Underground needs real innovators, not throwbacks who "keep it real".
Anybody who thinks they are a hip-hop fan needs to be familiar with Straight Outta Compton and the "real hip-hop" nerds, quit whining about the music being violent or "unintelligent" and open your fucking mind. No one who thinks they are so "intelligent" can be such an idiotic whiner, look at me, I enjoy both alternative/conscious/positive rap and most definitely love negative/violent/gangsta rap. Just like an action movie, it's entertainment. And fuck "credibility", good music is good music, who cares if they are rapping about busting a cap on your ass or how much they want love around the world. At the end of the day, can't we enjoy both?
beats are more important to me than rapping. From a purely technical standpoint, rapping was pretty much already done as well as it can possibly be done a long time ago. Most MC's bore me now, unless they're very distinctive with their lyrical content, persona, voice, etc. (and I mean pretty much a one of a kind type of guy, like Gucci Mane or Danny Brown), and that's rare as hell these days. There's a lot more room for creativity in production.
rapping is just a hard thing to be good at now. I was thinking of this the other day while struggling through that new Big K.R.I.T. tape...that dude is so boring, just speaking in cliches and platitudes the whole time, saying nothing worth paying attention to at all. It's not just him; that's been a common problem for a long time
People act like Gucci wants to rap like Nas. No, he doesn't need that nor he ever will. He has his niche and it works for him; the purpose of his music is completely different. There's no such thing as 'real' music. Get real (ironically). Jay or Kanye are stories for themselves though, people have to hate when you're the best, right?