Posted by Dave
Rap News Network
6/24/2005 6:31:04 PM
Tags and topics realted to this article include Ludacris.
Bob Marley used his music to fight racism, apartheid, cultural imperialism and colonialism. Lucky Dube in South Africa condemned the racist apartheid regime until it fell. For now, Ludacris should be given thumbs up for a job well done.
Rapper-turned-actor Ludacris hopes his new video Pimpin' All Over The World inspires other African-Americans to visit Africa because he loved making the promo there. The Roll Out hitmaker became the first US rapper to shoot a video in South Africa when he shot the promo in and around Durban - and he was amazed with the beauty of the people and the countryside.
As well as filming scenes on safari and in Durban's markets, Ludacris also filmed at a Zulu heritage centre, which made him feel very emotional about his roots.
He says, "I want people to pick up a book, learn more about Africa as a whole, and, if you get the chance to come out here, you come out here and realize and see it for yourself exactly what I'm trying to show you."
Hip Hop music and culture in America has always been described by many as a culture that promotes violence, gang lifestyles and obscenity. The very same way that many mainstream media outlets in America have always portrayed the continent of
Africa and its people as primitive, hopeless and diseased. But rapper Ludacris is brining a positive face of Africa on the television. Ludacris, the Chicago born and Atlanta based rapper whose true name is Chris Bridges recently surprised the Hip Hop world and shamed the mainstream media when he flew to Africa to shoot his hit music video. Luda, as he is commonly known, flew to South Africa to shoot the clip for his new single “Pimpin’ All Over the World” to portray the positive side of the African continent always negatively portrayed by the mainstream media.
Talking to MTV news after shooting the video, Luda explained that his intention to shoot is video in Africa was to show the world the beauties of Africa that American media does not want to show. "People just think it's all jungles and flies and poverty. It's nothing like that. I had to show the beautiful side of what Africa as a whole is all about. So I felt I needed to do it,” Luda explained. "And we're the first rap artists from the United States to shoot a video in Africa so we made history."
Unlike many other hip hop artist who have made millions and thousands of dollars singing about shootings, “bling and booties” in big cities like New York, Lost Angeles and Philadelphia, Luda wants to bring his fans to where the music came from. Luda believes it’s important to understand the African roots where he comes from and from where hip hop originates. "It's just about the history of music, so it's important that people know where all this stuff comes from and where it starts," he told MTV news.
“Pimpin’ All Over the World” as the title of the video suggest, may sound ganstarist. But if the ‘pimpin” is for a good cause, there is no problem with that. If the “pimpin” is to bring positive change by bringing the beauties of Africa to American and international audience, then there is nothing wrong with that.
Africa and its people have shared lot of their culture, natural wealth, human resources, talents and civilizations with the rest of the world especially in the Americas. But ironically, Africa is always portrayed by American and European media with racial tones and ululation of hopelessness and desperation. Historical books, newspapers, video tapes, still hanging in the bookshelf of dusty American and European libraries portray ugly images of Africa. Little will you see any positive presentation of the continent.
Even educated writers, journalists, professors in universities in the USA and Europe Shameless continue to portray the c
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