to party and inform the world about a culture that rose up from nothing into everything, including the multi-billion dollar industry it is today (Smiley).
The corporate world had a huge impact on the face of the Hip Hop culture. They saw the talent behind figures in Hip-Hop in the 1980’s and established them, and many others, to become a commercialized figure rather than the revolutionaries that they were. Big corporations exploited this once underground culture, and saw it thrive through the past three decades. This was the European conquest of all that was the Hip Hop culture. These corporations bought out artists, studios, and labels in order to make this underground, unorthodox culture into a pop soul movement for the youth of America. When these industries started signing artists, they took away the essence of Hip Hop's roots by turning rap music into a catchy tune with a clever verse on top. In our current generation, we turn on the radio to artists such as Future, Migos, and Juicy J who all rap about sex, drugs, money, and fighting. That’s basically it. This is music that makes people want to dance and party, therefore it appeals to a youth that wants to do that as well. Yet, when this is the only type of rap music that the youth of society knows, it speaks for all of the Hip Hop culture, spoiling it’s reputation (Watkins 85).