Persona is the biggest one for me. I like to feel like I’m rooting for a supervillain when I listen to rap music. I want them to be a drug dealing, potentially murderous individual with no respect for society or its rules.
All of their other attributes must play into this persona, from the lyrics, to the beat selection, to the crowd control (or lack thereof).
Travis Scott is one great example of the demonic rapper archetype. Something about that raw edge is just so appealing to me, despite the negative societal implications that may come along with it.