I would say this s**t is getting trendy but mof**kas knew about this s**t before the internet or hip hop was even around. Theres this shop in my hood called Personalities where the brothers sell bootleg dvds and books on conspiracy documentaries (illuminati, globalism, Zionists etc) spiritual documentaries (chakras, meditation, yoga) and just cool documentary s**t in general. I think the amount of publicity and misinformation on the subject is really making the truth less believable. Especially when it comes to rappers and hiphop subliminal messages. Its just whack.
I remember my cousin tried to tell me the Bone Thugs sold their sold to the devil because they came out with "crossroads" which is also a movie with the karate kid where he sells his soul to play the guitar. Dude was like "Nah cuz, theres a connection"