Help me Help you.

So as you may or may not know, I am a Public Relations major at Syracuse University. I want to concentrate on entertainment PR, music to be exact. I'm am conducting research for a project on consumers and how they get their music. Music isn't the same as it was anymore, and as the music industry changes so does the way people consume it. I am intrigued by artists like Drake who gained fame with no management company, no agent, no publicists, and no record deal. What I want to know is why? What do you consider hip-hop? What makes you listen to a song? What catches your attention? Would you go to a website you see on a flyer/newspaper/magazine for a new artist? Does it matter whether or not they are signed? How do you find out about new upcoming artists?

Your help will be greatly appreciated.