Posted: 5/23/15 at 11:45am
Jane, I'll take a stab at your question from my perspective. I got involved in rap music in the late 90's with a friend who had his own label. He has some moderate success with his groups and two acts were sold to the Epic label. I used to do some PR and promotion for his label for the fun of it. He was a Billboard reporter also at the time, so had many contacts within the music industry. Most of his music acts were the "dirty south" sound. My ear caught this style of music not from the lyrics, but mostly from the beat and the production. Many rap artists during this time sampled "old school" r &b hits which usually was the hook. Later, many started to look into the library of old rock hits for their sampling. To this day, I could not quote full verses of any rap song other than "In da Club" or "Gold Digger". So to me, I guess there is talent for the artist who is able to write the lyrics and recite the flow. But I felt, the true talent was in the overall production or producer of the song. (Just my opinion) During the late 90's and much of the 2000's rap artists were constantly in the Billboard top 100 singles and albums. Of course, the market became oversaturated and many of the artists who could fill an arena then, cannot fill a small venue today.It is only your Jay Z or Kanye West, etc type artists who still maintain their same success status as they did earlier. Now that I'm older, do I listen or buy rap? No. It's just not my interest anymore.

