Hip hop music can be split into two eras: the ‘old school’ era (1970-1985) and the ‘golden age’ era (1985-1993). In the old school era (often spelled ‘old skool’) popular artists included Afrika Bambaataa, Grandmaster Flash, Fat Boys and Kool Herc. This old school era was characterised by its relatively simple rapping techniques. Battle rap was also a key component of old school hip hop. The main message of old school songs was focused on partying and having a good time. This obviously links to the way that hip hop originated.
The golden age or era is characterised by the transition of hip hop music to a more main stream role and also a more serious content to the lyrics used. This second wave of hip-hop music had a rock music influence and demonstrated an often aggressive, self-assertive and b-boy style attitude. This era revealed more innovation and experimentation by artists. There were great improvements in rapping and beat boxing techniques. There was more emphasis on diversity and beat mixing, matching and beat juggling were incorporated more frequently into songs.
Afrocentricity became a popular theme of the music. Public Enemy were probably the most popular face of this golden era. Additionally, the commercial breakthrough of Run D.M.C in 1986 and the beginning of gangsta rap with Dr. Dre in 1992 were key events in this period. Other famous artists from this golden age era include A Tribe called Quest, De La Soul and Jungle Brothers.
Modern hip hop music is still very popular especially in America. However, in 2006 a consumer profile revealed that in the United States, rock music and country music beat hip hop in the official sales record for that year. This breakdown of figures was released by the RIAA (Recording Industry Association of America): Rock gained 34% of all sales with country music having 13% and Rap/Hip-hop only 11.4%. Eminem, 50 cent, Busta Rhymes, Akin, Nelly, Snoop Dog and Jelz Santana are a few examples of famous hip hop recording artists who have achieved international success.
The content of the lyrics to modern hip hop music seems to be changing or maybe just expanding to include more than gang violence, poverty, drug trade, misogyny and materialism. A famous quotation from Darryl McDaniels; a former member of Run D.M.C is very insightful. In an interview for TIME magazine he is quoted as saying: ‘This past decade it seems that hip hop has mostly been about parties and guns and women. That’s fine if you are in a club, but from 9:00am until I went to bed at night, the music had nothing to say to me. So I listened to classic rock.’