1999 SPECIAL REPORT: "HIP HOP GOES MAINSTREAM"

During the late 1990s, in the wake of the deaths of Tupac Shakur and The Notorious B.I.G., a new commercial sound emerged in the hip hop scene, sometimes referred to as the "bling era" (derived from Lil Wayne's "Bling Bling"), "jiggy era" (derived from Will Smith's "Gettin' Jiggy wit It"), or "shiny suit era" (derived by metallic suits worn by some rappers in music videos at the time, such as in "Mo Money Mo Problems" by The Notorious B.I.G., Puff Daddy, and Mase).


Before the late 1990s, gangsta rap, while a huge-selling genre, had been regarded as well outside of the pop mainstream, committed to representing the experience of the inner-city and not "selling out" to the pop charts. However, the rise of Sean "Puff Daddy" Combs's Bad Boy Records, propelled by the massive crossover success of Combs's 1997 ensemble album No Way Out, signaled a major stylistic change in gangsta rap (and mainstream hip hop in general), as it would become even more commercially successful and popularly accepted. Silky R&B-styled hooks and production, more materialist subject matter, and samples of hit soul and pop songs from the 1970s and 1980s were the staples of this sound, which was showcased by producers such as Combs, Timbaland, The Trackmasters, The Neptunes, and Scott Storch.


Also achieving similar levels of success at this time were Master P and his No Limit label in New Orleans; Master P built up a roster of artists (the No Limit posse) based out of New Orleans, and incorporated G funk and Miami bass influences in his music. The New Orleans upstart Cash Money label was also gaining popularity during this time, with emerging artists such as Birdman, Lil Wayne, B.G, and Juvenile.