South Los Angeles rap collective Black Hippy was assembled by Anthony "Top Dawg" Tiffith, who, via a handwritten sign hanging in their Carson studio, lets them know that they should strive for charisma, personality, swagger, substance, lyrics, uniqueness and work ethic. In an era of one-off dance club hits, it's the "substance" that the group — rappers Jay Rock, Ab-Soul, ScHoolBoy Q and breakout star Kendrick Lamar — seems to take to heart most particularly. Their hard-edged raps pay strict attention to craft and structure, while remaining suitable for car stereos and self-medication time. With members dropping first-rate solo efforts in rapid succession, the collective has linked up with Dr. Dre's Aftermath Records, and a group effort is in the works. So much concentrated talent is a bit dizzying — and supergroups never seem to work — but our money is still on Black Hippy living up to their reputation as this decade's N.W.A. topdawgmusic.com.