heres a fresh example
shyne background isnt well known, from his lyrics u get the idea that this guy is on some hard shit, now imagine someone coming out and dissing the fuck out of him, revealing shit about his background, exposing things that go unoticed, saying shit like "he was always a quiet dude, real nice, definatly not what he claims to be" say after a few disses the beef ends and shyne makes a video about being a gangsta, a killa, whatever, people will hate becuz they know what hes saying is bullshit.
look at eminem, he was corney and funny befor but when he joined with 50 to diss ja, he started rapping all hard(not saying hes the only rapper that does that), hes personality seemed diffrent becuz he was always the funny, shocking rapper, now all of a sudden hes talking about fighing, etc, etc, his songs kinda got harder in content, after all of that he releases "Just Lose It".
but then again just lose it is just plain terrible, its borderline annoying.