To understand hip-hop’s future, look at “K-Pop” by Travis Scott
Since its supposed origin at a block party in New York on August 11th 1973, hip-hop has become the most popular musical genre in America, together with. It has shaped culture in black America’s image and has become so much a part of America’s identity that the State Department even runs a “hip-hop diplomacy” scheme, which sends rappers,s and breakdancers abroad. Next year breakdancing, which emerged at early hip-hop parties, will officially become a new Olympic sport.
Far from tightening the West’s grip on cool, the internet has dropped rap’s already low barriers to entry: anyone with a voice, microphone and internet connection can release a verse. A greater pool of talent is one reason that people in many countries increasingly listen to local rap rather than American hip-hop artists. “People want to see themselves represented,” says Aori Sauthon, a rapper and Brazilian hip-hop music executive.
The rise of global stars dovetails with a second trend, which is hip-hop’s surprising wobbles at home. In 2023 a hip-hop album did not top the American charts until July, the longest wait in 30 years. Hip-hop made up 42% of the top 50 most-streamed songs on Spotify in America in 2020 but accounts for just 16% so far this year, according to Chartmetric, a data firm. Country and Latin music have been gaining share.
and Post Malone, are more established and are less focused on churning out hit releases than they used to be. Some emerging stars, such as Juice, have died young, and with them the potential for new albums, even if they remain among the most-streamed rappers.
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