Hip-hop being such a progressive and quickly evolving genre gives context to why the younger generation enjoying it don't really care about the rich history behind the genre. However, I also believe another reason why this could be is because of the very passive consumption of music that's happening right now. A lot of people say they like genres or they like artists but to love something you really have to delve deep. That's what happened to me in middle/high school. I dove head first in the history of hip-hop because I immediately fell in love with it. I'll admit throughout that time I became kind of a hip-hop "old-head" and rejected the contemporary sound. As I got older, I continued discovering more and more music and even creating some of my own. I even got into the kind of hip-hop I once rejected. Today, I'm still as in love with hip-hop as I was when I was a kid. Listening to new music, finding new sounds in every crevice I can dig through. I think more people should be in love with the music they listen to. Ultimately you should fall in love with any kind of art form.