CAMPAIGN OVERVIEW

These days when the average person in America hears the term “hip-hop,” he/she thinks of conspicuous consumption, drug use, and women as sex objects. People within the hip-hop community reject these stereotypes. The founders of the National Museum of Hip-Hop (NMoH) understand hip-hop as the pre-eminent global cultural explosion of the last thirty years; a multifaceted movement that has brought new sound, sense, color, and hope to a worldwide generation of young people.

Accordingly, NMoH is conceived with a dual purpose. The first is to preserve and showcase hip-hop culture in all of its stunning variety. The second is to spearhead positive change within the hip-hop community.

The Museum facility has not yet been constructed. However, the lack of four walls and a ceiling should not and does not prevent the institution from fulfilling its civic obligations. The Museum’s work in the community will begin now. Ultimately, the Museum will do its work worldwide.  However, the first campaign is more modest and targets the greater New York City area. This campaign is called “RU Hip-Hop.”

The premise behind “RU Hip-Hop” is a challenge to the hip-hop community to show that they are “truly” hip-hop—hip-hop in its truest form which is composed of the following: 1) an expression of the struggles of street life through various art forms (ie: the 4 elements), 2) A voice for the voiceless, and 3) using the elements to inspire positivity within the inner city.

The campaign is designed to build awareness of the major problems that are destroying communities. NMoH will do this in partnership with a variety of local partners. The process will entail a three-month-long trip on the RU HIP-HOP bus which will travel to seven designated areas around New York City.

Each area is plagued by an issue that deeply affects its community. We call these plagues the “Seven Deadly Venom’s of Hip-Hop Culture”.  The RU HIP-HOP campaign is charged with continuously battling these issues.

1. Drug Abuse– One of the leading causes of death within the Hip-Hop Community.  New York City has a tremendously high rate of drug abuse among teens and young adults.  Battling drug abuse is a main concern for the campaign.
2. AIDS—Another leading killer within the Hip-Hop Community, the AIDS epidemic in New York City is at a terrifying all-time high.  The dangers of AIDS and other STDs must be brought to the attention of children, young teens and young adults.
3. Gang Violence—Gang affiliation has had adverse effects on New York City and its surrounding areas for many decades.  The violence derived from gang activity is especially threatening to impoverished communities.  The reduction of gang violence as well as youth affiliation is a top priority.
4. Police Brutality—There is an extensive history of tension between the New York Police Department and the Hip-Hop Community.  NYC has an extremely high number of police brutality incidents as well as cases of civil disobedience.   These parties must be united for the common cause of eliminating preventable conflicts.
5. Degradation of Women—A significant number of the Culture’s rap artists have a tendency to degrade women in the lyrics of their songs and in their music videos.  This trend must stop.
6. School Dropout—A countless number of teens are dropping out of schools around New York City. The collaborative efforts of parents, teachers, political officials and the community will be the premise for combating this problem.
7. Teen Pregnancy—Unplanned pregnancy among teens and young adults is at the root of many important public health and cultural challenges in New York City.  Through the RU Hip-Hop Campaign, NMoH seeks to improve the well-being of young women & men through various preventive actions.

The campaign will run for approximately 90 days, after which many of the campaign’s programs will continue to function via partnerships with designated institutions and student organizations.  The RU Hip-Hop Campaign is not merely a quick-fix publicity stunt.   The National Museum of  Hip-Hop is committed to the continual movement toward positive social change in downtrodden communities nationwide.