Gooch over at XXL asked one of those rhetorical, seemingly non-threatening Hip Hop questions that tends to get people riled up. "Is the era of the super-producer over?"
The one hit wonder has put the super producer out of business. And why? Probably for a few reasons, but the main one being that super producers just aren't very reliable when it comes to making hits anymore. They recreate a sound that worked once, over and over again, and consumers are too smart for that nowadays. They're not buying it.
Although Super Producers made #2 of our 25 Things That Killed (and are Still Killing) Urban Music list, we would hate to see them sacrificed on the alter of the YouTube star. But...
It would be nice wouldn't? About ten years ago, when I was obsessed with things like liner notes, I would pride myself on being able to identify the producer of a track within seconds. But maybe they made it too easy. Maybe the sound was too branded. It continues to this day, when I could care less and have shorter patience for such things. This isn't to say that the producers implicated in Gooch's post aren't dope; it's just that they are ubiquitous and oftentimes it's difficult for the vocalist to emerge from the producer's shadow.
I think there needs to be a re-balancing of the scales.
Is the Era of the Super Producer Over? [XXL]