I seriously believe once the "ICE AGE" and the expensive videos came into the picture the lyricist was lost from that point on. Around 1997 was the beginning of the end for the "mainstream" lyricist. Don't get me wrong you had a couple cats doing the platinum chains and european cars but, it was way more subtle before 1997. When Special Ed did "I Got it Made" we knew he was just on some bullshit but, IT WAS CLEVER. When Slick Rick used to don Minks and Chinchillas in his videos we knew it wasn't his because the shit was too little but, IT WAS CLEVER. Ghost and Rae, BIG, JayZ hell even Grand Puba talked that money and flossing shit but, it was so much more CLEVER than what everyone else was doing. Even Diddy and his looping ass was on that flossing shit but he kept DOPE lyricist around him. So, when Diddy chopped the top off a BENTLEY he had someone to write some dope shit about it so he could spit it. When Cash Money made "Bling Bling" it was clever but, it was a formula. Every video from then on was Platinum and Ice, Gold and Platinum fronts, 100k cars, and a big ass house. Cat's didn't have to rap because the video said everything for them. Fuck what you saying because the visual sold the song. If the beat bang and it looks good then its a hit. I love Missy Elliot to death but, she is not a "rapper" per se. Missy has made a living off dope beats and eye popping videos. That's not taking anything from her as a talent but, she's found her niche. Busta is one of my favorite MC's but, he went the same route as Missy if you ask me. The thing that separates these artist from the artist of today is THEY ARE CLEVER. How many times have you heard a mixtape in the past 5 years and it sounds like 1 long song or, how many times have you watched a video in the past 5 years and though "Didn't I just see this shit?" It's all a formula to sell dreams to people who will never get the material things these rappers rap about. If "ICE" sells then talk about "ICE" and throw that shit in a video. That's the mindset of these "rappers" today. So Just like "Video Killed the Radio Star" ©Buggles it also killed the "mainstream" lyricist (along with the "ICE AGE"). We the lyricist still exist we just have to go back to the grassroots to be heard. Fuck the Mainstream!!