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We sat down with Arusa Qureshi, Edinburgh based author of ‘Flip the Script: How Women Came to Rule Hip Hop’, to discuss her life long connection with hip hop, the genres impact globally and closer to home as well as her career pathway, from her role as editor of The List to working with We are Here Scotland.

If you are considering taking part in one of our Rap & Hip Hop or Women in Music short courses coming up in June, make sure to check out Flip the Script as a great starting point to learn more.

Hey Arusa! Why don’t you tell us a little about yourself?

I’m Arusa Qureshi, I’m a writer and editor based in Edinburgh. I write mostly about music, but I also do a lot of work in diversity and accessibility in arts and culture. I used to be the editor of The List and now I’m a freelancer and I write for various places like NME, The Guardian and Gold Flake Paint. And most recently I’ve written a book called ‘Flip the Script: How Women Came to Rule Hip Hop’, which is a love letter to women in hip hop in the UK specifically. 

At the start of your book, there’s a section all about hip hop being your safe haven and drawing the reader in with sharing your own connection with music from a young age, why don’t you tell us about that.

So hip hop is something that I’m really passionate about. Growing up, just seeing those women on TV owning their confidence really did something for me. It’s not just a genre of music, it’s more than that. It’s a cultural movement and it’s something I do love to analyse and write about and delve into the political and cultural aspects of it. I’ve written quite a lot about American hip hop and the roots of the genre. But I wanted to shine a light on what women in the UK were doing because I really feel like women are at the forefront of innovations that are happening in hip hop. 

Yes, hip hop started in the Bronx, but it has travelled the world and it’s morphed and picked up things as it’s traveled. So, I’m really interested in where we are in the UK at the moment.  

You can sense that lifelong connection, what really kicked off writing the book for you back in 2020?

Both the Scottish Album of the Year Award and the Welsh Music Prize were both won by women rappers, that’s Nova (SAY Award) and Deyah (WMP). It felt like we were in a really exciting period, that there was something special going on and I wanted to capture it in some way, and that’s what the book was. 

You talk in the book about writing your dissertation on hip hop in 2015 and being strongly advised against it by your lecturers. What was that experience like?

My tutors didn’t see hip hop as a genuine art form. Which made me sad at the time and it still does thinking about it. But I went ahead and did it and I’m really glad I did because it really ignited this passion in terms of writing about hip hop and writing about the political aspects of music. 

Personally, I think, in the UK we’re still a little bit behind America in relation to hip hop in academia, things are definitely much further ahead. I think partly because when Kendrick Lamar won the Pulitzer Prize in 2018, that was just a huge deal because hip hop was finally entering this sphere of being like a real art form, of being really respected. 

I really do think even though it is born in New York, hip hop represents and tells you a story about very specific communities or groups of people, people with a very specific political history. And for that reason, it should be taken seriously. 

The Academy of Music and Sound is proud to be the developers of the first Rap & Hip Hop pathway and short course into full time higher education in Scotland. Find out more about the educational opportunities we have on offer here.

Absolutely, we’ve seen a large scale shift in the media and education even in the past few years. What has your career looked like since finishing up your degree?

I went on to do a Masters at Napier in magazine publishing. I don’t think that doing a masters is the most important thing in the world at all. But it was the right choice for me at the time. I was really lucky that I got a scholarship to do it. So, because I was so grateful to be there, I really put myself forward for absolutely everything. I took advantage of all the free tickets that we got to conferences and events. I really didn’t close myself off from any experience that came my way. And I was interested in writing and editing, but I was willing to try out different things in that industry. The List had an opening and I just wanted to learn everything I could. I gradually became a part of the content team, and then in 2017 the editor was leaving. I applied for her job and somehow, I got it. And I say that because it was unexpected at the time. Unfortunately, because of COVID, my role as editor was made redundant in August 2020.  

That must have been really tough.

Yeah, I was at the company for almost five years in total. So, it was horrible. But I became a full time freelancer shortly after. And I’ve been doing that since, and I’m really grateful to say that it has worked out. I’ve been able to do all kinds of different things. So, like, writing for publications like NME and The Guardian and and Time Out. And I’ve done some radio work, and I worked on a BBC podcast for a little bit. And then I wrote a book. And none of that would have happened if I hadn’t lost my job.  

You’ll have built up a number of transferable skills in your time in the industry. That’s kind of what our short courses are about, giving people the chance to discover something new or up-skill. Which has been vital for so many creatives.  

I think first of all, what you’re saying about the short courses, that kind of thing is so perfect for if you are wanting to just build on what you already have or you know what you don’t have in terms of skill sets. Over the past two years it’s things like that I really looked out for I guess to try just push myself in different ways in the industry. It’s sometimes the case that you think you’re good at one thing and you can’t really do anything else but there’s so many things you could do with the skills that you have and that’s really what I’ve learned over the past two years. 

Do you think your transferable skills made the transition to freelancing easier?

I took the time to try all opportunities that came my way. It’s about really looking at the skills that you have and seeing what else you could use them for. And I think in terms of the skills I had from my earlier job, being organised, attention to detail and good with deadlines honestly helps me in everything I do. I think you have to really think outside the box a little bit when you’re looking at what you could use your skills for. You might think, “well, I’m a writer, so I can only write.” 

But you can work in TV, you can work in radio, you can work in film. You can work in all kinds of things. It’s just about being open to trying things. 

Would you say there are any resources you’ve used specifically to find hip hop opportunities throughout your career?

When it came to just looking for opportunities and applying for jobs, I subscribed to a lot of different newsletters that were free to subscribe to. They would send out regular specifically writing opportunities, but also ones that would say whether there was a role in the music industry for example, and it was just a good thing to keep getting that in my inbox. Just to remind me that there are things out there in terms of resources for hip hop. I really wish there was more written about just hip hop generally, but also specifically about women and hip hop. And there is a lot of written about it in in the US, but not as much in the UK. 

You can look at my bibliography in the book, which has everything that I read and that will give you a really good idea of resources in the genre. 

Are there any organisations to look into too?

I think it’s also worth drawing attention to another organization I work for called ‘We Are Here Scotland’, which is basically all about amplifying voices of creatives of color in Scotland and we do various things. We’ve been working on a creator fund, so artists of color in Scotland can apply for £500 bursaries for things like equipment or studio time or something like that. And I think it’s been a really good resource so far because as well as the fund we offer mentorship. I think mentorship is one of the most important things for people starting out. 

“Hip Hop is not just a genre of music, it’s more than that. It’s a cultural movement.”

That sounds incredible, having even 1 person in your corner can make such a difference.

Absolutely! And not just for people who are just starting out, but even people who are further on in their careers. Just being able to speak to people who’ve made that step or done what you’re looking to do. It is just so important that you’re getting the advice from somebody that has already been there and done. It can be totally valuable. 

Tell us a little more about We Are Here Scotland.

We Are Here was founded by Ica Headlam, and the project was initially funded through crowdfunding and now has received Creative Scotland funding to support the next round of people and it’s just been so great so far. The first round of people who got the funding, that was a little while ago, they’re all in their process of using that money and doing the mentorship and stuff and it’s really cool to see. £500 isn’t a huge amount of money to some people, but for somebody just starting out when you’re looking for materials or you’re looking to even just pay yourself to be able to do a project, it can be so important.  

We’re just trying to demystifying things a bit and help people that maybe think that they don’t belong in not just the music industry, but the wider creative industries. We want to really show that there is a place for them. And there’s people here to help. 

That’s really incredible. How do you feel about Hip Hop in the UK right now?

I’m honestly so proud of where we are at the moment when it comes to hip hop in Scotland. Hip Hop in the UK is always traditionally revolved around London and that’s makes sense because it’s kind of where it started in the UK. But there’s so much going on beyond London and the levels of talent that we have in all regions is just insane. I feel like hip hop & offshoots like grime and drill etc. are thriving. We can’t just look to London automatically as the place to find the best of the next big talent. Nova winning the SAY Award, I think that meant a huge amount to the Scottish music industry and just to the industry taking hip hop seriously and even beyond Scotland this. 

You know it is a hugely respected and really popular genre. There is a statistic in my book, I think it was from 2020 or 2021 that states, hip hop accounts for over a fifth of all UK singles consumption, which is like a sixfold increase on 1999 and that’s huge. 

Before you go Arusa, why don’t you share what’s in your playlists at the moment? Who are some of your favourite artists right now?

In Scotland I love BEMZ, Washington, Clarissa Woods and The Honey Farm. Elsewhere, I love Lil Simz and ENNY as well. If anyone is interested in just hearing more hip hop generally in the UK and I made a playlist that goes along with the book, at the moment it’s over 8 hours long, but I keep adding to it as things come out!  

Check out the Flip the Script Playlist here.

If you would like to find out more about the culture of hip hop and rap performance AMS are running a series of short courses across Edinburgh & Glasgow in June. Classes take place across a variety of weekdays and run from 10am-4pm.  We are also running a weekend online Women in Music short course across 3 Saturdays and Sundays from 11th June until 26th June with classes running from 10am-4pm. You can find more information about all our courses below.