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Run Ddc Case Study

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Joseph Simmons (Reverend Run), Darryl McDaniels (Easy D, DMC) and Jason William Mizell (Jam Master Jay) are the members that make up Run-DMC. With Simmons and McDaniels rapping and Mizel dj-ing they popularised the addition of a live dj at shows and concerts.

The three of them grew up in Hollis, Queens in New York City. Friends Simmons and McDaniels started rapping and writing in private as McDaniels was too shy to perform in public. After some practice and a growth in confidence, the two began hanging out at Two-Fifths Park, the local hangout of the community. People would play basketball and local djs would set up their equipment here and start performing and competing. Mizell, then known as Jazzy Jase was one of the more popular dj's in …show more content…
"Tougher Than Leather" saw the group sway from their rap rock influences for a heavy sample based sound. Run-DMC then released "Back From Hell" amidst a slide in their sales and a change of perception in the hip hop world. The whole album made the group look outdated. Personal problems began to rise due to the group's first real taste of failure. All three members were invovled in life changing incidents. McDaniels was losing a battle to alcoholism, Mizell in a major car crash and surviving two gun shots and Simmons was indicted in a rape case although charges were dropped …show more content…
The song also scored Run-DMC a deal with Adidas and started Adidas' long relationship with hip hop culture. It was the birth of the acknowledgement of hip hop style, sneaker culture and product endorsements by artists. Hip hop looked entirely different before the group popularised the sports wear, jewellery wearing and loud sneakers style.

They also changed the marketability and public appeal of rap music. Rap music before Run-DMC was not consistently "hard-core" or edgy. The "gangster" rap style was ushered by Run-DMC with their heavy beats and harsh vocal delivery. The Recording Industry Association of America also officially made Run-DMC's self titled album the first rap album to go gold after selling more than 500,000 copies. The bar was set by this group as a measurement of how successful a rap record was.

Run-DMC was the first rap group to do many things, beside their endorsements and amazing sales, they were the first rap act to have a video on MTV, first rap act to appear of Saturday Night live, the first rap act to play at a Live Aid Concert and the first rap act to appear on the cover of the Rolling Stones magazine. The fact that rap acts are now so common place can be credited to the path that Run-DMC

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