I think that formula really goes back to the 90s. Another interesting thing is you had people like Queen Latifah , Lauryn Hill, Bobby Brown etc sining and rapping on the same track many years ago but it wasn't a clear distinction when they rapped then sung and now it's not and that is my beef. Biggie is another that did this from time to time.i had a convo with friends bout this the other day. The early 2000 formula was R&B song feat hottest rapper like fab jada jay-z nelly. Then labels wanted to promote their own artist but only as hook singers ashanti olivia etc and if they got hot enough they might get an album.
Plus the R&B dudes wanted to be thugs and spit they own 15 bars instead of paying someone. Its low key underground now but who got time to dig thru all the wack artists to find the good stuff
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with those beat kits .