice behind the podcast Talks in Hip Hop, unpacking the essence and impact of the genre's culture-shaping force. For those hungry for more of his groundbreaking insights, Evante's world unfolds further on his website, evantedaniels.co, and through the lively exchanges on Instagram and Twitter at @evante.daniels.

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INTRODUCTION

I don’t think I can ever trace back the exact second Hip Hop crashed into my world, but it was like air in Atlanta, you just breathe it in whether you know it or not. By 1995, OutKast was more than just a name; they were a statement. The South got something to say, they proclaimed, and damn if they didn’t change the game.

But to be real —I wasn’t tuned in yet. I was just one.

I was this kid growing up in a church-centric household, my folks were spiritual leaders. Rap wasn’t something that was listened to in the house. While singing along to Marvin Sapp, Kirk Franklin, Fred Hampton, Donnie McClurkin, and more, they made sure that my faith would be my own.

They always came back to two main points: You can achieve anything you set your mind to, and Don’t ever stop thinking for yourself. Sounded like the usual parent talk back then, but those words started ringing different when I began looking at the world with my eyes wide open.

In 2012, I got to cast my first vote riding that Obama wave for his second term. I was just a senior in high school, barely wrapping my head around political campaigns, policies, and what the heck the President could or couldn’t do. It was like trying to catch smoke. Every person had an opinion on what *should* happen next, but no one could just plainly help me understand what could.

Then 2013 happened. Trayvon Martin was a few months older than me. I had asthma like Eric Garner did. Like many of us, I felt like I was screaming but couldn’t even breathe.

It was like the ground beneath me shook and my whole world split wide open. I found myself out in the streets—marching, protesting, throwing up my fist, and shouting, Black Lives Matter!

I started noticing this eerie dissonance, felt it deep, like when your reception is so bad, you only hear every other word. Mind you, I was often that token, that one black voice in spaces where our stories, our truths, were otherwise muted or ignored. And that’s where the disconnect would slap me in the face. On one hand, the collective media’s painting this twisted picture, almost like they’re narrating some parallel universe, right? Talking ‘bout looting and chaos, completely missing the point of why we were protesting to begin with.

But among the folks who knew what was up, the conversation was way different. We were diving into systemic issues, dissecting the roots. So every time I found myself in these spaces as the token, it hit me: they don’t get it because they’re not down here hearing these stories. They’re preaching half-truths and calling it wisdom. It’s like they’re covering a different planet, but they don’t even know it.

So why am I saying all this? These experiences, from my OutKast-infused ATL childhood to voting in my first election, all the way to standing side-by-side with protestors, added layers to my lens. And trust me when I say, it isn’t rose-colored. I saw how narratives are crafted and broken, how your data can be snatched up to feed you tailored lies, and how institutions wield these tools to hold power. This is not just about me, it’s about us. We’re all breathing in this air, whether we know it or not, and it’s high time we get wise to what’s in it.

But I didn’t just come to this conclusion on my own. I kicked off my career in marketing, initially just going with the flow of the folks telling these stories that seemed off from the ground truth. I didn’t even realize I was contributing to this skewed game. The deeper I got into the realm of algorithms, social platforms, and data, the clearer it became that the system was rigged. You think you’re just casually browsing your feed, but it’s more like you’re in a designed loop. Misinformation spirals out of control, particularly when politics come into play.

The tipping point for me happened on my couch in August 2023. Netflix dropped their new limited series: Painkiller. We’re talking about a six-episode Netflix drama that ripped the mask off Purdue Pharma and the Sackler family—the folks behind OxyContin.

Based on some heavy-hitting journalism, this series paints the Sacklers as the most evil family in America and the worst drug dealers in history.

But as I was watching this dramatic retelling, something clicked when Matthew Broderick, playing Dr. Richard Sackler, said:

All of human behavior is comprised of two things. Run from pain. Run toward pleasure. Pain, pleasure. Pain, pleasure. If we place ourselves right there between pain and pleasure, we will never have to worry about money again.

After hearing that, everything crystallized. What I had looked at as a social issue or a political issue was actually at its core a marketing issue. The puppeteers pulling the strings aren’t just the suits raking in millions or the chemists mixing up the next addictive pill. It’s the marketing and PR teams—those are the ones shaping our perception, making us think one thing while something entirely different is going down.

That’s when it clicked: what narrative am I pushing?

I’ve been building my career in marketing, branding, social media, advertising, and content, but I always have this itch at the back of my head, like, Who’s telling these stories that aren’t adding up? So now, with my feet firmly planted in this world of narrative building, I’m on a mission to flip the script. I’ve got a seat at the table, and I want to use it to turn up the volume on social justice issues, climate change—you name it.

It’s not about adding to the chatter or sticking to the status quo. I’ve got my hands on some levers and buttons that most folks don’t even know are there. The challenge is, how do I pivot those tools toward issues that matter? How can I make noise that resonates, that doesn’t just get lost in the echo chamber? What’s the shot that can be heard around the world? We’re talking about using the system to challenge the system.

Then it hit me—I didn’t need to invent a new answer. The blueprint was already in my DNA. I felt it whenever I’d scream Knuck if You Buck by Crime Mob at the top of my lungs, or when I locked shoulders with the crowd, swaying back and forth to Swag Surfin’.

Hip Hop was the answer.

Hip Hop didn’t just pop out of nowhere. It was born in the Bronx during the ‘70s, emerging from struggle as a voice for those who didn’t have one. The system wasn’t giving folks a voice, so they had to command attention, and demand to be heard. And that’s why Hip Hop isn’t just music—it’s a movement. It’s about resistance, fighting against the grain, not just adapting but transforming your surroundings. It’s no wonder Hip Hop is the most popular genre globally.

My ethos, the way I see the world, was inherited from Hip Hop: challenge the system, make your voice heard, and don’t let the narrative be controlled by those who don’t have your best interests at heart. It’s like coming full circle, realizing that the tools to change the game have been in my toolkit all along.

Hip Hop showed me that, and now I’m all in.

Now, to directly address the elephant in the room: what about the term hip-hop? This variant often pops up in conversations, seemingly synonymous with Hip Hop, yet there’s a nuanced difference in its usage and perception that’s crucial to the conversation. The differentiation goes beyond a simple matter of spelling; it’s deeply entwined with the essence each term captures. Opting for ‘Hip Hop over hip-hop is a deliberate choice, signaling a deeper engagement with the entire cultural movement rather than confining our focus to the music genre alone. This choice isn’t just a semantic one; it’s a reflection of my commitment to the full spectrum of Hip Hop’s influence, acknowledging its role not just as an art form but as a powerful vehicle for societal change. By doing so, I underscore my alignment with the movement’s original ethos and its potential to challenge, inspire, and revolutionize.

In navigating the intricate landscape of cultural narratives, it becomes essential to distinguish between the symphony of sounds and the movement that propels them. While the Associated Press and many others may blur the lines between Hip Hop and rap, viewing them through an interchangeable lens, we dive deeper, recognizing the nuanced differences that define each. Hip Hop is the expansive canvas, a cultural movement that encompasses graffiti, breakdancing, emceeing, and deejaying—elements that merge to create a vibrant tapestry of resistance and expression. Rap, on the other hand, is the voice within this movement; the lyrical flow that narrates the struggles, victories, and rich stories of life, all set to rhythmically compelling beats. Both emerged from the same roots, simultaneously sprouting and evolving, yet they fulfill distinct roles within the cultural zeitgeist.

By consciously choosing Hip Hop over hip-hop, I’m trying to invoke the full force of its cultural, social, and artistic power—not merely the music, but the movement that challenges, inspires, and transforms. It’s a testament to our understanding that Hip Hop is more than an art form; it’s a soulful expression of resistance, innovation, and community. They are inseparable yet individually significant, playing integral roles in our narrative of transformation and defiance. Through this lens, we see that Hip Hop is not just the soundtrack but the very soul of a cultural revolution, embodying the vibrancy and resilience of the voices it amplifies.

Entities and institutions still don’t get it. They thought Hip Hop would be content just being a music genre, confined to a few blocks in the Bronx. Then decades later, Cardi B went from topping the Billboard charts to interviewing Bernie Sanders. That’s Hip Hop for you; it isn’t just beats and rhymes, it’s power, a way of looking at the world.

That view? It’s staring down a system that’s got culture by the throat. We’re talking about corporations, big media, all these gatekeepers trying to tell us who we should be, and what we should think. But Hip Hop is our countermove. It’s not about asking for a seat at the table; it’s about flipping that table and building our own. It’s our blueprint for saying, Nah, we’re not playing by your rules.

That’s what I see when I tap into Hip Hop’s ethos. It’s that gritty, real-world view that keeps it real, that looks out for the little guy, that says: We’re not gonna take this anymore. And this isn’t some momentary trend; it’s a generational shift. Hip Hop started as the soundtrack to a struggle, but now? Now it’s a global phenomenon, the world’s most listened-to genre. But it never forgot its roots; it’s still that call to arms for anyone who’s been overlooked or stepped on.

And what it boils down to is this: Hip Hop’s DNA is our DNA. It’s like looking through a lens that’s been colored by years of authenticity, resistance, and that chip-on-the-shoulder grind that never quits. Because let’s be real, the battle’s not just out there in the streets; it’s in here too, in our minds, in how we see ourselves. And as far as I’m concerned, that ethos, that lens, that’s what’s gonna help us break these chains and make some real change.

And that’s what this book is about using the ethos of Hip Hop to fight for a world where we’re not desperate for the truth because we have the power to demand it ourselves.

So, the structure of this book is designed to mirror the journey I’ve walked through, and perhaps the one you’re walking through or getting ready to embark on. The book is divided into three distinct parts.

The first part focuses on the concept of power: what it is, how it manifests, and how it has evolved to its current state. This is where we dissect the notion of influence, where it comes from, and how it’s been monopolized by a select few. Understanding power is essential because you need to know what you’re up against, but also the untapped reservoirs within you and the community.

In the second part, we turn our lens toward tactics. We’re diving deep into the mechanics that institutions and entities use to maintain their grip, particularly in the cultural spheres that are ostensibly the bedrock of society. You might find yourself coming back to this section more than once; after all, recognizing the playbook is the first step toward disrupting it. The layout here is a bit unconventional, designed for you to revisit and engage as you become more familiar with the tactics being employed around us.

The third and final part serves as a practical guide, a grassroots blueprint for reclaiming our narrative and, consequently, our power. Everything that’s worked, everything I’ve learned, is laid out here—not as some secret recipe but as a toolkit for collective action. This isn’t about creating a new framework of intellectual property; it’s about halting a runaway train that’s on course to do irreparable damage. We can’t rely on the methods or tools championed by the very entities we’re questioning. The true solutions lie in the marginalized voices, in the power sources they’ve tried to suppress.

This is not an intellectual exercise—it’s an urgent call to action. We need to halt an avalanche before it becomes unstoppable. We’re employing the strategies they never wanted us to know, flipping the script, and building a new narrative. And so, whether you read it cover to cover or dip in and out, engage with it. Challenge it. Because this isn’t a monologue; it’s the start of a conversation, one that incorporates as many voices as possible to forge a united, authentic narrative.

Let’s get it.

POWER

Into my world

There’s this power that pulls us closer

Deeper in love

There’s this power that pulls us like magnets

Power by Rapsody feat. Kendrick Lamar and Lance Skiiiwalker (Sampled from May The Force Be With You by Bootsy Collins)

Part One of this book is your roadmap to the complicated landscape of power and influence in today’s world. We’re peeling back the layers, from the historical roots that have shaped our understanding of authority to the under-the-radar forces that are just as impactful. This isn’t just a deep dive into the who’s who of power players; it’s an exploration of the invisible threads that connect us all—threads that some entities are pulling to shape the narrative in their favor.

CHAPTER ONE

STARTED AT THE TOP

Fight The Power - Public Enemy

C.R.E.A.M. - Wu-Tang Clan

Juicy - The Notorious B.I.G.

What’s Going On - Marvin Gaye

The Message - Grandmaster Flash & The Furious Five

Hard Knock Life - Jay-Z

Ain’t No Love in the Heart of the City - Bobby Blue Bland

Paid in Full - Eric B. & Rakim

Smooth Operator

- Sade Dear Mama - 2Pac

Have you ever been to one of those family cookouts? You know, the ones where the uncle in those sandals at the grill, the music’s curated to perfection by your cousin who you’re not sure is your cousin or not. Regardless, the vibe is just right.

Yeah, those.

Now, after everyone’s had their fill and the crowd starts to thin out, that’s when the old heads—the uncles, the granddads, the family friends who’ve been around forever—start to gather. They find their spot, maybe it’s a side room, maybe it’s right in front of the game on TV, and they start talking.

They talk about everything—life, politics, the neighborhood. But here’s the thing, you gotta be a master listener in those moments. Mixed in with the jokes and the tall tales are these nuggets of wisdom, these grains of truth. And one phrase that would always pop up was, Keep your eye on the eight ball.

If you’re not into pool, you might be wondering what that even means. The eight-ball is the last one you have to sink to win. But for these guys, it’s a metaphor. It means, Pay attention to what matters. In the context of those old heads’ conversations, it was always about one thing:

Power. Who’s got it, who’s trying to get it, and most importantly, who’s trying to keep it from you?

POWER

Power is the ability to influence or control the outcome of a situation; either directly or indirectly, willingly or unwillingly. It’s the currency that buys you the freedom to make choices, set plans, and shape results.

It’s the gravitational pull that keeps people and resources orbiting around you.

That’s the lens we’re gonna look through as we dive into this chapter—tracking the eight ball, understanding the game of power from its roots to its modern-day complexities.

Power has always been the architect of society, the blueprint that shapes how we live, move, and even think. It’s the producer behind a hit record, setting the beat and tempo for the rest of us to follow.

To really grasp the power dynamics in play today, in America or anywhere else, we gotta trace the lines back to the OG powerhouses. Rome, with its emperors and senators, was like the grand stage where the power playbook got its first real workout. The tactics, the maneuvers, the shady backroom deals—it’s like the blueprint that’s been passed down through the ages, morphing along the way but keeping that core essence.

And here’s where it gets real. The game of power isn’t confined within borders; it’s like this wild river that’s carved its path through continents, through civilizations. America’s power structures didn’t just sprout out of the blue; they’re part of a long lineage, a continuum that’s been rolling since way back when. And a lot of the plays, the power moves, they’ve got echoes of that old Roman hustle.

So, when we’re vibing in America, trying to figure out who’s holding the aces, who’s bluffing, and who’s playing for keeps, we can’t just zone in on the here and now. We’ve got to zoom out, catch the broader view, see how the western power narrative has evolved, how it’s been shaped and reshaped by the hands of history.

We’re about to embark on a sort of time-traveling escapade throughout this book, dipping into the different epochs, peeking behind the curtains of power from the Roman Senate to the modern Senate, from chariot races to the race for AI supremacy. It’s like we’re spinning the records back, catching the old tunes to understand the remixes playing today.

Rome isn’t just a chapter in a history book; it’s the sample in the hip-hop track of our modern narrative. Julius Caesar might as well have been dropping tweets instead of decrees, his tactics not outdated but simply remixed for today’s audience. The core of the game—the struggle for power, the manipulation of the masses, the allure of absolute control—remains unchanged. It’s just that now, the battlefield has expanded beyond the physical, reaching into the digital realms where tweets can rally supporters and a hashtag can spark a revolution.

As we sync up the past with the present, we’re witnessing a shift in the flow of power. Technology, from the printing press to the pixel, has shattered the old monopolies of influence. It’s as if the power once hoarded by emperors and elites is now streaming live, accessible to anyone with an internet connection. This isn’t just a change in the tempo; it’s a whole new genre of empowerment, where the voices of the many can drown out the dictates of the few.

Today, the coliseum has gone virtual, but the essence of the fight remains. The players have swapped chest plates for blue checks, but their aim—to captivate, control, and conquer—echoes the ambitions of their ancient predecessors. But, in this modern mixtape of power, we’re all DJs, capable of remixing the narrative, of influencing the playlist of society with the tracks we choose to amplify.

As we navigate from the old school roots of power to its new branches, let’s keep our ears tuned to the underlying beat. The game of power has evolved, but by understanding its remixes and samples, we can perhaps learn to play it with a bit more wisdom and a lot more soul.

We’ll keep flipping through the pages, drawing lines from the then to the now, from the empires of yore to the empires of the digital age. We’ll catch how the old strategies have been remixed, rebranded, but still ring true in the modern hustle for power. And as we dance through the beats of history, you’ll catch the rhythm, the recurring notes in the melody of power that’s been playing through the ages.

By catching these echoes, by peeping the game from a wider lens, we not only get a richer understanding of the power dynamics at play but also score some clues on how to jam, how to make our own moves in this grand, ongoing symphony. But to do all of that, we need to go back to the age of empires.

In the beginning, power was all about lineage and birthright. Did your pops do something legendary? Bet, you’re next in line. You were born into a VIP list, and that family name was your golden ticket. It gave you the keys to the kingdom—dictating laws, setting trends, and even deciding fates. The hope was that greatness would be passed down, but let’s be real, it led to more Tiberiuses instead of Augustuses (‘Augusti?) than anyone would care to admit.

Emperor Augustus, originally known as Octavian, was the first Roman Emperor in 31 BC and laid the foundations for a regime that lasted for centuries (for better AND worse). He transformed Rome from a republic into an empire, initiated the Pax Romana (a period of relative peace), and oversaw the construction of some of Rome’s most famous buildings.

The dude is a textbook legend in every sense of the word.

But no one just gives you the crown. You have to take it. Augustus did more than that. Augustus made his name as a warrior, impressing his great-uncle Julius Caesar. So when Caesar was assassinated in 43 B.C.E., he appointed Augustus as heir to his political and personal fortune. At the same age as a college freshman, Augustus became the Roman Emperor.

And honestly, he didn’t suck.

Then comes Tiberius, his stepson and successor. Just like his daddy, Tiberius was a great fighter.

But unlike his daddy, was considered a pretty poor ruler.

He was known for his dark mood, paranoia, and the infamous treason trials, where many innocent people were executed. He eventually withdrew from Rome and left the administration in the hands of the Praetorian Prefect Sejanus, who was even worse. So, yeah, Tiberius dropped the ball after his pops set the stage.

Even with Tiberius’ controversies as a leader, the Roman Empire lasted for 1500 years. That doesn’t happen by just handing the keys to your son when you’re ready for them to learn how to rule. When you have the throne, everyone wants to take it. To prevent that, we see our first gate built around the concept of power: sovereignty.

Let me explain.

SOVREIGNTY

Sovereignty is the freedom to make your own rules and decisions, without anyone else telling you what to do. It’s like having the ultimate say in your house or your life. It’s about being in charge of your own space, making choices for yourself, and no one being able to question you.

Sovereignty means no one else can boss you around in what’s rightfully yours.

It’s about being the captain of your ship, steering it wherever you want to go.

For the Romans, and a lot of Western civilizations, power wasn’t just about being born into the right family. There was this whole concept of divine right; you were chosen by the gods or the universe or whatever you believe in. This wasn’t just a co-sign; it was a game-changer. It gave these rulers a moral base of authority, a kind of cosmic co-sign that said, Yeah, this person is fit to lead.

But it went deeper than that. This divine right added a layer of sovereignty to their power. It wasn’t just about making choices; it was about making choices that were inherently seen as ‘right.’ They had a cheat code that made them immune to the usual checks and balances. And that’s a core element that’s shaped how power has evolved and continues to shift. When you’ve got that level of sovereignty, your influence isn’t just strong; it’s sanctified.

This whole divine sovereignty thing wasn’t always in play. In the Roman Republic, it was all about elected officials and checks and balances. But then Julius Caesar