Hip-hop is now America’s most-consumed genre, enriching acts from Cardi B to Jay-Z. Yet its roots lie in the burned out South Bronx neighborhoods of the 1970s. Join one of the genre’s founding DJs (Grandwizzard Theodore, inventor of the scratch), its Forbes wealth chronicler (Zack O’Malley Greenburg, author of the new book 3 Kings: Diddy, Dr. Dre, Jay-Z and Hip-Hop’s Multibllion-Dollar Rise) and its preservationist (Rocky Bucano, president of the Universal Hip-Hop Museum) to find out what clues hip-hop’s fascinating past offers for its lucrative future.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]