Nah man, it's their approach that's real hip hop. Madlib just does it and doesn't give a ****, and people listen and love it. Doom will tear up any MC, his use of the language is the kind of stuff hip hop used to mean when they said skills, now everybody just talks in slang and ends sentences with the same word. That ain't rhyming.
I'm not saying they changed hip hop, I'm saying they are on the cutting edge, pushing an envelope, say what you want, but them dudes got no formula, they'll do shyt that people think is wack just cuz they want to do it.
Madlib's done a jazz album and a broken beat album, tell me Just Blaze or any other hip hop corporate mook is gonna mess with that? Nah man, they think it's carreer suicide and shyt, and for them, they are probably right as it isn;t something just anybody could do. Half their sklls are image managment.
That's what's refreshing.
WHo raps through a vocoder? maybe on one cut but I never heard that. The Mask is a statement, a great way to prevent your face from becoming your 'image'. people don;t go for the mask, they go for the music, it's a non image image. Doom says it's cuz he's too ugly for the marketing guys, but it gives him annonymity in a chill way.
The point behind the McDonalds commercial thing is that Hip hop is predictable now, they're using it again to push McGarbage to kids, MINORITY kids, and that's wack. Point is that Hip hop is toothless now. it can't hurt nobody, it can't scare nobody, it's just not what it was. No One is putting a PE beat behind something to sell it because a beat like that will wake you up, make you feel something, not lull you into complacency so you just but something. Hip Hop is now a pacifier. Shyt I'd be a fan of 50 cent if he caused some riots or something.