By the dawn of the 21st century, Hip-Hop sales had reached an all time high, but one thing remained the same. The doors were still locked and the music industry held the keys. Young artists began to self-market on the internet, ultimately helping to collapse the music industry as we knew it.
Filmed over ten years, IT'S YOURS -Hip-Hop & the internet explores when it became possible to become a rap star through a Twitter account, Youtube site or Myspace page.
It gives close attention to some of the most innovative and enterprising of these artists as they were doing it : Wiz Khalifa - who was first dropped by a major record label before becoming the break-through artist of 2011. Artist and marketing genius Lil B -whose bizarre creativity has produced new trends in style, fashion, music, and production in a short timespan. Media darlings Odd Future - who took the music industry by storm by becoming the DIY evangelists of today’s Hip Hop generation. And Syd- who went from being Odd Future’s sound mixing engineer/dj/producer to front woman of the electronic soul band, The Internet.
The film also examines the pitfalls and achievements of this new ever changing landscape; from the controversy that besets lyrics website Rap Genius to the origins of a social and political movement like Ferguson.
Featuring in order of appearance:
Wiz Khalifa, Casey Veggies, Tef Poe, Lil B, Marz Lovejoy, The Internet, Chuck Inglish, Too Short, Fab “5” Freddy, Dan Charnas, Gangsta Boo (RIP), Phonte, Chuck D, Roslynn Cobarrubias (RIP), Tech N9ne, Lester Singleton, Skyzoo, Peter Rosenberg, Action Bronson, Freddie Gibbs, Shamz, Curren$y, Rebecca Haithcoat, Jasmine Solano, Smoke Dza, Terrace Martin, Fuzzy West, Benjy Grinberg, Andrew Noz, Tatiana Simonian, Mazy Kazerooni, Devi Brown Motti Shulman, Percee P, DJ Jab, Xzibit, DIlated Peoples, DJ Babu, Stunnaman, DJ Rhettmatic, Ethan Higbee, B-Real, Odd Future, Sean COmbs, Tyler, The Creator, Dave Airaudi, Syd, Mike G, Vince Staples, Matt Martians, Left Brain, Jasper Dolphin, Taco, Na-Kel Smith, Andy, Lionel Boyce, Julian Berman, Go Dreamer, A-Trak, The Alchemist, Kendirck Lamar, Schoolboy Q, Tunji Balogun, Dave Free, Punch, Combat Jack (RIP), Dallas Penn (RIP), Just Blaze, Mahbod Moghadam (RIP), Ilan Zechory, Tom Lehman, Oliver Wang, Majora Carter, David Banner, Jasiri X, T Dubbo, Ruben Diaz Jr, DJ Kool Herc, Grandmaster Caz, Melle Mel, Rakim, Grand Wizzard Theodore, Chance the Rapper, Christian Clancy, Doja Cat, Bob Lefsetz, Londyn Harris, Jansport J, Thurzday, Ill Camille