MC Hammer Maximizes and Optimizes the Commodity of Music

MC Hammer Maximizes and Optimizes the Commodity of Music
Allison Mooney
  • 17 july 2008

At the YPulse Mashup this past Tuesday, MC Hammer spoke on the “Totally Wired Hip Hop: Reaching Urban Youth” panel. He isn’t coasting on his “Can’t Touch This” creds anymore, though. The baggy-panted pioneer has actually been making the rounds at internet video companies for years, he says (“since there were three people at YouTube”). He started an online dance video site, to tap into the emerging trend. The site is all things dance and uses the “commodity” of music (from Weezer to Janet Jackson) to target demographics and create affiliate events.

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