Rap is an urban genre. The "Indie" label comes from rock. Blogging about rap is all about mixing those cultures. We look for the strongest intellectual-friendly music but we've hit a cultural technicality.
No matter how divided the world gets, artists like Macklemore don't appeal to any hip hop listening demographic. Odd Future was the face of suburban hip hop despite the social norms of the era.
Although that gave modern rap a cultural security by favoring the ethnicity influence when consuming hip hop, when the mainstream failed to dominate it, they stopped supporting it. They may not prefer Macklemore, but without having relatability/pride in it... the suburban audience lost all interest.
So which rapper do you support?