Hyped as SyFy, Sci Fi Goes Sigh-Fee
July 2nd, 2009 | Published in Hip Hop, Mysteria
Fans of bizarre rap already know and love hyphy, a micro-genre from the Bay Area which is… well, bizarre. Suffice to say, hyphy is fun music. Think high-pitched noises. The 1990s. Artists like Keak Da Sneak, Mac Dre, E-40 (musically, if not categorically), and New York’s own DJ Eleven of the Rub.
Perhaps a clear introduction to the form is a song created from chopped-up sections of the Ghost Busters theme. Gentle reader, I present via hyperlink and heartily endorse “Ghost Ride The Whip” by Mistah Fab, a song about driving slowly while standing on your car, looking fly, wearing unexpected vestment, maxing/relaxing, &c.
Importantly, hyphy, a word Keak coined, is pronounced “high-fee,” not “hi-fi.” I hope an intrepid etymologist, philologist, or linguist (preferably Language Log’s Geoff Pullum) can one day trace in full the evolution of hyphy’s pronunciation. Until then, I classify it a minor, enjoyably diverting mysterium. Oakland’s version of my own hometown’s crunk.
MEANWHILE: The Sci Fi Channel needed a new look, a new steez, if you will. Some branding genius was banging his head against the wall. How could he ever possibly hope to make sci fi less, well, sci fi?
(Tangent: Fantasy got Peter Jackson, hot elves, lovably queer hobbitses, and a Halo-worthy final bodycount of about 90 million orcs dead, 1 Vigo scuffed. But the genre of speculative or science fiction has had to endure an endless parade of movie or television franchises resurrected in hideous zombie form. In fact, the only growth area in science fiction, at least in terms of massively popular culture, has been that of the zombie—though near-future vampires seem due for a New Orleans-inspired/tween-financed comeback.)
What was Sci Fi (the channel) to do? The answer, according to our hypothetical branding whiz, was to change its name to something unpronounceable and enigmatical: SyFy. I saw this word, this neoloogyism, in brilliant largeness on a poster at a bus stop and read it “sigh-fee,” because of hyphy. I read the copy around the word and found out that it is pronounced “sigh-fi,” as in “sci-fi” the genre, as in “Sci Fi” the channel. I shook my head and thought immediately of Mac Dre (RIP) and the other under-sung exponents of innovation and, yes, speculation in hip hop.
Zombies are all well and good. Sci Fi getting a metaphorical haircut to attract a new demographic is all well and good. But companies seeking to foster innovation in that strange zone between future-reading and art, between astrology and entertainment need to do more than simply repackage old concepts.
What Sci Fi et al need is the sort of willing-to-defy-popular-trends spirit that inspired Firefly, that inspired hyphy, that inspired crunk, that inspired the first rap records, and before that the first jazz jams in some broke dude’s basement in some hood I’ve never heard of, and before that Debussy, and Shelley, and so on, and so forth, back to the first cave-nerd to draw a Cubist bison fucking a waterfall.