XXL Magazine’s Editor In Chief, Vanessa Sutton, Executive Editor, Jayson Rodriguez, and Digital Content Editor, Carl Chery all visited Hot 97’s Morning Show on March 5th to talk about the 2012 Freshman cover. Every edition of the Freshman cover causes discussion and some backlash, but the negative reviews have been extra loud in response to the 2012 class. Many people have been talking about the cover and asking a series of questions. What is the criteria for the cover? Did A$AP Rocky and Chip Tha Ripper refuse the cover? How did Action Bronson not make the cover? Wait, that’s not Kreayshawn? Who are some of these guys?
Those questions and others were all addressed by Peter Rosenberg, Cipha Sounds, and Kay Fox in a really good interview with XXL’s editorial brass. Peter Rosenberg commandeered the discussion, even calling XXL out for creating such a weak list, not including Action Bronson, allowing an artist to turn down a spot, and selecting four artists that are, in his opinion, “trash.” He definitely championed for the purist’s, even causing Cipha Sounds to remind him, “Hip Hop started as a party, so you have to include the party rap,” also telling Rosenberg, “you have blinders on.” While I think Peter Rosenberg may have taken it a little too far, he raised some questions that I thought about as well.
First, it’s incredibly interesting to me that an artist would “refuse” to be a part of the XXL Freshman cover, as A$AP Rocky did this year. It’s really crazy. I’ve never heard of someone declining to be on a list that is supposed to define excellence in their field. Has anyone turned down Rolling Stone’s 100 Greatest Guitarists? How about “next up” lists by The Fader, Spin, or Complex? I see XXL’s point, that it’s more than just a list. And they are right. They’re not asking permission to absently include him in just a list. It’s the XXL Freshman Cover and everything that comes along with it. It’s an experience, and an artifact.
That’s what makes it even harder to believe that an artist would refuse to be part of this cover, and a part of Hip Hop history. It says something about the state of Hip Hop journalism as well, and the validity of this list. Really we should question any other list right now just as critically. That’s not to say that A$AP’s camp made the right decision, or that I agree with it. Who knows, maybe there will be an A$AP solo cover from XXL next month, and we’ll all look dumb. But the seriousness and value of the list has to be considered anytime the artist most matching the criteria decides to take a pass.
Speaking of the criteria, I am a little confused about the criteria of the list. This was also addressed on air. Jayson Rodriguez listed the main criteria for selection as an absence of a major label album release. This was followed by “touring prowess, social media, what kind of pull or reach you have, and also the quality of your music.” Yo, he said, “and also the quality of the music.” I understand the mix of all those factors. They are all necessary to blow up, but damn, quality of the music is behind touring prowess, social media, and pull or reach? Is this a search for dope Hip Hop artists, or a sponsorship program? As I said though, their mix makes sense. And their explanation of their criteria is another logical move, and shows their purpose in the selections. It is based on who is going to big, not necessarily who is going to be dope. Jay-Z told us a long time ago, “If skills sold, truth be told…” You get the deal. And sometimes, when we’re lucky, the two intersect.
Truthfully, I wouldn’t select that group of artists, but they have some good choices. Frankly, at the end of the day it’s their cover. And now, it’s an artifact. Not every draft class is a winner, but that doesn’t mean you cancel the draft. And you also don’t want to count any rookies out. With the way the music is released via the Internet, and the pure volume of people releasing Hip Hop music daily, the “freshman” title is perhaps less relevant than ever anyway. The next biggest artist could pop up tomorrow, without being in anybody’s pipeline, any label’s marketing budget, or on any famous DJ’s mixtapes. And they could also be 30 years old, and a veteran with an underground catalog. It’s all the same now.
Regardless, the list is a good thing because it generates some discussion, and hopefully even the artists that got snubbed enjoy some spotlight from it. I also respect Vanessa Satten, Jayson Rodriguez, and Carl Cherry for addressing each topic on the show, and being able to defend their picks. They were truthful in how they make their decisions, and even admitted that at XXL they sometimes promote artists they don’t necessarily like. That’s just how it works.
I ain’t mad at XXL. I do believe other artists left off could’ve made a case based on XXL’ criteria. But hey, they didn’t ask me. I just like to talk about it. What do you think?