Alternative Rap is not a sub-genre of rap music. It refers to all hip-hop groups, past and present, that refused to conform to the demands of the international record companies and consumers of commercial, disposable music in all of its forms.... Alternative Rap emerged out of the tension that takes hold of every new musical genre. Like punk in the 70's, once a new style of music can be identified and defined it can be copied and turned into a commodity. For Alternative Rap music, think creativity without boundaries or an apology. For every other form of rap, think consumerism.