R&B singer Ashanti has taken her controversially violent music video, featuring an aggrieved woman murdering her lover, to the next level. Fans can now send friends or enemies "gotchagrams," which pose as newscasts forecasting the recipient's imminent murder, which is inspired by Ashanti's video. Check out the graphic video that came with my "copycat" threat.
Get Flash to see this player.
If you're on the receiving end, you get the video delivered in a pretty personal email from "Detective James Nicholas," who urges you to contact him (via an actual phone number) immediately because your life may be in danger. I followed up with the detective and was greeted with a message from Ashanti. I then proceeded to get a followup text message that said: "Join my mob so I can text you later."
Ashanti's video and its freakishly realistic promotional tool seem to me like a senseless promotion of violence. But, perhaps it's just art and should be thought of as a reflection and not a cause of society's problems. Even so, I would hope that legitimate artistic expression has some level of sophistication that goes beyond a murder hoax. What do you think? Are you laughing?
Fabi
Jon Richard
Max Mara
People shouldn't take it so seriously. It's not a statement of black-on-black violence, it's a music video about what happens when a woman discovers her lover is cheating. White rock bands have music videos of teenagers getting into car accidents and these types of accidents are the number one killer of teens in the US (and the song usually has nothing to do with any kind of accident!), but nobody gets worked up about it.
1This is just sick and wrong.
Frog - accidents are FAR different from murder.
2Liberty was that your name on the wall, is someone after you? I got your back baby, tell them don't make me pull out my heavy purse.
3I agree with UD. Sick and wrong. Seeing "LibertySugar Will Die" written in 'blood' on the wall creeps me out.
4On a serious note this video is no more an influence of violence in it self than the mass media is in general.
I for one wish that all of the discontent that is being channeled at this one video would be channeled at the mass media on the same point. This isn’t about Ashanti this is about the corporate powers that deliver this image to us.
5Good point hypno. I did hear the name of her label dropped in the scary video.
P.S. I'm glad you have my back.
6I agree Hypno, and I've been frustrated by the alarming increases in violent images in music videos, video games, and on TV and movies. IMO, in an effort to continue to "shock" people, we've crossed a very important line.
7Nas was going to name his album the n word but caught flak for it and backed off. Now Ashanti is doing this. If you have to resort to "shock value" to sale your music then you need to find another career.
8On a peripheral note I think part of the problem is that the spot light on the talent in the music industry has steadily moved from the actual singer/band/group to the producer. The power needs to be brought back to the artist because many of them are controlled.
Remember back in the day when singers looked like everyday people. Yeah some of them may have been unattractive but hot damn they could sing. Now you have all of these polished produced singers who are under the thumb of cleverly crafted contracts.
9It's unfathomable to me that anyone would find this angle of marketing appealing, interesting, or (regarding the producers/label) financially solvent. At best, it detracts from the actual product being promoted (the music...). At worse, it is a gross perversion (and exploitation) of the serious issues of violence faced by so many today.
Shock (read: violence) within the entertainment industries (music, television and so forth) definitely has a saturation point, at which it either becomes downright offensive, or entirely alien to the artistic product it ostensibly promotes.
10It certainly gets your attention ... but perhaps for the wrong reasons. It's just weird and creepy to me ... especially the blood. Eww!
11it's a badge of honor to grow up in a ghetto neighborhood and have people killed around you these days. so this makes total sense. if you HAVEN't had a friend shot to death or otherwise brutally murdered you "have not lived". it's scary, stupid, and unbelievable... but it's true.
12i personally think its a stretch to call the song "a hit single", anyhoo, ashanti hasnt had a hit in years, the label she is on hasnt had a hit artist in years, its not surprising they would do this. now the only thing that is left is for her to have some kind of "beef" with the likes of rihanna, beyonce or someone who is obviously more talented than her. unfortunately the listening public has created the whole shock value thing, talent and artistic credibility no longer get our attention. we need to hear bill o reilly complain about or read about it in the paper. nobody truly cares about ashanti anymore but we will if she has some kind of catchy gimmick that pisses everyone off.
13According to the Wall Street Journal Showtime did something similar promoting their primetime show Dexter. It seems the difference here is Ashanti’s level of popularity Either way, I think the tactic is pretty perverted.
14According to the Wall Street Journal Showtime did something similar promoting their primetime show Dexter. It seems the difference here is Ashanti’s level of popularity Either way, I think the tactic is pretty perverted.
15As long as we keep buying this crap, the entertainment corporations will keep selling it. I think it's easier to make a pretty girl sound good in the studio than market an ordinary-looking one.
The last two CDs I bought were by The Tangent and RPWL, both on the Inside Out label. Just a little off the mainstream.
16LOL, the last two CD's I purchased were Finding Nemo songs, and Mickey Mouse Club Christmas...
17I'm kind of partial to The Wiggles. The Cold Spaghetti song is great!
18
I am sooooo tired of kids music...
19Me too, makes road trips even that much longer. Wouldn't have it any other way though!
20Soooooo I guess I'm the only one who doesn't really have a huge problem with this... this is fluffy compared to other problems in the hip hop community, IMO.
21I don't understand the appeal of this ad, but I don't understand the outrage either.
I agree piper. I look back to the trips my family took when we were younger and I con't imagine how mom and dad could stand us...
You are correct foxxie. You are the only one who doesn't have a problem with this. This is somewhat minor, in comparison to all the other problems with the hip hop community, but anything that glorifies murder is troubling.
22Yeah well, welcome to Hollywood. They glorify everything negative in society. This is a minor offense compared to the rockers and rappers who glorify murder and really, really mean it. I think she's just going for shock factor.
23Maybe, but instead of going for the shock factor, try impressing me with your musical ability. Just my opinion.
24Ugh, I'm gonna send a gotchagram to Stephanie from Top Chef.
25Well no argument here obviously. All music is terrible... except Trail of Dead.
26(Showing my age) Hmmmm, I've not heard of Trail of Dead.
27They aren't new or anything.
28Oh, so I'm REALLY showing my age...
29Okay I do not agree with showing the violence in the music video however she isn't the first to have a video about that subject.
However I do have an issue with the "gotchagram"; I find that very inappropriate. I think that is taking "promotional" deals too far.
30this reminds me of when i pitched that commercial of the penis covered in sores to GM to promote their new SUV. it was so weird that they didn't like my idea. i mean, the "new media" is all about divergent archetypal images, right?!
31looks like the "gotchacram" has been taken down.
32Are you somehow surprised she is promoting violence? I mean, she is a part of the hip-hop community.
33Post New Comment
Please share your opinion with our community, but make sure it is on topic and follows our Community Rules. We moderate comments and prohibit personal attacks, threats, spam, lewd images, or the promotion of your personal website.