The 70s gave birth to hip hop but hip hop was conceived in the 50s. After World War II, "white flight" left many cities in a state of poverty and neglect. The Bronx was the epitome of the results of this mass migration and young African American artists found little to relate to in the most popular music of the era: disco. By borrowing both technique and music from the disco that they largely rejected, the hip hop pioneers created a new genre of music that has defined pop music of the early 21st century.