Subscribe to the Spotify playlist here.Rap fans over 30 no longer ditch the genre for grown and sexy R&B — throwback rap as a radio format exploded in 2016 nationwide. So its time to start seriously considering rappers in their 40s to be the Greatest Generation in rap. Guys like Fat Joe, Snoop, Nas, Tribe, Mobb Deep, etc came up in the 90s, when budgets and deals and label options were abundant. Their albums were considered failures if they ONLY sold 300K units. You could write 25 verses a year to fulfill one album and be done — no constant mixtapes, features, Soundcloud exclusives, radio freestyles, etc. You had a lot of mystique — people only knew something about you if you said it in a magazine, put it on wax, on a video, or in your CD booklet Thank Yous. To start your career under those circumstances and still want to keep going in a world of $0.06 royalty checks from Spotify really speaks to the character of men who now have kids to put through college.Guys like Snoop, Kool Keith, and E-40 have maximized their personas to attract various revenue streams through TV shows, toys, movies, etc. Indie artists like Aesop Rock and Run the Jewels have adapted to the new economy with extensive merch options, tours, and licensing to movie soundtracks and television. RTJ even tapped into the Marvel Comics audience with multiple comic book covers dedicated to their iconic logo. Fat Joe eschewed an album altogether by aiming for the top with "All the Way Up,” a staple in pro sports arenas, ESPN commercials, and daytime radio. De La Soul crowdsourced a No. 1 album while A Tribe Called Quest recorded their comeback record in secret and performed on SNL with Dave Chappelle the week of its release. Nas, an investor in the razor company Bevel, promoted the crap out of his product on his revitalized smash "Nas Album Done" with DJ Khaled. Ka, who didnt break out until he was 38 years old, caught hell from New York tabloids for his firefighting day job and "objectionable" lyrics about cops shooting black people, all the while self-financing another great album gobbled up by his diehard fanbase. Havoc of Mobb Deep released a surprisingly outstanding solo LP The Silent Partner with Alchemist thats just as dark and nihilistic as any Mobb release in the late 90s. Geechi Suede of Camp Los latest solo single "Phone Check" would fit perfectly next to the groups smash single "Lucchini" in 1997. A Tribe Called Quest made their best album since 1993s classic Midnight Marauders. And Snoop cemented himself as the official rapper for all barbecues with his latest LP Coolaid almost 25 years after the release of Doggystyle.None of this would matter if The Greatest Generation in Rap wasnt as sharp as they were when Arsenio Hall was the apex of hip. This group will most likely be doing it well into their 50s — E-40 is 49 years old, Jay-Z just turned 47. Kool Keith’s age can only be quantified by the color of whatever wig he wears this week. This was a great year for rap fans who now stream their music in minivans.
