I'm not quite sure what's going on here, but we may have just witnessed a major shift in the world of hip hop. Tyler, The Creator, (ring)leader of the Los Angeles-based, skate-punk, hip hop collective Odd Future Wolf Gang Kill Them All (or OFWGKTA) took home the MTV Video Music Award for Best New Artist last Sunday, August 28.
His win was a jaw-dropping curveball in a night that was otherwise less-than-surprising in terms of who took home the moon men trophies. The moment wasn't shocking because Tyler didn't deserve the award, but rather, because of the group of nominees he beat out. In a mainstream music landscape dominated by the catchy, club-ready and danceable hit, Tyler's opponents were all playing to win. Tyler, on the other hand, isn't even playing the same sport.
This article appears in Sep 8-14, 2011.