[dramatic music] - it's inevitable, i suppose, that just about the time that i'm becoming aware of hip-hop culture, it is literally coming of age. hip-hop has been around, i discover, for some 25 years now, and during that time it has not only established itself as america's most popular popular music, it has altered our language. [applause] - the oscar goes to... ♪ it's hard out here for a pimp ♪ - you know what? i think it just got a little easier out here for a pimp. - we're seeing hip-hop seep into everything, right? it's in soda c commercialsls and it's's in soundtdtracks. it's being used as bumper music in sports and fashion and shoes and everything. - here, ususe-- - - i've neverer done it with a machine. - yeah, well, it's easy. so, how do you do it? with a... - yeah, we in the hood. we like, "yah, yah, yah, yah!" - yeah. [laughs] - in that moment a lot of rappers were celebrating what they had accomplished. rappers like jermaine dupri, jay-z, and ja rule