The roots of rapping are found in African American music and bear similarities to traditional African music, particularly that of the griots of West African culture. The African American traditions of signifyin', the dozens, and jazz poetry all influence hip hop music, as well as the call and response patterns of African and African American religious ceremonies. Early popular radio disc jockeys of the Black-appeal radio period broke into broadcast announcing by using these techniques under the jive talk of the post WWII swing era in the late 1940s and the 1950s. DJ Nat D. was the M.C. at one of the most pitiless places for any aspiring musician trying to break into show business, Amateur Night at the Palace theatre on Beale Street in Memphis, Tennessee. There he was master of ceremonies from 1935 until 1947 along with his sideman, D.J.Rufus Thomas. It was there he perfected the dozens, signifyin' and the personality jock jive patter that would become his schtick when he became the first black radio announcer on the air south of the Mason–Dixon line. Jive popularized black appeal radio, it was the language of the black youth, the double entendres and slightly obscene wordplay was a godsend to radio, re-invigorating ratings at flagging outlets that were losing audience share and flipping to the new format of R&B with black announcers. The 10% of African Americans who heard his broadcasts found that the music he promoted on radio in 1949 was also in the jukeboxes up north in the cities. They were also finding other D.J's like Chicago's Al Benson on WJJD, Austin's Doctor Hep Cat on KVET and Atlanta's Jockey Jack on WERD speaking the same rhyming, cadence laden rap style. Once the white owned stations realized the new upstarts were grabbing their black market share and that Big Band and swing jazz was no longer 'hip', some white DJ's emulated the southern 'mushmouth' and jive talk, letting their audience think they too were African American, playing the blues and Be-Bop. John R Richbourg had a southern drawl that listeners to Nashville's WLAC nighttime R&B programming were never informed belonged not to a black D.J., as were other white DJ's at the station. Dr. Hep Cat's rhymes were published in a dictionary of jive talk, The Jives of Dr. Hepcat, in 1953. Jockey jack is the infamous Jack the Rapper of Family Affair fame, after his radio convention that was a must attend for every rap artist in the 1980s and 1990s These jive talking rappers of the 1950s black appeal radio format were the source and inspiration of Soul singer James Brown, and musical 'comedy' acts such as Rudy Ray Moore, Pigmeat Markham and Blowfly that are often considered "godfathers" of hip hop music. Within New York City, performances of spoken-word poetry and music by artists such as the Last Poets, Gil Scott-Heron and Jalal Mansur Nuriddin had a significant impact on the post-civil rights era culture of the 1960s and '1970s, and thus the social environment in which hip hop music was created.
The first records by Jamaican DJs, including Sir Lord Comic (The Great Wuga Wuga, 1967) came as part of the local dance hall culture, which featured 'specials,' unique mixes or 'versions' pressed on soft discs or acetate discs, and rappers (called DJs) such as King Stitt, Count Machuki, U-Roy, I-Roy, Big Youth and many others. Recordings of talk-over, which is a different style from the dancehall's DJ style, were also made by Jamaican artists such as Prince Buster and Lee "Scratch" Perry (Judge Dread) as early as 1967, somehow rooted in the 'talking blues' tradition. The first full-length Jamaican DJ record was a duet on a Rastafarian topic by Kingston ghetto dwellers U-Roy and Peter Tosh named Righteous Ruler (produced by Lee "Scratch" Perry in 1969). The first DJ hit record was Fire Corner by Coxsone's Downbeat sound system DJ, King Stitt that same year; 1970 saw a multitude of DJ hit records in the wake of U-Roy's early, massive hits, most famously Wake the Town and many others. As the tradition of remix (which also started in Jamaica where it was called 'version' and 'dub') developed, established young Jamaican DJ/rappers from that period, who had already been working for sound systems for years, were suddenly recorded and had many local hit records, widely contributing to the reggae craze triggered by Bob Marley's impact in the 1970s. The main Jamaican DJs of the early 1970s were King Stitt, Samuel the First, Count Machuki, Johnny Lover (who 'versioned' songs by Bob Marley and the Wailers as early as 1971), Dave Barker, Scotty, Lloyd Young, Charlie Ace and others, as well as soon-to-be reggae stars U-Roy, Dennis Alcapone, I-Roy, Prince Jazzbo, Prince Far I, Big Youth and Dillinger. Dillinger scored the first international rap hit record with Cocaine in my Brain in 1976 (based on the Do It Any Way You Wanna Do rhythm by the People's Choice as re-recorded by Sly and Robbie), where he even used a New York accent, consciously aiming at the new NYC rap market. The Jamaican DJ dance music was deeply rooted in the sound system tradition that made music available to poor people in a very poor country where live music was only played in clubs and hotels patronized by the middle and upper classes. By 1973 Jamaican sound system enthusiast DJ Kool Herc moved to the Bronx, taking with him Jamaica's sound system culture, and teamed up with another Jamaican, Coke La Rock, at the mike. Although other influences, most notably musical sequencer Grandmaster Flowers of Brooklyn and Grandwizard Theodore of the Bronx contributed to the birth of hip hop in New York, and although it was downplayed in most US books about hip hop, the main root of this sound system culture was Jamaican. The roots of rap in Jamaica are explained in detail in Bruno Blum's book, 'Le Rap'.
Musical genres from which hip hop developed include funk, blues, jazz and rhythm and blues recordings from the 1960s, 1950s, and earlier, including several records by Bo Diddley and gospel group The Jubalaires, whose 1946 song "Noah" is often named as the first recorded instance of rap. Muhammad Ali's 1963 spoken-word album I Am the Greatest is regarded by some writers as an early example of hip hop. Pigmeat Markham's 1968 single "Here Comes the Judge" is one of several songs said to be the earliest hip hop record. Leading up to hip hop, there were spoken-word artists such as the Last Poets who released their debut album in 1970, and Gil Scott-Heron, who gained a wide audience with his 1971 track "The Revolution Will Not Be Televised". These artists combined spoken word and music to create a kind of "proto-rap" vibe.
Hip hop has always kept a very close relationship with the Hispanic community in New York. DJ Disco Wiz and the Rock Steady Crew were among early innovators from Puerto Rico, combining English and Spanish in their lyrics. the Mean Machine recorded their first song under the label "Disco Dreams" in 1981, while Kid Frost from Los Angeles began his career in 1982. Cypress Hill was formed in 1988 in the suburb of South Gate outside Los Angeles when Senen Reyes (born in Havana) and his younger brother Ulpiano Sergio (Mellow Man Ace) moved from Cuba to South Gate with his family in 1971. They teamed up with DVX from Queens (New York), Lawrence Muggerud (DJ Muggs) and Louis Freese (B-Real), a Mexican/Cuban-American native of Los Angeles. After the departure of "Ace" to begin his solo career, the group adopted the name of Cypress Hill named after a street running through a neighborhood nearby in South Los Angeles.
The New York Times had dubbed Philadelphia the "Graffiti Capital of the World" in 1971. Philadelphia native DJ Lady B recorded "To the Beat Y'All" in 1979, and became the first female solo hip hop artist to record music. Schoolly D, starting in 1984 and also from Philadelphia, began creating a style that would later be known as gangsta rap.
Because the percussive breaks in funk, soul and disco records were generally short, Herc and other DJs began using two turntables to extend the breaks. On August 11, 1973, DJ Kool Herc was the DJ at his sister's back-to-school party. He extended the beat of a record by using two record players, isolating the percussion "breaks" by using a mixer to switch between the two records. Herc's experiments with making music with record players became what we now know as breaking or "scratching".
The earliest hip hop music was performed live, at house parties and block party events, and it was not recorded. Prior to 1979, recorded hip hop music consisted mainly of PA system soundboard recordings of live party shows and early hip hop mixtapes by DJs. Puerto Rican DJ Disco Wiz is credited as the first hip hop DJ to create a "mixed plate," or mixed dub recording, when, in 1977, he combined sound bites, special effects and paused beats to technically produce a sound recording. The first hip hop record is widely regarded to be the Sugarhill Gang's "Rapper's Delight", from 1979. It was the first hip hop record to gain widespread popularity in the mainstream and was where hip hop music got its name from (from the opening bar). However, much controversy surrounds this assertion as some regard the March 1979 single "King Tim III (Personality Jock)" by the Fatback Band, as a rap record. There are various other claimants for the title of first hip hop record.
The words "hip" and "hop" in combination have a long history. In the 1950s, older folks referred to teen house parties as "hippity hops". The creation of the term hip hop is often credited to Keef Cowboy, rapper with Grandmaster Flash and the Furious Five. However, Lovebug Starski, Keef Cowboy, and DJ Hollywood used the term when the music was still known as disco rap. It is believed that Cowboy created the term while teasing a friend who had just joined the U.S. Army, by scat singing the words "hip/hop/hip/hop" in a way that mimicked the rhythmic cadence of soldiers marching. Cowboy later worked the "hip hop" cadence into a part of his stage performance. For example, he would say something along the lines of "I said a hip-hop, a hibbit, hibby-dibby, hip-hip-hop and you don't stop", which was quickly used by other artists such as The Sugarhill Gang in "Rapper's Delight". Universal Zulu Nation founder Afrika Bambaataa, also known as "the Godfather", is credited with first using the term to describe the subculture in which the music belonged; although it is also suggested that it was a derogatory term to describe the type of music. The term was first used in print to refer to the music by reporter Robert Flipping Jr. in a February 1979 article in the New Pittsburgh Courier, and to refer to the culture in a January 1982 interview of Afrika Bambaataa by Michael Holman in the East Village Eye. The term gained further currency in September of that year in another Bambaataa interview in The Village Voice, by Steven Hager, later author of a 1984 history of hip hop.
In late 1979, Debbie Harry of Blondie took Nile Rodgers of Chic to such an event, as the main backing track used was the break from Chic's "Good Times". The new style influenced Harry, and Blondie's later hit single from 1981 "Rapture" became the first single containing hip hop elements to hit number one on the U.S. Billboard Hot 100—the song itself is usually considered new wave and fuses heavy pop music elements, but there is an extended rap by Harry near the end.
In 1980, the Roland Corporation launched the TR-808 Rhythm Composer. It was one of the earliest programmable drum machines, with which users could create their own rhythms rather than having to use preset patterns. Though it was a commercial failure, over the course of the decade the 808 attracted a cult following among underground musicians for its affordability on the used market, ease of use, and idiosyncratic sounds, particularly its deep, "booming" bass drum. It became a cornerstone of the emerging electronic, dance, and hip hop genres, popularized by early hits such as Afrika Bambaataa and the Soulsonic Force's "Planet Rock". The 808 was eventually used on more hit records than any other drum machine; its popularity with hip hop in particular has made it one of the most influential inventions in popular music, comparable to the Fender Stratocaster's influence on rock.
Although there were some early MCs that recorded solo projects of note, such as DJ Hollywood, Kurtis Blow, and Spoonie Gee, the frequency of solo artists did not increase until later with the rise of soloists with stage presence and drama, such as LL Cool J. Most early hip hop was dominated by groups where collaboration between the members was integral to the show. An example would be the early hip hop group Funky Four Plus One, who performed in such a manner on Saturday Night Live in 1981.
Independent record labels like Tommy Boy, Prism Records and Profile Records became successful in the early 1980s, releasing records at a furious pace in response to the demand generated by local radio stations and club DJs. Early 1980s electro music and rap were catalysts that sparked the hip hop movement, led by artists such as Cybotron, Hashim, Afrika Bambaataa, Planet Patrol, Newcleus and Warp 9. In the New York City recording scene, artists collaborated with producer/writers such as Arthur Baker, John Robie, Lotti Golden and Richard Scher, exchanging ideas that contributed to the development of hip hop. Some rappers eventually became mainstream pop performers. Kurtis Blow's appearance in a Sprite soda pop commercial marked the first hip hop musician to do a commercial for a major product. The 1981 songs "Rapture" by Blondie and "Christmas Wrapping" by the new wave band the Waitresses were among the first pop songs to use rap. In 1982, Afrika Bambaataa introduced hip hop to an international audience with "Planet Rock."
It was 10 years ago that the Sugarhill Gang's "Rapper's Delight" became the first rap single to enter the national Top 20. Who ever figured then that the music would even be around in 1990, much less produce attractions that would command as much pop attention as Public Enemy and N.W.A? "Rapper's Delight" was a novelty record that was considered by much of the pop community simply as a lightweight offshoot of disco—and that image stuck for years. Occasional records—including Grandmaster Flash's "The Message" in 1982 and Run-DMC's "It's Like That" in 1984—won critical approval, but rap, mostly, was dismissed as a passing fancy—too repetitious, too one dimensional. Yet rap didn't go away, and an explosion of energy and imagination in the late 1980s leaves rap today as arguably the most vital new street-oriented sound in pop since the birth of rock in the 1950s.
The disco sound had a strong influence on early hip hop music. Most of the early rap/hip-hop songs were created by isolating existing disco bass-guitar bass lines and dubbing over them with MC rhymes. the Sugarhill Gang used Chic's "Good Times" as the foundation for their 1979 hit "Rapper's Delight", generally considered to be the song that first popularized rap music in the United States and around the world. In 1982, Afrika Bambaataa released the single "Planet Rock", which incorporated electronica elements from Kraftwerk's "Trans-Europe Express" and "Numbers" as well as YMO's "Riot in Lagos". The Planet Rock sound also spawned a hip-hop electronic dance trend, electro music, which included songs such as Planet Patrol's "Play at Your Own Risk" (1982), C Bank's "One More Shot" (1982), Cerrone's "Club Underworld" (1984), Shannon's "Let the Music Play" (1983), Freeez's "I.O.U." (1983), Midnight Star's "Freak-a-Zoid" (1983), Chaka Khan's "I Feel For You" (1984).
The new school of hip hop was the second wave of hip hop music, originating in 1983–84 with the early records of Run-D.M.C. and LL Cool J. As with the hip hop preceding it (which subsequently became known as old-school hip hop), the new school came predominantly from New York City. The new school was initially characterized in form by drum machine-led minimalism, with influences from rock music, a hip hop "metal music for the 80s–a hard-edge ugly/beauty trance as desperate and stimulating as New York itself." It was notable for taunts and boasts about rapping, and socio-political commentary, both delivered in an aggressive, self-assertive style. In image as in song its artists projected a tough, cool, street b-boy attitude.
Gangsta rap is a subgenre of hip hop that reflects the violent lifestyles of inner-city American black youths. Gangsta is a non-rhotic pronunciation of the word gangster. The genre was pioneered in the mid-1980s by rappers such as Schoolly D and Ice-T, and was popularized in the later part of the 1980s by groups like N.W.A. In 1985 Schoolly D released "P.S.K. What Does It Mean?", which is often regarded as the first gangsta rap song, which was followed by Ice-T's "6 in the Mornin'" in 1986. After the national attention and controversy that Ice-T and N.W.A created in the late 1980s and early 1990s, as well as the mainstreaming of G-funk in the mid-1990s, gangsta rap became the most commercially-lucrative subgenre of hip hop. Some gangsta rappers were known for mixing the political and social commentary of political rap with the criminal elements and crime stories found in gangsta rap.
The golden age spans "from approximately 1986 to 1997", according to Carl Stoffers of New York Daily News. In their article "In Search of the Golden Age Hip-Hop Sound", music theorists Ben Duinker and Denis Martin of Empirical Musicology Review use "the 11 years between and including 1986 and 1996 as chronological boundaries" to define the golden age, beginning with the releases of Run-DMC's Raising Hell and the Beastie Boys' Licensed to Ill, and ending with the deaths of Tupac Shakur and the Notorious B.I.G. The Boombox writer Todd "Stereo" Williams also cites the May 1986 release of Raising Hell (which sold more than three million copies) as the start of the period and notes that over the next year other important albums were released to success, including Licensed to Ill, Boogie Down Productions' Criminal Minded (1987), Public Enemy's Yo! Bum Rush the Show (1987), and Eric B. & Rakim's Paid in Full (1987). Williams views this development as the beginning of hip hop's own "album era" from the late 1980s to the late 1990s, during which hip hop albums earned an unprecedented critical recognition and "would be the measuring stick by which most of the genre's greats would be judged".
N.W.A is the group most frequently associated with the founding of gangsta rap. Their lyrics were more violent, openly confrontational, and shocking than those of established rap acts, featuring incessant profanity and, controversially, use of the word "nigga". These lyrics were placed over rough, rock guitar-driven beats, contributing to the music's hard-edged feel. The first blockbuster gangsta rap album was N.W.A's Straight Outta Compton, released in 1988. Straight Outta Compton would establish West Coast hip hop as a vital genre, and establish Los Angeles as a legitimate rival to hip hop's long-time capital, New York City. Straight Outta Compton sparked the first major controversy regarding hip hop lyrics when their song "Fuck tha Police" earned a letter from FBI Assistant Director, Milt Ahlerich, strongly expressing law enforcement's resentment of the song.
In the 1990s, hip hop began to diversify with other regional styles emerging on the national scene. Southern rap became popular in the early 1990s. The first Southern rappers to gain national attention were the Geto Boys out of Houston, Texas. Southern rap's roots can be traced to the success of Geto Boy's Grip It! On That Other Level in 1989, the Rick Rubin produced The Geto Boys in 1990, and We Can't Be Stopped in 1991. The Houston area also produced other artists that pioneered the early southern rap sound such as UGK and the solo career of Scarface.
Over time sampling technology became more advanced. However, earlier producers such as Marley Marl used drum machines to construct their beats from small excerpts of other beats in synchronisation, in his case, triggering three Korg sampling-delay units through a Roland 808. Later, samplers such as the E-mu SP-1200 allowed not only more memory but more flexibility for creative production. This allowed the filtration and layering different hits, and with a possibility of re-sequencing them into a single piece. With the emergence of a new generation of samplers such as the AKAI S900 in the late 1980s, producers did not have to create complex, time-consuming tape loops. Public Enemy's first album was created with the help of large tape loops. The process of looping a break into a breakbeat now became more commonly done with a sampler, now doing the job which so far had been done manually by the DJs using turntables. In 1989, DJ Mark James, under the moniker "45 King", released "The 900 Number", a breakbeat track created by synchronizing samplers and vinyl records.
In 1990, Public Enemy's Fear of a Black Planet was a significant success with music critics and consumers. The album played a key role in hip hop's mainstream emergence in 1990, dubbed by Billboard editor Paul Grein as "the year that rap exploded". In a 1990 article on its commercial breakthrough, Janice C. Thompson of Time wrote that hip hop "has grown into the most exciting development in American pop music in more than a decade." Thompson noted the impact of Public Enemy's 1989 single "Fight the Power", rapper Tone Lōc's single Wild Thing being the best-selling single of 1989, and that at the time of her article, nearly a third of the songs on the Billboard Hot 100 were hip hop songs. In a similar 1990 article, Robert Hilburn of the Los Angeles Times put hip hop music's commercial emergence into perspective:.mw-parser-output .templatequote{overflow:hidden;margin:1em 0;padding:0 32px}.mw-parser-output .templatequote .templatequotecite{line-height:1.5em;text-align:left;padding-left:1.6em;margin-top:0}
MC Hammer hit mainstream success with the multi platinum album Please Hammer, Don't Hurt 'Em. The record reached No. 1 and the first single, "U Can't Touch This" charted on the top ten of the Billboard Hot 100. MC Hammer became one of the most successful rappers of the early nineties and one of the first household names in the genre. The album raised rap music to a new level of popularity. It was the first hip-hop album certified diamond by the RIAA for sales of over ten million. It remains one of the genre's all-time best-selling albums. To date, the album has sold as many as 18 million units. Released in 1990, "Ice Ice Baby" by Vanilla Ice was the first hip hop single to top the Billboard charts in the U.S. It also reached number one in the UK, Australia among others and has been credited for helping diversify hip hop by introducing it to a mainstream audience. In 1992, Dr. Dre released The Chronic. As well as helping to establish West Coast gangsta rap as more commercially viable than East Coast hip hop, this album founded a style called G Funk, which soon came to dominate West Coast hip hop. The style was further developed and popularized by Snoop Dogg's 1993 album Doggystyle. However, hip hop was still met with resistance from black radio, including urban contemporary radio stations. Russell Simmons said in 1990, "Black radio [stations] hated rap from the start and there's still a lot of resistance to it".
After N.W.A. broke up, former member Dr. Dre released The Chronic in 1992, which peaked at No. 1 on the R&B/hip hop chart, No. 3 on the pop chart, and spawned a No. 2 pop single with "Nuthin' but a 'G' Thang". The Chronic took West Coast rap in a new direction, influenced strongly by P funk artists, melding smooth and easy funk beats with slowly-drawled lyrics. This came to be known as G-funk and dominated mainstream hip hop in the early-mid 1990s through a roster of artists on Suge Knight's Death Row Records, including Tupac Shakur, whose double disc album All Eyez on Me was a big hit with hit songs "Ambitionz az a Ridah" and "2 of Amerikaz Most Wanted"; and Snoop Doggy Dogg, whose Doggystyle included the top ten hits "What's My Name?" and "Gin and Juice". As the Los Angeles-based Death Row built an empire around Dre, Snoop, and Tupac, it also entered into a rivalry with New York City's Bad Boy Records, led by Puff Daddy and the Notorious B.I.G.
Atlanta hip hop artists were key in further expanding rap music and bringing southern hip hop into the mainstream. Releases such as Arrested Development's 3 Years, 5 Months and 2 Days in the Life Of... in 1992, Goodie Mob's Soul Food in 1995 and OutKast's ATLiens in 1996 were all critically acclaimed. Other distinctive regional sounds from St. Louis, Chicago, Washington D.C., Detroit and others began to gain popularity.
Hip hop's "golden age" (or "golden era") is a name given to a period in mainstream hip hop, produced between the mid-1980s and the mid-1990s, which is characterized by its diversity, quality, innovation and influence. There were strong themes of Afrocentrism and political militancy in golden age hip hop lyrics. The music was experimental and the sampling drew on eclectic sources. There was often a strong jazz influence in the music. The artists and groups most often associated with this phase are Public Enemy, Boogie Down Productions, Eric B. & Rakim, De La Soul, A Tribe Called Quest, Gang Starr, Big Daddy Kane and the Jungle Brothers. The Digable Planets made unique contributions as well, earning a Grammy in 1993.
In the early 1990s East Coast hip hop was dominated by the Native Tongues posse, which was loosely composed of De La Soul with producer Prince Paul, A Tribe Called Quest, the Jungle Brothers, as well as their loose affiliates 3rd Bass, Main Source, and the less successful Black Sheep and KMD. Although originally a "daisy age" conception stressing the positive aspects of life, darker material (such as De La Soul's thought-provoking "Millie Pulled a Pistol on Santa") soon crept in. Artists such as Masta Ace (particularly for SlaughtaHouse), Brand Nubian, Public Enemy, Organized Konfusion, and Tragedy Khadafi had a more overtly-militant pose, both in sound and manner. In 1993, the Wu-Tang Clan's Enter the Wu-Tang (36 Chambers) revitalized the New York hip hop scene by pioneering an East Coast hardcore rap equivalent in intensity to what was being produced on the West Coast. According to Allmusic, the production on two Mobb Deep albums, The Infamous (1995) and Hell on Earth (1996), are "indebted" to RZA's early production with the Wu-Tang Clan.
The success of albums such as Nas's Illmatic and Notorious B.I.G.'s Ready to Die in 1994 cemented the status of the East Coast during a time of West Coast dominance. In a March 2002 issue of The Source Magazine, Nas referred to 1994 as "a renaissance of New York [City] Hip-Hop." The productions of RZA, particularly for the Wu-Tang Clan, became influential with artists such as Mobb Deep due to the combination of somewhat detached instrumental loops, highly compressed and processed drums, and gangsta lyrical content. Wu-Tang solo albums such as Raekwon the Chef's Only Built 4 Cuban Linx, Ghostface Killah's Ironman, and GZA's Liquid Swords are now viewed as classics along with Wu-Tang "core" material. The clan's base extended into further groups called "Wu-affiliates". Producers such as DJ Premier (primarily for Gang Starr but also for other affiliated artists, such as Jeru the Damaja), Pete Rock (with CL Smooth, and supplying beats for many others), Buckwild, Large Professor, Diamond D, and Q-Tip supplied beats for numerous MCs at the time, regardless of location. Albums such as Nas's Illmatic, O.C.'s Word...Life (1994), and Jay-Z's Reasonable Doubt (1996) are made up of beats from this pool of producers.
In many Latin American countries, as in the U.S., hip hop has been a tool with which marginalized people can articulate their struggle. Hip hop grew steadily more popular in Cuba in the 1980s and 1990s through Cuba's Special Period that came with the fall of the Soviet Union. During this period of economic crisis, which the country's poor and black populations especially hard, hip hop became a way for the country's Afro-descended population to embrace their blackness and articulate a demand for racial equality for black people in Cuba. The idea of blackness and black liberation was not always compatible with the goals of the Cuban government, which was still operating under the idea that a raceless society was the correct realization of the Cuban Revolution. When hip-hop emerged, the Cuban government opposed the vulgar image that rappers portrayed, but later accepted that it might be better to have hip-hop under the influence of the Ministry of Culture as an authentic expression of Cuban Culture. Rappers who explicitly speak about race or racism in Cuba are still under scrutiny by the government. An annual Cuban hip hop concert, beginning in 1995, held at Alamar in Havana helped popularize Cuban hip hop. Famous Cuban rap groups include Krudas Cubensi and Supercrónica Obsesión.
The East Coast–West Coast hip hop rivalry was a feud from 1991 to 1997 between artists and fans of the East Coast hip hop and West Coast hip hop scenes in the United States, especially from 1994 to 1997. Focal points of the feud were East Coast-based rapper the Notorious B.I.G. (and his New York-based label, Bad Boy Records) and West Coast-based rapper Tupac Shakur (and his Los Angeles-based label, Death Row Records). This rivalry started before the rappers themselves hit the scene. Because New York is the birthplace of hip-hop, artists from the West Coast felt as if they were not receiving the same media coverage and public attention as the East Coast. As time went on both rappers began to grow in fame and as they both became more known the tensions continued to arise. Eventually both artists were fatally shot following drive-by shootings by unknown assailants in 1997 and 1996, respectively.
Other journalists say the music is just as popular as it ever was, but that fans have found other means to consume the music, such as illegally downloading music through P2P networks, instead of purchasing albums and singles from legitimate stores. For example, Flo Rida is known for his low album sales regardless of his singles being mainstream and having digital success. His second album R.O.O.T.S. sold only 200,000+ total units in the U.S., which could not line up to the sales of the album's lead single "Right Round". This also happened to him in 2008. Some put the blame on hip hop becoming less lyrical over time, such as Soulja Boy's 2007 debut album souljaboytellem.com which was met with negative reviews. Lack of sampling, a key element of early hip hop, has also been noted for the decrease in quality of modern albums. For example, there are only four samples used in 2008's Paper Trail by T.I., while there are 35 samples in 1998's Moment of Truth by Gang Starr. The decrease in sampling is in part due to it being too expensive for producers.
Dr. Dre remained an important figure in this era, making his comeback in 1999 with the album 2001. In 2000, he produced The Marshall Mathers LP by Eminem, and also produced 50 Cent's 2003 album Get Rich or Die Tryin', which debuted at number one on the U.S. Billboard 200 charts. Jay-Z represented the cultural triumph of hip hop in this era. As his career progressed, he went from performing artist to entrepreneur, label president, head of a clothing line, club owner, and market consultant—along the way breaking Elvis Presley's record for most number one albums on the Billboard magazine charts by a solo artist.
Many of the rappers who achieved mainstream success at this time, such as Nelly, Puff Daddy, Jay-Z, the later career of Fat Joe and his Terror Squad, Mase, Ja Rule, Fabolous, and Cam'ron, had a pop-oriented style, while others such as Big Pun, Fat Joe (in his earlier career), DMX, Eminem, 50 Cent and his G-Unit, and the Game enjoyed commercial success at this time with a grittier style. Although white rappers like the Beastie Boys, House of Pain, and 3rd Bass previously had some popular success or critical acceptance from the hip hop community, Eminem's success, beginning in 1999 with the platinum The Slim Shady LP, surprised many. Hip hop influences also found their way increasingly into mainstream pop during this period, particularly in genres such as R&B (e.g. R. Kelly, Akon, TLC, Destiny's Child, Beyoncé, Ashanti, Aaliyah, Usher), neo soul (e.g. Lauryn Hill, Erykah Badu, Jill Scott), and nu metal (e.g. Korn, Limp Bizkit).
Starting in 2005, sales of hip hop music in the United States began to severely wane, leading Time magazine to question if mainstream hip-hop was "dying." Billboard magazine found that, since 2000, rap sales dropped 44%, and declined to 10% of all music sales, which, while still a commanding figure when compared to other genres, is a significant drop from the 13% of all music sales where rap music regularly placed. According to Courtland Milloy of The Washington Post, for the first time on five years, no rap albums were among the top 10 sellers in 2006. NPR culture critic Elizabeth Blair noted that, "some industry experts say young people are fed up with the violence, degrading imagery and lyrics." However, the 2005 report Generation M: Media in the Lives of 8–18 Year-Olds found that hip hop music is by far the most popular music genre for children and teenagers with 65 percent of 8- to-18-year-olds listening to it on a daily basis.
The alternative hip hop movement was not limited only to the United States, as rappers such as Somali-Canadian poet K'naan, Japanese rapper Shing02, and Sri Lankan British artist M.I.A. achieved considerable worldwide recognition. In 2009, Time magazine placed M.I.A in the Time 100 list of "World's Most Influential people" for having "global influence across many genres." Global-themed movements have also sprung out of the international hip-hop scene with microgenres like "Islamic Eco-Rap" addressing issues of worldwide importance through traditionally disenfranchised voices.
The popularity of hip hop music continued through the late 1990s to early-2000s "bling era" with hip hop influences increasingly finding their way into other genres of popular music, such as neo soul, nu metal, and R&B. The United States also saw the success of regional styles such as crunk, a Southern genre that emphasized the beats and music more than the lyrics, and alternative hip hop began to secure a place in the mainstream, due in part to the crossover success of its artists. During the late 2000s and early 2010s "blog era", rappers were able to build up a following through online methods of music distribution, such as social media and blogs, and mainstream hip hop took on a more melodic, sensitive direction following the commercial decline of gangsta rap. The trap and mumble rap subgenres have become the most popular form of hip hop during the mid-late 2010s and early 2020s. In 2017, rock music was usurped by hip hop as the most popular genre in the United States. In recent years, hip hop's influence has transcended musical boundaries, impacting fashion, language, and cultural trends worldwide.
The rise of streaming platforms such as Spotify and Apple Music in the mid-late 2010s greatly impacted the entire music business as a whole. Despite being a free streaming-only mixtape with no commercial release, Chance the Rapper's Coloring Book won Best Rap Album at the 2017 Grammy Awards, being the first streaming album ever to win a Grammy Award. Kanye West has stated that his own album, Yeezus, marked the death of CDs, and thus his subsequent release, The Life of Pablo was only released digitally. The Life of Pablo was also nominated for 2017 Best Rap Album. In 2017, Drake released a free streaming-only project titled More Life, which he called a "playlist", insisting that it was neither a mixtape nor an album.
On July 17, 2017, Forbes reported that hip hop/R&B (which Nielsen SoundScan classifies as being the same genre) had usurped rock as the most consumed musical genre, becoming the most popular genre in music for the first time in U.S. history.
In 2021, the most streamed rappers were Doja Cat and Lil Nas X. Other rappers with high streams in 2021 were Drake, Eminem, Lil Baby, Polo G, Megan Thee Stallion, Cardi B, Moneybagg Yo, Masked Wolf, Pop Smoke, J. Cole, and Lil Durk. The most streamed rap album of all time on Spotify is XXXTentacion's second album, ? (2018).