Nas’ success is something more than just a Promethean, reversed-polarity moment of “owning the conservatives” (although it certainly was that). It’s also a clear and triumphant marker of how much has changed in the culture. Earlier cultural provocateurs, like Marilyn Manson or “Piss Christ” artist Andres Serrano, built their reputations by deliberately offending a hazy, shared notion of “good taste,” but in doing so placed themselves firmly outside mainstream America. Nas’ provocations, on the other hand, have done nothing to dent his mainstream status. The enthusiastic response to his new single ensures he’ll remain a massively popular artist, pulling down brand-name sponsorships and streaming numbers en masse.
If you think it’s not a deliberate, savvy manipulation of the online culture, think again: As Brian Feldman reported for New York in 2019 as “Old Town Road” climbed the charts, for years as a teenager Nas operated a popular Twitter account that reposted and repurposed viral content, as well as advocating on the behalf of his favorite rapper and pop star, Nicki Minaj. Nas isn’t just a “digital native,” he’s a social media native, and clearly understands on a deep level the cultural and algorithmic incentives that drive things to virality. He understands all too well that in 2021, there may be no quicker way to pump oxygen into a brand than to let partisan politics do it for you.
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