A New Era Revitalizes Italian Hip-Hop

HIP-HOP ITALIAN STYLE: Italy's current hip-hop scene presents a marked contrast to its early roots. Just ask Alberto Campo, a music journalist for La Republica newspaper and a DJ on radio station RAI's overnight specialty show "RAI Stereo Notte."

Explains Campo, "The pioneering acts were perhaps overcharged with radical politics, and the music wasn't always up to scratch. These days the music and production are relatively sophisticated, but the lyrical content lacks conscience. However, hip-hop remains the only real music trend in Italy at the moment: It inspires a whole way of life, including fashion, language, and Billboard, AUGUST 21, 1999

graffiti art."

Since its politically charged days in the early '90s, Italian hip-hop has outgrown the Centri Sociali (social centers), autonomous youth clubs housed in derelict buildings occupied by squatters. Seminal groups--such as Onda Rossa Posse (Red Wave Posse) from Rome and Isola Posse Allstars (Island Posse Allstars) from Bologna--reflected the era's political turmoil. Some observers believe their hard-hitting political lyrics contributed to a public awareness that eventually toppled the corrupt Italian government then in power.

Bologna's now-defunct legendary label Century Vox released many of the early hip-hop acts. These included the Isola Posse Allstars, which spawned another group, Assalti Frontali (Frontal Assault), now signed to BMG Ricordi.

Hip-hop artist Neffa is regarded as one of the few artists who's survived the transition from rough-cut hip-hop to the smoother West Coast style exemplified by Snoop Dogg, all the while keeping his lyrical credibility intact. A former member of both Isola and Assalti, Neffa recorded his first solo album in 1996. That disc, "I Messaggeri Della Dopa" (The Dope Messengers) on Blackout/Mercury, sold 70,000 copies, according to the label, thanks largely to strong airplay for the catchy summer hit single "Aspettando Il Sole" (Waiting For The Sun).

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Neffa says Italian rap falls into two phases. "Like in the U.S., there was the old school in the early '80s," he says. "Here it consisted of rappers like DJ Gruff and Chico Mdee, who rap in English. At the end of the '80s, the Italian -language hip-hop scene then emerged from the Centri Sociali.

"Now there's a small number of underground artists [as well as] the more mainstream acts who get airplay and reach a wider public," Neffa continues. "I'm between the two, keeping the hip-hop roots but with a certain emotion and vibration."

Neffa adds that the latest U.S. influence to make waves in Italy is the growing role of DJs and dancers. "For a while it was mainly MCs here," he says. "But now DJs and dancers are being emphasized more. The main DJ posse is Alien Army with five or six DJs, including DJ Gruff, DJ Skyzo, and Taione."

According to Luca Fantaconi, manager of Mercury Italy's alternative imprint Blackout Records, a hip-hop artist's popularity is very transient and depends on scoring crossover commercial singles. However, despite good airplay for the lead single from Neffa's second album, "107 Elementi" (107 Elements)--a version of the Eagles' "I Can't Tell You Why" titled "Non Tradire Mai" (Don't Ever Betray)--it's been difficult for the label to push sales to 50,000 copies. Notes Fantaconi, "Public support of hip-hop artists is quite fickle, so getting good Billboard, AUGUST 21, 1999

airplay has become fundamental."

Bands like WEA Italy's Sottotono and Ricordi/BMG Ricordi's Articolo 31 have gained multi-platinum album sales on the strength of radio-friendly singles. A single celebrating marijuana's virtues, "Maria, Maria" by Articolo 31, was an airplay breakthrough for the band and the genre in general. At the same time, Jovanotti on Soleluna/PolyGram was transitioning from a light-weight hip-hop artist to one with street credibility and fans in continental Europe.

Despite the fickleness, new hip-hop signings are proliferating. Virgin Italy's Colle Der Fomento and Naples-based La Famiglia--signed to the local Best Sounds label--are joining other established acts, such as the verbally dexterous Frankie Hi-Nrg and Italy's only female mike-rocker, La Pina. One of the most eagerly anticipated albums is Assalti Frontali's next set, due this summer and produced by Rome-based Ice One, who also produced Colle Der Fomento's hit debut set,"Scienza Doppio H" (Double H Science).

WEA Italy has young U.K. soul diva Shola Ama guesting on "Mai Piu" (Never Again), the second radio single from Sottotono's new album "Sotto Lo Stesso Effetto" (Under The Same Effect). According to WEA Italy, the album has passed gold status, with 80,000 copies sold.

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Fermento, Sottotono's MC, says Italian hip-hop is heavily influenced by new material from New York and the revival of '80s funk. "Our new album is harder," he says. "It respects the real formula of hip-hop: Give a big bang to those who want to get up and dance. Our '80s references are the Sugarhill Gang and Alexander O'Neal, who, apart from hardcore aficionados, are relatively unknown here."

Adds Blackout/Mercury's Fantaconi: "Despite the highly critical nature and transient tastes of its fan base, Italy--along with France--has one of the most exciting hip-hop scenes outside the U.S."