When André 3000 released his debut solo album, New Blue Sun, in November, hip-hop die-hards were understandably upset: The set spanned 88 minutes, showcased flute-playing in a new age and jazz paradigm and included zero words.
At 49 now, André 3000 suggested that topics like getting a colonoscopy and checking his eyesight didn’t fit into hip-hop subject matter. “Sometimes it feels inauthentic for me to rap,” he told GQ at the time of the album’s release, “because I don’t have anything to talk about in that way.”
Less than a month later, Lil Wayne, 41, said on Young Money Radio that he was “depressed” to hear 3Stacks’ comments because he has “everything to talk about.” Pusha T, 47, agreed, telling Idea Generation in live-event footage uploaded in December, “It is kind of stifling to the genre to even think like that. As long as you live in hip-hop in all capacities and as long as you’re still sharp with that pen, you got something to say. We want to hear it.”
Ironically, the chatter about rappers reaching an expiration date occurred at the end of a yearlong celebration of hip-hop’s cultural longevity. In 2023, genre pioneers including DJ Kool Herc, Kurtis Blow and Roxanne Shanté were honored with a celebratory Hip Hop 50 Live event at New York’s Yankee Stadium. Meanwhile, icon-heavy arena tours kicked off, including Masters of the Mic: Hip-Hop 50 Tour (featuring Big Daddy Kane and Doug E. Fresh, among others), and LL COOL J’s F.O.R.C.E. Live outing (featuring Queen Latifah, Rakim and more).
That attitude has continued well into hip-hop’s 51st year, with sold-out shows and buzz-worthy albums released decades into artists’ careers. “It’s been interesting to watch rappers get older and redefine what’s acceptable and possible in hip-hop,” says Carl Chery, creative director and head of urban music at Spotify. “Rap has historically been perceived to be a young man’s game, but we’re now seeing rappers have critical and commercial success [into] their 40s.”
In July, Eminem released his long-teased concept album, The Death of Slim Shady (Coup de Grâce), led by the top 10 Hot 100 hit “Houdini.” Its debut atop the Billboard 200 ended Taylor Swift’s record-breaking streak at No. 1 with The Tortured Poets Department. That same week, Common released his Pete Rock-produced The Auditorium Vol. 1, and in August, Rakim dropped his first album in 15 years with G.O.D.’s Network (Reb7rth) while Killer Mike delivered Songs for Sinners and Saints. Still ahead, LL COOL J will return with his first album in 11 years with The FORCE, due Sept. 6, and Snoop Dogg and Dr. Dre have teased their joint album, Missionary, fresh off a performance at the Summer Olympics’ closing ceremony in Los Angeles. Will Smith has even returned to music with his first Christian/gospel single, “You Can Make It,” featuring Fridayy and Sunday Service Choir, which they debuted at the 2024 BET Awards in June.
How, then, are these rappers staying active while entering their fourth or fifth decades? Common believes it’s a matter of understanding the difference between “legacy” and “veteran.” “Sometimes when I hear ‘legacy,’ it makes me think that people don’t view you as still present in it,” he says, “that you are still creating music that is palatable and viable for the times. To me, it’s an honorable way of saying, ‘Man, you had a good run.’ ”
Meanwhile, being a veteran, he says, not only alludes but gives respect to the length of time an artist has sustained. “They have experience and some time in the art form,” he says — which is something Common felt was missing when he was starting out, as hip-hop was still a relatively new commercial art form. But now, at 52, he believes there is victory in having a passion that burns strong enough to want to keep writing raps.
“When we were coming up, we didn’t have any examples of people in their 40s and 50s making music,” he observes. “In my 20s, I was thinking, ‘Man, how am I going to make it in my 30s? Who is going to listen? I have to hurry up and make this happen.’ And now, in my early 50s, I’m like, ‘Wow, it’s a new life to this.’ ”
Chery says he’s been paying special attention to Eminem and Ye, both of whom have managed to appeal to a Gen Z audience. “Granted, Ye and Em have a unique appeal, but I wonder how many artists will be able to change their audience moving forward,” he says. “I’ve always been envious of how young rock listeners take pride in knowing Black Sabbath or Led Zeppelin. They’re students. A lot of younger rap listeners are dismissive of older music.” (Upon the release of Common’s The Auditorium Vol. 1, Grammy Award-winning producer 9th Wonder proposed on X that “adult contemporary hip-hop needs its own category” at the awards show; during this year’s ceremony, Killer Mike swept the rap categories.)
While Common is less concerned with how the music he makes today is perceived, there is one thing he knows he wants: longevity. He admires the arc of many jazz musicians’ careers, recalling seeing pianist Ahmad Jamal, who died in 2023 at 92, play in Chicago; as Common says, Jamal “played until he left the planet.” He says the same of drummer Roy Haynes, who is 99 — and whom Common saw perform just a few years ago.
“If André 3000 decided to rap about a colonoscopy, he’s going to make it dope as hell,” Common asserts, “because this dude rapped about going to Whole Foods and made a whole story out of that.”
This story will appear in the Aug. 31, 2024, issue of Billboard.
