'Now with R&B coming back, we’re determined that it won’t go quietly back into the night. Some artists will break through, and soon there will be a flood.” - JeffRobinson, HERMusicx's manager HipHopPower
notched the biggest streaming week ever for an R&B album by a woman in October; Lennox, who is currently opening for Lizzo; new signee Ann Marie; and, of course, Mai, whose bubbly crush anthem “Boo’d Up” became one of the biggest breakout hits of 2018.
“Most labels give you a song and dance about being 100% behind an R&B project with a marketing campaign,” Robinson elaborates. “Maybe that goes on through the project’s release weekend and the next week. Then the following week, you’re not hearing much about the record anymore. I have always said that out of $10, a pop artist will get $8 to market and promote [a project], while the R&B artist will get the $2.
“When we were serviced with Alicia’s ‘Fallin’ ’ single [in 2001], there was no picture,” recalls iHeartMedia executive vp programing Thea Mitchem. “J [Records, which was folded into RCA in 2011] serviced it with just a white label. So you had to make a decision to play it or not based on how it moved you. With H.E.R., it was a mystery as well. It created a momentum that took a little longer. But I would argue that H.E.R.
Streaming remains an important tool, even if it hasn’t provided R&B with the same gains as rap. Spotify’s main playlist for the genre, Are & Be, recently crossed the 5 million followers mark, though it’s still behind the platform’s influential RapCaviar playlist, which boasts over 12 million.
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