When artists like Young Dolph, Nipsey Hussle, Young Scooter, Troy Ave, Macklemore and many more that have pursued a music career, they have an against-the-grain mentality that is becoming very common in today’s music industry. These examples of artists that made it in the industry without a major record deal are just the tip of the ice burg. It is things like marketing and the digital evolution that have become overwhelming to the music industry, and have allowed these independent artist to become very successful. It can only be expected that independent rappers are going to continue popping up abundantly due to the rapid expansion of streaming services and a big support from social media.
This seems as though more and more artists are coming to the realization that signing a record contract is not only unnecessary, but can become a liability to one’s career.  A major label deal is not lucrative today as it was back in the 90’s when artists was receiving more money in budgets and advances. With that being said, we cannot help but wonder if this shift will be beneficial or detrimental to the art and culture of hip-hop. Will this change deteriorate the structure of the record industry? Or will it make artists more passionate about their music rather than satisfying the needs of a label?