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.H I P H O P M AT T E R Ssigning acts for labels like Arista and Jive.She also spent time at MCA Records as director of marketing.As the aftershocks of the various mergers, downsizings, and other cost-cutting moves made employ-ment in the music business unstable, she was intrigued when Fatal, a music producer, approached her about his idea for a new book.They maneuvered to exploit one of the newest niches produced bythe multifaceted industry hip hop spawned, sexually explicit entertainment.There had been earlier flirtation between hip hop and porn, but the plunge into hard core was in a league of its own.The rise of hip-hop porn was stimulated by Snoop Dogg (Calvin Broadus), oneof hip hop’s most popular and enduring personalities.From his commercial recording debut in 1992 with Dr.Dre to his series of commercial sex videos with Larry Flynt’s Hustler in 2001 and 2003, Snoop got maximum mileage out of his “pimpsta”—part gangsta, part pimp—persona.His Snoop Dogg’s Doggystyle was a blockbuster in the world of sexually explicit videos.Though he did not perform anysexual acts in the video, his presence and commentary along withthe hip beats gave it a ghetto savoir faire that played well with young consumers of adult entertainment.Rather than diminish his main-stream appeal, Snoop’s a‰liation with porn bolstered his credibility as a “real pimp” and enhanced his attractiveness to Hollywood, ad-vertisers, and the decision makers at MTV who awarded him his ownshow.Hip hop’s foray into porn was not exceptional.In fact, it high-lighted the degree to which the business of sex romped into a full-fledged, multibillion-dollar enterprise.For much of its history, the stigma attached to the sex industry restricted it to America’s hidden economy.But over the years the VCR, the Internet, a more permissive culture, and some of America’s most reputable companies helpedcommercial sex to flourish like never before.The line that once di-vided pop culture from porn culture continues to be blurred.On one side of the line are the makers of sexually explicit materials who fash-ion their operations, marketing practices, and star system after Hollywood.On the other side porn chic has become increasingly visible208
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