Tyler, The Creator has recently done an interview where he compared rappers without a sincere love for their hip hop music as audio-mockery. While I think artistic passion is vital for longevity, different audiences are looking for different things. That's why rebelling against the need/favoritism towards natural talent (sending the message anyone can make music) can ironically make satirical artists more engaging than sincere artists. Also, music is a lot of work and some people don't have enough confidence to admit how much they love hip hop and how serious their efforts truly are.
