The commodification of Hip Hop upped the ante circa like 2013ish. It's really insane to see so many "hip hop fans" straight up try and throw away the culture of Hip Hop and treat it like Pop music.
I don't think this music existing is a problem, but like someone pointed out streaming fukked up how we consume music. I'm not that old (27) but I was listening to music before Spotify existed, and your options were what your parents played, what the radio played and what was synced (played in film/tv). All those MTV2 countdown shows/106 & Park didn't just play gangsta rap OR conscious rap on a loop, we got exposed to all the flavors of rap in the same settings, so we had a balance because it was curated to be such. With streaming you can stay in your listening bubble, and they will just auto-recommend shyt thats similar to what you're already listening to. I have to dig to fine Liv.e, Tierra Whack, etc,. when they would've gotten equal exposure right next to Jackie-O or whoever. That doesn't exist anymore, and while there's great artists in Rap still the fact, I have to dig to find them is something new imo. Says a lot about the state of the genre whether people admit it or not. I didn't have to dig to hear Common as a kid, that shyt played on TV or the radio. Do y'all think Exhibit C would've become the classic it did nowadays? It would have like 50k listens on Spotify. I first heard that song on the radio lol, hot 97 I believe. The modern equivalent would be the song being on Rap Caviar, which notoriously wouldn't spotlight that.
With the change in how we're receiving media we should be more critical of people like Ebro, who runs the rap playlist on Apple Music & whoever it is in charge of Rap Caviar on Spotify. Those playlists don't spotlight the width of the genre and are a bulk of the problem now. Majority of listeners run through that playlist to keep up with new releases, same way they do New Music Friday.
This is a problem beyond rap too... Everyones solution is "digging" to find it and not addressing the fact the people in charge of giving music exposure are doing us a disservice. It's putting a band-aid over a gunshot wound instead of stitches.