Conscious rap, a subgenre of hip-hop music that engages in dialogue about social and political issues and often challenges systems of oppression, ascended with pioneers like Grandmaster Flash and the Furious Five, Public Enemy, Ice Cube, A Tribe Called Quest, and other acts at the helm. But in recent decades, it lost much of its favor in pop culture and mainstream hip-hop.

Jeremy C. McCool and Earl Hopkins explore the evolution of the subgenre and chronicle the rise of Kendrick Lamar and J. Cole. The two rappers are synonymous with chart-topping hits and platinum-selling albums, but their confessional poetry and soul-stirring lyrics establish them as the two biggest names in conscious rap within the new millennia.