They're getting murdered on their own shit.
These days, when each posse cut (excuse me-all-star remix of emailed verses) consists of the same six or seven artists in different configurations, it can be easy to tell who's on the rise and who's on the way out. If a rapper gets on a track with the biggest names in the game, and his verse is the one no one remembers... that rapper might be falling off. Once rappers reach a certain level of fame, they get grandfathered into a multitude of remixes until their buzz wears off completely. So don't fool yourself into thinking that just because your favorite artist is rapping alongside 2 Chainz and Kendrick Lamar, he rightfully belongs there. He still has to shine.