Was there record scratching before hip-hop? It just seems like such a
rudimentary thing to do.
>From: Steev Hise <steevATdetritus.net>
>Subject: [rumori] FW: Grand Wizzard Theodore Says "Boycott Heineken"! (fwd)
>Date: Fri, 23 Mar 2001 11:41:13 -0800 (PST)
>A Tools Of War Press Release!
>RE: Heineken Commercial Spoofing the Creation of the Scratch
> >Perhaps you saw the Heineken commercial, during the Grammy's,
> >featuring a DJ rockin' the party, back in the early 80's. He
> >accidentally spills his beer on the turntables and when he attempts
> >to wipe it off he "invents" the scratch. The year shown on the
> >screen is 1982...
>Many of Hip Hop's legendary DJs have expressed their outrage but the
>most insulted of all is the actual creator of the scratch,
>GrandWizzard Theodore. In the Summer of 1975, at the age of 13,
>Theodore created the technique that would eventually become one of
>the signature sounds of Hip Hop music today.
>As you can see from the responses below- some people still possess
>the revolutionary spirit that sparked Hip Hop in the first place!
>Here's what Theodore and friends had to say recently about Heineken's
>mishandling of Hip Hop culture.
>GrandWizzard Theodore (L Brothers & Fantastic 5): "It's a disgrace to
>the Hip Hop culture. Heineken doesn't know the culture and they don't
>contribute to it, then they have the audacity to give wrong
>information about how scratching started! They take from the culture
>and they don't give back. We should boycott Heineken. Scratching
>started in 1982? I don't think so."
>Mackblaster Matt Davignon: "I'm blatantly offended that Heinekin
>would take away the credit from the true masters. Back in 1974 when I was
>creating the origins of what would later become known as Hip Hop,
>it was a lot of sweat and bone off my nose to invent this whole idea >of
>developing the scritchety scratchety. It wasn't no mistake, and it
>certainly wasn't over no Heinekin! Buncha crazy-ass mofos is what >they
>MixMaster Ice (U.T.F.0.): " I think it's an insult to people like
>myself and especially the pioneers who originated and laid the
>groundwork for where Hip Hop is today. These people (Heineken) don't
>know about, were not part of, and had nothing to do with where Hip
>Hop came from or where it's headed. They need to do more research and
>include more pioneers in their commercials so the culture can be
>preseIN TO SEE THAT HEINEKEN IS NOT DOING THEIR MARKETING HOMEWORK,
>BECAUSE IF THEY HAD, THEY WOULDN'T HAVE INSULTED MILLIONS OF HIP HOP
>VIEWERS AND LISTENERS, THE SAME HIP HOP VIEWERS AND LISTENERS THAT
>MAKE HEINEKEN ONE OF THE LARGEST SELLING IMPORT BEERS IN THIS
>COUNTRY. WHAT HEINEKEN PROBABLY SAID WAS "HEY, THIS LOOKS CUTE AND
>MAKES US LOOK REALLY COOL SO LET'S PUT IT OUT THERE CAUSE IT WILL
>SELL MORE BEER" WITHOUT TAKING THE TIME TO GET THE FACTS. LIKE A LOT
>OF OTHER INDUSTRIES INCLUDING THE RECORDING INDUSTRY, HEINEKEN IS NOT
>TAKING HIP HOP SERIOUSLY ENOUGH TO GIVE IT THE PROPER REPRESENTATION
>IT DESERVES. YEA I AGREE, IT WAS JUST A LOUSY COMMERCIAL DONE
>INCORRECTLY AND, "NOW YOU SEE IT, NOW YOU DON'T AND ON WITH OUR
>LIVES." TRUE THAT!!!! BUT THE BUCKET IS NOW OVERFLOWING WITH ALL THE
>LITTLE SPECKS OF BULLSHIT THAT'S BEEN DROPPED IN BY INDUSTRIES AND
>ARTISTS WHO WANT TO MAKE MONEY AT HIP HOP'S EXPENSE. WHAT I WANT TO
>DO IS CALL ON ALL THE HEAVY WEIGHTS IN HIP HOP, THE ONES WHO ARE
>MAKING ALL THE MEGA DOLLARShip-hop and its pioneers, but they have
>the nerve to allow sponsors to air these bullshit commercials and
>keep brainwashing the generation at hand. this is the reason why the
>true pioneers of hip-hop must align, and make a solid coalition, to
>protect ourselves and our history against misrepresentations of this
>kind. i ask my brothers to stand up and take notice, a lawsuit should
>be in order. peace, dj disco wiz"
>Adisa Banjoko "The Bishop of Hip Hop": "The recent "Hip Hop" Heineken
>ad, does Hip Hop culture a great disservice. It promotes unrealistic
>images of how and why the elements of our art were created. It is a
>slap in the face to all true architects of the culture and fans of
>the art. I feel it is unfair exploitation of African American people
>as a whole, and Hip Hop culture across the board. It is my sincere
>wish Heineken will pull that ad campaign immediately."
>GrandMaster Caz (Cold Crush Brothers): "JUST ANOTHER PUTRID ATTEMPT
>AT HUMOR FROM ADVERTISING ASSHOLES WHO MOCK THE MOST COPIED, IMITATED
>AND EXPLOITED CULTURE SINCE AFRICAN DRUMS. THE INVENTION OF THE
>SCRATCH WAS AND IS A BOON TO THE HIPHOP CULTURE AS WELL AS THE ENTIRE
>MUSIC INDUSTRY AND SHOULD NOT BE MADE LIGHT OF BUT BROUGHT TO LIGHT.
>LOVE, PEACE AND HAIR GREASE TO MY BROTHER GRAND WIZARD D.J. THEODORE.
>Bobbito: "I've always boycotted all liquor companies personally cuz I
>don't drink at all. I get intoxicated off of my music. I'm not
>opposed to spoofing of our culture, but that should only be done by
>the insular community when it's in responsible hands. No major
>corporation that has no vested interest in our culture has any right
>to spoof. Quite honestly though, I'd be more troubled by seeing
>Theodore in a Heineken commercial than seeing a spoof. I don't watch
>TV at all, haven't in over a decade. In any event, you have my
>support and good luck.
>Ddn't even pick up on how thin that was. It's a matter of "people"
>who have nothing to do with Hip Hop or the people who live it, trying
>to appeal to our beer consuming masses by appealing to them as being
>"down" (when they are not by far) while cashing in on Hip Hop, not
>even realizing how totally ignorant, ridiculously dense and extra
>stupidly stupid they are, in their attempts to do so. I bet alot of
>us are too blind to even recognize it. But it just goes with all the
>other insidiousness that Hip Hop's existence has brought along. It
>isn't the first or last time Hip Hop (or black folks for that matter)
>will be used or exploited through and by manufacturers and products
>that we can do without the consumption or endorsement of....like
>anything with refined white sugar in it -it hardens your arteries.
>Alcohol, works wonders on livers and the pancreas as well as they
>both wreck your complexion. Cow's milk...what's with those ridiculous
>ads??? When are we gonna recognize that i and insulted, I'm always
>compelled to see the negatives only as a blessing in disguise.
>Hopefully Heineken will hear them and so will the public and in turn
>the music will be heard along with the truth. Have no worries because
>everything is in perfect order with the universe, it's just the time
>for it, believe it or not...and you bet I'm gonna mention this
>shtick! Peace and blessings yall' Qbert"
>DJ Kuttin Kandi (5th Platoon): "TO ALL ARTISTS, FANS AND LOVERS OF
>HIP-HOP... I will not sit here and watch as we, people of Hip-Hop
>culture, continue to play a part in the lies that corporate America
>has created. For years, we have shouted out, marched, rallied and
>died for our own rights, freedom of speech and to own our own lives.
>Yet, when we gain these rights we deny those rights because we
>subject ourselves to little hand-me-downs that America tempts us to
>believe are real. They give us a little "freedom of our own", they
>give us a little shine, let us make our speeches through our
>rhymes... T our history through our way of poetry. They blast our
>faces on television, mock our upbringings, and blame only us and our
>culture for the violence, materialism and sexism in our society. My
>fellow Hip-Hop people, sadly, we do have much to apologize for...
>True, I can blame the MEDIA (such as beer companies, ahem) for
>bringing misinformation to the masses.. Yes, I can blame radio and tv
>stations, record labels, movies, newspapers, commercials and large
>corporation companies for misleading our people to believe that
>Hip-Hop is just about the benjamin's and bling blingin. Yes, I can
>blame our schools, our teachers, our history books, the GOVERNMENT
>for not teaching the real history we were never taught... I can blame
>all of the above all I want.... BUT we all know that we have as much
>to blame... We have allowed ourselves to become part of the lies they
>feed us by taking part of their commercials, by parading around in
>the music videos that THEY DIRECT, by writing the rhymes THEY want
>society to buy. How cated stories they have fed to the MASSES... even
>if it may seem humorous with their own version of how the skratch was
>created... It may seem frivolous to all of you of my generation that
>our older pioneers of Hip-Hop are complaining... It may seem to you
>that they are being bitter and angry, but believe me, 20 years from
>now, that could be YOU. We need to preserve our culture and cherish
>what our older generation have handed down to us. We need to respect
>that and share the stage with them. I am asking all of YOU to take a
>stand, young and old for TOGETHER we can make a difference using
>America's system, using their commercials, using the media... IF WE
>TAKE CONTROL. We can take this system and make it our own. We can
>empower ourselves if we use it to our advantage - the right way, that
>is... After all, it is what it is and we have to make the most of
>it... If they're not telling the truth, we should write and document
>our truth... so it shall be written into history. If they take our
>culture and make it the
>A true activist, DJ Kuttin Kandi gave someone named Mercedes, at
>Heineken, a call on Fri. March 2 and told her what she thought about
>that wack commercial. You can call Heineken USA: 914-681-4100 or
>e-mail at infoATheinekenusa.com or infoATheineken.com to tell them what
>Thanks for your support!
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