BayFest

By Amanda Hardy

Lagniappe staff

There had been rap superstars and revolutions in hip-hop before him, but MC Hammer was the man who truly brought rap music to the airwaves of pop. Armed with parachute pants and sampled recordings, Hammer’s talents as a dancer and exhibitionist far exceeded his technique as a rapper.

Still, he knew how to write catchy lyrics, which fated his second album, “Please Hammer Don’t Hurt ‘Em,” to become the best-selling rap album of all time. Although that album was the peak of his success and virtually every other rapper deemed him a sell-out, Hammer progressed rap music by leaps and bounds in the mainstream, demonstrating that hip-hop had real marketing potential.

MC Hammer was born Stanley Kirk Burrell in Oakland, Calif., on March 30, 1962. He became a bat boy for the Oakland Athletics baseball team at the age of 10, where he entertained fans by dancing and earned the nickname “Hammer” for his resemblance to baseball legend “Hammerin’” Hank Aaron. Although he dreamed of becoming a star athlete, he did not make it into any professional baseball organization.

Hammer joined the Navy for three years in search of direction. A devoted fan of soul music, he became interested in hip-hop when he left the Navy and began performing in local clubs. With the financial help of some old friends from the Oakland A’s, he pioneered his own record label, Bust It, and recorded a few hit local songs.

In 1987, Hammer recorded the album “Feel My Power.” After impressing Capitol Records with his flamboyant live show, he signed a contract for a multi-album deal. He re-released an updated version of “Feel My Power,” re-titled “Let’s Get It Started,” which went double platinum.

Still, nothing could have predicted the phenomenon of “Please Hammer Don’t Hurt ‘Em,” the 1990-released follow-up. Its first single, “U Can’t Touch This,” dominated the media in a way rap never had before and won two Grammy awards. The album’s sales surpassed 10 million, making it the number one album of the year.

Still, an outrage grew against Hammer’s frequent sampling of classic songs. Hip-hop artists were critical of his simplistic, repetitive lyrics. The accusations of selling out didn’t decrease with the merchandising rampage that soon followed: endorsement deals, MC Hammer dolls, even a cartoon show.

Attempting to gain more respect from his peers, Hammer dropped the “MC” from his name and used more live instrumentation on his next album, “Too Legit to Quit.” Although the album sold over three million copies and produced a hit single, Hammer’s live performance had become too extravagant to afford; loaded with singers, dancers, and backup musicians, the concert tour was too expensive for album sales to keep up with, and it was canceled partway through.

In 1994, Hammer tried again with “The Funky Headhunter,” an edgier record, but it failed to establish his name among hardcore hip-hop fans. In 1995, Hammer made one last desperate attempt with the album “Inside Out.” It flopped miserably, however, and Hammer was released from his contract.

In 1996, Hammer filed for bankruptcy. His unbelievable spending sprees characterized by purchases like antique golf clubs and platinum dog collars finally got the best of his dwindling income.

The crisis prompted a renewed enthusiasm for Christianity, and he began to write new material with an emphasis on spirituality, values, and family. The album “Family Affair” was intended to be released on Hammer’s own Oaktown 3.5.7. label, but plans were aborted at the last minute. In late 2001, inspired by the events of 9-11, Hammer released the patriotic-themed album “Active Duty” through his own WorldHit label.

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