Hyphy (pronounce /ˈhaɪfiː/ HYE-fee) is a style of music and dance primarily associated with the Bay Area hip hop culture. The Hyphy movement started in the early '90s but began to re-emerge in the early 2000s as a response from Bay Area rappers against commercial hip hop for ignoring the Bay's influence on the hip hop industry. Although the "hyphy movement" has just recently seen light in mainstream America, it has been a long standing and evolving culture in the Bay Area. Bay Area rapper Keak Da Sneak was the first to use the term on an album.