At the end of the 1990s, an interesting trend developed in underground hip-hop: the rise of British production teams working with MCs from America's east coast.
The Creators, along with fellow Brits such as
Unsung Heroes, Nextmen, and Herbaliser, gained international renown for their beat-making abilities but were not associated with any particular vocalists. Instead of joining forces with British rhymers, they decided to reach for more success by collaborating with Americans. This was perhaps the result of the relative lack of success for the great majority of British hip-hop groups, combined with the warm reception many little-known American artists found overseas. Many hip-hop artists such as the Roots launched their careers in Europe before finding success at home.