its become too multi-faceted... twenty years ago hip hop was just about the music, then the last decade it was about the entertainment/personality side of it.
So rappers these days are trying to balance all this shyt.. they have to charisma and be an intriguing character, but also they need to put out quality music.... and, in addition, they have to have a gimmick to appeal to the internet culture
guys always had to have something about them. dress, style, charisma. something.
i mean lets go back.
redman was the regular dude that was somewhat grimey that could rap and be funny. that was not a gimmic or if it was a gimmic, he was so good at it it was believable.
nikki m. trying to be a black version of lady gaga is a complete an utter gimmic. that we dont believe.
Odd future trying to be crazy white boys in black skin was a complete an utter gimmic. that we didnt believe.
ONYX-crazy hood black dudes. was a gimmic. but it was believable. and for all we knew some of if not all of them were nutz.
see here's the thing. there's always a gimmic(intended or unintended). this is entertainment. so its like acting. what role do you want to play. who are you going to be today. what costume will you wear. what separates lets say 90's rappers from today's rappers is that these guys nowadays SUCK at acting. whether thats on the mic or in interviews. you are not believable.