Hip hop culture and rap music...or rather, music that utilizes rap are not the same thing.
shyt, half the country songs I've heard in the last 5 years have rapping in them, it doesn't make any of those people "Hip Hop". And just because the artist happens to be black doesn't mean they are any more enmeshed with the actual culture or the art form of RAP.
A lot of these...shyt a lot of YOU on this very forum don't even like RAP, which is or at least should be the most important part of the genre. When you start to generally de-prioritize the RAP, what's being said, how it's being said for "vibes" and a bunch of periphrial shyt it's starts to lose its connection.
At a certain point the only reason to call it hip hop is for brand loyalty. A “New” genre of music would have to build itself up from scratch.