It’s been a long time since we’ve heard from Hoodie Allen, but unlike other young, white rappers, with this guy you don’t have to worry that he’s given up on the attempt to build a career around this. Trust me – go out to one of his shows and once you see the crazy fans lined up around the block to get in to see his show, you’ll know that Hoodie is here to stay.
He just released a music video for his latest single, “Show Me What You’re Made Of” off his upcoming debut album. Like many Hoodie releases, it took little time at all for it to hit the tops of the iTunes hip hop charts.
There are a couple of things here that I’d like to note. First of all, an obvious reference to one of the greatest movies of all time (Happy Gilmore). So in all honesty, I think that Billy Madison is arguably a better movie, but that just leaves room for Hoodie to make another comedic music video, right? But I had fun watching this and remembering that’s it’s been too long since I’ve seen Happy Gilmore. The other thing: this feels like a bit of a new-age play on an old-school Justin Timberlake song. The song structure, particularly the bridge part of the song right around 3:10 where there’s falsetto, feels like something JT would put together (though perhaps he’d add another 4 minutes to the end of it). And even more so, there’s a little snippet of sound at 3:21 (the human drum sequence) that I couldn’t help but hear as a JT signature sound.
While I think there are other Hoodie songs that will still get more plays than this one for me, he has again proven that his strategy works. Ever since day 1, he has taken a strategic approach to his career. It has consisted of being authentic with his fans and his partners – he responds personally to messages he gets, he does Hangouts on Air with his fans, he speaks to his fans at his shows. But also in his music – he makes references that the youth understands, and even makes some that I understand at my ripe old age of 27. Today it’s Happy Gilmore and Justin Timberlake for me, which I’m reading as a strategic way to capture the attention of the older portion of his target market. And all the while, the masses of young female fans are going to be losing their shit over the lyrics in this song. Smart work by a smart dude.