Don't get me wrong, I'm about rapping. But the medium leans itself toward certain areas and certain emotions, i.e. how much of the **** (and the urine) you are. It's the reason why there's a hook on successful songs. Because the general populace isn't going to pop in 300 bars and running and appreciate it. The dynamic range for rapping convincingly and emotionally is limited imo. Take Kanye West for example. My personal favorite artist (Lupe is a close second), Kanye's lyricism is dope, punchlines are dope, but when you listen to his songs that aren't primarily sung, they're mostly about his own self awareness, vanity, superstardom. Alternatively, it's about his struggle. Which is great. Hip hop and rap is great for struggle. But part of what makes struggle so appealing emotionally is inner strength and the resolve necessary to overcome struggle. So what you have is supercharged power. But what happens when you feel powerless?
808s dawg. Rap is about giving power to the struggle. Singing's about losing power, about desperation, about bottoming out. Of course, you can write dope bars about it, but it's way too easy for it to become trite, preachy, boring, etc.
I think it's a good thing that new rappers are (mostly) taking back their own hooks, sometimes changing them to choruses. Of course we want to avoid the idiocy that often comes along with having guest singers on your hooks (if one more white girl says she only wants to listen to Hayley Williams sing the chorus, I'm gonna explode)
That's my take on the singing-rapping deal. I personally try to combine a little bit of both, though I do tend to focus on my lyrics because I don't have an incredibly dynamic vocal range. (second tenor to bass. Crazy for an Asian kid...)
If I post the first song I ever recorded, y'all need to promise not to laugh XD