What defines real hip-hop?

I believe that real hip hop is defined by an artist who puts real thought and effort into his work as opposed to just putting any old catchy song out just to get radio play. The " Hip Hop is dead" mantra has been circulating for a few years now because so much of today's mainstream hip hop music is pointless and strictly for dollar signs. I also believe that real hip hop is when an artist goes out of his or her way to be original and doesnt care what is popular right now.