The strength of VICELAND is how it takes its viewership down any locational pipeline through a single perspective: be it food, fashion, women, drugs or abandoned buildings.
NOISEY, the network’s music outfit, performs the same task through the lens of the culture’s rappers and musicians. But this more than just a compounded “MTV Cribs” a la Shane Smith and Co. In previous seasons, host Zach Goldbaum explored London’s grime, Las Vegas EDM club scene, Kendrick Lamar’s Bompton, Southside Chicago and more, not just to discover a scene, but to dive headfirst into the socio-economic and industrial environment our cherished music is born from.
To kick off Season 2, Goldbaum heads to the hyphy-where-the-rappers-go-dumb Bay Area. Breaking bread (aka drinking forties) with hyphy’s fathers E-40 and Mistah FAB, plus their hyphy babies Nef the Pharaoh, G-Eazy and more, Goldbaum reveals the hometown of slang’s growing troubles with gentrification, tech boom and the importance of being loyal to your soil. Yadidamean??
Check out the full episode below and tune into VICELAND weekly for more NOISEY.