The Evolution of Latino Representation in Hip Hop

The mid-‘90s experienced a boom of hip-hop emerging from the underground streets of New York. Graffiti, street style, and rap were expressions of underserved communities living through trying times. Black and brown kids grew up side-by-side during the golden era of breakdancers, DJ’s and freestyle battles. Latinos have played a crucial role in influencing the hip-hop culture. Overtime latinos have developed stereotypes across platforms and are now seeing a shift in representation.

As rap spilled onto the streets of South Bronx, Fat Joe aka ‘Flow Joe’ developed a mainstream image that paved the way for Latino rappers after him. He did not rap in spanish and his hard-hitting lyrics led the way for rappers with similar experiences growing up in a diverse community. A common experience for Latinos across the country, growing up in immigrant families surrounded by American culture. Many of his musical influences cut deep. “My early Latino rap role models were Ruby Dee from the Fantastic Five and then there was Tito from the Fearless Four.” Fat Joe told Remezcala, “As I got older and I got into rap, it was Cypress Hill – they were the biggest Latinos in the game. Then Mellow Man Ace and Kid Frost.” Fat Joe became an important channel for many rappers breaking into the mainstream, the most prominent being Big Pun. 

Andres Tardio, a staff writer at the well-respected music outlet Genius, says “I think it’s always important to recognize that the Latino and Hispanic community has been involved in hip-hop since the early days in New York. People don’t think about that as often, so people view Latinos like they think other races, as a monolithic type.” Big Pun quickly became a leader of this fused cultural perspective. Vibe says, “In spite of only releasing one album during his lifetime, Big Pun is revered as one of the greatest lyricists of all-time, due in large part to the excellence displayed on Capital Punishment, an album filled with riveting rhyme spills and testimonials from the vantage view of the murderous streets of the Bronx.” After the release of Capital Punishment, Big Pun became the first Latino rapper to go platinum. 

As rap trickled across the nation, West Coast Latino rappers developed their own style of laid back rhymes with a Mexican-American flare. Radio personality Letty Peniche, says, “I think the term Chicano rap was birthed in the 2000s like Lil Rob or SPM. You never heard that with Big Pun. This term was created in pride and then it became their prison cell.” Although artists like NB Ridaz and Cypress Hill received radio play, it made it hard for Latinos to break through the mainstream without being seen as Chicano. A sub-culture of Mexican-Americans stereotyped to be gangsters. “The first thing I think about when I hear Latino rap without even hearing their music, I’m thinking Chicano rap, and a gangster vibe,” says tour manager Jose Joaquin. “All the way back to the early ’90s with Kid Frost and La Raza.” The dark underground beats with controversial lines made it difficult for Mexican rappers to shake the stereotype.

As technology developed and people have opened their minds to the complexities of what it means to be latino, artists have cultivated their own fan base without signing to major record labels. In 2017, the Recording Industry Association of America (RIAA) found that “In the first half of 2019, the U.S. Latin music business continued to grow at a double digit pace. Latin music revenues grew 13.5% to $232 million at estimated retail value versus the prior year, building on three consecutive years of growth through the end of 2018.” In 2019, Cardi B, a Dominican-Trinidad rapper became the first woman to win the best rap album.

Although Latinos like Camila Cabello landed big wins in the 2019 Grammys, many outlets found that they misrepresented the boom of Latin rap. NBC said, “the contributions of artists such as J Balvin, Bad Bunny and Ozuna, who are part of the top 10 most streamed artists worldwide, are barely represented in the nomination list.” Vice reported, “it was as if the last year or so of Billboard Hot 100 hit-making by Latin American artists hadn’t happened.” Juan Vidal said in a Vibe article that hip-hop has experienced a type of Latino gentrification. “Kid Cudi is part Mexican but it’s hardly common knowledge. The same goes for Fabolous, who is half Dominican, and rapper/producer Swizz Beatz, born to a Puerto Rican mother. Joell Ortiz, the Boricua emcee and 1/4 of the supergroup Slaughterhouse, is among the most talented and lyrically gifted of any ethnicity. Where is his shine?” 

Rosalía, for example, is from Spain and has been ranked with other rising Latina artists. A common misconception about the hispanic community. While she speaks spanish she does not come from Latin America. Therefore, not making her Latina. As a result, media outlets have been called out for their inaccuracy of Rosalía’s image. Teen Vogue said, “after seeing the Vogue Mexico cover, which doesn't directly call Rosalía Latino but does imply it with the wording, fans took to Twitter to point out the nuances of those terms.” Rolling Stone says, “some in the industry are concerned that the dominance of reggaeton and trap leaves little room for other styles.” The rise of Latino rap has brought to question what Latino even means? Los Angeles publicist Sasha Pisterman said “I think it’s starting to change but the gatekeepers don’t get it. They don’t understand the hip-hop culture, they try to separate it by race and it’s not really that anymore.” 

Hip-hop culture expands further than just rap. For some, is it an escape from the lifestyle that oppressed them, for others, it’s a form of therapy and self expression. Upcoming Los Angeles rapper Self Provoked is an independent underground artist in comparison to his hit-making counterparts. He thinks labels sensationalize the image of rappers, “It was a thought-provoking art,” he says, carefully choosing the words to describe his unique perspective. “Labels create archetypes of people to dumb them down and glorify a lot of simplicity.” He has over 80 thousand followers on each platform and says “I don’t really want to crossover the mainstream” he would rather build a loyal fan base by word of mouth. The way many rappers started at the birth of hip-hop, by selling CD’s out of the trunk of their car.

As Latino artists overall start breaking through the mainstream, we see the global impact they have in almost every culture. Music journalist Lupe LLerenas thinks, “because we have all these other mainstream rappers making a name for themselves, they’re giving hope and aspiration to those that want to eventually make it mainstream.” Cypress Hill receiving a plaque on the Hollywood Walk of Fame is just one of the many recognitions given a little too late in the evolving world of Latinos in hip-hop.