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Will Pharrell's Teriyaki Boyz be lost in translation?

 

Later this year, the Japanese group Teriyaki Boyz will hit U.S. shores. They are, as you might have guessed, Asian rappers who seem to have effectively studied the major lessons of American rap swagger, i.e., wearing nice stuff, talking about nice stuff and posing in nice stuff while you talk about it.

Whatever the Japanese equivalent of "Spanglish" is (Japanglish?) -- you know, when Spanish people weave in and out of both languages so seamlessly it's its own thing -- they do that, and a lot of their songs, or the beats at least, are pretty hot. However, that's hard not to do when Mark Ronson, DJ Premiere and other greats are producing for you; their new project will feature Kanye (of course) and more stuff from the Neptunes.

The music isn't bad, but the potential problems with their success seem more intellectual. I mean, picture me riding around the park trying to floss, pumping some Asian rap I don't even understand. And then of course there's the whole race thing. Imagine the outrage if a group of black kids went around calling themselves Watermelon & Chicken or something...oh, wait. Better example: if a gaggle of Mexican youth fashioned themselves into, I don't know, the Guadalajara Guacamole Gang or some such, it would raise eyebrows.

I mean, I'm certainly not the cultural ambassador to the Far East or anything but I do know that many American Asians balk at the assumption that they all know kung-fu and can make a mean plate of shrimp fried rice, which is why the Teriyaki reference feels to me a bit minstrel-ish. It just has the easy ability to fall into, "We're from Japan, and did we mention we were Asian?"

But what do I know? Check out their vids -- including this banging "Zock On!" -- here for yourself. Do you think they'll make it in the U.S.?

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