In its mid-year report, Nielsen Music revealed that hip-hop and R&B had surpassed rock for the first time as the dominant genre in America based on music consumption.
During this last week’s Advertising Week conference in New York, pop culture was put front-and-center at a panel discussion presented by Universal Music Group & Brands in partnership with media company Mass Appeal and entitled Is Your Brand Ready For A Hip-Hop Future?
There have been numerous Artist brand partnerships arising as of lately, including but not limited to Jay-Z and Budweiser, Drake and Sprite, Lil Yachty and Nautica plus numerous fashion designers teaming up with artist like Migos, Gucci Mane and Reebok.
In our data-driven age, rap music’s commercial potential is not only undeniable but quantifiable. Tuma Basa, Spotify’s Global Head of Hip-Hop, sees this firsthand in his day-to-day work. “We have the cultural context, but we can also see on the backend,” he said. “With technology, with that knowledge, comes revenue.”
With that being said Hip-Hop is sure to persuade Big name brands who once shy away from Artist to now take chances because of their huge influence. In my opinion I don’t see any other genre that can pass hip hop when it comes to influence in America.