ABSTRACT
In the changing and confusing context of the London hip-hop scene, which as we have seen is undergoing cultural, technological, and socio-economic shifts, it is more difficult than ever to 'keep it real'. Negotiating the various struggles on a day-to-day to basis requires rappers to develop strategic and tactical approaches to live out authenticity in contemporary society. These 'strategies' and 'tactics' can be broadly categorized according to a number of distinctive features – namely, stratified integration, oppositionist positioning, universal commonality, historical affiliation, radical individualism, explicit claims, and (social) media management. This chapter describes how the strategies and tactics model arose and explains its significance. It then discusses the conceptual framework behind the strategies and tactics, which are tied to the theoretical strands of Peterson's 'authenticity work' and de Certeau's practice of everyday life. Each strategy/tactic is then explored in turn.
