Another big issue nowadays is the type of demographic at least for nyc...
-Those in their 30s and 40s are checking for rappers from when we were younger (90s and 2000s) like Nas, Jay, Jadakiss, Lloyd banks etc. who either only a small demographic still listens to or they aren't dropping any albums at all
-Those n their 20s and early 30s still check in on the rappers like Drake, Kendrick and Cole but the young ones don't listen to them like that.
-Those in their teens and early 20s listen to DD Osama and kay flock etc. but no group above is checking for them like that and no one outside of NYC is checking them like that.
So as a result you have a bunch of artists with small lanes but no big appeal anymore. Either everyone has aged out and are legendary acts (Jay, Nas etc.), about to start aging out (Cole, Drake, Kendrick) or doesn't have enough appeal (NYC drill).
Like someone said earlier Pop smoke was able to appeal to both old and young by having that DMX/50 feel to him but also doing drill music but the next big artist is going to have to be talented and be social media savvy.