During the period of the Yo! MTV raps, rap music (hip hop) took on another image, which made the music more accepted.

After MTV had finished exploiting and exposing the hip hop culture of rap music to a bigger audience, the year 1995 marked the end and the closing down of the YO! MTV rap show. 

Right after that; Puff daddy was on his rise. Puff Daddy who had a record label called “Bad boy records” continued to capitalize on the image of gangster rap (the language of profanity, FOUL langauge, boasting about of their gun lyrics, violence, exposing of women as sexual objects etc) became the theme of rap music.

The mainstream now realized that there was a market for rap music, but the only thing that made them concerned was the positive influence and revolution, which could become a result in the black societies, if rap music was to become a mainstream product.

The constitutional letter of willie lynch was now implemented into the record deals that the bigger mainstream labels signed with those who were to be made into mainstream rappers.

(The rappers image had to promote profanity, foul language, treat their own black women as prostitutes in their videos and lyrics etc).
Puff Daddy’s label called bad boy records got a breakthrough via the rap artist called “The notorious B.I.G”. 

In his year of success, Wallace (notorious B.I.G) became involved in a rivalry between the East and West Coast hip hop scenes with Tupac Shakur, his former associate. 

Tupac Shakur accused Notorious B.I.G to have conspired against him via the shooting and robbery that almost killed Tupac.

Following the release from prison, Shakur signed to Death Row Records on October 15, 1995. 

Bad Boy Records and Death Row records, now become business rivals, which led to an intense quarrel and hatred between Tupac and Notorious B.I.G. Both record labels were owned by black African Americans. 

A gangster war which led to the death of Tupac and Notorious B.I.G became the end of Tupac’s and Notorious B.I.G’s life.

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