Integr8: Three Reasons Today's Hip-Hop Is Different Than Yesterday's
August 23, 2016 at 1:24 PM (PT)
The latest INTEGR8 blog, which goes live tomorrow here, addresses how today's hip-hop has evolved from its origins in terms of chart action and radio airplay.
First off, fewer hip-hop titles are becoming Top 10 hits, but those that are stay hits longer. In 2006, 28 different hip-hop titles cracked the Top 10, but on average, they remained there for seven weeks. In 2015, only eight reached the Top 10, but remained there for an average of 13 weeks, headed by FETTY WAP's "Trap Queen," which stayed in the Top 10 for 25 weeks.
Second fact: Fewer artists have big hip-hop hits today. Last year, a whopping 41% of hip-hop's time in the Top 10 came from FETTY WAP's three hits.
Finally, INTEGR8's findings show hip-hop is no longer an isolated genre, but rather "another popular style that can be blended in songs with others, like pop and EDM," citing as an example WIZ KHALIFA and CHARLIE PUTH's "See You Again," which combined rap with a pop love song chorus.
The blog concludes: "Hip-hop tracks that have become huge mainstream hits since 2012 have largely been songs that break down the barriers that traditionally defined hip-hop, whether it be the background of the performers, the mixing of musical styles or the lyrical content."