Gangsta rap was the most predominant type of rap at the end of the 20th century and into the 21st century. Its growth can be traced in the streets and experiences of young African-Americans in the inner city. Gangsta rap is more of a background or an approach than a style as it denotes a culture and a subject rather than a style of rapping. Gangsta rappers often talk about illegal activities like drug dealing, pimping prostitutes and robbery since this is often the lifestyle they grew accustomed to in their youth. They glorify the pursuit and achievement of money and fame over all else. Popular examples of gangsta rappers include Tupac, Biggie Smalls, Jay-Z and Three 6 Mafia.
The conscience, political and poetic rappers are the reverse of the gangsta rapper in that they often discuss complex social or political issues related to the African-American community without glorifying the negative lifestyle that many associate with rap and hip-hop. According to "The Anthology of Rap" by Adam Bradley, "An interest in cultural studies will likely lead one to situate rap in relation to its sociological, geographical or racial contexts." Although not generally as popular as the gangsta style, these rappers are often revered or respected for their intelligence and willingness to take a stance on societal problems. Popular examples include Common and Mos Def.
Rappers that have a distinctive style or approach to the way they rap often develop a cult following and imitators. Freestyle rapping is the most common approach in this category. Rappers like Lil Wayne and Jay-Z are respected for their ability to freestyle their words without planning or writing them down. Artists like Twista are respected for the fast speed at which they can rap while others like Kanye West are celebrated for their beats and production. Any rapper that has a distinctive or original style may gain attention for being different.
Alternative and underground rappers typically appeal to a different type of listener than the mainstream artist. Rap groups like A Tribe Called Quest have a following that respects their unorthodox music and message, one that is both positive and playful. Underground artists like Tech N9ne run their own labels and develop a supportive base of fans outside of the mainstream in their home towns or regions. Still others like Brotha Lynch Hung push the boundaries of what's acceptable and challenge listeners with strange or grotesque lyrics and stories.