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and 2 Pac Shakur are possibly the most famous rappers for this type of press . The pair had individually taken the world by storm with tracks like ' Big Poppa ', ' One More Chance ' and ' Notorious B . I . G ' from Biggie and ' Changes ', ' California Love ' and ' Do For Love ' from 2 Pac . As many of you know , this particular part of hip hop ' s story did not end well and ultimately saw both Notorious B . I . G and 2 Pac gunned down . The death of these two icons still rattles the industry to this day .
The 1990 ' s also saw the rise of the South in the genre . Unfortunately , southern rappers and DJ ' s had been somewhat overlooked . After encountering difficulty securing recording contracts artists from the Dirty South , as its sometimes called , discovered the power of independently releasing music
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with mix-tapes playing a big part . This would later mean that many southern artists retained the rights to their music . The South had something unique to say , different from what New York and California had been releasing . Artists like Mystikal , Scarface , Trick Daddy , Juvenile and 8 Ball where among some of the front runners in the rise of Southern hip hop and by the early 2000 ' s many Southern artists had attained international success . As the decade went on both mainstream and underground varieties of Southern hip hop became among the most popular and influential of the entire genre .
Over the last 40 years or so hip hop has influenced millions of lives and shaped not only the music industry but the business world too . A number of brands had clocked the value
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in artists ' popularity and product placement in music videos and endorsement style adverts became widespread . No one can deny that the heart of hip hop ' s continued success is its fans . They drive the movement and because of their dedication to the genre , doors have now opened for artists to create collections in collaboration , rather than just endorsing .
Like it or not some of today ' s mainstream hip hop releases have more materialistic lyrics and less political or community content . Some say this is due to hip hop being corrupted by the fortune and wealth it generates , others say it ' s because you have to conform to get a label to sign you if you want international success . Wherever you
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stand personally , the fundamentals of the game remain . Sampling was always a part of hip hop and the charts today reflect that . Much of the culture has revolved around the idea of updating classic recordings , attitudes and experiences for modern audiences , known as ' flipping ' within the culture .
So , to the forefathers and mothers of hip hop , those who had the strength to rise up and speak on the unjust actions of their realities ; to those who found power in the booth and used it to spread love and a message of hope ; to those who refused to conform and had the courage to step up into the unknown : thank you . For without those voices , there would be no hip-hop .
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