Outside of the culture. Outside of those "In it for the long haul".
Hip-Hop as expansive as it is has only genuinely "touched" a small audience in the grander scheme of things.
Those ignorant to it's depth, those unable to separate the culture from it's art, only have the shallow impressions it leaves upon the media from which to draw their conclusions.
And it's in that ignorance, barraged with the misogyny and glamorization of material accolades, that they conclude "Hip-Hop is dead". And who can blame them when the art of the culture remains in a constant state of self-mockery?
What's there to "hook" the mis-informed when the masses award their support to the "Booty Dew"s and "Stanky Leg"s of the artistry?
Why should they care when it appears as if we, those invested in the culture, don't?