Alternative hip hop (also known as alternative rap) is a subgenre of hip hop music that encompasses a wide range of styles that are not typically identified as mainstream.

AllMusic AllMusic (previously known as All Music Guide and AMG) is an American online database, online music database. It catalogs more than three million album entries and 30 million tracks, as well as information on Musical artist, musicians and Music ...

defines it as comprising " hip hop groups that refuse to conform to any of the traditional stereotypes of rap, such as gangsta,

bass Bass or Basses may refer to: Fish * Bass (fish), various saltwater and freshwater species Music * Bass (sound), describing low-frequency sound or one of several instruments in the bass range: ** Bass (instrument), including: ** Acoustic bass gui ...

, hardcore, and party rap. Instead, they blur genres drawing equally from

funk Funk is a music genre that originated in African American communities in the mid-1960s when musicians created a rhythmic, danceable new form of music through a mixture of various music genres that were popular among African Americans in the mi ...

and

pop/rock Pop rock (also typeset as pop/rock) is a fusion genre with an emphasis on professional songwriting and recording craft, and less emphasis on attitude than rock music. Originating in the late 1950s as an alternative to normal rock and roll, earl ...

, as well as

jazz Jazz is a music genre that originated in the African-American communities of New Orleans, Louisiana in the late 19th and early 20th centuries, with its roots in blues and ragtime. Since the 1920s Jazz Age, it has been recognized as a m ...

soul In many religious and philosophical traditions, there is a belief that a soul is "the immaterial aspect or essence of a human being". Etymology The Modern English noun '' soul'' is derived from Old English ''sāwol, sāwel''. The earliest att ...

reggae Reggae () is a music genre that originated in Jamaica in the late 1960s. The term also denotes the modern popular music of Jamaica and its diaspora. A 1968 single by Toots and the Maytals, " Do the Reggay" was the first popular song to use ...

, and even folk." Alternative hip hop developed in the late 1980s and experienced a degree of mainstream recognition during the early-to-mid 1990s. While some groups such as Arrested Development and The Fugees managed to achieve commercial success before breaking up, many alternative rap acts tend to be embraced by

alternative rock Alternative rock, or alt-rock, is a category of rock music that emerged from the independent music underground of the 1970s and became widely popular in the 1990s. "Alternative" refers to the genre's distinction from mainstream or commercial ...

listeners other than hip-hop or

pop Pop or POP may refer to: Arts, entertainment, and media Music * Pop music, a musical genre Artists * POP, a Japanese idol group now known as Gang Parade * Pop!, a UK pop group * Pop! featuring Angie Hart, an Australian band Albums * ''Pop'' ( ...

audiences. The commercial and cultural momentum was impeded by the then -also emerging, significantly harder-edged West Coast

gangsta rap Gangsta rap or gangster rap, initially called reality rap, emerged in the mid- to late 1980s as a controversial hip-hop subgenre whose lyrics assert the culture and values typical of American street gangs and street hustlers. Many gangsta rappe ...

. A resurgence came about in the late 1990s and early 2000s at the dawn of the digital era with a rejuvenated interest in

independent music Independent music (also commonly known as indie music or simply indie) is music that is produced independently from commercial record labels or their subsidiaries, a process that may include an autonomous, do-it-yourself approach to recording a ...

by the general public. During the 2000s, alternative hip hop reattained its place within the mainstream due to the declining commercial viability of gangsta rap as well as the

crossover Crossover may refer to: Entertainment Albums and songs * ''Cross Over'' (Dan Peek album) * ''Crossover'' (Dirty Rotten Imbeciles album), 1987 * ''Crossover'' (Intrigue album) * ''Crossover'' (Hitomi Shimatani album) * ''Crossover'' (Yoshino ...

success of artists such as Outkast and

Kanye West Ye ( ; born Kanye Omari West ; June 8, 1977) is an American rapper, singer, songwriter, record producer, and fashion designer. Born in Atlanta and raised in Chicago, West gained recognition as a producer for Roc-A-Fella Records in the ea ...

. The alternative hip hop movement has expanded beyond the United States to include the

Somali Somali may refer to: Horn of Africa * Somalis, an inhabitant or ethnicity associated with Greater Somali Region ** Proto-Somali, the ancestors of modern Somalis ** Somali culture ** Somali cuisine ** Somali language, a Cushitic language ** Somali ...

-Canadian poet

K'naan Keinan Abdi Warsame (born 1 February 1978) ( so, Keynaan Cabdi Warsame, ar, كَينَان عَبدِ وَرسَمَ ''Kaynān ʿAbdi Warsama''), better known by his stage name K'naan (), is a Somali-Canadian musician. He rose to prominenc ...

, and English artist M.I.A. Alternative hip hop acts have attained much critical acclaim, but receive relatively little exposure through radio and other media outlets. The most prominent alternative hip hop acts include

A Tribe Called Quest A Tribe Called Quest was an American hip hop group formed in Queens, New York City, in 1985,Q-Tip

De La Soul De La Soul () is an American hip hop trio formed in 1988 in the Amityville area of Long Island, New York. They are best known for their eclectic sampling, quirky lyrics, and their contributions to the evolution of the jazz rap and alternati ...

Hieroglyphics Egyptian hieroglyphs (, ) were the formal writing system used in Ancient Egypt, used for writing the Egyptian language. Hieroglyphs combined logographic, syllabic and alphabetic elements, with some 1,000 distinct characters.There were about 1 ...

The Pharcyde The Pharcyde (currently known as The Far Side) is an American alternative hip hop group, formed in 1989, from South Central Los Angeles. The original four members of the group are Imani (Emandu Wilcox), Slimkid3 (Trevant Hardson), Bootie Brown ...

Digable Planets Digable Planets () is an American hip hop trio formed in 1987. The trio is composed of rappers Ishmael "Butterfly" Butler, Mariana "Ladybug Mecca" Vieira, and Craig "Doodlebug" Irving. The group is notable for their contributions to the subgenr ...

and

Black Sheep In the English language, black sheep is an idiom that describes a member of a group who is different from the rest, especially a family member who does not fit in. The term stems from sheep whose fleece is colored black rather than the more comm ...

History

Origin

Originating in the late 1980s, in midst of the golden age of hip hop, alternative hip hop was headed primarily by East Coast groups such as

, Jungle Brothers,

A Tribe Called Quest A Tribe Called Quest was an American hip hop group formed in Queens, New York City, in 1985,Q-Tip

Pete Rock & CL Smooth Pete Rock & CL Smooth were a hip hop duo from Mount Vernon, New York. They made their debut with their 1991 EP, '' All Souled Out'' and followed that with their 1992 LP ''Mecca and the Soul Brother''. Career 1991–1994: The Golden Age As a pr ...

Brand Nubian Brand Nubian is an American hip hop group from New Rochelle, New York, composed of three emcees ( Grand Puba, Sadat X and Lord Jamar), and formerly three DJs (DJ Alamo, DJ Sincere, and DJ Stud Doogie). Their debut studio album, '' One for All' ...

, and

in subsidiary conjunction by West Coast acts such as

, Digital Underground,

Souls of Mischief Souls of Mischief is a hip hop group from Oakland, California, that is also part of the hip hop collective Hieroglyphics. The Souls of Mischief formed in 1991 and is composed of rappers A-Plus, Opio, Phesto, and Tajai. History East Oakland n ...

Del the Funky Homosapien Teren Delvon Jones (born August 12, 1972), better known by his stage name Del the Funky Homosapien (sometimes stylized as Del tha Funkee Homosapien) or Sir DZL, is an American rapper. Music career 1988–1997: Early life and beginnings Born in O ...

, and Freestyle Fellowship as well as certain

Southern Southern may refer to: Businesses * China Southern Airlines, airline based in Guangzhou, China * Southern Airways, defunct US airline * Southern Air, air cargo transportation company based in Norwalk, Connecticut, US * Southern Airways Express, M ...

acts such as Arrested Development,

Goodie Mob Goodie Mob is an American hip hop group based in Atlanta, Georgia, consisting of CeeLo Green, Khujo, T-Mo, and Big Gipp. History The group was formed in 1991 by Cameron " Big Gipp" Gipp, Willie "Khujo" Knighton Jr., CeeLo Green (born Tho ...

, and Outkast. Similar to the

movement, alternative hip hop segued into the mainstream at the dawn of the 1990s. Arrested Development, along with The Fugees, stand as some of the first few alternative rap to be recognized by mainstream audiences. The classic debut albums '' 3 Feet High and Rising'', '' People's Instinctive Travels and the Paths of Rhythm'', and '' Bizarre Ride II the Pharcyde'' achieved minor commercial success as they garnered immense acclaim from music critics, who described the records as managing to be both ambitiously innovative but playful masterpieces, hailing the artists as the future of hip hop music as a whole.

Mid–late 1990s: Mainstream decline

Contrary to

, which went on to become a mainstay in mainstream music and replaced the

glam metal Glam metal (also known as hair metal or pop metal) is a subgenre of heavy metal that features pop-influenced hooks and guitar riffs, upbeat rock anthems, and slow power ballads. It borrows heavily from the fashion and image of 1970s glam ...

of the previous generation as the most popular form of rock music, alternative hip hop's commercial momentum was impeded by the then also newly emerging, significantly harder-edged West Coast

. With its aggressive tone, nihilistic tendencies, and violent imagery, gangsta rap was considered to be the more entertaining, more lucrative subgenre as signified by the high chart placings, radio success and multiplatinum-selling records of gangsta rappers such as

Snoop Dogg Calvin Cordozar Broadus Jr. (born October 20, 1971), known professionally as Snoop Dogg (previously Snoop Doggy Dogg and briefly Snoop Lion), is an American rapper. His fame dates back to 1992 when he featured on Dr. Dre's debut solo single, " ...

Warren G Warren Griffin III (born November 10, 1970) is an American rapper and producer known for his role in West Coast rap's 1990s ascent.Steve Huey"Warren G: Biography" ''AllMusic.com'', Netaktion LLC, visited May 8, 2020. Along with Snoop Dogg and ...

and

N.W.A N.W.A (an abbreviation for Niggaz Wit Attitudes) was an American hip hop group whose members were among the earliest and most significant popularizers and controversial figures of the gangsta rap subgenre, and the group is widely considered ...

, who were widely embraced by

major record label A record label, or record company, is a brand or trademark of music recordings and music videos, or the company that owns it. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the produ ...

s and produced a legion of imitators. Albums such as ''

Straight Outta Compton ''Straight Outta Compton'' is the debut studio album by rap group N.W.A, which, led by Eazy-E, formed in Los Angeles County's City of Compton in early 1987. Released by his label, Ruthless Records, on August 8, 1988, the album was produced ...

'', '' The Chronic'' and '' Doggystyle'' redefined the direction of hip hop, which resulted in lyricism concerning the gangsta lifestyle becoming the driving force of sales figures.Caramanica, Jon
Review: ''Straight Outta Compton''
. ''

Rolling Stone ''Rolling Stone'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California, in 1967 by Jann Wenner, and the music critic Ralph J. Gleason. It was first known for its ...

''. Retrieved July 22, 2009. The situation broke way around the mid-90s with the emergence and mainstream popularity of East Coast hardcore rap artists such as

Wu-Tang Clan Wu-Tang Clan is an American hip hop group formed in Staten Island, New York City, in 1992. Its original members include RZA, GZA, Ol' Dirty Bastard, Method Man, Raekwon, Ghostface Killah, Inspectah Deck, U-God, and Masta Killa. Close aff ...

Nas Nas (born 1973) is the stage name of American rapper Nasir Jones. Nas, NaS, or NAS may also refer to: Aviation * Nasair, a low-cost airline carrier and subsidiary based in Eritrea * National Air Services, an airline in Saudi Arabia ** Nas Air ...

The Notorious B.I.G. Christopher George Latore Wallace (May 21, 1972 – March 9, 1997), better known by his stage names the Notorious B.I.G., Biggie Smalls, or simply Biggie, was an American rapper. Rooted in East Coast hip hop and particularly gangsta ...

, and

Mobb Deep Mobb Deep was an American hip hop duo from New York City. The duo consisted of rappers Prodigy and Havoc. They are considered to be among the principal progenitors of hardcore East Coast hip hopEdwards, Paul, 2009, '' How to Rap: The Art & Sc ...

. Following this development, many alternative rap acts eventually either disbanded or faded into obscurity. In his 1995 book on the current state of hip hop culture, music critic Stephen Rodrick wrote that, at that time, alternative hip-hop had "drawn little more than barely concealed yawns from other rappers and urban audiences" and came to the conclusion that the subgenre was a complete failure.Rodrick; pp. 115–116

Late 90s–2010s: Revival

However, a commercial breakthrough came about in the late 1990s with the rejuvenated interest in

indie music Independent music (also commonly known as indie music or simply indie) is music that is produced independently from commercial record labels or their subsidiaries, a process that may include an autonomous, do-it-yourself approach to recording a ...

by the general public due to the mainstream success of acts like The Fugees and Arrested Development. While acts such as Slum Village,

Common Common may refer to: Places * Common, a townland in County Tyrone, Northern Ireland * Boston Common, a central public park in Boston, Massachusetts * Cambridge Common, common land area in Cambridge, Massachusetts * Clapham Common, originally ...

, and

The Roots The Roots are an American hip hop band formed in 1987 by Tariq "Black Thought" Trotter and Ahmir "Questlove" Thompson in Philadelphia, Pennsylvania, United States. The Roots serve as the house band on NBC's ''The Tonight Show Starring Jimmy F ...

were rising to prominence. The Fugees saw huge critical and commercial success with the release of their second album, '' The Score'' in 1996. The album peaked at number-one on the US Billboard 200 chart, and briefly became the best-selling album of all time. That same year, saw

A Tribe Called Quest A Tribe Called Quest was an American hip hop group formed in Queens, New York City, in 1985,Q-Tip

reached their commercial peak with the release of their album ''

Beats, Rhymes and Life ''Beats, Rhymes and Life'' is the fourth studio album by American hip hop group A Tribe Called Quest. Released on July 30, 1996, by Jive Records, it followed three years after the highly regarded and successful ''Midnight Marauders''. Produced by ...

'', which reached number-one on the US ''Billboard'' 200 and became their best-selling release; while acts such as OutKast and

released some of their most definitive albums with '' Atliens'' and '' Stakes Is High''. Since the mid-1990s,

independent record label An independent record label (or indie label) is a record label that operates without the funding or distribution of major record labels; they are a type of small- to medium-sized enterprise, or SME. The labels and artists are often represented ...

s such as

Rawkus Records Rawkus Records was an American hip hop record label known for starting the careers of many rappers. Rawkus started in 1995 with releases in hip-hop, drum and bass and fun-dustrial (Dystopia One). Label heads Brian Brater and Jarret Myer then si ...

Rhymesayers Rhymesayers Entertainment (sometimes abbreviated RSE) is an American independent hip-hop record label based in Minneapolis. History Rhymesayers Entertainment was co-founded in 1995 by Sean Daley (Slug), Anthony Davis (Ant), Musab Saad (Sab th ...

Anticon Anticon (often styled as anticon.) is an independent record label based in Los Angeles, California. It was founded in 1998 by seven musicians and manager Baillie Parker. It is now collectively owned among six musicians, co-founder Parker, and m ...

, Stones Throw and

Definitive Jux Definitive Jux was a record label based in New York City. It was co-founded in 1999 by El-P and Amaechi Uzoigwe. History Definitive Jux was initially known as Def Jux. However, popular hip hop label Def Jam Recordings sued Def Jux over the nam ...

have experienced lesser mainstream success with alternative rap acts such as Jurassic 5, Little Brother,

Talib Kweli Talib Kweli Greene (; born October 3, 1975) is an American rapper. He earned recognition early on through his collaboration with fellow Brooklyn rapper Mos Def in 1997, when they formed the group Black Star. Kweli's musical career continued with ...

MF DOOM Daniel Dumile ( ; July 13, 1971October 31, 2020), best known by his stage name MF Doom or simply Doom (both stylized in all caps), was a British-American rapper and record producer. Noted for his intricate wordplay, signature metal mask, and ...

Atmosphere An atmosphere () is a layer of gas or layers of gases that envelop a planet, and is held in place by the gravity of the planetary body. A planet retains an atmosphere when the gravity is great and the temperature of the atmosphere is low. A ...

Antipop Consortium Antipop Consortium is an American alternative hip hop group. The group formed in 1997, when Beans, High Priest, M. Sayyid, and producer Earl Blaize met at a poetry slam in New York City. They are notable for their stream-of-consciousness lyric ...

Mos Def Yasiin Bey (; born Dante Terrell Smith, December 11, 1973), previously and more commonly known by his stage name Mos Def (), is an American rapper, singer, songwriter, and actor. His hip hop career began in 1994, alongside his siblings in the s ...

, Doomtree,

Pharoahe Monch Troy Donald Jamerson (born October 31, 1972), better known by his stage name Pharoahe Monch, is an American rapper from South Jamaica, Queens, New York. He is known for his complex lyrics, intricate delivery, and internal and multisyllabic rhy ...

, El-P,

Quasimoto Quasimoto is a side project of hip hop producer Madlib, from Oxnard, California. Quasimoto is composed of Madlib and his animated alter ego Lord Quas. Lord Quas is known for his high-pitched voice, which often interacts with Madlib's regular voic ...

, Living Legends, CYNE, Blue Scholars, and Aesop Rock. It was in the 2000s that alternative hip hop reattained its place within the mainstream, due in part to the declining commercial viability of gangsta rap as well as the crossover success of artists such as Outkast,

, and Gnarls Barkley. Not only did Outkast's fifth studio album ''

Speakerboxxx/The Love Below ''Speakerboxxx/The Love Below'' is the fifth studio album by American hip hop duo Outkast. It was released on September 23, 2003, by Arista Records. Issued as a double album, its length of over two hours is spread across solo albums from both ...

'' (2003) receive universal acclaim from music critics and manage to appeal to listeners of all ages spanning numerous musical genres but also spawned two number-one hit singles. The album eventually went on to win a

Grammy Award The Grammy Awards (stylized as GRAMMY), or simply known as the Grammys, are awards presented by the Recording Academy of the United States to recognize "outstanding" achievements in the music industry. They are regarded by many as the most pr ...

for

Album of the Year Album of the Year, often abbreviated to AOTY, may refer to: Awards * ARIA Award for Album of the Year, Australia * Brit Award for British Album of the Year, UK * Grammy Award for Album of the Year, US * Juno Award for Album of the Year, CA * Lati ...

—making it only the second hip hop album to win the award ('' The Miseducation of Lauryn Hill'' being the first) and has been

certified Certification is the provision by an independent body of written assurance (a certificate) that the product, service or system in question meets specific requirements. It is the formal attestation or confirmation of certain characteristics of a ...

diamond Diamond is a solid form of the element carbon with its atoms arranged in a crystal structure called diamond cubic. Another solid form of carbon known as graphite is the chemically stable form of carbon at room temperature and pressure, b ...

by selling 11 times

platinum Platinum is a chemical element with the symbol Pt and atomic number 78. It is a dense, malleable, ductile, highly unreactive, precious, silverish-white transition metal. Its name originates from Spanish , a diminutive of "silver". Pla ...

by the

Recording Industry Association of America The Recording Industry Association of America (RIAA) is a trade organization that represents the music recording industry in the United States. Its members consist of record labels and distributors that the RIAA says "create, manufacture, and/ ...

(RIAA). MF DOOM had also been on the come up in the alternative/underground scene after releasing his debut studio album '' Operation: Doomsday''. He would come back to the hip-hop scene after the dissolving of hip-hop group

KMD KMD ('' K.M.D.'', ''Kausing Much Damage'', or ''A Positive Kause in a Much Damaged Society'') was an American hip hop trio active in the late 1980s and early 1990s. The core of the group was composed of brothers Daniel "Zev Love X" Dumile an ...

. Later, he and Madlib's 2004 project ''

Madvillainy ''Madvillainy'' is the only studio album by American hip hop duo Madvillain, consisting of rapper MF Doom and producer Madlib. It was released on March 23, 2004, on Stones Throw Records. The album was recorded between 2002 and 2004. Madlib cr ...

'' would be released in this time period under the illustrious hip-hop duo '' Madvillain''. This album was praised by music critics; and would forever inspire many upcoming artists such as

Aminé Adam Aminé Daniel (born April 18, 1994) is an American rapper, singer, and songwriter. He first gained notability for his commercial debut single, " Caroline", which peaked at number 11 on the US ''Billboard'' Hot 100 chart. Aminé released h ...

and Joey Badass. Gnarls Barkley experienced a surprise hit with their debut single "

Crazy Insanity, madness, lunacy, and craziness are behaviors performed by certain abnormal mental or behavioral patterns. Insanity can be manifest as violations of societal norms, including a person or persons becoming a danger to themselves or to ...

". Due to high download sales, it reached number-one of the single charts in several countries, including the United Kingdom, where it became the best selling single of 2006. The song was named the best song of 2006 by both ''

'' and the ''

Village Voice ''The Village Voice'' is an American news and culture paper, known for being the country's first alternative newsweekly. Founded in 1955 by Dan Wolf, Ed Fancher, John Wilcock, and Norman Mailer, the ''Voice'' began as a platform for the cr ...

'' annual Pazz & Jop critics poll. ''Rolling Stone'' later ranked "Crazy" as the number-one song of the entire decade. The song has since been certified double platinum by RIAA. The duo were the recipient of multiple accolades, at the

49th Grammy Awards The 49th Annual Grammy Awards was a ceremony honoring the best in music for the recording year beginning October 1, 2005 and ending September 30, 2006 in the United States. The awards were handed out on Sunday, February 11, 2007 at the Staples Ce ...

, they won the awards for Best Urban/Alternative Performance and Best Alternative Music Album. Industry observers view the 2007 sales competition between Kanye West's ''

Graduation Graduation is the awarding of a diploma to a student by an educational institution. It may also refer to the ceremony that is associated with it. The date of the graduation ceremony is often called graduation day. The graduation ceremony is a ...

'' and

50 Cent Curtis James Jackson III (born July 6, 1975), known professionally as 50 Cent, is an American rapper, actor, and businessman. Born in the South Jamaica neighborhood of Queens, Jackson began pursuing a musical career in 2000, when he produced ...

's '' Curtis'' as a turning point for hip hop. West emerged the victor, selling nearly a million copies in the first week alone. Ben Detrick of '' XXL'' cited the outcome of the sales competition as being responsible for altering the direction of hip hop and paving the way for new rappers who didn't follow the hardcore-

gangster A gangster is a criminal who is a member of a gang. Most gangs are considered to be part of organized crime. Gangsters are also called mobsters, a term derived from '' mob'' and the suffix '' -ster''. Gangs provide a level of organization and ...

mold, writing, "If there was ever a

watershed Watershed is a hydrological term, which has been adopted in other fields in a more or less figurative sense. It may refer to: Hydrology * Drainage divide, the line that separates neighbouring drainage basins * Drainage basin, called a "watershe ...

moment to indicate hip hop's changing direction, it may have come when 50 Cent competed with Kanye in 2007 to see whose album would claim superior sales. 50 lost handily, and it was made clear that excellent song crafting trumped a street-life experience. Kanye led a wave of new artists—

Kid Cudi Scott Ramon Seguro Mescudi (born January 30, 1984), also known by his stage name Kid Cudi ( ), is an American rapper, singer, songwriter, record producer, actor and fashion designer. Born and raised in Cleveland, Ohio, Cudi would move to New Y ...

, Wale,

Lupe Fiasco Wasalu Muhammad Jaco (born February 16, 1982), better known by his stage name Lupe Fiasco ( ), is an American rapper, singer, record producer, and entrepreneur. He rose to fame in 2006 following the success of his debut album, '' Lupe Fiasco's ...

, Kidz in the Hall,

Drake Drake may refer to: Animals * A male duck People and fictional characters * Drake (surname), a list of people and fictional characters with the family name * Drake (given name), a list of people and fictional characters with the given name ...

—who lacked the interest or ability to create narratives about any past gunplay or

drug-dealing The illegal drug trade or drug trafficking is a global black market dedicated to the cultivation, manufacture, distribution and sale of prohibited drugs. Most jurisdictions prohibit trade, except under license, of many types of drugs through ...

." Similarly, in a retrospective article, Rosie Swash of ''

The Guardian ''The Guardian'' is a British daily newspaper. It was founded in 1821 as ''The Manchester Guardian'', and changed its name in 1959. Along with its sister papers '' The Observer'' and '' The Guardian Weekly'', ''The Guardian'' is part of the ...

'' viewed the album's sales competition with 50 Cent's ''Curtis'' as a historical moment in hip hop, writing that it "highlighted the diverging facets of hip-hop in the last decade; the former was gangsta rap for the noughties, while West was the thinking man's alternative." Several burgeoning artists and groups acknowledge being directly influenced by their 1990s predecessors in addition to alternative rock groups while their music has been noted by critics as expressing eclectic sounds, life experiences and emotions rarely seen in mainstream hip hop. As traditional rock music continually becomes less synonymous with

pop music Pop music is a genre of popular music that originated in its modern form during the mid-1950s in the United States and the United Kingdom. The terms ''popular music'' and ''pop music'' are often used interchangeably, although the former descri ...

, more left-of-center artists who are not fully embraced by hip-hop radio have increasingly found inclusion on

alternative radio Modern rock is an umbrella term used to describe rock music that is found on college rock radio stations. Some radio stations use this term to distinguish themselves from classic rock, which is based in 1960s–1980s rock music. Radio format Mod ...

. According to

Nielsen SoundScan Luminate (formerly Nielsen SoundScan, Nielsen Music Products, and MRC Data) is a provider of music sales data. Established by Mike Fine and Mike Shalett in 1991, data is collected weekly and made available every Sunday (for albums sales) and eve ...

, contemporary hip-hop acts who increasingly receive domestic airplay on alt-radio include Run the Jewels,

Childish Gambino Donald McKinley Glover Jr. (; born September 25, 1983), also known by his stage name Childish Gambino (), is an American entertainer, writer, director, and producer. After working in Derrick Comedy while studying at New York University, Glov ...

Logic Logic is the study of correct reasoning. It includes both formal and informal logic. Formal logic is the science of deductively valid inferences or of logical truths. It is a formal science investigating how conclusions follow from prem ...

, Brockhampton, L.I.F.T. and nothing, nowhere. Regarding audiences, according to Jeff Regan, senior director of music programming for the Alt Nation channel on

Sirius XM Radio Sirius XM Holdings Inc. is an American broadcasting company headquartered in Midtown Manhattan, New York City that provides satellite radio and online radio services operating in the United States. It was formed by the 2008 merger of Sirius Sat ...

, "This generation has maybe never even gone to a

record store A record shop or record store is a retail outlet that sells recorded music. In the late 19th century and the early 20th century, record shops only sold gramophone records, but over the 20th century, record shops sold the new formats that were ...

or CD store where there was a hip-hop section and a rock section — it has all been in front of them on a screen." It's for this reason that recording artists and groups traditionally perceived as rappers are included on his predominantly rock-oriented playlists, saying, "Whether it’s Lil Peep or Brockhampton or

Post Malone Austin Richard Post (born July 4, 1995), known professionally as Post Malone, is an American rapper, singer, songwriter, and record producer. Known for his variegated vocals, Malone has gained acclaim for blending genres and subgenres of hip ...

, we have tried records from all those artists. ... We need some depth perception in the music we're presenting. Whether it’s done on a laptop or on an amp and a guitar, I just want to find something new — that’s what alternative is supposed to be."

Critical and cultural reactions

While some groups managed to achieve commercial success, most alternative rap acts tended to be embraced largely by

listeners and

fans rather than hip-hop or

audiences. Artists receive limited exposure through

commercial radio Commercial broadcasting (also called private broadcasting) is the broadcasting of television programs and radio programming by privately owned corporate media, as opposed to state sponsorship. It was the United States′ first model of radio (a ...

and other media outlets and primarily rely on

campus radio Campus radio (also known as college radio, university radio or student radio) is a type of radio station that is run by the students of a college, university or other educational institution. Programming may be exclusively created or produced ...

and various

independent media Independent media refers to any media, such as television, newspapers or Internet-based publications, that is free of influence by government or corporate interests. The term has varied applications. Within the United States and other developed ...

channels. Alternative hip hop is the recipient of consistent critical acclaim but is generally shunned by American

mainstream media In journalism, mainstream media (MSM) is a term and abbreviation used to refer collectively to the various large mass news media that influence many people and both reflect and shape prevailing currents of thought. Chomsky, Noam, ''"What makes ma ...

and widely regarded as commercially unappealing. New York radio personality and

spoken word Spoken word refers to an oral poetic performance art that is based mainly on the poem as well as the performer's aesthetic qualities. It is a late 20th century continuation of an ancient oral artistic tradition that focuses on the aesthetics o ...

artist

Imhotep Gary Byrd Imhotep Gary Byrd (born March 14, 1949) is an American, New York City-based radio talk show host and executive producer, radio DJ, poet, songwriter, music recording artist and producer, rapper, writer and community advocate/activist. Byrd began h ...

's single "The Crown" was rejected by American radio stations for being "too Black and too positive." However, the song was very well received and become a hit in Europe. It reached number 6 on the

UK Singles Chart The UK Singles Chart (currently titled Official Singles Chart, with the upper section more commonly known as the Official UK Top 40) is compiled by the Official Charts Company (OCC), on behalf of the British record industry, listing the top-s ...

, becoming the longest record ever to reach the top 10 in the history of the British Charts. Over the years, multiple organizations representing African-Americans such as the National Black Leadership Alliance and the

National Congress of Black Women The National Congress of Black Women, Inc. (NCBW) is a 501(c)(3) nonprofit organization founded in 1984, dedicated to the educational, political, economic and cultural development of African American women and their families. NCBW also serves as ...

have released statements criticizing how urban radio stations refuse to play rap music that does not demean and degrade black women, censoring out alternative hip-hop artists such as Arrested Development and

Dead Prez Dead Prez, often stylized as dead prez, is an American hip hop duo composed of stic.man and M-1, formed in 1996 in New York City. They are known for their confrontational style, combined with lyrics focused on both militant social justice, self ...

. Q-Tip, frontman of the highly influential alternative rap group

A Tribe Called Quest A Tribe Called Quest was an American hip hop group formed in Queens, New York City, in 1985,Q-Tip

, had his sophomore solo effort '' Kamaal the Abstract'' shelved for nearly a decade after his record label deemed the genre-bending album as sounding uncommercial. Q-Tip was quoted as saying: Similarly,

BET Black Entertainment Television (acronym BET) is an American basic cable channel targeting African-American audiences. It is owned by the CBS Entertainment Group unit of Paramount Global via BET Networks and has offices in New York City, Los ...

infamously refused to play "Lovin' It", the

lead single A lead single (also known as a debut single) is the first single to be released from a studio album by an artist or a band, usually before the album itself is released and also occasionally on the same day of the album's release date. Release s ...

North Carolina North Carolina () is a U.S. state, state in the Southeastern United States, Southeastern region of the United States. The state is the List of U.S. states and territories by area, 28th largest and List of states and territories of the United ...

-based alt-rap duo Little Brother's socio-politically charged

concept album A concept album is an album whose tracks hold a larger purpose or meaning collectively than they do individually. This is typically achieved through a single central narrative or theme, which can be instrumental, compositional, or lyrical. Some ...

The Minstrel Show ''The Minstrel Show'' is the second studio album by hip hop trio Little Brother. It followed the critical success of their 2003 debut, '' The Listening''. The album was highly anticipated and touted as a probable breakthrough for the group, e ...

'', which provided a tongue-in-cheek critique of African-American pop culture, on the grounds that the group's music was "too intelligent" for their target audience. The network was subsequently satirized by the animated series ''

The Boondocks Boondocks are remote, usually brushy areas. Boondocks may also refer to: * The Boondocks (band), an Estonian rock band * ''The Boondocks'' (comic strip), a comic strip by Aaron McGruder ** ''The Boondocks'' (2005 TV series), the television ser ...

'' – which regularly features underground/alternative rap as

background music Background music (British English: piped music) is a mode of musical performance in which the music is not intended to be a primary focus of potential listeners, but its content, character, and volume level are deliberately chosen to affect behav ...

– in the banned episode ''

The Hunger Strike "The Hunger Strike" is a second-season episode of the Adult Swim animated television series '' The Boondocks''. It was set to premiere on January 7, 2008, between " The Story of Thugnificent" and " Attack of the Killer Kung-Fu Wolf Bitch", but d ...

''. The episode, which portrayed BET as an evil organization dedicated to the self-genocidal mission of eradicating black people through violent, overtly sexual programming, was banned by

Cartoon Network Cartoon Network (often abbreviated as CN) is an American cable television channel owned by Warner Bros. Discovery. It is a part of The Cartoon Network, Inc., a division that also has the broadcasting and production activities of Boomerang, ...

and has yet to be aired in the United States. The alternative hip hop movement is not limited solely to the United States, as genre-defying rappers such as

-Canadian poet

, and especially British artist M.I.A. have achieved considerable worldwide recognition. K'naan's 2009 single Wavin' Flag reached number two on the

Canadian Hot 100 The Canadian Hot 100 is a music industry record chart in Canada for songs, published weekly by ''Billboard (magazine), Billboard'' magazine. The Canadian Hot 100 was launched on the issue dated March 31, 2007, and is currently the standard record ...

while its various remixes topped the charts in several countries. Shing02 was chosen for rapping "Battlecry", the theme song of the hit hip-hop-influenced chanbara anime '' Samurai Champloo'', which was produced by Japanese jazz rap DJ Nujabes. ''

Time Time is the continued sequence of existence and event (philosophy), events that occurs in an apparently irreversible process, irreversible succession from the past, through the present, into the future. It is a component quantity of various me ...

'' magazine placed M.I.A in the ''Time'' 100 list of "World's Most Influential people" for having "global influence across many genres." Groups like the British virtual band

Gorillaz Gorillaz are an English virtual band formed in 1998 by musician Damon Albarn and artist Jamie Hewlett, from London. The band primarily consists of four fictional members: 2-D (vocals, keyboards), Murdoc Niccals (bass guitar), Noodle (guit ...

also experienced mainstream popularization during this period of time, selling over 20 million albums total between the albums ''

'' and '' Demon Days.'' Today, due in part to the increasing usage of

social networking A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for ...

as well as online distribution, many alternative rap artists are able to find acceptance by far-reaching audiences.

References

Bibliography

* * {{DEFAULTSORT:Alternative Hip Hop 1980s in music 1990s in music 2000s in music 2010s in music Hip hop genres

History

Origin

Mid–late 1990s: Mainstream decline

Late 90s–2010s: Revival

Critical and cultural reactions

See also

References

Further reading

Bibliography