Music is and always will be an essential part of culture, but rarely is a musical genre pervasive enough to change the culture around it.
Within modern culture, hip-hop stands alone in this regard, celebrating its 50th anniversary.th When you look at your birthday this month, you can see how much loved and influential it has become.
Although it is nearly impossible to pinpoint the birth of hip-hop, most music historians point to the 1973 Bronx block party as an event that brought together key elements in a large public event. Masu. At that party, DJ Kool Herc debuted “Merry-Go-Round.” This is his DJ style where he plays two of the same records and switches them at the right time to extend his beats on a particular song. However, this was a full six years before the Sugarhill Gang introduced hip-hop to a wider audience with the success of their hit song “Rapper's Delight.” The Gracenote Global Music Data Content team catalogs the most consumed artists around the world. Among them are only 7 of his 1970s artists in this genre.
Today, this culture-defining sound has grown far beyond its Bronx roots. In fact, he is among the most listened to artists around the world with over 96,000 rap and hip-hop artists, and 149 countries have at least one hip-hop artist. And these artists created his more than 100 subgenres of hip hop music.
Interest in hip-hop music has become so global, in fact, only one-third of today's most-listened hip-hop artists are from the United States. Hip-hop is also multilingual, as it spans English and 98 other languages.Languages, dialects, creoles, and regional differences1.
Although rap and hip-hop remain male-dominated, the genre maintains a strong base of women who are holding their own on the hip-hop charts. In fact, hip-hop boasts significant gender diversity, especially in collaborations, with women, mixed duos, groups, and non-binary artists.
The connection to hip-hop among the black community is undeniable. Especially in the US, black viewers are six times more likely to say hip-hop is their favorite genre than the general population. From a listener's perspective, that appeal is most evident on radio. Because hip-hop stations attract his 14% of total radio listening among black viewers. Among black viewers ages 18-34, the urban contemporary/hip-hop genre accounts for 30.7% of all listeners on broadcast radio and 20% of audio streamed.3. And hip-hop's fan base is highest in the South and among millennials.
Hip-hop’s continued engagement with audiences across media platforms presents a huge opportunity for advertisers to connect with Black consumers in culturally relevant ways. And this combination of dominant genre and trusted news outlets has led to increased business with Black-owned media. Ad spending on top Black-owned radio stations in major markets increased 92% in 2022 compared to the previous year, according to Nielsen Ad Intel. But opportunities also exist for video content.
The hip-hop programming genre on television is not only one of the genres with the highest representation of black talent at 89%, but also one of the genres with the most diverse audience, with approximately Two out of three viewers are white, or about a quarter. audience.
After half a century of creating hits and changing culture, it will be interesting to see how hip-hop innovates across the media landscape over the next 50 years.
source of information
1 Gracenote Global Music Data
2 Nielsen Scarborough USA+, 2022 Release 2
3 Nielsen Radio Database, Fall 2022
Four Nielsen Radar, Fall 2022
