Veteran executives discuss the challenges facing hip-hop — and why some chart statistics may not be the best measure of a genre’s reach.
the former head of the British Phonographic Industry, leading him to call for additional government investment in music in 2022. All these gloomy pronouncements are likely lost on most listeners — fluctuations in genre fortunes from year to year are barely perceptible from ground level. 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.
Executives with long track records in rap are acutely aware of this dynamic. “It’s not just a hip-hop thing — pop’s [market share is] down too,” says Dave Gordon, a streaming consultant and manager. Some hip-hop executives do see the recent numbers as a call for a direction change within the genre. A manager in the space worries that the underwhelming chart statistics from the first half of the year reflect “a lack of innovation in sound — everybody got comfortable grabbing a beat from an Atlanta trap producer.” Others focused more on lyrics than sound: “Subject needs to matter again,” Christian argues. “If you don’t have anything to say, then eventually people are going to stop listening.
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