Before the late 1990s, gangsta rap, while a huge-selling genre, had been regarded as well outside of the pop mainstream, committed to representing the experience of the inner-city and not "selling out" to the pop charts. However, the rise of Bad Boy Records, propelled by the massive crossover success of Bad Boy head Sean "Puffy" Combs's 1997 ensemble album, "No Way Out", on the heels of the media attention generated by the murders of 2Pac and The Notorious B.I.G., signaled a major stylistic change in gangsta rap (or as it is referred to on the East Coast, hardcore rap), as it morphed into a new subgenre of hip hop which would become even more commercially successful and popularly accepted.