Over the course of a decade, Aussie hip hop has grown from a fledgling underground scene to a chart-topping concern that has transformed the likes of Hilltop Hoods, 360, and Bliss N Eso household names.
But what does your average John Doe actually think of the genre? That’s exactly what one of the scene’s very own high-profile names wanted to find out.
Melbourne MC Illy took to Federation Square in own hometown ahead of his Australian album tour this March to get the the proverbial man on the street’s thoughts on the scene which made his name.
The voxpop video sees Illy (or Al Murray to his mum) going incognito (ie. removing his trademark flat cap) to quiz the general public by playing them his ‘Youngbloods’ single in the lead-up to the Triple J Hottest 100 (where the rapper is pushing for a vote for his song along with ‘On & On’ as well as the Ausmusic Month Like A Version medley he was a part of).
Many of the opinions on Aussie hip hop roll out familiar cliched criticisms typically levelled at the genre.
“I like the beats they make, but as soon as they start singing it’s a bit of a turn-off” remarks one interviewee, while another woman giggles, “I just don’t like it, it’s too Australian. Apolgies Illy,” she adds, oblivious. “I’m sure he doesn’t mind,” replies the 33-year-old rapper cheekily. Illy’s anonymity is the humorous highlight of the clip… “nobody knows who the fuck I am.”
In fact, Illy’s anonymity is the humorous highlight of the clip (much funnier than Macklemore & Ryan Lewis’ crank calls to ticket scalpers and less ridiculing of his talking head subjects than Jimmy Kimmel trolling hipsters at a recent hip hop music festival).
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Many of the Melbourne population that are put on the spot prove Illy’s prophetic introduction that “nobody knows who the fuck I am” accurate as they fail to recognise “Australia’s answer to Jay Z” (as The Guardian labelled him) at point blank range.
One fan even namechecks Illy’s latest album, Cinematic, oblivious to the fact that the man holding the mic is its creator, who gleefully toys with the boy before the penny drops.
The Melbourne rapper also funnily plays into the opinions of hip hop being “bullshit music” before revealing his identity to the same bespectacled critic. “Could you tell me some things about rap that might me like it more?” asks the duped boy, “I don’t think so man, I think you’re opinion is pretty set,” comes Illy’s humble reply.
The songs Illy is fishing Hottest 100 votes for include his Triple J Like A Version mega medley, covering Silverchair, Hilltop Hoods, Paul Kelly, and Flume, which became a YouTube hit, along with the two lead singles from Cinematic, the first album since the rapper launched his very own label, One Two records, in association with Aussie indie UNFD.
Cinematic also features a who’s who of Australian production talent, including the Eminem-ear-catching M-Phazes, Jan Skubiszewski (of Way of the Eagle, Jackson Jackson fame), as well as Styalz Fuego and Cam Bluff, plus guest appearances on the Lp from Hilltop Hoods, Drapht, Daniel Merriweather, and Kira Puru.
Illy embarks on a national tour to launch his fourth studio album this May, where he will be joined by Sydney hip hop duo Jackie Onassis (named by you as one of the most promising acts of 2013), and J Unearthed Artist of the Year REMi (also named in Triple J’s Next Crop 2014), who is embarking on his very own headline tour later next month.
Illy Australian Tour 2014
with special guests Jackie Onassis and Remi
Friday 7 March – The HiFi, Melbourne
Tickets: illy.oztix.com.au | 1300 762 545
Friday 14 March – The Metro, Sydney
Tickets: illy.oztix.com.au | 1300 762 545 & ticketek.com.au | 132 849
Saturday 15 March – The Zoo, Brisbane
Tickets: illy.oztix.com.au | 1300 762 545
Thursday 20 March – The Gov, Adelaide (Lic/AA)
Tickets: illy.oztix.com.au | 1300 762 545
Friday 21 March – The Capitol, Perth
Tickets: illy.oztix.com.au | 1300 762 545
