Covering the music beat? Then tune in and get in touch with our resident hip-hop expert

Jun 2, 2022

6 min

Adam  Diehl

Augusta University Professor Adam Diehl is an expert in hip-hop culture, lyrical analysis, rap as a form of literature and specifically, the works of Kendrick Lamar.


Diehl gives an update on what's new in hip-hop and of course, answers questions about Lamar and his highly anticipated new album. 




How has the hip-hop music scene changed over the last 5 years?


The hip-hop music scene has changed faster than any other genre the last five years. Whereas country still uses radio play and music videos to gauge success (along with album sales and streaming numbers) and rock uses touring to supplement and offset recording costs, pop and hip-hop have a great advantage in that they can raise people to stardom almost overnight.

In fact, several of the biggest pop stars like Billie Eilish and Post Malone made their rapid ascents through the same channel many of the top hip-hop stars did: Soundcloud. Because this platform allowed new artists the chance to put their music alongside heavyweights, it democratized the listening process.



What sent Soundcloud soaring?


To put it succinctly, Soundcloud was the great reset of the hip-hop world. But when COVID hit and musicians couldn't tour for upwards of two years, the hip-hop community soared past country and rock (which they were already outselling pre-pandemic) because they didn't base their profit model on touring. Even pop stars were at a disadvantage, because the TV appearances and interviews they used to promote their new releases were few and far between for at least a year, and virtual events just couldn't replicate award show appearances and performances.

Hip-hop, meanwhile, continued to be "Black America's CNN" and reported on the protests and outrage following the high-profile deaths of George Floyd and Breonna Taylor. The resurgence of Black Lives Matter brought mainstream media and cultural attention to the Black community, and as such the importance of hip-hop grew, just as it did in the wake of the Rodney King verdict and the deaths of Trayvon Martin, Michael Brown and Eric Garner.



How has the economy of music changed?


Most people under 20 don't own any CDs.

What money these kids don't spend on music can now go to a modern cultural institution: the music festival. Increasingly, cities are hosting these previously camping-required concerts, which has been a particular advantage for hip-hop artists, who don't need roadies or sometimes even other people on stage. All they need is a setlist with six to 10 catchy songs, an entrancing light show, a DJ/engineer and a strong stage presence, and they can captivate the audience as easily as some of the all-time greats of any genre.

Going forward, the music industry is going to be about return on investment. Instead of developing artists over a five-year period and then letting them blossom for two to three decades, they are looking for someone to explode in popularity instantly, stay in the spotlight and public consciousness consistently for three to five years, and then maybe stick around. TikTok is, in many ways, analogous to this career arc: the videos are short, the makers are -- to some extent -- largely forgettable, and the popularity relies heavily on a "hook." It's no surprise that hip-hop has been the most adopted genre by TikTokers: the genre has been more effective than any other in terms of codifying "catch phrases." And that's what TikTok is going for: something to hook viewers into watching more.




Did the Super Bowl appearance by hip-hop artists take the genre to a whole new level as far as mainstream music?


If the Super Bowl halftime show in 2022 did anything, it showed that rap and hip-hop are now as household friendly as rock, country and pop. Perhaps because so many best-selling rock acts had already played the halftime show, and perhaps because the pop acts of recent years had failed to maintain the public's attention, the 2022 halftime show featured one of hip-hop's founding fathers: Dr. Dre. His menagerie of artists' careers stretched over 30 years, and the time constraints of the show made hip-hop the ideal soundtrack. In a 13-minute set, six performers all got their moment in the California sun, and the mega-mix model so often used in clubs was perfect to segue from artist to artist.

What 30 to 35 years ago was "Parental Advisory" is now the music that parents listen to. The target demo of the Super Bowl would've thought someone like Simon & Garfunkel or The Eagles much more risky picks than Dr. Dre & Co., even if their music was more family-friendly. Many casual music fans thought Kendrick Lamar was the head-scratcher because of his shorter tenure in the spotlight, but the younger generations watching were much more interested in what Kendrick did than "old heads" like Snoop Dogg and Mary J. Blige.



Was this new album by Kendrick Lamar overdue?


The new Kendrick Lamar album comes right on time: it is the definitive COVID album. If he had released in spring/summer 2020 when he originally intended (i.e. if the early March 2020 pgLang rollout was foreshadowing his record release), this would be a substantially different work of art. Instead, the project voices what so many people have endured in the pandemic: domestic turmoil.

The tracks cover a vast array of topics -- from vaccinations to transgenderism to cancel culture -- but the unifying theme is therapy. As much emphasis as physical health got over the past two years, the pandemic was arguably just as bad if not worse for people's mental health. Accordingly, this album goes into dark valleys in Kendrick's and his family's trials and traumas: child abuse, sex addiction, separation/divorce, deaths, etc. In the two years that society has been persevering through the pandemic, countless marriages and millions of lives have been shaken to their cores.

Listening to this double-album adds another tremor to our already-jostled souls. Tracks like "We Cry Together" capture the rapid-fire romantic arguments that can quickly escalate from disappointment to suicidal ideation, and "United in Grief" recreates the sense of a panic attack with its intensifying lyric delivery and drumbeats. Anxiety and depression are the recurring moods of this album, and the track list ranges in sonic textures -- from Lamar's tried-and-true vintage gangsta rap beats to the utterly unpredictable piano flourishes that come straight from a spoken word poetry reading -- to reflect the all-too-familiar combination of monotony and chaos that the world has undergone for the last two years. It is unforgettable -- just like COVID-19 -- but also, perhaps, something we'd rather not relive.


Why do some consider Lamar the most influential rapper of our generation?


Kendrick Lamar only has two real rivals for most influential rapper of the generation: Kanye West and Drake.



Although Kanye is 10 years older, his career overlaps to a large degree with Kendrick's. Kanye's influence certainly comes more in the production of songs than in lyrical delivery, but his subject matter has been very contagious. Kendrick's mentioning of a Birkin bag in "N95" would never have happened if not for Kanye's lyrical (and career) forays into high fashion. Drake, on the other hand, is probably the rapper most influenced by Kanye...who went on to influence the most artists.

Without Drake, many rappers wouldn't have had the blueprint for being singers as well as MCs. What Kendrick brings to the conversation is, in a way, more elusive; however, he without a doubt has raised the bar for lyrical delivery and flow, such that rappers have a better chance at success if they are comically basic than if they are merely competent. It's as if Kendrick took Eminem's velocity and used it to speak on bigger picture issues. Kendrick has also proven to be a fashion-forward rapper, collaborating with Reebok, Nike and Converse over the last few years. His influence might be most prominent in the "realness" of his lyrics: without Kendrick's "everyday life music," the emergence and popularization of "Soundcloud rap" might have been significantly limited. Instead, he uses Kodak Black -- one of the most successful of all Soundcloud-era rappers -- on Mr. Morale & the Big Steppers.

If Kendrick isn't the most influential rapper of his generation, it's because his ambition and execution have placed him with the all-time greats, and oftentimes that puts artists at odds with their contemporaries. In 100 years, people won't remember some big acts because popularity wears off, but they will still celebrate Kendrick because his work is excellent.


Looking to know more? Hit up Adam Diehl today -- simply click on his icon now to arrange an interview.

Connect with:
Adam  Diehl

Adam Diehl

Lecturer of English

Professor Diehl is an expert in hip-hop culture, lyrical analysis, Rap as a form of literature and specifically the works of Kendrick Lamar.

Kendrik LamarHip-Hop CultureRap as Literature

You might also like...

Check out some other posts from Augusta University

2 min

Why Insomnia May Hold the Key to Treating Depression, According to MCG Research

William Vaughn McCall, MD, professor emeritus in the Department of Psychiatry and Health Behavior at the Medical College of Georgia at Augusta University, is leading a new multi-year clinical trial aimed at addressing insomnia and depression together — two conditions that frequently occur side by side. The Assessing Improvements in Mood and Sleep (AIMS) Trial, funded by the National Institutes of Health, is exploring whether treating sleep problems through psychotherapy can also reduce lingering symptoms of depression, particularly in older adults. McCall has served as professor and Case Distinguished Chairman of the Department of Psychiatry and Health Behavior at Augusta University since 2012. His research interests include depression, electroconvulsive therapy, quality of life, insomnia, and suicide. His research has been continuously funded by the National Institute of Mental Health since 1995, and he is the author of more than 400 publications, including more than 180 peer-reviewed journal articles. View his profile McCall’s work builds on decades of research examining how disrupted sleep contributes to mood disorders. While previous studies often focused on medication-based approaches, this trial takes a different direction by testing non-pharmacological therapies that target insomnia itself. The research team, which includes collaborators from multiple universities, is evaluating whether improving sleep quality can meaningfully lower depression symptoms for patients who remain symptomatic despite antidepressant treatment. “Ultimately, the hope is to find other avenues to reduce the risk for depression and depression symptoms,” McCall says. The trial is currently recruiting adults aged 55 and older who are experiencing both insomnia and depression, with options for both in-person and remote participation. For journalists covering mental health, aging, sleep science, or emerging clinical research, McCall is a key expert offering informed perspective on how sleep-focused interventions could reshape the future of depression treatment. The full article 'New MCG trial targets insomnia and depression symptoms' is available below: And if you're interested in talking with William Vaughn McCall, MD, simply click on his icon now  to arrange a time for an interview today.

3 min

AU scientists advance understanding of Nobel-winning immunology research

The 2025 Nobel Prize in Physiology or Medicine recognized the discovery of regulatory T cells, which are immune cells that maintain tolerance and prevent autoimmunity. At Augusta University, scientists have built upon that foundational work, uncovering how these cells function, fail and evolve across diseases like cancer and atherosclerosis. Regulatory T cells, or Tregs, are essential for controlling immune responses and preventing the body from attacking its own tissues. Early discoveries by Shimon Sakaguchi, MD, PhD, who identified the CD25 marker and later the transcription factor FoxP3, revealed how Tregs suppress immune activation. Sakaguchi, a distinguished professor at Osaka University in Japan, shared the Nobel Prize with Mary E. Brunkow, PhD, Princeton University, and Fred Ramsdell, PhD, University of California, Los Angeles. Sakaguchi once shared lab space with Nicholas Gascoigne, PhD, now a professor at AU’s Immunology Center of Georgia, where he studies T-cell signaling and differentiation — a connection that ties the global history of Treg research to the university’s ongoing expertise. Gascoigne’s research continues to illuminate how Tregs differentiate and signal, critical steps in ensuring immune tolerance to self. “Drs. Sakaguchi, Brunkow and Ramsdell have made enormous contributions to our understanding of how immunological tolerance works, so this prize is very well deserved,” Gascoigne said. “I was happy I could help Drs. Shimon and Noriko Sakaguchi when they needed lab space back in the early ‘90s. They were wonderful to work with.” At Augusta University, David Munn, MD, co-director of the Pediatric Immunotherapy Program of the Medical College of Georgia at Augusta University, made seminal discoveries showing that Tregs are not always stable. Munn’s team demonstrated that these cells could lose their suppressive identity and become “exTregs,” adopting pro-inflammatory characteristics under certain conditions. Munn also uncovered an entirely distinct tolerance mechanism through indoleamine 2,3-dioxygenase, a pathway independent of FoxP3 that regulates immune balance through tryptophan metabolism. “In particular, the work of Shimon Sakaguchi and Fred Ramsdell was profoundly influential on our early work, as we were just starting out to explore how the immune system is regulated in pediatric cancers,” Munn said. “The work of these Nobel laureates helped transform the scientific understanding of how the immune system responds — or fails to respond — in the setting of tumors.” Catherine “Lynn” Hedrick, PhD, co-director of the Immunology Center of Georgia, further expanded this understanding by showing that Tregs can convert into follicular helper T cells, offering new insight into how immune regulation can shift toward antibody production in chronic inflammatory diseases such as atherosclerosis. “Understanding how regulatory T cells can shift identities helps explain why the immune system sometimes loses balance in chronic disease,” Hedrick said. “By tracing how Tregs convert into other helper cells, we’re uncovering new therapeutic targets to restore immune harmony in conditions like atherosclerosis.” Building on these advances, Klaus Ley, MD, co-director of IMMCG, and his team have investigated how exTregs contribute to cardiovascular inflammation, identifying them in human tissues and clarifying their role in atherosclerosis. His lab also recently discovered human exTregs, providing the first direct evidence of these cells in people. Two postdoctoral fellows in Ley’s lab, Qingkang Lyu, PhD, and Smriti Parashar, PhD, continue this work, exploring how regulatory and ex-regulatory T cells influence chronic disease progression. Additionally, Dimitrios Moskofidis, MD, PhD, a professor based in the Georgia Cancer Center, contributed key early insights into immune tolerance and memory, defining how effector T cells persist or are deleted following infection. “Together, these discoveries place Augusta University and the Immunology Center of Georgia at the forefront of modern immunology, connecting molecular mechanisms of tolerance to real-world diseases and therapies,” Ley said. To connect with any of the experts or researchers in this article - simply contact AU's External Communications Team mediarelations@augusta.edu to arrange an interview today.

2 min

Fueling the Future of Cancer Immunotherapy: Gang Zhou’s Research Takes a Major Step Forward

Cancer immunotherapy has transformed how clinicians approach the treatment of certain blood cancers, but major limitations remain — especially when it comes to sustaining strong, long-lasting immune responses. Gang Zhou, PhD, a leading cancer immunologist at Augusta University’s Georgia Cancer Center and the Immunology Center of Georgia, is tackling these challenges head-on. Zhou’s work focuses on how T cells behave inside the body and how their performance can be enhanced to improve patient outcomes. His lab studies the forces that strengthen or weaken T cell responses, including their functional status, their ability to self-renew and the environmental pressures they face inside tumors. This deep understanding positions him as a key figure in the effort to advance next-generation immunotherapies. Recently, Zhou and his research team were awarded the first Ignite Grant from the Immunology Center of Georgia — a seed program designed to support bold, high-impact translational ideas. Their funded project aims to make CAR-T therapy more effective. CAR-T is a type of immunotherapy in which a patient’s own T cells are genetically modified to recognize and attack cancer cells. While this approach has revolutionized the treatment of certain blood cancers, it still faces obstacles such as limited cell persistence and reduced strength over time. “Our ultimate goal is to engineer T cells that not only survive longer but also remain highly functional, giving patients more durable protection against their disease.” Zhou’s team is addressing this issue by studying how a modified form of STAT5, a transcription factor that plays a key role in T cell survival and function, may help engineered T cells last longer and perform better. The ultimate goal is to create CAR-T therapies that maintain potency, withstand the harsh tumor microenvironment, and offer durable results for patients. The Ignite Grant recognizes not only the promise of this specific project, but also Zhou’s broader expertise in understanding how T cells can be guided, supported, and strengthened to fight cancer more effectively. His research contributes to a growing wave of scientific innovation aimed at improving immunotherapy outcomes for patients with both blood cancers and, potentially, solid tumors — an area where current treatments face significant barriers. As immunotherapy continues to evolve, the work led by Gang Zhou stands as a compelling example of how foundational science, translational research, and clinical ambition can work together to push the field forward. To connect with Dr. Gang Zhou - simply contact AU's External Communications Team mediarelations@augusta.edu to arrange an interview today.

View all posts