I would say it's both. The consumers just want to have fun and party because this is what society wants from them (I see the way society is now as an illusion created by the "elite" as a form of control and brain washing). On the other hand, the artists are being forced to do this type of music. They are slaves to the industry, and if they want to get paid, they have to conform and follow the agenda of the "elites". I wouldn't say that the consumers decides who's hot or not, they are rather being force fed new artists rapping about the same garbage every couple of months with a few chosen ones that have some type of longevity.
You're right about the image thing tho, it seems that now ppl are more focus on how an artist dresses, and personal life rather than their music. It kinda makes sense if you think about it. Since they all rap about the same topics, with the same type of beats, and the same flows (with some small variations from an artist to another), the only way they can be different is with their image.
Everything that is going on in rap (not hip hop) right now is a small part in a waaay bigger agenda that I won't get into because it goes really deep into the rabbit hole lol. To come back to the argument you're making tho, yes consumers are becoming dumber, but it's not their fault. They're being conditioned to think and act a certain way. They are not able to think for themselves anymore.
One more thing about hip hop that most ppl don't see is the fact that what is considered "real hip hop" nowadays is not even real hip hop. Yes it's better than mainstream garbage, and is a more respectable art form, but I personally see it as just a more advance style of rap. For it to be real hip hop, KNOWLEDGE must be incorporated in the rhymes. Without the knowledge you just have rap.
Here's an example of what I think is real hip hop from one of my favorite MC's. Pretty much sums up everything I said.
