Hip-hop is going through a major shift and there is a rift brewing between the old and new school. Tensions are brewing between incumbent rappers and many new mumblerap entrants because old schoolers say the new artists lack lyrical ability and new schoolers say the old guard is boring.

Sometimes, new entrants discover unique positions that have been been available and overlooked by the dominant players. But most often new positions open up because of change. New customer groups, new occasions, new needs. Society is not fixed, it evolves. New distribution opens, new technologies are developed.

In the case of Hip-Hop, file-sharing, music publishing platforms and a celebration of inter-cultural exchange is leading to a rush of emerging artists who are taking new positions - emo rap, no rhyming, non-sensical stories. The position is reinforced by activities - fan engagement, touring, music videos etc.

But these changes are going past style. Hip-hop is no longer a provincial music. It spans the country and globe. Rappers are not beholden to past activities or rules, and the cannon is expanding. One example is Queens rapper, Anik Khan who came to NYC by way of Bangladesh.

Anik brings a new position to hip-hop: muslim, immigrant rapper. He is not the first, but he is a example of what it means to carve out a new space.

He is speaking to an immigrant community - a non-white, non-black community. That’s not to say he is niche. His rhymes feel at home in NYC, and he could be on hot 97. But his position is unapologetically Muslim.

I'm the one who's showing off the ankles…

Mixing up masala with the militant…

My shorty wrists whipping in some bangles…

You don’t have to like or support all rap. That’s the beauty. Each rapper is taking a strategic position and making clear trade-offs, allowing you (the customer) to make a choice.

Yes, this is a metaphor about strategy and a changing global competitive landscape.