What Hip-Hop’s 50th Birthday Told Us About Its Future
Written by djfrosty on December 11, 2023
There’s no agreed upon birthdate of the term “rock’n’roll.” Ohio DJ Alan Freed is widely credited with popularizing it in the early 1950s to describe a new upbeat version of R&B music that was gaining traction with young audiences throughout America. Almost 70 years later, in 2017, it was R&B/hip-hop that surpassed rock as the country’s dominant music. And unlike rock, hip-hop does have an agreed upon birthdate, resulting in the current 50th-anniversary celebration.
Despite chatter to the contrary, a large segment of rap sounds very similar to what it was like at 30, 25 or even 15 years old. A clear line can be drawn between Big Daddy Kane or Rakim and the deliveries of Jay-Z, Nas, Drake, Kendrick Lamar and J. Cole. The aesthetics may have changed a bit, as well as the effectiveness of the techniques, but the artistic values shared by the first group of MCs are also shared by the latter.
And yet, until this September, hip-hop had gone an entire calendar year without a song topping the Billboard Hot 100, for the first time since 1993. The concern was understandable, but when it’s considered that the artist who broke the streak isn’t even a traditional rapper — Doja Cat, whose “Paint the Town Red,” the Dionne Warwick-sampling single from her most recent rap-flavored project, Scarlet, did the honors — the genre seems to be just fine. And to be fair, when the genre’s most consistent hit-makers did return — Drake and Cole’s collaboration “First Person Shooter” debuted at No. 1 in October — things more or less went back to normal.
And that’s what has been so remarkable about this yearlong celebration of hip-hop’s anniversary. The palpable sense of doom and gloom between the innumerable star-studded events — the pop-up performances, special segments on airings of the BET Awards and the MTV Video Music Awards and a multigenerational gathering at Yankee Stadium that capped off the festivities — all just proved that the principles that catapulted the genre into the mainstream are alive and well. Some aspects of the music’s past have even miraculously returned to the forefront — like a strong contingent of women rappers.
For years, fans and critics alike have decried the fact that hip-hop didn’t make enough space for women artists to thrive. It may have taken a few years, but that’s what they’re getting today. As a matter of fact, outside of “The Big Three” (Drake, Cole and Lamar) it’s the women — rappers like GloRilla, Cardi B, Ice Spice, Nicki Minaj and Latto — who seem to be carrying on the tradition the most. They’re the artists rapping as if they’re standing 10 toes down in the middle of a cypher. And their fixation on bars has netted them great success.
Minaj is already one of the most successful artists of her generation and Cardi B can’t seem to make a song that doesn’t turn into a hit, while Latto and GloRilla, two relative newcomers, have both managed to land top 10 hits and sell out their own shows. Even Doja Cat, an already successful pop artist, has released a rap album to critical acclaim and commercial success. To top it off, she took arguably the hottest new female rapper in the game, Ice Spice, on tour with her.
Meanwhile, a new generation of rap stars like Lil Uzi Vert and Playboi Carti have taken the music in a different direction that eschews its traditional form and most resembles a new brand of punk. They don’t focus on crafting 16-bar verses or making sure to stay within the pocket of the beat. Hell, fellow newcomer Yeat doesn’t even use real words at times. But it seems to be working. Uzi’s Jersey club-influenced “Just Wanna Rock” dominated radio, and their Pink Tape album went No. 1 earlier this year. Carti’s last full-length, 2020’s Whole Lotta Red, debuted at No. 1, and Yeat has notched two top 10 entries on the Billboard 200, while hitting No. 1 on the Hot 100 with his recent collaboration with Drake, “IDGAF.” Traditional rap fans may feel that, if this is the future, then hip-hop won’t last another 50 years.
But hip-hop has always been this way — a fearless cultural and artistic lab that works to push itself forward. If anything, it’s the world that has changed the most. “Rap has always come in waves,” says Maurice Slade, SoundCloud’s head of marketing, artist relations. “Similar to a garden, rap needs rain for things to grow. And whenever it gets real rainy — which I think is the time we’re in right now — shortly after that there’s fertile soil and sunshine, and then you see the fruit after.”
According to Slade, the state of the world is responsible for the type of music new hip-hop artists are creating. “The rain right now is post-pandemic — these kids went through some crazy shit with that. You got a recession, you got high interest rates, you got wars going on. The world is f–ked up. When the world is really f–ked up, right after that is when we get some of the best sh-t when it comes to rap and hip-hop.”
This story originally appeared in the Dec. 9, 2023, issue of Billboard.