Let The Music Play …

Culturally time slips by quickly. We need to occasionally step out of our daily bubbles to stay in step. With the continued growth of technology and new developing social media sources, it is hard to believe anyone could miss a cultural shift in music.

Time Marches On …
I was recently asked about Hip-Hop on R&B stations. My answer is simple: Any listener, regardless of format, who was 15 years old in 1990, is now 46. That person is a part of the 25-54 demographic with the same ears from their teenage years. The music experiences of this person are not the same as someone who was 46 in 1990. I think it's kind of funny in 2021 to even debate whether Hip-Hop should be a part of R&B radio.

What Happened To Hip-Hop N’ Rap? …
By the way, have you noticed that hardly anyone ever says Hip-Hop and Rap anymore? You hear the music referred to as Hip-Hop and those who perform it as Rappers. It reminds me of years ago when Country & Western became just Country. "Tradition is forever changing."

Let The Music Play …
Target demographics for terrestrial radio formats always remain the same. However, the people within the demo have grown older and bring along with them the music they grew up with. In addition, some stay musically current, and others tend to believe the only great music was created when they were growing up. But specifically, I want to talk about the question an air personality had about Hip-Hop on R&B radio.

Air Talent: I see Wizkid in the Top 10 on the charts for Urban and R&B. And I know that more and more R&B stations are playing some hip-hop, but I still don't fully understand.

Coach: What's not to understand? The format is evolving just like its listeners. I think stations who tweak by adding some songs realized Hip-Hop is a part of the R&B experience just as R&B was for kids into Hip-Hop 30 years ago. In the grand scheme of things every contemporary music format falls under the heading of Rock & Roll. R&B is a name for a format, not a definition of the music within it. Never get confused by the gift wrapping, pay attention to what is inside the box.

Air Talent: So how is this going to all work out?

Coach: If done correctly, the fallout will take nibbles from Mainstream Urban, Top 40/Rhythmic, Top 40 and Hot AC formats. To what extent will depend on the market, signal strength, station history, dial position, and the situation. You can trace the history and maturation of the Hip-Hop back to MTV, VHI and BET in the late 80s. Classic Hip-Hop is green and crosses all races and cultural landscapes.

Air Talent: Okay, so what am I missing?

Coach: Hip-Hop artists of a certain age are a part of the capitalistic fiber of this country. There's Jay-Z a billionaire, Nas owns the venture capital firm QueensBridge Venture Partners, Dr. Dre, DJ Khalid, Sean Puffy Combs, Snoop Dogg, and many other rappers with a varied financial portfolio are just like those in the majority of your R&B station demographics. Ask any of them and I'm sure that R&B is a part of their music collection too.

Air Talent: So, you think R&B stations should play Hip-Hop too.

Coach: As I mentioned to you earlier, yes. It stands to reason that entire generations that grew up with Hip-Hop would want to hear some of it mixed in with the R&B. Those same listeners already share listening time with Urban Mainstream stations. More and more R&B stations are starting to get with the program. The best current example is the one you mentioned, Wizkid's "Essence" song. All formats must contend with an ever-changing audience as the years go by. Believe it or not, I actually heard Led Zeppelin's "Stairway To Heaven" on an elevator a couple of years ago. The day will come when I hear Notorious B.I.G’s "Going Back To Cali" waiting in line at a Starbucks.

Air Talent: What hip-hop songs do you think would be acceptable to play at an R&B station?

Coach: If your boss has access to call out and auditorium research from the early '90s up through now, all they'll have to do is to look the top tested Hip-Hop songs for women 25 to 49. The rest will be a matter of how much to play, marketing, and station goals. The biggest problem is getting rid of internal bias. Audiences are already in tune to who they are and what they like. Sometimes in radio we get stuck in a time warp bubble.

Air Talent: Do you think some of it might be okay for Hot AC?

Coach: White Females 25-49, grew up with hip-hop as part of the cultural backdrop. Even when it comes to White males, MSNBC's chief legal correspondent Ari Melber and host of ‘The Beat with Ari Melber,” is 41 years old. He talks about growing up listening to Hip-Hop, infuses Hip-Hop lyric examples at the drop of a hat in discussions, and has had current and legendary Hip-Hop artists on his show to discuss politics and current events. So, yes, at some point a few Hip-Hop songs performed by Rappers will make its way on to some form of the AC format.

Air Talent: I don't know Sam, what you are saying makes sense, but I don't know.

Coach: Time and death usually speeds up change. Time: leaders either evolve or move on voluntarily or otherwise, and when it comes to death, that speaks for itself. When music lovers grow, smart radio and audio media leaders will grow with them.