The old school rap world has been in a constant state of flux for a long time now, with some young rappers being able to break through the noise to make it big while others struggle and fall behind. But as we look at more recent events such as Lil Uzi’s solo run at No1 on Billboard 200, or Young Thug making history as part of the Forbes 30 Under 30 list, there are some very real concerns that older rappers are selling out tours while younger ones struggle to keep their name afloat. As noted by Rap Radar, these concerns are especially true for rap artists who are currently rapping over 50 years old, but who have not released a single album since 2010. This means both the success of an artist and how they maintain their status as one of the biggest names in hip-hop are dependent on the longevity of their respective careers. With this in mind, let's take a look into why young rappers struggle to maintain their relevance while old schools continue to thrive.

One of the main reasons new rappers struggle is because they lack talent. Being able to create music that people listen to, and which gives them a platform to reach large audiences requires a lot of skill, hard work, and dedication to craftsmanship. After all, that is what makes a person successful in society, whether they be famous or not. It is often said that music is a way to communicate with ourselves and others, so if you don't have any talent, then chances are you won't get anywhere. So, when a rapper doesn't have anything to offer, fans will begin to lose interest in the music, which can lead to a decline in the musicians' popularity and eventual fall-out. This ultimately leads to less money spent on touring and promoting his or her music, which hurts the artist financially. To address this, many artists make use of platforms like YouTube and social media to help build their audience in hopes of attracting those individuals who love what they do but don't have much experience with the industry. However, even though these strategies may help new rappers gain notoriety, it's important to note that they may not always result in a lasting career boost. In fact, certain rappers have only made it as far as the top 10, which means that most fans of these artists are likely losing interest in their music and moving on to something else. Ultimately, this leads to fewer opportunities for newer rappers to succeed. Whether it's due to lack of talent or simply just luck, old schools have maintained their place as pioneers in Hip Hop music, despite not having a lot of exposure to popular culture for quite some time now.

Another reason new rappers struggle is because they lack the competitive edge that comes with being better than other rappers. Many new rappers are still learning about the business of music production and the art of mixing songs together, which can make it difficult for them to compete against established stars in the game. For example, Lil Durk is known for his ability to produce excellent beats and melodies that rival the likes of Biggie Smalls and Nas, among others. He also recently gained attention for his collaboration with Drake during the 2015 Grammy awards ceremony, where he produced an iconic remix of "I Think About You," featuring Drake himself. Despite creating a song that rivals several well-known rappers in the game today, however, this did not stop him from becoming the youngest member of the group Migos. This was primarily due to the fact that he had to overcome the competition between himself and fellow members Buss and Latto to become the first ever male duo to win Best Pop Duo/Group Performance award at the Grammys. It would appear that this act of perseverance paid off handsomely for him in terms of securing the coveted spot as a rising star on a prestigious global stage and getting the respect and admiration of his peers. Yet, what many new rappers are missing is the same level of respect that existed for legends before them. When it comes to the traditional sense of “better than other rappers,” it can be seen that the two rappers mentioned earlier, Latto and Buss, share a similar sentiment for many of their contemporaries. They also see themselves as competitors for the best in the game, no matter how good they might be. These sentiments are extremely powerful and impactful for the entire movement of music in general. If a newcomer cannot establish themselves as a legitimate force in the game, then they will likely fail to achieve anything close to reaching mainstream stardom. As a result, they will likely fall behind and eventually find themselves without a chance of staying relevant.

Another reason new rappers struggle is because they lack the competitive edge that comes with being better than other rappers. Many new rappers are still learning about the business of music production and the art of mixing songs together, which can make it difficult for them to compete against established stars in the game. For example, Lil Durk is known for his ability to produce excellent beats and melodies that rival the likes of Biggie Smalls and Nas, among others. He also recently gained attention for his collaboration with Drake during the 2015 Grammy awards ceremony, where he produced an iconic remix of "I Think About You," featuring Drake himself. Despite creating a song that rivals several well-known rappers in the game today, however, this did not stop him from becoming the youngest member of the group Migos. This was primarily due to the fact that he had to overcome the competition between himself and fellow members Buss and Latto to become the first ever male duo to win Best Pop Duo/Group Performance award at the Grammys. It would appear that this act of perseverance paid off handsomely for him in terms of securing the coveted spot as a rising star on a prestigious global stage and getting the respect and admiration of his peers. Yet, what many new rappers are missing is the same level of respect that existed for legends before them. When it comes to the traditional sense of “better than other rappers,” it can be seen that the two rappers mentioned earlier, Latto and Buss, share a similar sentiment for many of their contemporaries. They also see themselves as competitors for the best in the game, no matter how good they might be. These sentiments are extremely powerful and impactful for the entire movement of music in general. If a newcomer cannot establish themselves as a legitimate force in the game, then they will likely fail to achieve anything close to reaching mainstream stardom. As a result, they will likely fall behind and eventually find themselves without a chance of staying relevant.

Another factor that causes rappers to feel like they're losing their place in the industry is that they are limited in obtaining exclusive branding opportunities. As noted by Genius Magazine, a lot of rappers today are underpaid compared to their predecessors, which has led to the rise of subpar celebrity endorsements as well as limited access to high profile brand sponsorships. Some examples include Rihanna's infamous Fenty Beauty line, Jay Z's $150 million endorsement deal with Pepsi, and Will Smith's partnership with Puma. Each of these instances shows the disparity in compensation between the majority of rappers and their predecessors. Because rappers today are underpaid compared to their counterparts, they are unable to afford luxury brands and endorsements such as Nike and Adidas, and instead tend to rely on free publicity and marketing deals with companies such as Coca-Cola, Disney, and McDonalds. This is unfortunate, as brands are willing to pay celebrities for exclusive branded items that help promote their products, and therefore reward loyalty and engagement with their fanbase. However, once a musician becomes accustomed to receiving freebies, their value decreases, and therefore, it is unlikely that they will receive any significant amount of brand sponsorship deals, further

In addition to the negative aspects of fame and monetization discussed earlier, another reason that young rappers struggle is getting noticed by major record labels. Currently, rap artists face a massive uphill battle when it comes to finding mainstream radio stations and streaming services to play their songs, as established players like Def Jam and Sony Music have already taken advantage of the current wave of rappers entering the scene to dominate the market. Furthermore, even without mainstream airplay, it seems that rappers need to be considered for notable appearances within films, video games, TV series, etc. This could happen, however, only if they are able to make it past the gatekeepers of indie pop culture. There are many talented rappers, however, who are overlooked for various reasons by major platforms. The most prominent example is Cardi B, who was not able to secure a feature appearance in Beyonce's upcoming movie, Tilda Swinton's Queen + Adam Lambert's Love & Basketball 2K22. Additionally, Jay-Z, whose 2013 hit track WAP was featured prominently in Alicia Keys' 2017 film Hustle, has yet to receive recognition, which has caused him to miss multiple opportunities to collaborate with artists outside of his stable. This highlights the importance of building up a strong base before venturing into the realm of public exposure, which many rappers appear to be falling short of.

IDespite the challenges outlined above, it is undeniable that old schools remain influential in shaping music today, and their influence is undeniable. As previously stated, artists who want to pursue a career in music should strive to follow the footsteps of their predecessors, who created musical masterpieces with little to no commercial incentives or support. By doing this, they can ensure that they are playing a role in the development of the genre and contribute to the evolution of the industry. From a financial standpoint, this approach is beneficial in the sense that it allows the artists involved to focus on improving their craft and developing skills that will aid in earning higher money. Moreover, it helps them preserve the quality of their music and avoid the pitfalls of releasing too many singles at once, which can negatively impact sales and distribution. Lastly, it allows established artists to grow, and in turn, increase the likelihood of generating revenue for the label and potentially earn royalties for the music. Overall, however, these approaches require patience, knowledge, and commitment to excellence in both music creation and marketing. Even after decades, however, it's clear that old schools will have a greater influence on the direction of rap music than any modern generation.

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