easier out here for a pimp. >> we're seeing hip-hop seep into everything, right? it's in soda commercials. it's in soundtracks. it's being used as bumper music in sports. and fashion and shoes and everything. >> i've never done it with a machine. >> well, it's easy. >> we in the hood. we like -- >> in that moment a lot of rappers were celebrating what they had accomplished. rappers like jermaine dupri, jay-z and ja rule were saying to the world can you believe this? this is about survival and surviving racism in america and we're going to share this with the world. ♪ uh-oh another episode ♪ ♪ to everybody that's living it up we say ♪ ♪ what i do ♪ >> hip happen's no longer the bratty kid on the block, it's the predominant music. and then what really takes it over the top is a young rapper from detroit. ♪ you act like you never seen a white person before ♪ >> in 2000 eminem puts out the