Music Production Advice Part 2

Part 2: Rap music

1. No creative drum machines!  If the beat isn't danceable or catchy as hell, it's already over.  Hardware usage has seen an increase with certain sub-genres (trap music high hat attack), and this will date the sound very quickly.  Get a good loop going, use quality drum sounds, and then press forever.  
2. Use as many effects as possible!  Rap music is constantly re-inventing itself, hyper-creativity is a must.  Effects, weird sounds, insane bass, and more.  Everything, except too much drum hardware. 
3. Lyrics.  Ok, this is a hard one.  I know what I like: Funny/clever word play, catchy hooks, weird topics, and a good diss here and there.  Not a fan of the profanity, violence, etc, but extra positive lyrics tend to be terrible.  Find a balance here.  Andre 3000 is a good mentor on this one.  
4. Last but not least, listen to Herb Kent on V103 for soul sampling inspiration.  He is a living legend!  He will play the hits, but also digs in the crates.  Do not research Northern Soul music, it is bullcrap.