Hip-hop has been so important in my work, because it speaks to the idea of money being tied to cultural capital in an honest and transparent way. When I was growing up in LA, money was equivalent to class, and it was a passport. Hip-hop emphasizes that, but Hollywood and show business bear it out. If you have money, there really is no barrier to social mobility. There are still social clubs in Newport where you can't get in even if you have money, but that is really rare.
Lauren GreenfieldThese days, the media is defining what cultural capital is, and it's easily learned. If you have money, anything can be bought. We see this in China and Russia with what I call the "Bling Dynasty and New Oligarchy" in Generation Wealth. As people got rich and everybody started buying Louis Vuitton bags, it became clear that to distinguish yourself you had to have more than an expensive bag. People began to want the things that money is not supposed to be able to buy - history, tradition, education, and culture.
Lauren GreenfieldI've also been documenting an unsustainable way of life. And you see in peoples' stories that this world of consumerism does not support the moral and spiritual values - of family and community - that people feel are most important. From an environmental perspective, the quest for more and more is not going to be possible on this planet. This is a historical documentation of an unsustainable path, and my hope is that this work allows people to think about their own agency and the potential for change.
Lauren GreenfieldWhen I first moved from photography to filmmaking, I was worried about how big I had to become. I was one person, or maybe me and an assistant, and I had these small cameras, and maybe a flash.
Lauren GreenfieldI've long been interested in looking at the culture of consumerism and also was interested in this connection between the American dream and the house, and the house being kind of the ultimate expression of self and success.
Lauren GreenfieldHip-hop has been so important in my work, because it speaks to the idea of money being tied to cultural capital in an honest and transparent way. When I was growing up in LA, money was equivalent to class, and it was a passport. Hip-hop emphasizes that, but Hollywood and show business bear it out. If you have money, there really is no barrier to social mobility. There are still social clubs in Newport where you can't get in even if you have money, but that is really rare.
Lauren Greenfield