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From The A&R’S Desk: The Death of AutoTune?

Jul 7, 2015 at 10:00 am |
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fetty wap / ty dolla

Rich Polk/ Getty Images

In 2009, Jay Z released a record called “D.O.A,” short for Death Of Autotune. In the popular song he rapped:

“This is anti-auto-tune, death of the ringtone/This ain’t for iTunes, this ain’t for sing-alongs”

Was 2009 the death of auto-tune…or just the beginning?

When Hov released “D.O.A.,” T-Pain, hip hop’s go-to guy for hooks at the time caught major slack and took a major hit to his career. Despite selling millions of records and blessing more than a handful of songs, the dreaded crooner’s style of music was frowned upon. In 2009, many thought the auto-tune era was dying down, but they couldn’t have been more wrong.

If you haven’t been living under rock, you know hip hop is more autotuned out than ever before. Some of today’s biggest young stars in hip-hop, including Future, Fetty Wap, & Rich Homie Quan continue to consistently drop banger after banger featuring the popular voice effect.

Do you think Jay Z envisioned auto-tune reaching this level of cultural relevance in hip hop? Was 2009 the death of auto-tune or was the effect simply on life support and has since been revived?

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Was 2009 the Death of Autotune or the beginning?

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