In this master's thesis, we address the problem of how neoliberal capitalism, through the ideals of creativity, entrepreneurship and authentic cool, affects Slovenian hip-hop musicians. In doing so, we rely on the theoretical concepts of the new spirit of capitalism, social and artistic critique, the creativity dispositif, the entrepreneurial self, and authentic cool, thereby developing a theoretical framework for understanding these ideals as mechanisms of power and self-governing. The empirical part includes an analysis of the career and personal experiences of two Slovenian hip-hop musicians, Dacho and Ledeni. We obtained the data through two interviews that we conducted. We find out how the musicians seek a balance between the demands of maintaining authenticity, branding and economic survival. The findings show that both creators have found a balance between artistic authenticity and self-promotion and position themselves as cultural entrepreneurs who use their authentic cool for branding. The imperatives of creativity, entrepreneurship, and authentic cool are internalized in practice and become the subject of constant reconciliation, representing the impact of neoliberal capitalism on artistic work and identity. The thesis sheds light on the role of artists in confronting such pressures and offers a broader insight into creative work under capitalism.
|
