J. Rob said:
I'd like to add that since about late 08/early 09, there has been a huge wave in the underground hip hop scene of young talented rappers making a name for themselves through online mixtapes....
Some of them have bubbled over into the mainstream (Drake, Wiz Khalifa, J. Cole, B.o.B, Kid Cudi, Wale, Big Sean), but most of them have a grassroots/cult like following (Odd Future, Big KRIT, Kendrick Lamar, Jay Electronica, Yelawolf, Cyhi Da Prynce, Mac Miller, XV, Pac Div, Curren$y, Smoke DZA, Kid Ink, Dom Kennedy....the list goes on and on)
I think people focus to much on the mainstream...the underground is the most talented and diverse that it's been since the late 90s/early 00s. The difference is that back in those days, the talent was sinking and the garbage was rising...but nowadays, it seems like it's the other way around. People are getting tired of the dumbed-down, formulaic music that's been flooding the airwaves for the last decade (especially the last 7 or 8 years). The growing buzz of these "internet rappers", coupled with the declining sales of garbage rappers like Waka Flocka and Soulja Boy, shows me that more and more people are demanding a change in hip hop....but the industry (as usual) is out of touch and haven't realized that's not 2005 anymore.