music has been going that way for a long time. i can remember in 2000 and earlier, every rap song had a cameo by some soft ass pop diva and every diva song had a cameo by a rapper. the industry was trying to introduce you to the style.
the pop world favors single artists over groups because a single artist is cheaper and easier to market and control than a group of people. so you will rarely find full bands in the pop world with any kind of longevity. pop/rap fusion is perfect for this.