In the 1980s, the next wave of musicians from New York came to light. At the forefront was Run-DMC, a trio of middle-class African Americans from Queens who fused rap with hard rock, defined a new style of hip dress, and became staples on MTV as they brought rap to a mainstream audience. They were signed to Profile Records, one of several new labels that took advantage of the growing market of rap artists.
Def Jam Records had three of the dopest hip-hop artists on their label; LL Cool J, rap’s first romance rapper; the Beastie Boys, the first white hip-hop trio who broadened rap’s audience and popularized digital sampling and Public Enemy, who rapped on African American social awareness similar to Grandmaster Flash and the Furious Five’s song, “The Message” which was released in 1982.
During the Golden Era (1989–1993) De La Soul—whose debut album on Tommy Boy Records, ‘3 Feet High and Rising’ pointed hip hop in a more conscientious direction while female rappers such as Queen Latifah, MC Lyte and Salt-n-Pepa offered lyrics pointing to feminism, black awareness and female urban narratives. Hip-hop artists including DJ Jazzy Jeff and the Fresh Prince from Philly and M.C. Hammer, from Oakland raised the roof in pop, dance, and commercialism.
The most impactful response to New York’s hip-hop scene, came from Los Angeles, beginning in 1989 with N.W.A.’s dynamic album, ‘Straight Outta Compton.’ N.W.A. (Niggaz With Attitude) —Ice Cube, Eazy E, MC Ren, DJ Yella and Dr. Dre—led the way as West Coast rap grew in prominence. Their graphic, violent tales of real life of the inner cities, and those of LA rappers such as Ice-T, MC Eiht, MC Breeze and of East Coast counterparts such as Schoolly D and the Hilltop Crew gave rise to the genre known as gangsta rap. In the early 1990s, Death Row Records built an empire around Dr. Dre, Snoop Dogg, and the rapper-actor Tupac Shakur, causing a rivalry with New York City’s Bad Boy Records led by Sean “Puffy" Combs. This developed into a media-fueled hostility between East Coast and West Coast, which culminated in the still-unsolved murders of Shakur and Notorious B.I.G.
By the mid 1990s, hip-hop was artistically dominated by the Wu-Tang Clan, from New York City’s Staten Island, Mobb Deep, Nas, Hit Squad, Diddy, Gangstarr, Biggy Smalls headed by Diddy- rapper, producer, and president of Bad Boy Records, and the Fugees, who mixed pop music hooks with politics which later launched the careers of rappers, Wyclef Jean and Lauryn Hill.
Although long believed to be popular with urban African American males, hip-hop became the best-selling genre of popular music in the United States in the late 1990s. Its impact was global, with formidable audiences and artist pools in cities such as Paris, Tokyo, Sydney, Cape Town, London, and Bristol, England (where the spin-off trip-hop started). Hip Hop was responsible for generating huge sales in fashion, liquor, electronics, and automobiles that were popularized by its artists on MTV and The Box and in hip-hop-based publications such as The Source and Vibe. A canny blend of entrepreneurship and aesthetics, hip-hop was the wellspring of several staple techniques of modern pop music, including digital drumming and sampling (which introduced rap listeners to the music of a previous generation of performers, including Chic, Parliament-Funkadelic, and James Brown, while creating copyright controversies).
As the century turned, the music industry entered into a crisis, brought on by the advent of digitizing. Hip-hop suffered at least as severely as or worse than other genres, with sales tumbling. Simultaneously, though, it solidified its standing as the dominant influence on global youth culture. Even the popular “boy bands,” such as the Backstreet Boys and *NSYNC, drew heavily on hip-hop sounds and styles, and rhythm and blues and gospel had adapted so fully to the newer approach that stars such as Mary J. Blige, R. Kelly, and Kirk Franklin straddled both worlds.
In the early 2000s, hip-hop’s creative centre moved to the South. Following the success of the experimental OutKast and the stable of New Orleans-based artists that emerged from two record companies—Cash Money and No Limit Records (which was both founded and anchored by Master P)—the chant-based party anthems of such rappers as Juvenile, 8Ball & MJG, and Three 6 Mafia brought the sounds of the “Dirty South” to the forefront of rap music.
Back in New York, 50 Cent achieved multi-platinum status with 2003’s album, ‘Get Rich or Die Tryin’ and Eminem, became perhaps the world’s biggest rap star when 8 Mile (2002) enjoyed huge popular and critical success while his song, “Lose Yourself” won the Academy Award for best song. Both were proteges of Dr. Dre, former member of NWA. However, he started working behind the scenes on a brand new venture and didn’t release an album after 1999.
Dr. Dre’s legacy, though, was visible in the extent to which hip-hop had become a producers’ medium. In the 21st century, the music—born from the sonic creations of the deejay—saw its greatest innovations in the work of such studio wizards as Timbaland, Swizz Beatz, and the Neptunes. The focus on producers as both a creative and a commercial force was concurrent with a widespread sense that the verbal dexterity and poetry of hip-hop was waning.
Hip-Hop had become associated with pop music, with the intricacy and subversive nature of earlier MCs largely being pushed to the “alternative underground” scene spearheaded by rappers such as Mos Def and Doom. The dissatisfaction with the state of mainstream hip-hop was so common that in 2006, Nas released ‘Hip Hop Is Dead’.
Still, major stars continued to emerge. Many of the biggest figures continued to rise from the South, including Atlanta’s T.I. and Lil Wayne from New Orleans. Hip-hop celebritism now often came hand-in-hand with multimedia success, such as a burgeoning film career for rapper, Ludacris. The genre continued to be assimilated deeper into nonmusical culture, with some genre’s early stars—LL Cool J, Ice Cube, Queen Latifah, Ice-T—established as familiar faces in movies and television. Snoop Dogg headlined rock festivals alongside Bruce Springsteen.
Perhaps no one represented the cultural triumph of hip-hop better than Jay-Z. As his career progressed, he went from performing artist to label president, head of a clothing line, club owner, and market consultant—along the way breaking Elvis Presley’s Billboard magazine record for the most number-one albums by a solo artist. Barack Obama made references to Jay-Z during his 2008 presidential campaign. On Jay-Z’s 2009 album “The Blueprint 3” he claimed to be a “small part of the reason” for Obama’s victory.
Kanye West, one of Jay-Z’s early producers, emerged as one of the most fascinating and polarizing characters in hip-hop following the success of his 2004 debut album ‘The College Dropout.’ Musically experimental and fashion-forward, West represented many of hip-hop’s greatest possibilities with his penetrating, deeply personal lyrics. However, his political stances in recent times has caused outcry around the industry.
The music’s global impact continued to expand. No single artist may have better personified hip-hop in the 21st century than M.I.A. M.I.A. wrote politically radical lyrics that are set to musical tracks that drew from diverse sources around the world. Not only was her album ‘Kala’ named the best album of 2007 by Rolling Stone, but M.I.A. was also listed as one of Time magazine’s “100 Most Influential People”—illustrating the reach and power of a music born decades earlier on litter-strewn playgrounds.