Mchammer - Legacy and Pop Culture Fame

Legacy and Pop Culture Fame

Widely considered the first "mainstream" rapper, even when it wasn't "cool" to be, Hammer continues to entertain while sharing his legacy with other rappers (as cited on BET.com). Hammer became a fixture of the television airwaves and the big screen, with his music being used in many popular shows, movies and commercials still to this day. He also established a children's foundation, which first started in his own community, called Help The Children (based on his song by the same name).

Hammer has also influenced the music industry as well as pop culture catchphrases and slang. Digital Underground's rap "The Humpty Dance" included the lyrics "People say ya look like M.C. Hammer on crack, Humpty!", boasting about Hammer's showmanship versus Humpty Hump (Shock G)'s inability to match it in dance. Additionally, his sampling of large portions of well-known pop oldies (as opposed to short James Brown or George Clinton funk riffs) has become increasingly popular among mainstream rappers, particularly Diddy's Bad Boy Records stable. At the time, it was frowned upon.

Some critics complained of a lack of originality in Hammer's early productions. Entertainment Weekly described "U Can't Touch This" as 'shamelessly copying its propulsive riff from Rick James ("Super Freak"). But Hammer set the pattern; musically, fashionably and financially, for practices that became common in hip-hop music later in the 1990s in the hands of such platinum-selling performers as Puff Daddy and Will Smith. Hammer admits, "When I look at Puffy with a choir, I say, 'Sure that's a take-off of what I do."

Hammer's clothing-lines, one later called J Slick, and flashy wardrobes also led to other performers being more conscientious about video outfits, "shiny suits" and baggie pants. During his early career (80s and early 90s), Hammer would tour, perform and record with his hype man 2 Bigg MC or Too Big (releasing a song in which he claimed "He's the King of the Hype"). It's interesting to note that this duo introduced the "shiny suit" to mainstream America, as seen in videos such as "(Hammer Hammer) They Put Me In A Mix", in which Hammer also claimed Too Big was the "King of Hype", who was in an unspoken competition with Flavor Flav (hype man for Public Enemy) during the height of their careers.

During a 1991 episode of Rockline on MTV (with host Martha Quinn), in response to a caller's question, Hammer stated in 10 years he sees himself continuing to make "original material to establish longevity", "energetic... message-oriented songs for a long time to come" and "staying in good shape... working as long as God blesses to be here".

Hammer also began the trend of rap artists being accepted as mainstream pitchmen (and at times as the punch line). Prior to Hammer, it was virtually unheard of for a hip-hop artist to be seen in a major commercial spot. Hammer appeared in major marketing campaigns for companies such as Pepsi, KFC, Toshiba and Taco Bell to the point that he was criticized as a "sellout". Hammer also did commercials for British Knights during the height of his career. The shoe company signed him to a $138 million deal.

In 1994, British TV presenter Mark Lamarr interrupted Hammer repeatedly with Hammer's catch phrase ("Stop! Hammer Time!") in an interview filmed for The Word, which he took in good humour. He claimed Hammer was a "living legend". It was also within this interview that Hammer explained the truth about his relationship with "gangsta rap" and that he was merely changing with the times, not holding onto his old image nor becoming a "hardcore gangsta". This change had much to do with his failure.

In 2006, M.C. Hammer's music catalog (approximately 40,000 songs) was sold to the music company Evergreen/BMG for nearly $3 million. Evergreen explained that the collection was "some of the best-selling and most popular rap songs of all time." Speaking for Evergreen Copyrights, David Schulhof stated the songs "will emerge as a perfect fit for licensing in movies, television shows, and corporate advertising." According to VH1, "Hammer was on the money. Hit singles and videos like "U Can't Touch This" and "Too Legit To Quit" created a template of lavish performance values that many rap artists still follow today."

In March 2009, Ellen DeGeneres made plans for Hammer to be on her show (The Ellen DeGeneres Show) after he contacted her via Twitter. As a result of his popularity with the site, he has been considered a "Tweeter star".

Hammer continues to give media interviews, such as being a guest on Chelsea Lately (June 16, 2009), where he discussed his relationship with Vanilla Ice, his stint on The Surreal Life, his show Hammertime, his family, his mansion, about him being in shape, his positive financial status and other "colorful topics" (subliminal jokes) regarding his baggy pants.

To celebrate Hammer's 50th birthday, it was reported that San Francisco game maker Zynga (applications distributed by Apple App Store) offered up some recent player's Draw Something drawings from his fans. Other sources/services offered "props" on behalf of his special occasion and to show appreciation for his memorable persona/gimmicks used during the peak of his career.