Common’s in ‘Control’ at Best Buy signing event

Scores of fans turned out Friday to the Best Buy store at 555 W. Roosevelt Rd., to get their paraphernalia signed by hip hop lyricist Common. They also bought his eighth album, "Universal Mind Control," that was released December 9.

Hip hop fans of diverse races, genders and ages stood in a line that extended from one end of the store to the other to get Common's signature on their drawings, iPods, winter coats, CD and record covers, and tote bags, while giggling females peeked over a security guard’s shoulders to snap cell phone shots.

“A lot of artists get that dance feel, and you might not like where they're going with their music, but with Common, he’s grown from what he makes and I can appreciate him,” said Sherese Jones, a fan who waited in line for two hours to meet the artist.

Born Lonnie Rashid Lynn, Common, who hails from the South Side, is taking a different spin on his latest CD. Known for conscious hip hop about poverty, politics, promiscuity, Chicago gangs and nonviolence, "Universal Mind Control" instead is more focused on getting his fans’ hips swaying and arms poplocking. Prominent club-banging producers like the Neptunes and Kanye West are showcased on the CD, along with influences from hip hop pioneers like Afrika Bambataa.

Common does revisit his conscious side by showing love to Barack Obama’s presidential win in Changes.

“I feel like hip hop is supposed to be fun. Common is trying to brand his music and take it to the next level. Just because he’s not a new artist doesn’t mean he can’t experiment and challenge his artistry,” said Common fan, Dwight Johnson.

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Simone Hall, another fan waiting in line, agreed. “You can’t listen to conscious music all the time. (Common) is trying to show he’s a human, he likes to have fun, women are beautiful and he does it all while wearing a ‘smedium’ shirt.”

Visibly under the weather, Common snuck coughs into his shirt but made sure to smile, shake each fan’s hand, take photos with anybody who asked and thank his fans for their support. His smile shined brightest when a fan came to him in a wheelchair squealing with glee as he affectionately rubbed her arm and when George Daniels (of George’s Music Room) made an appearance.

Born in 1972 and stomping on the music scene in 1994 with "Resurrection," Common introduced the world to his Chicago-bred hip hop style.

Although widely accepted in the hip hop industry, Common didn't win his first solo music award until the first annual BET Hip Hop Awards in 2006 for Lyricist of the Year. Since then, Common won 2007’s BET HHA’s Lyricist and CD of the Year for "Finding Forever," which also won a Grammy. In 2003, Common also won a Grammy for the hit "Love of My Life (An Ode to Hip Hop)" with ex-girlfriend and neo-soul singer Erykah Badu.

When asked what he wanted fans to get from "Universal Mind Control," Common told the Defender, “I want them to have fun from it. Enjoy it.”

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Click here to visit the photo gallery of Common at the Best Buy event.

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Common’s in ‘Control’ at Best Buy signing event

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