Plain and simple, quality music. 90% of rap is so fucking irritating, back in the day, 90% of rap was quality. It's not because back then, commercial music was hard (though, I love the hard shit, that's not what it's all about for me). It's because every aspect of a song was perfect. The lyrics, delivery, and the beats were perfect. The game is over saturated with crap (which is something we all can agree on), these days, rappers don't take their time to write a quality song and make a classic album.
Back in the day, rappers told stories that listeners could relate to and picture in their heads. I'm not saying that talking about having money is a bad thing, hell, when I was growing up, listening to songs like that made me more ambitious and work to make a success out of myself. But songs talking about making money back then compared to songs talking about making money now, were completely different. A story was told about where that rapper started out at and how he became a success, and speaking for me personally, I could listen to a song like that and say at the beginning of the song, "hey, that's me, that's where I'm at right now" and by the end of the song say, "that's where I'm going to be." Beats back then were sick, beats now are pretty much wack. Back in the day, you could listen to an album from the first track to the last, all the way thru. Most albums now, you can find maybe 5 songs that you can like/relate to and the rest you just skip thru.
It's no mystery that I rarely listen to rap nowadays, mainly because of the reasons I stated above, but I'll buy a Tay Capone record anytime of the week, anytime of the day. And I'm not ass kissing, I'm just being real. There's not many rappers I can say that about. Real recoginizes real.