Hip-hop is a genre based around storytelling skills. Some people can't form a coherent story and it sometimes still works for them, but the absolute best are the ones who can keep you hanging off their heavy wordplay and take you through the twists and turns of a good story. Ghostface Killah and MF DOOM are absolute masters of this.
Strangely enough, this rarely works when a rapper tries to sustain it through an entire album. Concept albums are typically considered the realm of pretentious progressive rockers, but a few rappers have tried, and mostly failed, to break into that type of album-length story.