M.C. Hammer
By the time 1990 rolled around, mainstream Top 40 music had grown increasingly “urban-informed” in sound and look: the biggest chart toppers included: Soul II Soul, Paula Abdul, Milli Vanilli, and Janet Jackson. Even 80s Pop icon Madonna sought a more “urban-informed” image by incorporating more African Americans in her videos (“Like A Prayer”), and onstage (i.e. sidekick/back-up singer Nikki Harris).
The demand for all things “urban” among young suburban audiences was so strong because to them, the New Jack Swing movement was still young, fresh, and new at that point. The American Music Awards that January vividly reflected the music industry’s shift towards “urban”, and “urban-informed” acts, featuring performances by Paula Abdul, Tone Loc, Janet Jackson, Bobby Brown, and the New Kids On The Block. Additionally, awards and nominations were given out to the likes of MC Hammer, Young MC, Eazy-E, Babyface, and Guy for the first time ever.
Meanwhile, more traditional New Jack Swing artists such as Tony Toni Tone, Jody Watley, Salt’N’Pepa, and Dr. Dre’s Michelle continued to score major Top 40 hits, further blurring the lines between “urban” and “Pop” music. Even Teddy Riley scored a crossover hit with his remix of Jane Child’s “I Don’t Wanna Fall In Love”. But the best example of an originally “urban” act in 1990 that had managed to cross over and become a major force in pop music is MC Hammer; his ‘Please Hammer, Don’t Hurt ‘Em’ album still remains the biggest selling rap album of all time*
*Editor's Note: According to Billboard.com research, 'Licensed to Ill' by the Beastie Boys is nipping at the heels of Hammer's "Diamond" (10 million sold) record at 9 million sold. Nelly's 'Country Grammer' is at 8 million, while Eminem's 'Marshall Mathers' is at 7 million so far...
1990 was also the year that the remaining members of New Edition emerged onto the music scene with their respective solo projects. Johnny Gill arrived first, followed within days by Bell Biv DeVoe. During that very same spring, En Vogue would make an excellent first impression with “Hold On”, and the New Jack Era’s first lighthearted (and most impressive) film would make its cinematic debut: Reginald Hudlin’s “House Party”, starring Kid’N’Play.
By the summer of 1990, it seemed official: R&B and Hip-Hop were the most dominant genres of popular music. Janet Jackson’s “Alright” video featured a verse by rapper Heavy D. A soulful young singer on Columbia/Sony records by the name of Mariah Carey was taking the world by storm with her debut single, “Vision of Love”. Pop star Glenn Medeiros scored a major hit in the form of “She Ain’t Worth It” featuring a guest appearance by Bobby Brown. “Whip Appeal”, by Babyface was one of the biggest slow jams of the year, and the R&B-lite New Kids On The Block had just released their third album, ‘Step By Step’.
On the UK side of things, Londonbeat’s “I’ve Been Thinking About You” was a solid hit, blue-eyed soulstress Lisa Stansfield’s “Been Around The World” was a bona fide smash, and DeeLite’s “Groove Is In The Heart” (featuring rapper Q-Tip) sent dance floors across the world into a frenzy. And fresh out of Germany, Hip-Hop/Dance act Snap was setting charts ablaze with their eternal classic, “The Power”.