I'm pretty sure this is SOHH old schooler Walt. (edit he said it aint) Anyways, focusing on the sales of Hip Hop is missing the point of what happened. This is about his lament of Hip Hop no longer standing on its birthed values and becoming a tamed, universal sound of commercialism. It's now something that's not just safe and fun for outsiders, but a body that learned to be ignored for what it was originally created to be. It's accepted that loss in favor of a nice paycheck and white acceptance. It's more suited today to be a tool for the listener to "feel down" than to promote any thinking which makes you recognize what is really happening in our lives. The blues turned into something that's meant to make you feel bigger than life, or at least numb to it. To get lost in Superthug tales and rags to riches stories where most people will likely fail at. Where the standards of what's accepted in Hip Hop are no longer with those who have context and roots within the culture, as gatekeeping is all but gone, but it's in the hands of those who want to wax about "What's hot" aka the most commercial songs out right now. We even have those who will staunchly support songs aimed at promiscuous women, because somehow letting females lead the culture is a thing now (he did not bring this last part up).
The culture's foundation is not in focus anymore, it's a mess. Everybody is able to sound like anybody from anywhere, and they mostly do. Part of it is from chasing money and acceptance, and part of it is from new bloods jumping in and making music with no concern over what their message is really saying or what it stands for. How it fits in the modern puzzle of what life is today. It's just hustlers hustling you for their benefit. They don't care how it compares to any predecessors because this is a microwave society hellbent on finding it's next quick fix for a short meal. And they'll open up at the drive thru to reach you.
To segue from the article now, I think that the internet helped craft us to be in that malaise. While Hip Hop's true message was deteriorating before that, we nosedived into a freefall since then. Seeking instant gratification so we can move onto the next video to click. Our next funnel and time sink to lose ourselves to while they get paid off the ad revenue. As a counter culture Hip Hop is not honored on what it stood for; as the voices of a rebellion were silenced in their message because we needed to see our heroes succeed and be validated by mainstream popularity, even if it meant abandoning the original theme of being for the people. We needed our next Superman-like braggadocios theme song to feel better about ourselves for three minutes. Our greats needed to get a bigger house and leave the concerns of the hood behind in order to sit at the big boy's table. To look bigger and more validated. To sit in a car with Tucker Carlson. To finesse their old neighborhood and let gentrification start rolling in that much quicker, with a familiar face to start it. This is a genre that has turned into focusing on making reality a fantasy and nothing more. There has always been talking your shyt as part of the culture, but it's become mostly that and nothing else these days. It's a cartoon that has to live in the real world. That way it's become pseudo-dangerous yet friendlier to digest. Anyone now can feel like a CEO or player mack when everybody else is pretending to be one as well. It's aimed at everybody's daydreams. There is none of balance that it needs, as criticism falls to the wayside so mild cheerleading could take it's place. Make sure you don't seriously critique the latest darling either, as that labels you with the cardinal sin of being a Hater. Let him succeed, no matter what he is saying. No one has any think pieces that regulate or bring any value to us anymore, and shockingly as the 50th birthday carries on it's become about celebrating its ability to cash out and get mainstream (white) attention.