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Culture
Music
7 min read

Hip hop’s pantheon rumbles

J. Cole's changing role in the battle for pre-eminence with Drake and Lamar.

Nyasha graduated from Cardiff University where he studied media, journalism and culture. He makes both hip hop and spoken word content.

A composite image of three rappers, Cole, Lamar and Drake against a mushrooming cloud.
Cole, Lamar and Drake.

Spirituality and religion are inseparable from American hip hop culture. Recent studies have shown that African Americans, the pioneers of hip hop culture, are more likely to be religious than any other ethnic group in America. As such, hip hop lyrics are often littered with allusions to both organised religion and more abstract spirituality. Consider Kanye West’s infamous 2004 record Jesus Walks, a song in which the Chicago native overtly professes faith in Jesus of Nazareth and pleads for his protection as he traverses through the adverse socio-economic terrain that is Black America.  

Or take two of hip hop's most successful and influential artists today, friends turned enemies: J. Cole and Kendrick Lamar. As recently as his second last project, The Off Season, Cole reveals an ongoing journey he finds himself on, stating: 

I dibble-dabble in a few religions  

My homie constantly telling me ’bout Quran, puttin’ me on  

I read a few pages and recognize the wisdom in it  

But I ain’t got the discipline for stickin’ with it 

Cole’s belief in some form of a deity is well-documented throughout his music. Religion, though often critiqued, serves as a continual trope in his discography. Consider his pseudo-messianic perspective on the track Want You To Fly, where he claims that: 

God is real and he usin’ me for a bigger purpose…  

Sometimes I think that these verses can help a person  

Way more than the ones they readin’ in churches on days of worship  

No disrespect to the Lord and Savior, that ain’t just ego  

I just observe that them words no longer relate to people  

‘Cause modern times be flooded with dollar signs  

And social media stuntin’, my n****s just wanna shine  

They frame of mind so far removed from the days and times  

Of Nazareth   

His counterpart, Lamar, is not far behind in terms of religious motifs and themes. His spiritual journey, like Cole’s, is complex and multi-layered. Early in his career, one could assume that Lamar was an all-out Christian due to lyrics on songs such as His Pain, within which the Compton artist questions why God keeps on blessing him amid his mistakes and transgressions. Furthermore, his debut album good kid, m.A.A.d city was flooded with religious overtones, the culmination being the 12-minute track Sing About Me, I’m Dying of Thirst where Kendrick and his affiliates confess their need for a Saviour, namely Jesus of Nazareth. However, as alluded to earlier, Kendrick’s spiritual journey is not as straightforward as that song would make it seem. 

Though Christian virtues such as humility, altruism and charity still run through  songs such as How Much A Dollar Cost, Kendrick has often been drawn to other religions, including  Black Hebrew Israelism.  Kendrick’s current position is uncertain, he seems to have landed on a form of religious syncretism. In his most recent album, Mr Morale and The Big Steppers, he confesses to still being a Christian “but just not today” and openly confesses to “praying to the trees”.  

Both artists, surveying their immense influence across the hip hop community, both locally and globally, have developed something of a Saviour complex as they seek to promote peace and unity. Despite Cole and Lamar’s prominent themes of emotional healing and social consciousness, the two still possess a competitive edge. Cole, on the hit single First Person Shooter on Drake’s For All The Dogs album stated 

Love when they argue the hardest MC  

Is it K-Dot? Is it Aubrey? Or me? We the big three like we started a league 

This seemed to be a profound moment of acknowledgement and respect for the three rappers on contemporary hip hop’s pantheon (J Cole, Kendrick Lamar and Drake). However, the collaboration between J. Cole and Drake clearly didn’t sit well with the Compton Cowboy, Kendrick Lamar. This seemingly uncontroversial statement triggered a response Lamar, who declared: 

“Motherf**k the ‘Big 3’, *n***a it’s just Big Me”  

Lamar’s verse instantly became the talk of the town as Lamar had returned from his hiatus in order to take aim at his competition. And thus, Cole’s observation from his 2019 release Middle Child that “They act like two legends cannot coexist” has proved to be true.  

However, Cole, perhaps unknowingly, has showcased the character of the Christian God in choosing to forego his offence and make peace with his brother. 

So, what was Cole to do in this scenario?  

For the Fayetteville Emcee, it seemed like a catch-22 of sorts; on the one hand, if he chose to retaliate that could cost him a friendship (with Lamar) that spanned over a decade. However, if Cole, choosing to maintain the peace, chose to turn the other cheek, his reputation as a preeminent emcee would be brought into question.  

Cole, competitive as they come, refused to be outdone and replied to his friend-turned-foe, Kendrick Lamar, on a since deleted track called 7 Minute Drill. Cole scrutinised Lamar’s most recent album Mr Morale And The Big Steppers as well as his critically acclaimed 2015 release To Pimp A Butterfly. However, within a few days of the retaliation, J.Cole made a public apology to Lamar and his fans.  

Cue the trolling, the confusion and the memes.  

After years of working to cement his position as an elite hip hop artist, Cole’s status as a top emcee was now being questioned. The discourse surrounding Cole quickly turned sour, for the many hip hop fans who rejoiced over the return of parity and competition to the genre, this seemed to be a cop-out by Cole. However, Cole, perhaps unknowingly, has showcased the character of the Christian God in choosing to forego his offence and make peace with his brother.  

But when he began to display forgiveness and humility? That became too much for the hip hop audience to stomach. 

When Kendrick Lamar subsequently began to battle the third member of hip hop's Big Three, Drake, many fans applauded Cole for staying out of the conflict. 

When Cole made his public apology to Lamar, his actions more resembled those of a Gandhi, Martin Luther King or, dare I say, Jesus, than a hip hop megastar. When the opportunity for lyrical bloodshed presented itself, Cole admittedly indulged, yet quickly retracted and repented. His actions strikingly resemble the teachings of Jesus, who advocated for radical reconciliation with one’s enemies.  

It seems as though hip hop was content, and even supportive, of Cole’s afore-mentioned saviour complex... but only to a certain point. Giving to the poor? Fine. Spreading positivity and uplifting the oppressed? Fine. But when he began to display forgiveness and humility? That became too much for the hip hop audience to stomach.  

In Jesus’ day, it was widely hoped that a Jewish messiah arrive in the form of a military warrior, who would destroy the oppressive Roman Empire. Therefore, when Jesus of Nazareth spoke of forgiveness, love for enemies and humility, this was difficult for his audience to accept. Instead, he taught and demonstrated a different path: one where the merciful will be shown mercy.  

And so, perhaps there are similarities between Jesus’ story and the scenario Cole finds himself in.  

Both audiences desired kings who sought bloodshed, vengeance and dominance. But, instead, both displayed love, peace and humility. It’s easy to choose the former but it’s pricey to choose the latter. 

 Some ponder the existence of God and His activity in the world today and with valid and noble reasons. However, what if God’s actions and character are sometimes mediated through unsuspecting people. What if God is condescending? Not in the sense that He belittles us or speaks patronisingly to us but rather gently descends to our level and communicates in ways that we can comprehend through people that we can relate to? What if God is more human than we sometimes think? Again, not in the sense that He’s susceptible to mistakes and error like us but more so in the sense that He knows what it’s like to experience pain and injustice, joy and relief and everything that comprises the human experience? Maybe through the medium of hip hop, a culture birthed out of poverty, vocational insecurity and social instability God has spoken to us? After all, it would be much like the God of the Christian Bible who chose not to enter the world as an infant in a royal family but rather choose the ghetto of Nazareth as His humble abode. Maybe, just maybe, this hip hop feud and Jermaine Cole’s withdrawal from it was a microphone through which God chose to speak and communicate His character to an onlooking world. 

Snippet
AI
Culture
Digital
Sustainability
4 min read

Turning yourself into an AI Barbie is the worst, most wasteful way of using artificial intelligence

Climate change trend warriors seem to forget just how much energy this technology uses 

Jean is a consultant working with financial and Christian organisations. She also writes and broadcasts.

An AI generated image of a Barbie-like Toy
AIn a Barbie world.

If you spend any time on any social media platform you would have probably seen the ChatGPT Barbie trend. Resembling packaged toys, the AI depicts you like a doll or action figure. At first, I thought I was only seeing it because of the LinkedIn algorithm. But then I started to see articles in my feed from mainstream media outlets teaching people how to do it.  

Generally, speaking, I am not a trend follower. I am one of those annoying people who doesn’t get involved with what everyone is doing just because everyone is doing it. Thankfully, I don’t suffer from FOMO (the Fear Of Missing Out) and I don’t think I am swayed much by peer pressure. But I like to stay informed about what is going on. So I can have something to talk about when I meet people in new settings and to remain relevant. So, when this started popping up in my feeds, I investigated it, and I was pleasantly surprised. 

I am not anti-AI. I have embraced and seen the benefits of AI in my own life (this sounds a bit weird, but I think you get my point). I understand and accept that it will, can and has improved productivity and creativity. I use ChatGPT all the time for social media content and captions, brainstorming, titles for articles, coding problems, research and language translations.  

But like many, I have long been sceptical about the growth of AI use and the viability of its long-term sustainability. I wouldn’t describe myself as a climate warrior, but I do believe that we have a responsibility to ourselves and the generations after us to use the finite resources of the planet frugally. The AI-powered Barbie trend throws that out of the window.  

The current Trump administration has facilitated a shift away from ESG (environmental, social and governance) targets in the world of business. For the most part, the criticism of this in the media (social and mainstream) has been focused on DEI targets. But perhaps, in the face of slow economic growth and because this began before the Trump administration took office, the move away from environmental targets or what I would call environmental stewardship, or frugality has received limited coverage.   

I have never understood why proponents of the climate emergency, have made themselves bedfellows and in some cases, wholehearted supporters of the AI revolution. A typical data centre uses between 11-19 million litres per day water just to cool its servers, that’s the equivalent of a small town of 30,000-50,000 people. The International Energy Agency (IEA) predicts by 2030 that there will be a doubling of electricity demand from data centres globally equating to slightly more than the entire electricity consumption of Japan. This growth will be driven by the use of AI in the US, China, and Europe. That’s why vocal support of the climate emergency and advocating escalated transition to AI, as is the position of the UK government, currently seems paradoxical to me.  

This isn’t hyperbole, Sam Altman, CEO of Open AI recently tweeted asking folks to reduce their use of the ChatGPT’s image generator because Open AI’s servers were overheating.  

That is why I have been pleasantly surprised, by some of coverage on the Barbie trend. Arguments are now being made more loudly about the true cost of unlimited AI expansion.  

I am not against progress or AI expansion entirely, and I have some support for the argument that governments have pursued net zero policies at a rate that is impractical, expensive and unviable for the average consumer in Western democracies. However, the Barbie trend reveals our tendency to choose waste and consumption for fleeting pleasure. For many of us, we have probably just thought, ‘It’s just a bit of harmless fun’. But the truth is it isn’t, it’s just that we can’t see the damage we are doing to the environment. That’s without going into the financial and privacy costs associated with the AI revolution. It really is a case of that age old adage, ‘Out of sight, out of mind’.  

The challenge is now that we know, what do we do? Do we continue to be part of wasteful AI trends? Or do we use AI to add value, increase productivity and solve problems?  

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