12/3/2023 0 Comments Today hip hop history![]() ![]() “, there were just a lot of guys we would see seemingly come out of nowhere and become huge stars and put up numbers that would rival people that have been established. “The last couple of years, we’re not seeing as many new stars emerge,” says Chery. Then there’s rap’s third problem: There aren’t as many hot prospects among rap’s rookie class. “We didn’t just lose, it also halted that wave.” “Unfortunately, we have those tragedies that don’t let those culture-shifters see out their days and fulfill their purpose for the sub-genre they’re repping,” says Letty Peniche, who hosts Power Mornings on Power 106 in L.A. Their premature passings leave a void at the genre’s center - one that has only widened with the further losses of Nipsey Hussle, Mac Miller, Lil Peep, King Von, Young Dolph and, most recently, PnB Rock. The late Pop Smoke, Juice WRLD and XXXTENTACION were three of the most important rappers of the past few years, not only because they moved units but because they were stylistic innovators. Those artists are carrying even more weight because of rap’s second problem a number of would-be superstars died young. 1 that doesn’t matter to me no more, and at a point, it did.” Post told Billboard earlier this year, “I don’t need a No. The albums debuted with respectable numbers, but slid down the Billboard 200 relatively quickly after - and while each of their previous albums spawned Hot 100-topping smashes (“God’s Plan,” “HUMBLE,” “rockstar”), this time, between the three of them, only Drake’s “Jimmy Cooks” went to No. Morale & The Big Steppers and Post Malone released his darkest album yet, Twelve Carat Toothache. This year, Drake dropped the dancefloor detour, Honestly, Nevermind, while Kendrick made the deeply personal Mr. ![]() First, rap’s superstars like Drake, Kendrick Lamar and Post Malone are aging into a different chapter of their careers, less invested in chasing hits. ![]() There’s a variety of reasons the genre’s future feels precarious. Chery says he’s been alarmed about rap since last year: “2015, 2016, 2017, 2018, those years felt magical. “I will say, I’m concerned,” says Carl Chery, Spotify’s creative director and head of urban. The genre’s total on-demand streaming growth is up 6.2% in 2022, but that’s lower than the rate of the market overall, which is up 11.6%. Luminate’s mid-year report revealed that R&B/hip-hop still has the largest overall market share of any genre in the United States with 27.6% - but that’s a decline from last year’s 28.4%, even though it widened its lead at the top in terms of overall equivalent album units. Rap is still enormously popular, but its growth is slowing. Looking at the hip-hop landscape today, you might get a different feeling. Established artists like Ye, Jay-Z and Lil Wayne still had more in the tank younger stars like Drake, Kendrick Lamar and Nicki Minaj put their mark on the culture and rising stars like Pop Smoke, Juice WRLD, XXXTENTACION and Cardi B were already scoring RIAA plaques. That report focused on 2017, but the period between 2015-2018 was a crescendo for the genre. Too Many Songs, Not Enough Hits: Pop Music Is Struggling to Create New Stars ![]()
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