1 “Last Night.” Elsewhere on his chart-topping album One Thing at a Time, he borrows from the Rich Gang classic “Lifestyle.” “This is just hip-hop energy switched around.”įor another example of hip-hop getting the assist, if not the points: Morgan Wallen is classified as country, but he slips easily into a rap cadence on the second verse of his multi-week No. “I don’t feel that hip-hop’s not present at the top of the charts,” says the producer Salaam Remi (Nas, Miguel), pointing to the undeniable rap influence in SZA’s SOS, which spent the first five weeks of 2023 atop the Billboard 200. Several longtime executives also point out that genre-related statistics are increasingly ill-suited to describe a world packed with blurry genre-hybrids. Too Many Songs, Not Enough Hits: Pop Music Is Struggling to Create New Stars “But if that starts to slip, then our voice becomes a little less urgent.” “Black music is such a large part of the music industry,” Naima Cochrane, a Black Music Action Coalition board member, told Billboard earlier this year. Budgets can be trimmed, opportunities denied. Conversely, when a genre is believed to be on the downslope, that often impacts the way resources are allocated inside labels. Everyone flocks to a space that’s bubbling, hoping to grab a piece. While the general public couldn’t care less about genre market share, however, the music industry relies heavily on these numbers for its own internal report card.Īnd in an intensely competitive industry, conversations about genres’ commercial momentum are also inextricably tied to power within music companies. Is Hip-Hop’s Dominance Slipping? ‘My Concern Is the Magic Is Gone’Īll these gloomy pronouncements are likely lost on most listeners - fluctuations in genre fortunes from year to year are barely perceptible from ground level. artists has slipped” markedly, according to the former head of the British Phonographic Industry, leading him to call for additional government investment in music in 2022. K-Pop is allegedly “in crisis.” Even entire nations are worried: “The global market share of U.K. It’s like survival of the fittest.”Įxistential concerns about the fate of various genres and scenes appear increasingly common around the music industry. 1,” says Aaron “Ace” Christian, who manages the rapper Cordae and the producer Turbo. “Everyone’s speaking on how we haven’t had a No. The second fact took on more weight in light of the first, and questions about hip-hop’s commercial health surged once again, careening around rap Twitter and touching off think pieces and aspirational marketing plans ( Toosii told SiriusXM he aims to have rap’s first No. Last year, music executives noticed that the market share of hip-hop and R&B was gradually declining then this June, Billboard reported that rap had yet to produce a Billboard 200-topping album or Billboard Hot 100-topping single in 2023.
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