Music goes through phases. There's the early adopter/underground hipster phase. That's where things are first set in motion and it seems like anything is possible.
And then, next, there's a lull or retreat... when it seems like the new musical style/subculture, whether its hip hop or punk or rave music or whatever, is never going to get out of that hip little circle and a lot of the early prime movers (being the kind of restless, easily bored folks they are) seem to drift off or move on to other things.
Then there is what I like to call the "Walmart phase" where the industry finally discovers the new trend (or figures it's safe enough to now co-opt) and starts marketing it in every possible venue. At that point, the innovators are either burrowed down deep or have truly moved on.
Then there are typically waves of rediscovery of the origins of the subculture and often a period of "classicism" where devotees of the old school rediscover and reinvestigate what was interesting and compelling in the first place.
At over a quarter of a century old, hip hop has certainly gone through all of those phases and, I think it's safe to say, has entered the realm of the established, even 'classic' genre like blues, rock, soul, country, reggae, etc. That doesn't mean hip hop is necessarily moribund -- but it does mean that it has many or all of the encumbrances and habitual ways of thinking that those other established musical subcultures have.
You know, you can reinvent the past... or you can reinvent the future.
But, on some level, it's all been done before...