By the dawn of the 21st century, hip-hop sales had reached an all-time high, but one thing has remained the same. The doors were still locked, and the music industry held the keys. Young artists began to self-market on the Internet, ultimately helping to collapse the music industry as we knew it. It’s Yours explores how it became possible to become a rap star through a Twitter account, YouTube site or Myspace page. It tells this story through the unique perspectives of numerous artists, producers, record industry insiders, and music and cultural critics. It furthermore gives close attention to some of the most innovative and enterprising of these artists, including Wiz Khalifa, Lil B, Odd Future, The Internet, Syd, Action Bronson, Curren$y, Tef Poe, Fab 5 Freddy, Too Short, Chuck D, The Foreign Exchange, Kendrick Lamar and many others.