West's middle-class background, flamboyant fashion sense and outspokenness have additionally set him apart from other rappers. Early in his career, he was among the first rappers to publicly criticize the preponderance of homophobia in hip hop. The sales competition between rapper 50 Cent's Curtis and West's Graduation altered the direction of hip hop and helped pave the way for new rappers who did not follow the hardcore-gangster mold. Rosie Swash of The Guardian viewed the sales competition as a historical moment in hip-hop, because it "highlighted the diverging facets of hip-hop in the last decade; the former was gangsta rap for the noughties, while West was the thinking man's alternative." Rolling Stone credited West with transforming hip hop's mainstream, "establishing a style of introspective yet glossy rap [...]", and called him "as interesting and complicated a pop star as the 2000s produced—a rapper who mastered, upped and moved beyond the hip-hop game, a producer who created a signature sound and then abandoned it to his imitators, a flashy, free-spending sybarite with insightful things to say about college, culture and economics, an egomaniac with more than enough artistic firepower to back it up." His 2008 album 808s & Heartbreak polarized both listeners and critics upon its release, but was commercially successful and impacted hip hop and pop stylistically, as it laid the groundwork for a new wave of artists who generally eschewed typical rap braggadocio for intimate subject matter and introspection, including Frank Ocean, The Weeknd, Drake, Future, Kid Cudi, Childish Gambino, Lil Durk, Chief Keef, and Soulja Boy. According to Ben Detrick of XXL magazine, West effectively led a new wave of artists, including Kid Cudi, Wale, Lupe Fiasco, Kidz in the Hall, and Drake, who lacked the interest or ability to rap about gunplay or drug-dealing.