Alternative hip-hop

Alternative hip-hop (also known as alternative rap) is a subgenre of hip-hop defined by artists who reject the genre's traditional stereotypes, particularly those popularized by old-school hip-hop and gangsta rap. Originally emerging in the mid-to-late 1980s, the style was spearheaded by the Native Tongues collective in the East Coast which included acts like the Jungle Brothers, De La Soul, A Tribe Called Quest, X Clan, P.M. Dawn, Brand Nubian, Pete Rock & CL Smooth, Monie Love, Queen Latifah and later Busta Rhymes and Mos Def. These artists emphasized positive-minded, good-natured Afrocentric lyrics, while pioneering and popularizing the use of eclectic sampling and jazz-influenced beats in hip-hop, drawing influences from political, progressive and conscious hip-hop artists such as Grandmaster Flash and Public Enemy.

During the 1990s, the alternative hip-hop movement expanded with West Coast artists such as the Pharcyde, Digital Underground, Souls of Mischief, Del the Funky Homosapien, Jurassic 5, Styles of Beyond and Freestyle Fellowship as well as certain Southern acts which included Arrested Development, Goodie Mob, Coughee Brothaz and Outkast. The commercial and cultural momentum of the movement was impeded by the rise and popularity of West Coast gangsta rap, though experienced a degree of mainstream recognition through the success of the Fugees, De La Soul, A Tribe Called Quest, Outkast and Arrested Development. The Native Tongues movement inspired later alt-rap acts such as the Roots, Lupe Fiasco, Digable Planets, Common, Little Brother, Black Eyed Peas, Dead Prez, Camp Lo, Jean Grae, Nappy Roots, Black Star, J Dilla, Lauryn Hill, MF Doom, Pharrell Williams, Kanye West and Pusha T.

By the 2000s to 2010s, alternative hip-hop reattained its place within the mainstream through the "backpack rap" movement, which included the crossover success of artists such as Kanye West. Others included Hieroglyphics, Atmosphere, Aceyalone, Dilated Peoples and the Alchemist. Collectives such as Odd Future and Brockhampton emerged out of the movement, while alternative hip-hop evolved to encompass several trap-based Internet rap genres.

Characteristics

During the commercial rise of hip hop in the 1980s and early 1990s, the popularity of hardcore hip-hop and gangsta rap led to themes of gangsterism, consumerism, and club culture becoming defining stereotypes of mainstream hip hop, with more negative stereotypes being related to homophobia, violence and sexism. Alternative hip-hop emerged largely to subvert, satirize or challenge these conventions, utilizing unconventional musical techniques, production, and sampling not commonly found in mainstream hip-hop at the time, while aligning itself with underground youth subcultures such as skaters, nerds, punks, and goths.