It wasn't that bad.
But it signified a clear point where rap became more pop music and it became about appealing to a mass market aesthetic and sound instead of staying true to what hip-hop was at the time. A bunch of raps about having money, buying nonsense most people listening couldn't envision nevermind afford, and loud, borderline flamboyant presentation. Shiny suits, bling and raps about nothing had overtaken all the grimy, bark-laden rap music especially from the era at the time and the success difference was so clear that it basically pushed anyone who wasn't an elite lyricist into continunig the commercialization for fear of being left out.
Then, before you know it, there's more Shiny Suit Era styled rappers than dudes looking to battle on the corner or throw punchlines in volleys to prove how nice they were. Wasn't about being nice. Was about looking paid; even if you weren't.
I guess in a way, it was decrying to death of the 'real'? Dudes you know were in the projects right there with you started making their raps about stuff they bought or how they got it like that instead of it being about the process of actually getting it like that.
...every nikka wanted to sound like an Uptown Made Man Harlem hustler. And 99% of them aren't. But they still rapped it with their whole chest, so at that point nothing was real anymore and the old heads who missed hearing songs that sounded fresh out the pissy hallway they were recored in with all the 'from the mud' energy therein.
It's the same culture shock shift in the art that happened when my generation were bytching about mumble rappers. Or Drake. Or Cardi'n'em.
Raps dumbing down. As every genre does when it becomes pop music. We just... need rap to stop being pop music so it can be actual music again instead of a capitalism opportunity. Doesn't seem soon though. So until that time, just gonna have to keep watching the weird mutations of this thing to better suit itself to pop sensabilities. I wish pop would change itself to meet rap's sensibilities though. Because since the Shiny Suits, the amount of times someone says something worth a shyt seems to decrease with every passing year.
Beats keep getting better tho