“This is NOT Rap” : Boundary Works and Symbolic Violence in YouTube-Based Music Subcultures

Rap music is one of the main components of hip-hop culture, together with break-dance and graffiti; this music emerged in the United States during the late 1970s, but has quickly spread throughout all the continents. But what is rap? Music genres have always revealed boundaries which are not only fuzzy in their definition, but they are also often intended as stakes in dialectical processes involving the different actors animating musical scenes, and rap too has been and still is clearly exposed to these dynamics. During the last decade, however, the emergent role of social media and digital platforms opened a new phase for these processes, because it provided them with a new stage and battleground. The chapter aims at reflecting on this topic by focusing on the Italian rap scene. Originated as a grassroots urban movement in the early 1990s, and become mainstream in the 2000s, also Italian rap music has recently entered a novel phase of its relatively short life, that is, a “YouTube era.” Key names of the 2010s Italian hip-hop scene have become nationally famous mainly thanks to the enormous circulation of their videos. “Old-school” Italian rap videos are also widely present and commented on the platform. Nowadays, two generations of Italian rap lovers interact publicly across YouTube's techno-social contexts, fighting on the authenticity and street credibility of national and international artists, while continuously negotiating the boundaries of a subcultural taste regime in constant transition. This chapter analyses the discursive boundary works, forms of aesthetic resistance and manifestations of symbolic violence characterising the Italian rap subculture on YouTube, based on a mixed-method analysis of a large sample of comments and metadata extracted from the platform.