Integr8 Research: The Fall And Rise Of Hip-Hop
August 17, 2016 at 3:59 AM (PT)
MATT BAILEY writes in a new report from INTEGR8 RESEARCH that "In 2012, a flurry of articles began appearing in the music press asking, 'Is Hip Hop dead?' Most articles simply bemoaned the lack of authenticity of the genre’s good old days, or complained it was becoming 'too white,' but a few articles actually cited data. Did you know not a single African-American artist hit #1 on the BILLBOARD Hot 100 chart in 2012, or that no Hip Hop song reached #1 for almost two years between 2011 and 2013?
"For our INTEGR8 New Music Research clients that target predominantly African-American audiences, Hip-Hop continued to test well. However, our Rhythmic Top 40s that target Caucasian and Hispanic listeners were frustrated at the lack of Hip-Hop hits with crossover appeal among their general market audiences. Crossover Hip Hop, after all, is what made the format different from mainstream Top 40 in the first place."
Did Hip Hop really die in 2012? Read the full post here.