For nearly two decades, hip-hop didn't simply participate in American popular culture. It dominated it. Rappers became fashion icons, entrepreneurs and celebrities. Drake, Kanye West, Kendrick Lamar, Nicki Minaj, Future and Travis Scott routinely occupied the upper reaches of the charts. Rap's language, fashion and production techniques spread throughout popular music. But something has changed. In 2025, hip-hop/rap accounted for just 19 percent of Billboard Hot 100 Top 10 hi