As hip hop continues to reach the half-decade mark, its more than ever renowned cultural commentators, critics, and historians certainly don’t argue about whether hip hop has become a worldwide phenomenon but dispute which, what, when, and wherever is hip hop in its true vital, essential form. Still the question remains, with such a massive following from both local and international audiences, why does hip hop continue to grow? One contributing factor that cannot be ignored is the industry’s continuing commitment to innovation, creativity, and new ideas. Thanks in large part to the consistent flood of new artists into the industry annually and the emergence of such notable figures as Kanye West, Jay Z, Pharrell Williams, and other rising stars, hip hop listeners now have a diverse range of musical tastes and styles to choose from.
Even as more established rappers such as Eminem and Rihanna continue their reign on the top of the charts with their chart topping singles, rap fans are also continually flocking to new rappers and new artists with exciting new projects. With new rappers such as Eminem and Rihanna dominating the charts with their singles and albums, rap fans no longer have to rely solely on established superstars; new artists are constantly breaking through and making a name for themselves. In addition, as rap songs continue to evolve to reflect today’s social issues, lyrics and rhymes are now more critically relevant to contemporary audiences. The result is that artists are not only building mass audiences with their innovative and distinctive styles but also making connections across genres and nationalities.
Another contributing factor to hip-hop’s global popularity is the widespread use of gangsta rap lyrics in mainstream and late night television programming, which is commonly referred to as the “rap revolution.” This change in popular music and the adoption of anti-social lyrics by new and independent rappers paved the way for rap’s growth into a mass form of entertainment popularized by rap artists such as Ice Cube, Big Daddy Kane, and Rakim. According to studies, gangsta rap has enjoyed greater success when compared to traditional hip-hop because it tapped into a younger generation that was more willing to embrace politically incorrect lyrics. Gangsta rappers like Ice Cube and Big Daddy Kane brought a new perspective to rap, changed the manner in which music was made, and forever changed the face of hip-hop.